amul : strategies to relaunch exotica marketing perspective

8/14/2019 Amul : Strategies to relaunch Exotica Marketing perspective

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mul Ice Creammul Ice Cream-Re launching Exotica-Re launching Exotica

,December 5 2009


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Overvievervie%2

2005 2006 2007

2008 2009e

Indian Market Size

Market Share of MajorPlayers

,Launched in 1996 at Anand Gujarat

Number 1 ice cream brand in India

,Real Milk Real Ice Cream

-India s First Pro Biotic WellnessIce cream for the health

&conscious Sugar Free Delight

for Diabetics

In USDmillion


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C Ana ly si sC A na lys is:eeds, , , ,Stated Real Unstated Delight Secret:ituations of Use, ,Parties evening walks after mealsecision Making Process

rganised sector( ),Kwality Walls HUL

,Vadilal Industries,Baskin Robbins

.regional players vizNaturals

ompetitiveadvantages.1 Cost leadership.2 First Mover advantage

. .e g ProBiotic.3 Brand name advantage

norganised sectorFierce competition from

the well establishedunorganised sector

Suppliers.1 .2 12 million farmers.2 ,10 411 village level

milk collectioncentres

Complementors.1 Hotels.2 Catering houses.3 Corporations

&istributorsDealers.1 ,70 000 retail outlets.2 3500 distributors.3 47 warehouses

C u s t o m e ru s t o m e r

C o m p e t i t o ro m p e t i t o r

o l l a b o r a t o rl l a b o r a t o r

High Involvement Low Involvement

Few branddifferences

Significant

branddifferences


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Strengths

Superior Brand Equity

Highest market shareof 38% in ice creammarket

Wide Productportfolio at low price

Well spread coldchain distribution

network

Weaknesses

Poor geographical

coverage in rural areas

Raw materials and theproduct itself (icecream) are perishableitems lack of good coldchain in rural areas

Opportunities

Few players in the

premium segment icecream

Low per-capita ice creamconsumption but risingincome levels in India

Threats

Low quality

competitive pricing fromunorganised sector

Foreign players in themarket targeting highincome consumers:Baskin Robbins,Haagen-Dazs

conomicenvironment.1 Growing economy.2 Fast growth in

households withdiscretionary

spending power

/olitical Legalenvironment.1 Economic

liberalisationleading to entry of

global majors

-ocio culturalenvironment.1 Demographic dividend.2 Change in lifestyle

C Ana ly si sC A na lys is

C o m p a n yo m p a n y

C o n t e x to n t e x t


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S e g m e n t a t i oe g m e n t a t i o n/Zones Region

/Rural Urban

City

&Age Lifecycle

Income- igh income- Mid income- Low income

PsychographicPersonality

Lifestyle

Occasions

Usage rate

enefits soughBehavioural

Geographic

Demographic


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Malai Kulfi ExoticaBricks

Candy Sugar-free ProBiotic

Cones

Dollies ProLifeCups

Market

Low Income -Mid Income High Income

Product

ar ge t Ma rk et S el ec ti oarg et Mar ke t Se le ct io n:m -o b e t h e b r a n d w i t h h i g h e s t v o l u m e w i s e m a r k e t s h a r e g l o

:trategy Product portfolio to cover full market

Can Amul eat intoBaskin Robbins share?

:Survey results

%1 surveyed do notassociate Amul withpremium ice cream


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Brandinrandin

THINGS

PLACESPEOPLE

OTHER BRANDS

Marriages,Parties

Co-operative Movement, White Revolution

Exotica

Amul

Amul Milk

Ingredients

Parent Company

Extension

CausesEvents

Place of Origin

Amul parlours

Anand, Gujarat

Milk producers in Gujarat


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Brandinrandin-Options for re launching Exotica

