amul - marketing plan
TRANSCRIPT
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MARKET PLAN
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ObjectivesMarketing Objectives
• Increase brand awareness• Increase market share• Higher market penetration• Find new markets• Market stability• Increase in new customers• Increase in retained
customers• Increase in rate of purchase• Increase in volume of
purchase
Financial Objectives
• Increase sales by volume and segments
• Increase profit on sales• More cash flow
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Marketing strategyAnsoff Matrix
Segmentation and Targeting
Positioning
Marketing Mix
PESTEL Analysis
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Ansoff Matrix
MARKET PENETRATION
Milk, Butter, Cheese, Ice Cream,
Paneer, Dahi, Chocolates, Ghee, Mithai, Milk Powder
PRODUCT DEVELOPMENTFat free desert,
Chocolate Syrups, Flavoured Lassi, More variety of
cheese and chocolates
MARKET DEVELOPMENTAmul outlets in South East Asia and Middle East
DIVERSIFICATIONAmul Lounge,
Amul Sweet Shops, Amul Cheese
Tasting
ProductM
arke
tExisting New
Exis
ting
New
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Segmentation and Targeting:Geographic
Region
North
East
South
West Area
Rural
Semi urbanUrban
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Segmentation and Targeting:Demographic
Age
Under 6
years50
plus
35 to 49
years20 to
34 years
15 to 20
years
6 to 15 years
Family Size
Unmarried
Big Family
Children 11 to 20 years
Children under 10
years
Newly Married
Income
Low
High
Upper MiddleMiddle
Lower Middle
Gender
Male Female
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Segmentation and Targeting:Behavioural
User Status
Non User
Regular User
First Time User
Potential User
Ex UserLoyalty Status
None
Absolute
Strong
Medium
Occasion
Regular Special
Usage Rate
Light
HighMedium
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Frame of Reference
Points Of Parity
• Basic Ingredient – MILK• Ready to use• Freshness• Hygiene
Points Of Difference
• First to enter in dairy products market
• Entire range of milk products in one umbrella brand
• Quality with affordability• Large size and scale of
operations• Pay 80% of its revenues to
farmers
Positioning
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Brand Mantra
Logo-Amulya
(Priceless)-Symbolized
pride of Swadeshi production
Slogan“The Taste of
India”Reflects its Indian roots and Values
Mascot“The Utterly Butterly girl”
Longest running
campaign ever
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Four P’s - Product Dairy products Fresh, hygienic Packaging Sizes and volumes
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Four P’s - Price Strategy of low cost pricing Value added products like cheese have prices
slightly lower than competitors Fresh milk at slight higher prices due to high
transportation cost Discounts in Amul parlours
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Four P’s - Place Massive distribution network 3600 Wholesale distributors 500000 retail spreads across India Kirana stores 6000 Amul parlours
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Four P’s - Promotion Hoardings Newspaper and TV advertisements Sponsoring popular sports events Amul branded awards to school children Sponsoring TV shows
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THANK YOU!