amul : strategies to relaunch exotica marketing perspective
TRANSCRIPT
-
8/14/2019 Amul : Strategies to relaunch Exotica Marketing perspective
1/14
mul Ice Creammul Ice Cream-Re launching Exotica-Re launching Exotica
,December 5 2009
-
8/14/2019 Amul : Strategies to relaunch Exotica Marketing perspective
2/14
Overvievervie%2
2005 2006 2007
2008 2009e
Indian Market Size
Market Share of MajorPlayers
,Launched in 1996 at Anand Gujarat
Number 1 ice cream brand in India
,Real Milk Real Ice Cream
-India s First Pro Biotic WellnessIce cream for the health
&conscious Sugar Free Delight
for Diabetics
In USDmillion
-
8/14/2019 Amul : Strategies to relaunch Exotica Marketing perspective
3/14
C Ana ly si sC A na lys is:eeds, , , ,Stated Real Unstated Delight Secret:ituations of Use, ,Parties evening walks after mealsecision Making Process
rganised sector( ),Kwality Walls HUL
,Vadilal Industries,Baskin Robbins
.regional players vizNaturals
ompetitiveadvantages.1 Cost leadership.2 First Mover advantage
. .e g ProBiotic.3 Brand name advantage
norganised sectorFierce competition from
the well establishedunorganised sector
Suppliers.1 .2 12 million farmers.2 ,10 411 village level
milk collectioncentres
Complementors.1 Hotels.2 Catering houses.3 Corporations
&istributorsDealers.1 ,70 000 retail outlets.2 3500 distributors.3 47 warehouses
C u s t o m e ru s t o m e r
C o m p e t i t o ro m p e t i t o r
o l l a b o r a t o rl l a b o r a t o r
High Involvement Low Involvement
Few branddifferences
Significant
branddifferences
-
8/14/2019 Amul : Strategies to relaunch Exotica Marketing perspective
4/14
Strengths
Superior Brand Equity
Highest market shareof 38% in ice creammarket
Wide Productportfolio at low price
Well spread coldchain distribution
network
Weaknesses
Poor geographical
coverage in rural areas
Raw materials and theproduct itself (icecream) are perishableitems lack of good coldchain in rural areas
Opportunities
Few players in the
premium segment icecream
Low per-capita ice creamconsumption but risingincome levels in India
Threats
Low quality
competitive pricing fromunorganised sector
Foreign players in themarket targeting highincome consumers:Baskin Robbins,Haagen-Dazs
conomicenvironment.1 Growing economy.2 Fast growth in
households withdiscretionary
spending power
/olitical Legalenvironment.1 Economic
liberalisationleading to entry of
global majors
-ocio culturalenvironment.1 Demographic dividend.2 Change in lifestyle
C Ana ly si sC A na lys is
C o m p a n yo m p a n y
C o n t e x to n t e x t
-
8/14/2019 Amul : Strategies to relaunch Exotica Marketing perspective
5/14
S e g m e n t a t i oe g m e n t a t i o n/Zones Region
/Rural Urban
City
&Age Lifecycle
Income- igh income- Mid income- Low income
PsychographicPersonality
Lifestyle
Occasions
Usage rate
enefits soughBehavioural
Geographic
Demographic
-
8/14/2019 Amul : Strategies to relaunch Exotica Marketing perspective
6/14
Malai Kulfi ExoticaBricks
Candy Sugar-free ProBiotic
Cones
Dollies ProLifeCups
Market
Low Income -Mid Income High Income
Product
ar ge t Ma rk et S el ec ti oarg et Mar ke t Se le ct io n:m -o b e t h e b r a n d w i t h h i g h e s t v o l u m e w i s e m a r k e t s h a r e g l o
:trategy Product portfolio to cover full market
Can Amul eat intoBaskin Robbins share?
