amul - marketing plan

MARKET PLAN

ObjectivesMarketing Objectives

• Increase brand awareness• Increase market share• Higher market penetration• Find new markets• Market stability• Increase in new customers• Increase in retained

customers• Increase in rate of purchase• Increase in volume of

purchase

Financial Objectives

• Increase sales by volume and segments

• Increase profit on sales• More cash flow

Marketing strategyAnsoff Matrix

Segmentation and Targeting

Positioning

Marketing Mix

PESTEL Analysis

Ansoff Matrix

MARKET PENETRATION

Milk, Butter, Cheese, Ice Cream,

Paneer, Dahi, Chocolates, Ghee, Mithai, Milk Powder

PRODUCT DEVELOPMENTFat free desert,

Chocolate Syrups, Flavoured Lassi, More variety of

cheese and chocolates

MARKET DEVELOPMENTAmul outlets in South East Asia and Middle East

DIVERSIFICATIONAmul Lounge,

Amul Sweet Shops, Amul Cheese

Tasting

ProductM

arke

tExisting New

Exis

ting

New

Segmentation and Targeting:Geographic

Region

North

East

South

West Area

Rural

Semi urbanUrban

Segmentation and Targeting:Demographic

Age

Under 6

years50

plus

35 to 49

years20 to

34 years

15 to 20

years

6 to 15 years

Family Size

Unmarried

Big Family

Children 11 to 20 years

Children under 10

years

Newly Married

Income

Low

High

Upper MiddleMiddle

Lower Middle

Gender

Male Female

Segmentation and Targeting:Behavioural

User Status

Non User

Regular User

First Time User

Potential User

Ex UserLoyalty Status

None

Absolute

Strong

Medium

Occasion

Regular Special

Usage Rate

Light

HighMedium

Frame of Reference

Points Of Parity

• Basic Ingredient – MILK• Ready to use• Freshness• Hygiene

Points Of Difference

• First to enter in dairy products market

• Entire range of milk products in one umbrella brand

• Quality with affordability• Large size and scale of

operations• Pay 80% of its revenues to

farmers

Positioning

Brand Mantra

Logo-Amulya

(Priceless)-Symbolized

pride of Swadeshi production

Slogan“The Taste of

India”Reflects its Indian roots and Values

Mascot“The Utterly Butterly girl”

Longest running

campaign ever

Four P’s - Product Dairy products Fresh, hygienic Packaging Sizes and volumes

Four P’s - Price Strategy of low cost pricing Value added products like cheese have prices

slightly lower than competitors Fresh milk at slight higher prices due to high

transportation cost Discounts in Amul parlours

Four P’s - Place Massive distribution network 3600 Wholesale distributors 500000 retail spreads across India Kirana stores 6000 Amul parlours

Four P’s - Promotion Hoardings Newspaper and TV advertisements Sponsoring popular sports events Amul branded awards to school children Sponsoring TV shows

THANK YOU!