New Brand

-Sub brand

Endorsedbrand

Salience

Performance

Image

ConsumerFeeling

ConsumerJudgment

BrandResonance

( )Consumer Based Brand Equity Model Keller for Amul Exotica


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Brandinrandinuilding Brand Equity for Exotica

rand Elementss to premium

& :logannal connect of Amul with consumers, , ilk Real Cream Real Ice Cream

& :ing Designtive packaging

:ersona, ,h Pleasing sumptuous

Communication

:dvertisements,Television print and Internet

:R ChannelFrequent press releases

ngagement with consumers:romotional events

,Malls colleges

:eedbackPeriodic feedback from consumers


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P Ana ly si sP A na lys isP r o d u c tr o d u c t

ClassificationConsumer goods

category

- Impulse good

Differentiation.1 : -Form Take away pack.2 : ,Features Rich taste

less overrun.3 High quality andconsistency

roductDevelopment.

1

LineExtension

Swirl Sticks Cones Malai Kulfi Bricks Cups Novelties

Swirl(Cheese & Magic, BlackCurrant)

Frostik(Chocobar)

Tricone(Butterscotch,Chococrunch)

Masti Kulfi Exotica Vanilla Cassatta

Swirl Magic(Vanilla MagicStrawberry, VanillaMagic Chocolate)

Candy(Lemon & OrangeStamina)

MegabiteAlmond

Kesar

Shahi Pista Strawberry AlphonsoMango

Hum Tum

Double Swirl(Kiwi & Passion Fruit)

Dollies(Raspberry, Mango)

Chocochips Chocolate Sweetheart

Kesar PistaRoyale

Kesar PistaRoyale

Cake Magic

mul Ice Cream Product Portfolio

roductPackaging.

1

Attractivetubs


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P Ana ly si sP A na lys isP l a c el a c e

mul ice cream available in.1 Amul stores.2 Amul scooping parlours

.3 General Stores.4 Push Carts

ecommendations for Exotica. . .1 Selected channel partners e g supermarkets.2 Scooping parlours

%5 of those surveyed preferredpurchasing remium ice creamfrom parlours

P r i c i n gr i c i n g

ey contributor to Amul s success( )ricing Objectives Amul.1 Goal of arket Penetration

.2 Aim is to be the market leaderin all product categories

ricing Objectives( )xotica.1 Goal of arketPenetration.2 Pricing to reflect

premiumstatus

( )ricing Method Exotica-Mark up pricing currentlyecommended Pricing

Reason Price

Price of Amul normal chocolate ice cream (reference) 95

Price Premium for extra creaminess 25

Superior packaging 20

Amul Exotica Premium brand value (after promotion) 30

Amul Exotica Price to cover its normal value Rs 170/- per litre


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r o m o t i o no m o t i o nMedium.1 Hoardings

.2 Banners in /supermarkets stores

.3 Print

Offers. ,1 Buy One Get One free

(entire range of family)packs.2 Two Liter Super Saver

packs

ther Suggestions forExotica.1 Scratch cards with minor

prizes. - -2 Free on the spot trial

scoops

Market- Upper middle income group

Mission- Creating brand awareness

-

Message- Highlight key differentiating factors of E

Moneyease advertisement budget for Exotica

Media- Television commercials-Print-Internet

Measurement-AIDA (model A ,wareness I ,nterest DesirA )ction-

-

M s for Marketing Communication Plan for Exotica

P Ana ly si sP A na lys is


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&us tom er Acq ui si ti on R et en ti o&us tom er A cq uis it io n Re te nt io nalue for money

- Competitive pricing- Weak on PQ schema

ntry into new markets- Entering premium segment to broaden customer baseedia Publicity- Focused publicity campaign for Exoti

se of Technologyreness about existing option of online ordering

romotional Offers- Trade promotion- Scratch cards with minor prizes- - -Free on the spot trial scoops

pecial Retail Outlets- Scooping parlours

ustomer Retention- Increased Product Variety

- Increased convenience to the customer- Engaging customers


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Thank You

amul : strategies to relaunch exotica marketing perspective

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