In the tumultuous landscape of the COVID-19 pandemic, while many businesses struggled to keep their heads above water, one Indian dairy giant, Amul, not only weathered the storm but thrived. A recent study published in the ‘International Journal of Emerging Research in Engineering, Science, and Management’ (translated as ‘International Journal of Emerging Research in Engineering, Science, and Management’), authored by A. B. Mishra of the International Institute of Management Studies, Pune, sheds light on how Amul’s strategic marketing and advertising efforts helped it to not just survive but also to connect emotionally with its customers during the lockdown.
The pandemic presented unprecedented challenges, with many businesses scaling down production or even shutting operations. However, Amul, leveraging its status as an essential commodity provider, ramped up production and sales. “The advantage of essential commodity category and milk production aided its success during the pandemic,” notes Mishra in the study.
Amul’s success story is not just about increased sales but also about building a stronger brand connection. The company’s advertising strategy played a pivotal role in this. Amul’s campaigns during the pandemic were not just about promoting products but also about spreading positivity and hope. This emotional and social connection with customers set Amul apart from its competitors.
The study highlights how Amul’s extension strategy, which involved expanding its product range and leveraging social media advertising, proved to be a game-changer. “Amul’s advertising strategy was the backbone of their success,” Mishra emphasizes. The company’s creative and timely advertisements resonated with people, making Amul a household name not just for its dairy products but also for its uplifting messages.
The implications of this research extend beyond the dairy industry. In the broader business landscape, Amul’s story offers valuable insights into how companies can navigate crises and even turn them into opportunities. The study underscores the importance of strategic marketing and advertising, especially during challenging times.
For the energy sector, which is also grappling with its own set of challenges, Amul’s story could serve as a case study in resilience and adaptability. As the sector looks towards recovery and growth, the lessons from Amul’s success could be instrumental in shaping future strategies. The research suggests that companies that can build emotional connections with their customers and leverage innovative advertising strategies are likely to emerge stronger from crises.
In conclusion, Amul’s journey during the pandemic is a testament to the power of strategic marketing and advertising. As businesses across sectors look to rebuild and grow, the lessons from Amul’s success could prove invaluable. The study by Mishra offers a compelling narrative of resilience, adaptability, and the power of emotional connection in business.