A Case Study of Amul: Implementation of Extension Strategy to Repositioning Brand During Covid-19 Period

During lockdown and consequent pandemic, many organizations reduced their production, and few shut their operations. Some organizations continued their regular production. Apart from Pharma, very few organizations raised their production and raised their sales. Amul, a dairy products company is the one which in addition to raising production and sales, established an emotional and social connection with their clients. The advantage of essential commodity category and milk production aided its success during the pandemic. In this paper, the marketing strategy of Amul is review as backbone of their success being the advertising strategy.