This document provides information about Amul and Britannia cheese brands in India. It includes a market overview noting the major cheese types and players in India. Details are given on Amul and Britannia as companies, their brand variants, insights from customer and retailer surveys, a PESTEL analysis, Porter's Five Forces analysis, TOWS matrix, segmentation and targeting approaches, brand positioning, advertising campaigns and promotional strategies. Marketing strategies are proposed around developing healthier options, smaller packages, and a mobile application to promote cheese as a snack for rewarding physical activity.

1. Marketing Management - I
Term Project
Product Category: Cheese
Brands: Amul & Britannia
Group 3F
Akash Sonawane Anupam Kedia Kriti Chugh
Mohit Mandeliya Rohit P Udai Deori

2. Indian Cheese industry
Popular cheese types:
Processed, Spread, Emmental,
Cheddar, Mozzarella
9000 tonnes market with a
growth rate of 10-12% yearly
Indian organised cheese
market valued at ₹4.5
billion
4 metros account for
50% of the total
consumption
Major players: Amul,
Britannia, Mother
Dairy and Go
Processed
50%
Cheese
spread
30%
Mozzarella
10%
Flavoured
5%
Others
5%
% CONSUMPTION BASED ON CHEESE TYPE
2

3. Company & Profile of the Brand
Parameter Amul Britannia
Founded 1946 1892
Parent Company GCMMF Wadia Group
Key People
Dr Verghese Kurien, founder-chairman of the
GCMMF
Nusli Wadia
Headquarters Anand, Gujrat, India Bangalore, Karnataka, India
Type Co-operative Public
Industry Dairy / FMCG Food Processing
Product Mix
Dairy products (milk, ghee, cheese, ice cream,
dahi, etc.)
Bakery products, including biscuits, bread,
cakes and rusk, and dairy products,
including milk, butter, cheese, ghee and
dahi
Slogan The Taste of India Eat Healthy, Think Better
Overseas presence
Mauritius, UAE, USA, Oman, Bangladesh,
Australia, China, Singapore, Hong Kong and a
few South African countries
Middle East, South East Asia, Africa,
Australia and North America.
3

4. Brand Variants
Processed
Cheese
Emmental
Cheese
Cheese Spread Pizza cheeseGouda Cheese
4

5. Customer Survey
26%
16%
22%
8% 7%
0%
5%
10%
15%
20%
25%
30%
Taste Availability Brand
Value
Price Packaging
Customer Preferences - Product
Characteristics
Why do they prefer the brand ?
Slices
38%
Cubes
19%
Spread
32%
Cheese
block
9%
Grated
2%
Amul
72%
Other
5%
Britannia
15%
Go Cheese
4%
Mother
Diary
4%
What do they buy? (Brand & Forms)
- Shillong @ Laitumkhrah, Police Bazaar, Nongthymmai
- Rest of India, through a digital survey
Where we conducted the survey?
5

6. Customer Survey
If not cheese, then what ?
Mayonnaise
47%
Butter
37%
Others
6%
Jam /
Ketchup
10%
Mayonnaise Butter Others Jam / Ketchup
Where do they buy ?
53%
47%
0% 10% 20% 30% 40% 50% 60%
Supermarket
Local retail store
Location of Purchase
Other insights from customers
• Britannia cheese is not easily available in local retail stores
• More flavour varieties are desired in cheese slices
• Smaller packets might lure them into buying cheese
• Cheese consumption is low due to health concerns
• 90% of local cheese consumers ignorant about Mother Dairy,
GoCheese, LaBon, Kraft 6

7. Distributor insights: City Sales
• Amul is most prevalent
• Issues with stock availability from company
• Major concerns are the damaged goods that crop up sporadically in packaging which has to be disposed
• Region marketing or schemes required to foster and promote Amul
Retailer insights: J.S. Enterprise, Laitumkhrah
Soleado’s, Nongthymmai
• Demand for cubes & slices is more than spreads
• Amul has the highest demand in market
• Retailer Margins : Amul 7-8%, Imported 15-20%, Britannia 8-10 %, Go Cheese 8-10%
• Problems with replacement and expiry - company doesn’t take the expired cheese back
• Company’s sales persons come once a week (not in all the stores) while dealer’s employees come often
• This lapse on behalf of the company is seen as arrogance and retailers expect some interaction with the
company
• Will be happy to promote new brands if get high margin of 12% or more and quality of the product and
promotional activities are good
7

