<b>Letters</b>: Case study for marketers

With reference to “Utterly, butterly plus more” (January 9), the evolution of Amul’s marketing strategy is a brilliant case study for all marketers. The marketing strategy at the Gujarat Co-operative Milk Marketing Federation Ltd for the Amul product range has been about consistency and scaling up. The regular topical ads featuring the “utterly, butterly girl” are iconic, and have given the brand epic word-of-mouth publicity and visibility. Successful marketing strategists create a feel-good factor for their brands since the buying decision is very much pegged into positive emotions. The Amul girl represents a tongue-in-cheek Kapil Sharmaesque image with a feel-good