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Marketing Strategies Of Amul

The Story of Amul

Marketing Mix

ProductPricePlacePromotion

PRODUCTS

PRICE AND PLACE Cost of milk

Labour Cost

Processing Cost

Advertising Cost

Transportation Cost

Sales and Promotion Cost

Taxes etc.

PRICEPLACE

Advertising

PROMOTION

PRODUCT MIXBCG MATRIX

Relative Growth

Relative Market ShareHighLowHighLowFIVE LEVELS OF PRODUCTPRODUCT HIERARCHYPRODUCT LIFE-CYCLEIntroductionGrowthMaturityDecline

Amul has been a market leader in dairy products for decades however Amul Chocolate is the only product which is not doing so well. Amul Chocolates was the market leader in 1970's but lost its place to Cadbury in the last 10 to 20 years

11ANSOFFS MATRIX ANALYSIS

EXISTING PRODUCTNEW PRODUCTEXISTING MARKETNEW MARKET

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PORTERS GENERIC STRATEGYCOST LEADERSHIP STRATEGYRs 38Rs 40

Cost leadership:Products like ice-cream, chocolates, cheese etc. were alwaysconsidered to be premium product and were sold at a higher price. All players before Amul targeted onlythe premium segment in the market.The high prices weredue to high production, refrigeration, distribution etc. Amul because of its lessexpensive distribution channel and low raw material cost has been able to price its products comparatively lower which hasenable Amul to gain market sharethrough cost-leadership strategy.

14Differentiation Business Strategy

DIFFERENTIATION STRATEGYDifferentiation: Amul was the first to come up with different product, flavors varied in health usage, product ingredient etc. It also used differentiation, by using associated advertising by Indian made products showcasing patriotism, distribution channels etc.

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FOCUSED STRATEGYSports drinks are a small but growing category in India. Major brands are PepsiCo's Gatorade,HeinzIndia's Glucon DIsotonik and Glaxo SmithKline's (GSK) Lucozade.While the market share that each brand enjoys is not known,Gatoradeand Glucon D are considered the largest players in the segment16

Market SegmentationgeographicRegion(urban/rural) localityDemo-graphicAge GenderEducationSocio-graphicCultureReferencepsychographicLifestylePersonalitybehaviouralUsage rateUser statusBuying motivesMARKET SEGMENTATIONTARGETINGSINGLE SEGMENT CONCENTRATIONSingle Segment ConcentrationMENWOMENCHILDERNAMUL SPRAY INFANT FOOD{CHILDRENTEENAGERSADULTSAmul KOOLAmul CAFEAmul STAMINASELECTIVE SPECIALZIATIONAGE GROUP 1-10AGE GROUP 10-20

AGE GROUP 20+AMUL BEVERAGESMARKET SPECIALIZATIONHEALTH CONSCIOUS CONSUMERSAMUL LITEAMUL STAMINAAMUL CALCI+PRODUCT SPECIALIZATIONKidsYoungstersAdultsAmul MilkAmul ButterAmul Ice-creamFULL MARKET COVERAGEPOSITIONINGPERCEPTUAL MAPPING High Price Low QualityLow Price High Quality

Amul Pizza

Amul Slim and trim Double toned milkAmul GoldThank you