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INTRODUCTIONy Type co-operative

y Founded in 1946

y

Headquarters anand, Indiay Industry dairy

y Products milk and related products

y Revenue US $1 billion

y Employee 2.41 million milk producery Slogan the taste of India.

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VISION

The taste of Indiais to be a part of everyone's life.

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MISSION

The expansion of

distribution network,creative marketing,consumer educationand product

innovation.

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List of Amul Productsy A mul Buttery A mul Cheesey A mul Delicious Pizzay A mul Shrikhand (Mango, Saffron, A lmond Pistachio

Cardamom)y A mul Milky A mul Gheey A mul Milk Powdersy A mul Masti Dahiy A mul Ice creamsy A mul Milk Chocolatey A mul F fruit & Nut Chocolate

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BCG Matrix

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BCG Matrix Modely The BCG matrix or also called BCG model relates to

marketing.

y BCG matrix is often used to prioritize which products within company product mix get more funding andattention.

y The BCG model is based on classification of products

into four categories based on combinationsof market growth and market share.

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BCG Matrix involves1. STARS - (high growth, high market share)

2. QUESTION MARKS - (high growth, low market

share)3. CASH COWS - (low growth, high market share)

4. DOGS - (low growth, low market share)

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Marketing strategiesy To distribute free samples during annual melas in the

villages and small towns.

yTo open outlets at good shopping malls duringsummers.

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Product development strategiesy Launched Milk based drinks which was untouched by

other companies.

yE.g.- Amul Kool.

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Diversification Strategiesy Identified working class women as a new segment.

y Introduced frozen, easy to cook stuffed parathas,

matar paneer and paneer pakodas.y Which makes them easy to cook and tasty food in less

time.

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THE 4 MARKETING

PILLARS

1. Segmentation

2. Targeting

3. Positioning

4. Differentiation(STPD)

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SEGMENTATION

Divide the market into distinct subunits of customerswith similar needs, wants & demands

Consumer markets can be segmented based on the:

y Geographic( Nation, State, Region, City, Climate, Density)

y

Demographic( Age/Family size/Life cycle, Education, Income,

Religion/Race/Generation, Nationality/Social class,gender, occupation)

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y Psychographic

( Lifestyle ± culture, sports, outdoor, Personality ±

introvert, extrovert, compulsive, ambitious, authoritarian

etc)

y Behavioral characteristics of customer

(Loyalty status ± medium, strong

Readiness stage ± unaware, aware7.

Attitude toward product ± positive, indifferent)

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TARGETINGIdentify the most profitable segments that its products and

services can cater to

y Targeting involves taking decisions regarding the choice of the segments on which the limited resources(include the

marketing skills, managerial capabilities,technological innovations, and the cost advantages)are to be focused.

y The smart choice for the company to decide how it can

deploy its resources to optimize efficiency, sales and profitability

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y Single segment concentration ± small car only

y Selective specialization ± FM channel targeting all agegroups with different programs

y Product specialization ± one product selling to differentsegments ( paint)

y Market specialization ± many needs of 1 group ± sellingonly to schools

y Full market coverage - Coke

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POSITIONINGy

Create and image or a specific identity for the productor brand in the minds of customers called positioning

y Means creating an image in the perception of the buyer

in the target market about the product or service of accompany with an advantage over the competition

y It is a combination of both market and psychological

positioning

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y A company can position its product based on various

factors:

y Positioning by attribute

y Positioning by price/quality

y Positioning by use or applicationy Positioning by with respect to a competitor

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Differentiation

y Giving something unique & innovative

y Differentiation looks to make a product more

attractive by contrasting its unique qualities with other competing products.

y

Successful product differentiation creates acompetitive advantage for the seller, as customers

view these products as unique or superior.

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y Product differentiation can be achieved in many ways.

y It may be as simple as packaging the goods in a creative way, or as elaborate as incorporating new functionalfeatures.

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Swot analysis

Strengths-y Wide range of products

y Affordable price

y

Effective ad campaigny Distribution network

y Diversification

y Brand image

y High quality, low pricey Largest food brand in India and Asia

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W eakness-

y Need to focus on other products as well

y Short self life of its productsy Alliance with the 3rd parties who do not belong to the

organized sector

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Opportunities-

y Entry in retailing

y Packaged sweets markety Sports drink new market

y Penetrate international market

y Use internets to sell its products

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Threats-

y Increasing population

y Increasing requirements

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Cheese-Britannia

Butter-Britannia

Nestle

Baby Food-NestleHeinz

Ice-Cream-HUL

Dairy whitener segment-BritanniaNestle

Sweet Condensed Milk-Nestle

Cottage Cheese (Paneer)Britannia

Milk A dditives-Cadbury

Flavored Milk-BritanniaNestle

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Drinks ButterGhee

Cheese Sweets MilkPowder

Ice-creamChocalate

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