MARKETING PRESENTATION Krishna

Largest Food Brand

AMUL
Polson Dairy Marketing & distribution system controlled by private dealers Milk perishable farmers compelled to sell at whatever price was offered Formation of an organization GCMMF was formed Amoolya = Priceless Suggested by quality control expert in Anand Short, easy to pronounce & remember High quality products at reasonable prices

Current Market Share

100 90
80 70 60 50 40 30 20 10 0

OTHERS MARKET SHARE

AMULYA

AMUL BUTTER

CHEESE SPREAD

MOZARELLA

BCG MATRIX - AMUL

Annual consumption of Biscuit

Annual Production of Biscuit in India

18 16 14 12 10 Lakh MT 8 6 4 2 0 2003-04 2004-05 2005-06 2006-07

YoY growth shows rising consumption in India

Biscuit Industry: Major Players

Biscuit Industry: Major Players

SWOT Analysis of Amul

SWOT Analysis of Amul

Strengths Diversified product range Low and mid price range High quality product Largest Food Brand In India
Weakness

Only 3 plant sites Alliance with third parties who do not belong to the organized sector

Opportunities

Penetrate international market Diversify product portfolio to enter new product categories & expand existing products

Threats

Competitors Growing price of raw materials

Product

PRODUCT
GLUCOSE BISCUIT Orange Chocolate Strawberry CREAM BISCUIT

PRODUCT
GLUCOSE BISCUIT 40 gm 80 gm 200 gm CREAM BISCUIT 100 gm 200 gm

Glucose Biscuit
Contents Wheat Flour Milk Solids Sugar Edible Vegetable Oil Nutritional Value Carbohydrate Protein Fat Dietary Fiber Energy 77.7 gm 6.5 gm 13 gm 0.6 gm 454 kcal

Baking Time

4mins

Amount per 100 gm (approx)

Cream Biscuit
Contents Wheat Flour Milk Solids Sugar Edible Vegetable Oil Rich Quality Cream Added Artificial Flavour Natural Food Colours Invert Syrup Nutritional Value Carbohydrate Protein Fat Dietary Fiber Energy 72 gm 5 gm 19 gm 0.6 gm 479 kcal

Amount per 100 gm (approx)

BUYING ROLES
Initiator Influencer Decider Buyer User

Pricing

PRICE
Sales Volume

_ Cost X Price = Profit

Benefit

Seller

Customer

Price

Pricing Policy
Selecting the pricing objective Determining demand Estimating costs Analyzing competitors costs, prices, offers Selecting a pricing method Selecting the final price

PRICING STRATEGY

Estimating Cost
Major Raw Materials Wheat and Milk Tie up with Farmers for Milk and Wheat Distribution Channel

Pricing Method
Glucose Biscuit Going Rate Pricing Tough Competitors in Market

Pricing Method
Cream Biscuit Markup Pricing Rich Quality Cream

Final Prices
GLUCOSE BISCUIT CREAM BISCUIT

40 gm 80 gm 200 gm

Rs. 2 Rs. 4 Rs. 10

100 gm 200 gm

Rs. 12 Rs. 22

SEGMENTATION, TARGETING & POSITIONING.

SEGMENTATION
Def: Market segmenting is the process that a company divides the market into distinct groups who have distinct needs, wants, behavior or who might want different products & services.

Levels of Market Segmentation

Mass Marketing Same product to all consumers (no segmentation)
Segment Marketing Different products to one or more segments (some segmentation) Niche Marketing Different products to subgroups within segments (more segmentation) Micro Marketing Products to suit the tastes of individuals and locations (complete segmentation) Local Marketing
Tailoring brands/ promotions to local customer groups

Individual Marketing
Tailoring products/ programs to individual customers

AMULS LEVEL OF MARKET SEGMENTATION

Segment Marketing Different products to one or more segments (some segmentation)

Amul glucose for one segment and amul cream biscuits for another segment.

