market segmentation of amul

1. Case study : Amul
By Miss. Sejal Patil
T.y. Bcom div. E
Roll no. 492

2. •Market segmentation is a process of dividing the total,
heterogeneous market for a product into several sub markets
or segments, each of which tends to be homogeneous in all
significant aspects.
•It is a marketing concept which divides the complete market
set up into smaller subsets comprising of consumers with a
similar taste, demand and preference.
•A market segment is a small unit within a large market
comprising of like minded individuals.
•One market segment is totally distinct from the other
segment.
•A market segment comprises of individuals who think on the
same lines and have similar interests.
Philip Kotler, defines “Market segmentation is a process
of identifying groups of buyers with different desires or
requirements.”

4. Product
development
Promotion-
mix
Product
pricing
Distribution
Media
selection
Customer
loyalty
Market
expansion
Market
opportunities

5. • Region[urban/rural]
localitygeographic
• age
• Gender
education
demographic
• culture
• Reference groupSocio-graphic
• lifestyle
• Personality
psychographic
• Usage rate
• User status
• Buying motives
behavioural

7. Amul is an Indian dairy
cooperative
based at Anand in the state
of Gujarat
Dr Verghese Kurien, founder-
chairman
The word Amul( ) is
derived from the Sanskrit word
Amulya( ), meaning
invaluable
Full name “Anad milk
Producers Union ltd.”
Managed by GCMMF (Gujarat
Cooperative Milk Marketing
Federation)
Amul has spurred the White
Revolution of India
made the country the world's
largest producer of milk and
milk products
Amul

11. ICECREAM
LIQUID FRESH
MILK
PIZZACOMPETITION

12. Customer based market segmentation
Kids
Women
Calorie conscious
Youth
Health
conscious

13. Amul kool
Chocolate mix
Nutramal energy drink
Milkshake

14. Amul calci

15. Amul Lite
Sagar Skimmed Milk
Powder
Amul Lite Slim and Trim
Milk

16.  Utterly Delicious Pizza
 Amul Emmental Cheese
 Amul Cheese Spreads

17. Nutramul
Amul Shakti Health Food
Drink

18. Milk
• Restaurants, coffee shop chains
• Ice cream manufacturer
Butter, cheese, ghee
• Bakery, confectionary
• Pizza outlets
• Snacks outlets

19. Two segments: Consumer and Industry
Alternative segments: Railways,
Educational institutions, Exports

20. Thank you