8. • Ban on beef can increase consumption of dairy products across India
• Goods and services tax will reduce logistics costs, efficienciesP
• Consumers are increasingly becoming health conscious and are limiting their cheese consumption
• Change in lifestyle of younger generationS
• Quality of milk produced is affected by Global Warming
• Movements like EatForThePlanet highlight the water-intensive nature of dairy manufactureE
• Existing currency exchange rates provide higher margins in export of cheese
• Strong GDP growth over the next five years would ensure good demand
• Government is under talks with the World Bank and the Japan ICA for increasing foreign investments
E
• New technologies in cheese packing like edible covers and bio packaging materials
• Emergence of imitation cheese productsT
• FSSAI has proposed regulations in terms of additives and label requirements
• India extended ban on import of milk and milk products from China till 2017L
PESTEL Framework
8

9. •Amul cheese is cheaper than a
majority of competitors
•Brand value
•Large customer base, hence
bargaining power is not high
•Number of substitutes is high
• Suppliers are millions of rural
farmers and individuals
• Suppliers do have moderate
power in price negotiation with
Amul’s cooperative societies
•High popularity of low trans-fat
alternatives like margarine
spreads
•Traditional alternatives like
butter, jams, mayonnaise
•Scale of operations is huge
and hence difficult to replicate
•Brand value of Amul is
enormous
•Difficult to match the
distribution and supply chain
networks of Amul
Threat of new
entrants
Threat of
substitutes
Bargaining
power of
suppliers
Bargaining
power of buyers
Rivalry among
competitors
Established and popular players like
Britannia, Go Cheese, Mother
Diary, Kraft
• Inroads by foreign brands like
Kraft, LeBon
• Mother Diary’s extensive focus on
children and schools for cheese
LOW
MODERATEMODERATE
HIGH
5 Porter’s Analysis
9

10. • Amul cheese is cheaper than
majority of competitors
• Large number of consumers,
hence bargaining power is not
high
• Number of substitutes are high
• Raw materials like milk, salt
are commodities and price
depends on supply and
production
• High popularity of low trans-fat
alternatives like margarine
spreads
• Traditional alternatives like
butter, jams, mayonnaise
• Scale of operations is huge and
hence difficult to replicate
• Brand value of Britannia is
enormous
• Difficult to match the
distribution and supply chain
networks of Britannia
Threat of new
entrants
Threat of
substitutes
Bargaining
power of
suppliers
Bargaining
power of buyers
Rivalry among
competitors
• Amul is market leader in Dairy
products like cheese, milk
• Product variety of Mother
Dairy, Go Cheese is high
• Inroads by foreign brands like
Kraft, LeBon
• Mother Diary’s extensive focus on
children and schools for cheese
LOW
MODERATEMODERATE
HIGH
5 Porter’s Analysis
10

11. TOWS Analysis &
Strategies
SO (Maxi-Maxi) ST (Maxi-Mini)
WO (Mini-Maxi) WT (Mini-Mini)
Strengths
 Brand value and
popularity
 Easy availability of
product
 Consistency in
quality
Weaknesses
 Short shelf life of
products
 Shortage of supply
during summer
 Cost of operations
Opportunities
 Smaller slice packets
with more flavours
 Low trans-fat variety
of cheese
 Innovative, eco-
friendly packaging
Threats
 Cheese seen as an
unhealthy product
 Growing market
share of competitors
 Substitutes
TW
O
S
11

12. Strengths
 Strong brand
presence
 Diverse product
range for cheese
 Consistency in
quality
Opportunities
 Can increase availability
in retail stores
 Low trans-fat variety of
cheese
 Smaller slice packets
with more flavours
Threats
 Cheese seen as an
unhealthy product
 Competitors like
Amul, Mother Dairy
 Substitutes
SO (Maxi-Maxi) ST (Maxi-Mini)
Weaknesses
 Not easily available
in retail stores
 Shortage of supply
during summer
 Short shelf life of
products
WO (Mini-Maxi) WT (Mini-Mini)
TOWS Analysis &
Strategies
TW
O
S
12

13. Segmentation & Targeting
Amul
B2B
Profile
Geo
graphics
Urban
Rural
Demo
graphics
Occupation
Snack
outlets
Pizza
retailers
B2C
Profile
Geo
graphics
Urban
Semi-urban
Rural
Demo
graphics
Life Stage
Kids
Youth
Adult
Elderly
Psycho
graphics
Lifestyle
Health
Conscious
Not Health
Conscious
Social
Status
High Class
Middle
Class
Lower Class
Behavioural
Benefits
Sought
Taste &
flavours
Rate of
Usage
Quantity
13