:Survey results
%1 surveyed do notassociate Amul withpremium ice cream
-
8/14/2019 Amul : Strategies to relaunch Exotica Marketing perspective
7/14
Brandinrandin
THINGS
PLACESPEOPLE
OTHER BRANDS
Marriages,Parties
Co-operative Movement, White Revolution
Exotica
Amul
Amul Milk
Ingredients
Parent Company
Extension
CausesEvents
Place of Origin
Amul parlours
Anand, Gujarat
Milk producers in Gujarat
-
8/14/2019 Amul : Strategies to relaunch Exotica Marketing perspective
8/14
Brandinrandin-Options for re launching Exotica
New Brand
-Sub brand
Endorsedbrand
Salience
Performance
Image
ConsumerFeeling
ConsumerJudgment
BrandResonance
( )Consumer Based Brand Equity Model Keller for Amul Exotica
-
8/14/2019 Amul : Strategies to relaunch Exotica Marketing perspective
9/14
Brandinrandinuilding Brand Equity for Exotica
rand Elementss to premium
& :logannal connect of Amul with consumers, , ilk Real Cream Real Ice Cream
& :ing Designtive packaging
:ersona, ,h Pleasing sumptuous
Communication
:dvertisements,Television print and Internet
:R ChannelFrequent press releases
ngagement with consumers:romotional events
,Malls colleges
:eedbackPeriodic feedback from consumers
-
8/14/2019 Amul : Strategies to relaunch Exotica Marketing perspective
10/14
P Ana ly si sP A na lys isP r o d u c tr o d u c t
ClassificationConsumer goods
category
- Impulse good
Differentiation.1 : -Form Take away pack.2 : ,Features Rich taste
less overrun.3 High quality andconsistency
roductDevelopment.
1
LineExtension
Swirl Sticks Cones Malai Kulfi Bricks Cups Novelties
Swirl(Cheese & Magic, BlackCurrant)
Frostik(Chocobar)
Tricone(Butterscotch,Chococrunch)
Masti Kulfi Exotica Vanilla Cassatta
Swirl Magic(Vanilla MagicStrawberry, VanillaMagic Chocolate)
Candy(Lemon & OrangeStamina)
MegabiteAlmond
Kesar
Shahi Pista Strawberry AlphonsoMango
Hum Tum
Double Swirl(Kiwi & Passion Fruit)
Dollies(Raspberry, Mango)
Chocochips Chocolate Sweetheart
Kesar PistaRoyale
Kesar PistaRoyale
Cake Magic
mul Ice Cream Product Portfolio
roductPackaging.
1
Attractivetubs
-
8/14/2019 Amul : Strategies to relaunch Exotica Marketing perspective
11/14
P Ana ly si sP A na lys isP l a c el a c e
mul ice cream available in.1 Amul stores.2 Amul scooping parlours
.3 General Stores.4 Push Carts
ecommendations for Exotica. . .1 Selected channel partners e g supermarkets.2 Scooping parlours
%5 of those surveyed preferredpurchasing remium ice creamfrom parlours
P r i c i n gr i c i n g
ey contributor to Amul s success( )ricing Objectives Amul.1 Goal of arket Penetration
.2 Aim is to be the market leaderin all product categories
ricing Objectives( )xotica.1 Goal of arketPenetration.2 Pricing to reflect
premiumstatus
( )ricing Method Exotica-Mark up pricing currentlyecommended Pricing
Reason Price
Price of Amul normal chocolate ice cream (reference) 95
Price Premium for extra creaminess 25
Superior packaging 20
Amul Exotica Premium brand value (after promotion) 30
Amul Exotica Price to cover its normal value Rs 170/- per litre
-
8/14/2019 Amul : Strategies to relaunch Exotica Marketing perspective
12/14
r o m o t i o no m o t i o nMedium.1 Hoardings
.2 Banners in /supermarkets stores
.3 Print
Offers. ,1 Buy One Get One free
(entire range of family)packs.2 Two Liter Super Saver
packs
ther Suggestions forExotica.1 Scratch cards with minor
prizes. - -2 Free on the spot trial
scoops
Market- Upper middle income group
Mission- Creating brand awareness
-
Message- Highlight key differentiating factors of E
Moneyease advertisement budget for Exotica
Media- Television commercials-Print-Internet
Measurement-AIDA (model A ,wareness I ,nterest DesirA )ction-
-
M s for Marketing Communication Plan for Exotica
P Ana ly si sP A na lys is
-
8/14/2019 Amul : Strategies to relaunch Exotica Marketing perspective
13/14
&us tom er Acq ui si ti on R et en ti o&us tom er A cq uis it io n Re te nt io nalue for money
- Competitive pricing- Weak on PQ schema
ntry into new markets- Entering premium segment to broaden customer baseedia Publicity- Focused publicity campaign for Exoti
se of Technologyreness about existing option of online ordering
romotional Offers- Trade promotion- Scratch cards with minor prizes- - -Free on the spot trial scoops
pecial Retail Outlets- Scooping parlours
ustomer Retention- Increased Product Variety
- Increased convenience to the customer- Engaging customers
-
8/14/2019 Amul : Strategies to relaunch Exotica Marketing perspective
14/14
Thank You