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SegmentationSegmentation

y Consumer type: For Kids- Amul kool, Amul chocolates, Nutramul,

etc For Women-Amul Calci + For Youth-Utterly delicious pizza, cheese variants

etc For the calorie conciuos-Amul lite, Amul lite slim

trim milk etc For health conscious-Nutramul, Amul shakti etc.

y Industry type: Milk- Ice cream manufacturer, restaurants, coffee

shops etc

Butter/Cheese/Ghee-Bakery, pizza retailers, snackretailers

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TargetingTargeting

y Amul has identified youth as one of its

potential segments.y Now it has to decide where to find youth

who will actually go get their product andthe number of youth that the company

requires. Amul has come up with Amulparlours for this reason.

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PositioningPositioning

y A mass market player, no premiumofferings

y USP Quality with affordabilityyAmul as Taste of India - creating value

for everyone in the value chain, bothcustomers and farmers.

y New offerings for health conscious andvibrant India in the form of Probioticwellness ice-cream, sugar free delights forthe diabetic patients and Amul kool caf

for the youth of today.