14. Segmentation & Targeting
Britannia
B2B
Profile
Geo
graphics
Urban
Rural
Demo
graphics
Occupation
Snack
outlets
Pizza
retailers
B2C
Profile
Geo
graphics
Urban
Semi-urban
Rural
Demo
graphics
Life Stage
Kids
Youth
Mothers
Elderly
Psycho
graphics
Lifestyle
Health
Conscious
Not Health
Conscious
Social
Status
High Class
Middle
Class
Lower Class
Behavioural
Benefits
Sought
Taste &
flavours
Rate of
Usage
Quantity
14

15. Additional basis of segmentation:
Amul
• Low fat variety cheese for health conscious
people
• New segment of Low weight & skinny people
(gain weight using healthy way by eating
cheese)
• Product form: Cheese Spread in tube form for
people who travel a lot
• Eco friendly packaging: Edible packets for
cheese slices instead of plastic packets
Britannia
• Product form: Cheese Spread in tube form for
people who travel a lot
• Eco friendly packaging: Edible packets for
cheese slices instead of plastic packets.
(storage issues)
• Target lower income groups by introducing
smaller packets
Pros
• Reduction of carbon footprint
• Possibility of improving the market share
Cons
• Environmental friendly packaging might lead to
increase in product price
• Capital investment required for product research
Pros
• Reduction of carbon footprint
• Possibility of improving the market share &
availability (smaller packets)
Cons
• Environmental friendly packaging might lead to
increase in product price
• Capital investment required for product research15

16. Brand positioning & Differentiation
Amul Cheese Britannia Cheese
“Britannia is the one cheese provider that provides
mothers with health benefits equivalent to that of milk”
“Amul Cheese gives you a unique experience of taste
& quality at affordable prices”
Perceptual mapping: 16

17. Additional ways of Positioning
Amul
Target: Environment-conscious people
How? Eco friendly / Edible packaging
Target: Health Conscious people
How? Low fat & nutritious cheese variants
Britannia
Target: Low income group
How? Smaller packets at lower prices
Target: Wine lovers
How? Promoting cheese as a perfect
complement for Wine
Pros
• Reduction of carbon footprint
• Further strengthening of brand value
Cons
• Increase in cost of operations of new variants
• Cost of packaging
17

18. Advertising campaigns
• Amul Processed Cheese:
“Amul Cheese Yes Please!”
• Amul Emmental Cheese:
“Fine Cheese, for your finest occasions”
“The Cheese with holes”
• Amul Cheese Spread:
“Scoop it up, Spread it on”
“The taste doesn’t spread to your waist”
“Dress up your food”
• Amul Gouda Cheese:
“Pure natural Cheese”
“Go Dutch with Amul Cheese”
• Britannia Cheese Song Campaign:
Portrayed cheese as containing nutrients equivalent
to one glass of cow’s milk in a single slice of Britannia
cheese, packed with calcium, proteins and vitamins.
Kids singing and dancing on song “Yeh cheese badi
hai mast mast, Yeh cheese badi hai swast” taken from
a popular Bollywood song
• Cheese spread Ad:
Showcasing the use of Britannia cheese spread with
variety of food items without compromising the
taste. (product attributes, usage and application)
• Aur do Ad:
More number of slices for same price (more for
same) 18

19. Promotional Strategies
Amul
• Amul MasterChef India:
Indian competitive cooking competition based on
British MasterChef, Aired on Star Plus
Britannia
• Title sponsor for Film fare Awards 2016:
Urging people to dubsmash their favourite Bollywood
dialogs, scenes using Britannia Products.
Likes: 1272664
Tweets: 1639
Followers: 51.6 K
Subscribers:
7488
Videos: 310
Followers:
209,967
Views: 832,452
Followers: 32.5 K
Posts: 1139
Pins: 349
Followers: 364
Likes: 12760
Tweets: 8125
Followers: 12.4 K
Subscribers: 501
Videos: 83
NA NA
Pins: 5
Followers: 14
Social Media presence:
19

20. #treatyourhardwork
A mobile application which will contain 3 features:
1. Workout Monitor and Calorie Counter
2. Cheese Snack Recipes
3. Blog about Cheese
Users will be able to track their daily workout and
net calorie intake. They will have an option to
share their progress in social media like Facebook,
Instagram etc.
After a successful week the app will ask the user
to #treatyourhardwork showing them possible
cheese snack that they can eat. Users can upload
their pictures (using #treatyourhardwork) while
eating.
The blog will help user to know about different
varieties of cheese and understand their health
benefits. 20