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SCHOOL
Batch - PGDM 07
Group - XIII
Date - 15 / 01 / 2009
1
Amul_the Taste of
India
2
Down The Memory
Lane
Meeting at
‘Samarkha village’
near ‘Anand’ on 4th
Jan, 1946
üDemand profile
üFlexibility of promotion
üAvailability
7
Weaknesse
s :
oPerishability
oPoor Packaging
oInadequate transportation
facility
8
Opportunitie
s :
9
Threa
ts:
qGlobalization- foreign players
may enter ‘Indian Market’
qThreat of duplicity
10
STP Analysis of Amul
Butter
Segmentat
ion :
vChildren 7-12
yrs.
vTeenagers 13-
19 yrs.
vYoungsters 20-
29 yrs.
vMatured 30 yrs
& above
11
Target
Market
Core Target Consumers
:
ØChildren & Teenagers of Urban & Sub-
urban market
Expensive Economic
Mature
13
Amul
Products
C. Table
A. Amul Butter
Margarine
B. Amul Lite
14
Amul
Can Produce…..
It is not just a
break fast any
more !!
15
Amul
Flavoured Butter
Chocola
te
Strawb Mang
erry o
16
Amul
LiquidüNew
Butter
product for
Indian market
üLiquid Butter can be
used
for cooking purpose
üEssential for housing
and
commercial
purposes
17
Amul
Can Produce.. .
.
Melting
moments……..
Passionate
perfection
18
Amul
Creamery Butter
19
Amul
Can Produce.. . .
Sugar
Free
Butter
ØNo fat..
No
cholesterol
“No Fear At
All”
20
Amul
Body Butter
vUnique formula
21
Body Butter
Fragrances
üBotanical
Garden
üFragr
üSangria
ance
vHelps in reducing pores Free
Honeysuck
causedüby
le
ACNES & PIMPLES –
‘Ayurveda’
22
Positionin
Young
g : FLAVOURED
BUTTER
CREAMERY BUTTER
BODY BUTTER
Expensive Economic
LIQUID BUTTER
CREAMERY
BUTTER
SUGAR
FREE
BUTTER
Mature 23
Amul
Packaging
1.Stora
ble
2.Dura
ble
3.Porta
ble
24
Amul
Packaging
FEATURES
3.10 pouch packets of
liquid butter per
Container
5.Plastic made
7.Can be used as a
“Compact container for other
purposes
kitchen”
25
Amul
Packaging
Amul Butter
Stick
i n , o n l y
“ No pa
gain”
26
Place
Amul
Strategies
Food
Court:
ØTargeting Urban
Population
Primarily Launching
in :
•BOMBAY : ADLABS
•KOLKATA : FORUM
•BANGALORE : I N OX
•CHENNAI :
ABIRAMI 27
Hear &
Ration
Near
Shops
ØIntended :to create the habit among
LIGs -
Urban & Sub-Urbs
Detail
s :
v Typically a Low Priced –
Medium Quality Product
28
Rural
Market
Huge Opportunity
as : of the Indian Population still lives in Rural Areas
Ø70%
ØA market consisting of 705 million people
ØOpportunities for ‘Market-Development’ as well as
‘Diversification’
29
Place - Planet
Earth
EU
Japa
n
Indi
a
Low - Medium
Moderate
High
Production of Dairy
Products
30
A Japanese Dream
Consumptio
nØJapan
: now consumes 90 million tons /year
ØAbout 0.8 kg per person
ØA third of what Americans eat
ØA tenth of the French or Germans
Current Market
Conditions :
Severe Butter shortage in Japan – 2008
31
Japanese Dream Contd.. .
üSupplying butter is thus easier
European
Opportunity :
vGovt. Interventions
32
Processe
ØExisting s
process:
Customers
O D
R
ELI
D
E VER
R Y
Retailers
O D
O D
Wholesalers
O D
Manufacturer
33
Processe
s
Drawbacks
: v
Perishabili
ty
vVariability
Counter Strategy
: Ø
An advanced Info-sys aided,
‘Va l u e D e l i v e r y N e t w o r k ’
34
Delivering Values
Retail B2B
Retailers/ direct consumer base
B2
C
portal
Depot
Depot Depot
S EIAS
C Zone
Zone
GI
M S
INTRANE
T Head office
ay
, P
r e
M o
c t
p e
x
E ss
Le
36
37
Suggested Price Chart
for Urban Areas:
38
Suggested
Pricing
500
gm =
Rs
85 -
90
39
Competitive Pricing
40
Competitive Pricing
41
42
Suggested Price Chart
for Rural Areas:
43
INTERNATIONAL
PRICING
44
PROMOTING Amul
Try it, U will like
it…. . .
45
Rural Market
46
Rural Market
47
Rural Market
“ Amul ka
khela dekho
”
“Amul
ka
Jadoo
”
48
Rural Market
49
Rural Market
“ Jitna
Rural market :
khaoge
Free gift utna
paoge”
50
51
Advertisements
I TV
Advertisements
II “Going Green”
üEasily Visible
üCovering Larger
Area
üLower Costs
52
Urban promotion
ü“Amuleauty
!!!”
üInteractive T.V.
Shows
53
VENDING
M AC H I N E
qOutside Restaurants
qOutside Fast-food
Shops
qIn front of
Railway Canteens
54
Urban promotion
55
Urban promotion
56
Urban promotion
vFREE SAMPLES
vIn S C H O O L S
57
Urban promotion
üPatronage
awards
üAmul Mobile
ØCharacters of Amul
Butter Girl,
Amul butter featured
58
i o n
n s
p a
E x L
a l N A
l o b I O
G A T T
R N K E
T E A R
IN M
59
International
Market
FO ODEX TASTE-
FEST
JAPAN EUROPE
Participation in
Trade shows
ØIntr oduci ng new pr oducts
Ma king your
lif e easy
61
International
Market
SPONSORING
P opular L ocal
S ports
62
Acknowledgements
• Pro f. Pr a b i r G u h a ,
• HOD Marketing of
• ‘Globsyn Business School’,
• for giving us the opportunity to work as a team on
our marketing project.
Prof. Malay Bhattyacharya.
Prof. Jayanta Mitra.
Reference
s :
vAyurveda
vBritannica Encyclopedia
vwww.amul.com
vwww.google.com
vwww.nationalmaster.com
vwww.asahi.com
64
Presented
By :
Abhishek Basak
Aindrila Buxy
Ananya chakraborty
Aniruddha saha
Arindam gupta
Arnab dutta
65
Thank You