The document analyzes an advertisement for Amul dairy products. It discusses the ad's use of a catchy jingle and slogan to emphasize the Amul brand over specific products. The ad features Amul's variety of products, positioning them as healthy, affordable, available nationwide, and accepted by the masses. It then performs an STP analysis, finding Amul targets the mass market of all milk consumers and positions itself as tasty, healthy, affordable, for everyday use, and widely available.

1. STP ANALYSIS OF
ADVERTISEMENT:
“AMUL – THE TASTE OF INDIA”
BY:
KOMAL GUPTA
ROLL NO.: 30
M.B.A – 1ST SEM
TO:
PROF. ALKA SHARMA

2. CONTENTS
• ABOUT THE AD
• STP ANALYSIS
• CONCLUSION

3. ABOUT THE AD
• Use of a Catchy Jingle and Slogan
• Emphasizes on Brand rather than any Particular
Product
• Features:
a. Variety of Amul Products
b. Healthy and Affordable
c. Availability Across the Country
d. Accepted by the Masses

4. STP – SEGMENTATION, TARGETING
AND POSITIONING

5. MARKET SEGMENTATION
a. Geographically
b. Industry Based

6. TARGETING
a. Mass Market Player
b. All Consumers who consume Milk and Milk
Products

7. POSITIONING
a. Tasty
b. Healthy
c. Affordable
d. Every Day Use
e. Widely Available

8. CONCLUSION
The Advertisement highlights the brand name,
‘AMUL’ rather than a single product. It
beautifully captures the essence of India and
connects the Brand with its consumer’s life,
successfully depicting Amul as “The Taste of
India”.

9. BIBLIOGRAPHY
• www.amul.com
• www.bbamantra.com/segmentation-targeting-
positioning
• http://www.rediff.com/business/slide-show/slide-
show-1-amul-advertisements-capture-the-essence-
of-india/20110415.htm
• ‘Amul’s India – Based on 50 years of Amul
Advertising’, by daCunha Communications

10. WHY I CHOSE THIS AD