Market bba sem 1

1. PRINCIP
LES
OF

3. Marketing refers to the
activities of a business
related to buying and
selling a product or
service.

7. The word AMUL word derived from Sanskrit word
*AMULYA* which means *priceless* or *precious*.
It was formally registered on December 14, 1946. Its
objective was to provide proper marketing facilities for the
milk producers of the district. The Union began
pasteurizing milk in June 1948, for the Bombay Milk
Scheme – just a handful of farmers in two village co-
operative societies producing about 250 liters a day.

9. 1. AMUL MILK
Amul segments its consumers on
the basis of age and health-
conscious for milk.
Their famous advertisement “
AMUL DOODH PEETA HAI
INDIA” indicates this.

10. Amul targets kids, young people health conscious people, and urban
families for the milk segment.
Amul target a lot of segments for milk as it is a daily necessity. It has
a strong presence in rural areas of the country as well.
Amul kool and flavored milk targeted the 4 to 18 age segment.
They have a few products which are seasonal, like Amul lassi, Amul
Masti, spiced buttermilk, and Amul kool thandai.

11. Amul flavored drinks are positioned as
healthy and substitute for carbonated
drinks.
Amul milk is positioned as an everyday
necessity for good health among children
and the young population.

12. 2. AMUL ICE CREAM
1. DEMOGRAPHIC SEGMENT
 AGE: 1 TO 60
 FAMILY LIFE CYCLE: YOUNG, SINGLE, MARRIED, OTHER
 EDUCATION: HIGH SCHOOL, COLLEGE GRADUATES, ETC
 ATTITUDE TOWARDS THE PRODUCT: The attitude towards the product is positive
as people have trust in Amul products.
2. GEOGRAPHICAL SEGMENT
 Urban, rural
3. PSYCHOGRAPHIC SEGMENT
 Working class

13.  The target of Amul Ice-cream is lower,
Middle, and upper-income group
people. It targets both men and
women and children as well.
 Amul Ice-cream is positioned as
an Ice-cream with various
flavours for all occasions and for
all age groups.

14. 3. AMUL CHOCOLATE
 Amul is the largest milk based product
manufacturer in India. The product is for every
section of the country, can be afforded by
everyone, and is available in both urban and rural
regions. The product is for all age groups starting
from kids to adults.
 The main target group for this product
upper and middle class of society. Also,
the main target group is children and
teens and mainly youths.

15. It is a good quality, Indian
product and promotes itself as
the taste of India. They promote
themselves during the occasion.
Amul butter campaign
promotions are found to be
more effective than chocolate
advertisements.

16. 4. AMUL CHEESE
Quality-conscious children and adults.
Kids and youth.
Taste of India by giving them quality products.

17. 5. AMUL BUTTER
Health and quality-conscious people.
Lower, middle, and upper-class people.
Taste of India Tasty Butter for people of all
age groups.

18. PRESENTED BY:
PARTH KATYAL
KAJAL ARORA
UDAY PANWAR
RITIK TOMAR
GARV SHARMA