Amul
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  • The different Brand and Packaging Offered by the Company.
  • Market segmentation is a concept in economics and marketing. A market segment is a sub-set of a market made up of people or organizations with one or more characteristics that cause them to demand similar product and/or services based on qualities of those products such as price or function. A true market segment meets all of the following criteria: it is distinct from other segments (different segments have different needs), it is homogeneous within the segment (exhibits common needs); it responds similarly to a market stimulus, and it can be reached by a market intervention. The term is also used when consumers with identical product and/or service needs are divided up into groups so they can be charged different amounts.The people in a given segment are supposed to be similar in terms of criteria by which they are segmented and different from other segments in terms of these criteria. These can broadly be viewed as 'positive' and 'negative' applications of the same idea, splitting up the market into smaller groups.Examples:GenderPriceInterests
  • A target market is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise.[1] A well-defined target market is the first element to a marketing strategy. The target market and the marketing mix variables of product, place(distribution), promotion and price are the two elements of a marketing mix strategy that determine the success of a product in the marketplace.
  • In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization.
  • A mass Market player, with no premium offering, Quality with affordability, Up against niche players-Value addition to customers, sheer sixe and scale of customers, The are also positioning a healthy milk substitute with additional Vitamin C added to it against Redbull
  • As Amul provides huge employment to the masses nearly

Amul Presentation Transcript

  • 1. THE TASTE OF INDIA
  • 2.  Rakesh Iyer 16 Srinivas Mittapelli 29 Nitesh Patil 38
  • 3.  About Formation of Amul Key People in Amul
  • 4.  Bread Spreads Amul Butter, Amul Lite, Delicious Table Margarine (Or Butter substitute) Milk Drinks Amul Kool Milk shake, Amul Kool, Amul Kool Café, Kool Koko, Nutramul Energy Drink, Amul Kool chocolate milk, Amul Kool flavoured Bottled Milk, Amul Kool Flavoured Tetra Pack, Amul Masti Spiced Buttermilk, Amul Lasee, Amul Kool Thandai Powder Milk Amul Spray Infant milk Food, Amul Instant Full Cream Milk Powder, Sagar Skimmed Milk Powder, Sagar tea Coffee whitener
  • 5.  Fresh Milk Amul Fresh Milk, Amul Gold Milk, Amul Taaza Double toned Milk, Amul lite slim and trimmed milk, Amul Fresh Cream, Amul Shakti Toned Milk, Amul Calci+, Amul butter Milk Cheese Amul Pasteurised Processed Cheese, Amul cheese Spread, Amul Emmental Cheese, Amul Pizza Mozzarella Cheese, Gouda Cheese For Cooking Amul Sagar Pure Ghee, Cooking Butter, Amul Malai Paneer, Utterly Delicious Pizza, Mithai Mate, Masti Dahi, Pro – Biotic Dahi, Desserts Amul Ice Creams, Amul Shrikhand, Amul Mithaee Gulab Jamuns, Gulab Chocolates, Amul Basundi, Amul Yogi Yoghurt Health Drink Nutramul, Amul Shakti Health Food Drink
  • 6.  What is Market Segmentation?
  • 7.  Young Children Urban Family Interest
  • 8.  What is targeting?
  • 9. Define The Segments Define the TargetsList the benefits Target audience of the product description
  • 10.  Amul has targeted their milk products to various segments of the market. Products Like Nutramul Energy Drink, Amul Kool chocolate milk, Amul Kool flavoured Bottled Milk are targeted for the Kids aged 4- 16 specially school going. Products such as Amul Kool Milk shake, Amul Kool, Amul Kool Café, Kool Koko, Nutramul Energy Drink, are mainly targeted for the College going young people. Where as products such as Amul Masti Spiced Buttermilk, Amul Lasee, Amul Kool Thandai are targeted in specific season.
  • 11.  What is Market Positioning?
  • 12.  Amul Milk has positioned it self as a helthy substitute for the Soft Drink (Carbonated Drinks). Ready to serve Milk Products (Amul Kool) Position in the beverages market with the introduction of milk shake. Brings goodness of Coca (Chocolate and Coffee) all the year around. Different packaging is meant to attract generation Y.
  • 13. The Taste Of India
  • 14. Thank You