Bases for Segmenting Markets

Geographic
Region, City or Metro Size, Density, Climate

Demographic
Age, Gender, Family size and Life cycle, Race, Occupation, or Income ...

Psychographic
Lifestyle or Personality

Behavioral
Occasions, Benefits, Uses, or Attitudes

Amul biscuits segmentation Demography

VARIABLES IN SEGMENTATION

Income level
Occupation

BENEFITS OF SEGMENTATION
Product/ service can be fine tuned.
Appropriate pricing. Distribution and communication channel. Clear picture of competitors.

TARGETTING

TARGET MARKETING
Identifying those particular groups of customers which your product/service is capable of meeting their requirements (needs) most.

Five Patterns of Target Market Selection

Single-segment concentration M1 M2 M3 P1 P2 P3 P1 Selective specialization M1 M2 M3 P1 P2 P3 Market specialization M1 M2 M3 Full market coverage M1 M2 M3 P1 P2 P3 Product specialization M1 M2 M3

P2
P3

P = Product M = Market

P1 P2 P3

AMULS PATTERN OF TARGET MARKETING

Selective specialization M1 M2 M3 P1 P2

P3

 Positioning

Positioning
Positioning, is the act of designing the companys offering and image to occupy a distinctive place in the mind of the target market.
TAGLINE: CHAI KE RANG AMUL KE SANG

Positioning in a nutshell
Positioning is not what you do to the product. Positioning is what you do to the mind of the prospect!!!

What to position

Amul Or Amul biscuit

3 steps in product positioning

Identifying a set of potential competitive advantages. Selecting the right one(s). Effective signaling of the positioning concept to the target segment(s).

Identifying a set of potential competitive advantages.

Better quality
Low price Trusted brand

Selecting the right one(s).

Low price
Better quality

Effective signaling of the positioning concept to the target segment(s).

Place mix and porters five force model

Place
Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet.

Place
Channels of distribution are the routes through which the ownership of goods flow on its way from the producer to the customer Distributor Stockist Wholesalers Retailers

Availability- Place
Large Format stores

Place for Amul Biscuits

Global Players in India

Place
Markets

Modern Grocery Store

Local Stores
Local kirana stores

Amul and Place mix

The extensive distribution network, built over the years, is a major strength for Amul Products. Available to consumers, even in the most remote places and in the smallest of villages with a sparse population. Amul has nearly 3000 Distributers directly or indirectly retail outlets directly or indirectly. Distributers serve more than 5 lac outlets. Factories at strategic locations & Establishment of manufacturing units in rural areas.

Porters Five Force model

Threat of Substitute Threat of New Entrants

Bargaining power Of suppliers

Competitive Rivalry Within industry

Bargaining power Of Customer

Porters Five Force model

Substitute Traditional Indian homemade snacks, Package Snacks Bakery product.

New Entrants

Suppliers` Wheat, Sugar. Increasing price

Customer
High competition Among existing players
Many biscuit from low to moderate Range, Like of bakery product

PACKAGING
Plastic (Recycled) / Polyesters Two Frills Air Tight Packets Statutory Requirements Net weight, contents Date of Manufacture Date of Expiry MRP

GLUCOSE BISCUITS

CREAM BISCUITS

PROMOTION

ADVERTISING
TELEVISION. MAGAZINE.

NEWS PAPER.
HOARDINGS. INTERNET

SALES PROMOTION
DISTRIBBUTE FREE SAMPLES OFFERS: BUY 3 GET 1 FREE COLLECT 5 WRAPPERS AND GET 1 PACKET FREE

BUY 3 GET 1 FREE

PERSONAL SELLING
AT AMUL OUTLETS SELECT STORES AND MALLS

EVENT MARKETING
SPONSOR EVENTS
COLLEGE FESTIVALS. CORPORATE MEETINGS & SEMINARS. GAME SHOWS.

GO AMUL

WE EAT A TREAT

THANK YOU!!!!