This document summarizes Amul's customer and industry segmentation strategies. For customers, Amul segments by age and health preferences, targeting kids, women, youth, calorie conscious, and health conscious customers. For industries, Amul segments the milk industry, targeting coffee shops, restaurants, and ice cream makers, and the butter and milk industry, targeting bakeries and pizza manufacturers. The document also lists Amul's positioning strategy focused on quality, health, affordability, everyday use, and wide availability.

1. CUSTOMER BASED SEGMENTATION
• Kids : Kool, Lassi, Butter Milk, Chocolate
• Women : Calci +
• Youth : Pizza bread, Cheese Spread, Bread, Cookies
• Calorie Conscious : Lite Butter, Skimmed Milk
• Health Conscious : Nutramul , Amul Shakti
INDUSTRY BASED SEGMENTATION
• Milk : Coffee Shop, Restaurant, Ice Cream Industry
• Butter and milk : Bakery, Pizza Manufacturers

2. “HIGH QUALITY PRODUCT AT AFFORDABLE PRICES”
Amul means different things to different peoples :
• To a milk producer : A life enriching experience
• To a consumer : An assurance of having wholesome milk
• To a mother : A reliable source of nourishment for her child
• To the country : Rural development and Self reliance

4. 1) TASTY
2) HEALTHY
3) AFFORDABLE
4) EVERY DAY USE
5) WIDELY AVAILABLE
POSITIONING

5. Strengths
1. Very high market share in milk
2. Excellent quality management
3. Strong distribution network
4. Good product portfolio
5. Strong supply chain
6. Loyal Customer Base
7. Keeping up with the trend

6. Weaknesses
1. Cost of operations
2. Low awareness of product categories like Chocolates
3. Expensive price
4. Tackling the Rural Market
Opportunities
1. Initiatives in the Rural area
2. Rise in purchasing power of Indian People
Threats
1. Competitors