This document outlines Amul's marketing objectives, strategy, and tactics. The objectives are to increase brand awareness, market share, new customers, and sales/profits. The marketing strategy uses Ansoff's matrix to focus on market penetration of existing products and market/product development. Segmentation targets regions, demographics, and behaviors. Positioning focuses on quality, affordability, and supporting farmers. The 4Ps discuss Amul's dairy products, affordable pricing, massive distribution network, and promotions through ads, events, and schools.

2. Objectives
Marketing Objectives
• Increase brand awareness
• Increase market share
• Higher market penetration
• Find new markets
• Market stability
• Increase in new customers
• Increase in retained
customers
• Increase in rate of purchase
• Increase in volume of
purchase
Financial Objectives
• Increase sales by volume
and segments
• Increase profit on sales
• More cash flow

3. Marketing strategy
Ansoff Matrix
Segmentation and Targeting
Positioning
Marketing Mix
PESTEL Analysis

4. Ansoff Matrix
MARKET
PENETRATION
Milk, Butter,
Cheese, Ice Cream,
Paneer, Dahi,
Chocolates, Ghee,
Mithai, Milk Powder
PRODUCT
DEVELOPMENT
Fat free desert,
Chocolate Syrups,
Flavoured Lassi,
More variety of
cheese and
chocolates
MARKET
DEVELOPMENT
Amul outlets in
South East Asia
and Middle East
DIVERSIFICATION
Amul Lounge,
Amul Sweet Shops,
Amul Cheese
Tasting
Product
Market
Existing New
ExistingNew

5. Segmentation and Targeting:
Geographic
Region
North
East
South
West
Area
Rural
Semi
urban
Urban

6. Segmentation and Targeting:
Demographic
Age
Under
6
years
50
plus
35 to
49
years
20 to
34
years
15 to
20
years
6 to 15
years
Family
Size
Unmarried
Big Family
Children 11
to 20 years
Children
under 10
years
Newly
Married
Income
Low
High
Upper
Middle
Middle
Lower
Middle
Gender
Male Female

7. Segmentation and Targeting:
Behavioural
User
Status
Non
User
Regular
User
First
Time
User
Potential
User
Ex User
Loyalty
Status
None
Absolute
Strong
Medium
Occasion
Regular Special
Usage
Rate
Light
HighMedium

8. Frame of Reference
Points Of Parity
• Basic Ingredient – MILK
• Ready to use
• Freshness
• Hygiene
Points Of Difference
• First to enter in dairy products
market
• Entire range of milk products in
one umbrella brand
• Quality with affordability
• Large size and scale of
operations
• Pay 80% of its revenues to
farmers
Positioning

9. Brand Mantra
Logo
-Amulya
(Priceless)
-Symbolized
pride of
Swadeshi
production
Slogan
“The Taste of
India”
Reflects its
Indian roots
and Values
Mascot
“The Utterly
Butterly girl”
Longest
running
campaign ever

10. Four P’s - Product
 Dairy products
 Fresh, hygienic
 Packaging
 Sizes and volumes

11. Four P’s - Price
 Strategy of low cost pricing
 Value added products like cheese have prices
slightly lower than competitors
 Fresh milk at slight higher prices due to high
transportation cost
 Discounts in Amul parlours

12. Four P’s - Place
 Massive distribution network
 3600 Wholesale distributors
 500000 retail spreads across India
 Kirana stores
 6000 Amul parlours

13. Four P’s - Promotion
 Hoardings
 Newspaper and TV advertisements
 Sponsoring popular sports events
 Amul branded awards to school children
 Sponsoring TV shows