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Market segmentation amul

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market segmentation of amul

market segmentation of amul

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  • 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.”
  • 3. Product development Promotion- mix Product pricing Distribution Media selection Customer loyalty Market expansion Market opportunities
  • 4. • Region[urban/rural] localitygeographic • age • Gender education demographic • culture • Reference groupSocio-graphic • lifestyle • Personality psychographic • Usage rate • User status • Buying motives behavioural
  • 5. 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
  • 6. ICECREAM LIQUID FRESH MILK PIZZACOMPETITION
  • 7. Customer based market segmentation Kids Women Calorie conscious Youth Health conscious
  • 8. Amul kool Chocolate mix Nutramal energy drink Milkshake
  • 9. Amul calci
  • 10. Amul Lite Sagar Skimmed Milk Powder Amul Lite Slim and Trim Milk
  • 11.  Utterly Delicious Pizza  Amul Emmental Cheese  Amul Cheese Spreads
  • 12. Nutramul Amul Shakti Health Food Drink
  • 13. Milk • Restaurants, coffee shop chains • Ice cream manufacturer Butter, cheese, ghee • Bakery, confectionary • Pizza outlets • Snacks outlets
  • 14. Two segments: Consumer and Industry Alternative segments: Railways, Educational institutions, Exports
  • 15. Thank you