![• Region[urban/rural]
localitygeographic
• age
• Gender
education
demographic
• culture
• Reference groupSocio-graphic
• lifestyle
• Personality
psychographic
• Usage rate
• User status
• Buying motives
behavioural](https://image.slidesharecdn.com/marketsegmentation-amul-130901103605-phpapp02/85/Market-segmentation-amul-5-320.jpg)
Uploaded bySejal Patil
Market segmentation amul
This document provides information about Amul, an Indian dairy cooperative based in Gujarat. It discusses how Amul was founded by Dr. Verghese Kurien and is managed by the Gujarat Cooperative Milk Marketing Federation. The document also outlines Amul's role in India's "White Revolution" by making the country the world's largest producer of milk and milk products. It provides examples of Amul's market segmentation strategies for different products and customer groups.
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Market segmentation amul
- 1. Case study :Amul By Miss. Sejal Patil T.y. Bcom div. E Roll no. 492
- 2. •Market segmentation isa process of dividing the total, heterogeneous market for a product into several sub markets or segments, each of which tends to be homogeneous in all significant aspects. •It is a marketing concept which divides the complete market set up into smaller subsets comprising of consumers with a similar taste, demand and preference. •A market segment is a small unit within a large market comprising of like minded individuals. •One market segment is totally distinct from the other segment. •A market segment comprises of individuals who think on the same lines and have similar interests. Philip Kotler, defines “Market segmentation is a process of identifying groups of buyers with different desires or requirements.”
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- 5. • Region[urban/rural] localitygeographic • age •Gender education demographic • culture • Reference groupSocio-graphic • lifestyle • Personality psychographic • Usage rate • User status • Buying motives behavioural
- 7. Amul is anIndian dairy cooperative based at Anand in the state of Gujarat Dr Verghese Kurien, founder- chairman The word Amul( ) is derived from the Sanskrit word Amulya( ), meaning invaluable Full name “Anad milk Producers Union ltd.” Managed by GCMMF (Gujarat Cooperative Milk Marketing Federation) Amul has spurred the White Revolution of India made the country the world's largest producer of milk and milk products Amul
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- 12. Customer based marketsegmentation Kids Women Calorie conscious Youth Health conscious
- 13. Amul kool Chocolate mix Nutramalenergy drink Milkshake
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- 15. Amul Lite Sagar SkimmedMilk Powder Amul Lite Slim and Trim Milk
- 16. Utterly DeliciousPizza Amul Emmental Cheese Amul Cheese Spreads
- 17. Nutramul Amul Shakti HealthFood Drink
- 18. Milk • Restaurants, coffeeshop chains • Ice cream manufacturer Butter, cheese, ghee • Bakery, confectionary • Pizza outlets • Snacks outlets
- 19. Two segments: Consumerand Industry Alternative segments: Railways, Educational institutions, Exports
- 20.