MARKET SEGMENTATION

Case study : Amul

By Miss. Sejal PatilT.y. Bcom div. ERoll no. 492

CONCEPT:

•Market segmentation is a 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.”

PURPOSE:Product develop

ment Promotion-mix

Product pricing

DistributionMedia

selection

Customer loyalty

Market expansio

n

Market opportunities

BASES OF SEGMENTATIONS:

•Region[urban/rural]localitygeographic

•age•Gendereducation

demographic

•culture•Reference group

Socio-graphic

•lifestyle•Personality

psychographic

•Usage rate•User status•Buying motives

behavioural

CASE STUDY

Amul is an Indian dairy cooperativebased at Anand in the state of GujaratDr Verghese Kurien, founder-chairmanThe word Amul(अमू�ल) is derived from the Sanskrit word Amulya(अमू�ल्य), meaning invaluableFull name “Anad milk Producers Union ltd.”Managed by GCMMF (Gujarat Cooperative Milk Marketing Federation)Amul has spurred the White Revolution of Indiamade the country the world's largest producer of milk and milk products

Amul

PRODUCTS:

ADVERTISEMENTS:

ICE C

REA

M

CHOCO

LATE

S

LIQUID FRESHMILK

BUTTER

PIZ

ZA

COMPETITION

MARKET SEGMENTATION OF AMULCustomer based market segmentation

Kids

Health conscious

KIDS:

Amul kool

Chocolate mix

Nutramal energy drink

Milkshake

WOMEN:Amul calci

CALORIE CONSCIOUS Amul Lite

Sagar Skimmed Milk Powder

Amul Lite Slim and Trim Milk

YOUTH: Utterly Delicious Pizza

Amul Emmental Cheese

Amul Cheese Spreads

HEALTH CONSCIOUS:

Nutramul

Amul Shakti Health Food Drink

INDUSTRY BASED SEGMENTATION

Milk•Restaurants, coffee shop chains•Ice cream manufacturerButter, cheese, ghee•Bakery, confectionary•Pizza outlets•Snacks outlets

OTHER MARKET SEGMENTS IN WHICH AMUL CAN PENETRATE:

Two segments: Consumer and Industry

Alternative segments: Railways, Educational institutions, Exports

Thank you