amul 1 (1)
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INTRODUCTIONy Type co-operative
y Founded in 1946
y
Headquarters anand, Indiay Industry dairy
y Products milk and related products
y Revenue US $1 billion
y Employee 2.41 million milk producery Slogan the taste of India.
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VISION
The taste of Indiais to be a part of everyone's life.
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MISSION
The expansion of
distribution network,creative marketing,consumer educationand product
innovation.
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List of Amul Productsy A mul Buttery A mul Cheesey A mul Delicious Pizzay A mul Shrikhand (Mango, Saffron, A lmond Pistachio
Cardamom)y A mul Milky A mul Gheey A mul Milk Powdersy A mul Masti Dahiy A mul Ice creamsy A mul Milk Chocolatey A mul F fruit & Nut Chocolate
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BCG Matrix
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BCG Matrix Modely The BCG matrix or also called BCG model relates to
marketing.
y BCG matrix is often used to prioritize which products within company product mix get more funding andattention.
y The BCG model is based on classification of products
into four categories based on combinationsof market growth and market share.
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BCG Matrix involves1. STARS - (high growth, high market share)
2. QUESTION MARKS - (high growth, low market
share)3. CASH COWS - (low growth, high market share)
4. DOGS - (low growth, low market share)
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Marketing strategiesy To distribute free samples during annual melas in the
villages and small towns.
yTo open outlets at good shopping malls duringsummers.
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Product development strategiesy Launched Milk based drinks which was untouched by
other companies.
yE.g.- Amul Kool.
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Diversification Strategiesy Identified working class women as a new segment.
y Introduced frozen, easy to cook stuffed parathas,
matar paneer and paneer pakodas.y Which makes them easy to cook and tasty food in less
time.
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THE 4 MARKETING
PILLARS
1. Segmentation
2. Targeting
3. Positioning
4. Differentiation(STPD)
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SEGMENTATION
Divide the market into distinct subunits of customerswith similar needs, wants & demands
Consumer markets can be segmented based on the:
y Geographic( Nation, State, Region, City, Climate, Density)
y
Demographic( Age/Family size/Life cycle, Education, Income,
Religion/Race/Generation, Nationality/Social class,gender, occupation)
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y Psychographic
( Lifestyle ± culture, sports, outdoor, Personality ±
introvert, extrovert, compulsive, ambitious, authoritarian
etc)
y Behavioral characteristics of customer
(Loyalty status ± medium, strong
Readiness stage ± unaware, aware7.
Attitude toward product ± positive, indifferent)
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TARGETINGIdentify the most profitable segments that its products and
services can cater to
y Targeting involves taking decisions regarding the choice of the segments on which the limited resources(include the
marketing skills, managerial capabilities,technological innovations, and the cost advantages)are to be focused.
y The smart choice for the company to decide how it can
deploy its resources to optimize efficiency, sales and profitability
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y Single segment concentration ± small car only
y Selective specialization ± FM channel targeting all agegroups with different programs
y Product specialization ± one product selling to differentsegments ( paint)
y Market specialization ± many needs of 1 group ± sellingonly to schools
y Full market coverage - Coke
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POSITIONINGy
Create and image or a specific identity for the productor brand in the minds of customers called positioning
y Means creating an image in the perception of the buyer
in the target market about the product or service of accompany with an advantage over the competition
y It is a combination of both market and psychological
positioning
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y A company can position its product based on various
factors:
y Positioning by attribute
y Positioning by price/quality
y Positioning by use or applicationy Positioning by with respect to a competitor
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Differentiation
y Giving something unique & innovative
y Differentiation looks to make a product more
attractive by contrasting its unique qualities with other competing products.
y
Successful product differentiation creates acompetitive advantage for the seller, as customers
view these products as unique or superior.
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y Product differentiation can be achieved in many ways.
y It may be as simple as packaging the goods in a creative way, or as elaborate as incorporating new functionalfeatures.
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Swot analysis
Strengths-y Wide range of products
y Affordable price
y
Effective ad campaigny Distribution network
y Diversification
y Brand image
y High quality, low pricey Largest food brand in India and Asia
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W eakness-
y Need to focus on other products as well
y Short self life of its productsy Alliance with the 3rd parties who do not belong to the
organized sector
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Opportunities-
y Entry in retailing
y Packaged sweets markety Sports drink new market
y Penetrate international market
y Use internets to sell its products
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Threats-
y Increasing population
y Increasing requirements
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Cheese-Britannia
Butter-Britannia
Nestle
Baby Food-NestleHeinz
Ice-Cream-HUL
Dairy whitener segment-BritanniaNestle
Sweet Condensed Milk-Nestle
Cottage Cheese (Paneer)Britannia
Milk A dditives-Cadbury
Flavored Milk-BritanniaNestle
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Drinks ButterGhee
Cheese Sweets MilkPowder
Ice-creamChocalate