Advertorial and Segmentation Targeting Positioning (STP) Analysis of AMUL
- 1. AN ‘UTTERLY, BUTTERLY, DELICIOUS’ PRESENTATION on SEGMENTATION, TARGETING AND POSITIONING
- 2. Milk Marketing System was largely controlled by Contractors and Middlemen. Farmers had to sell Clarified Butter and Cream at throwaway price, since Milk is perishable. Bombay Milk Scheme in 1945 by Government of Bombay. Agreement with Polsons Limited to supply milk from Anand to Bombay (427 kilometre). Government found it profitable; Polsons Limited had higher Profit Margin; Dissatisfied Farmers. Sardar Vallabhbhai Patel advocated for farmers’ co-operative society with pasteurisation plant. Not meeting the demand, farmers called on a strike which lasted for 15 days. Later, it was met. Kaira District Milk Co-operative Milk Producers Union Limited on December 14, 1946. Initial problems of excess milk collection was solved by converting into Milk Powder and Butter. Breakthrough in Dairy technology as products were made using Buffalo Milk for the first time. HISTORY
- 3. Dr. Verghese Kurien 1964 – The Turning Point in India’s Dairy Development. Dr. Verghese Kurien was the General Manager of Amul. Cattle Feed Plant was inaugurated at Anand. The National Dairy Development Board was established. 1969-70 – Operation Flood or White Revolution. Largest Dairy Development Programme. Replication of the “Anand Pattern”. India is the largest milk producer in the world. Direct Link between Producers and Consumers. Procurement, Production and Marketing by Farmers.
- 4. SEGMENTATION, TARGETING AND POSITIONING AN ANALYSIS
- 5. SEGMENTATION CUSTOMER-BASED SEGMENTATION KIDS: Kool; Lassi; Butter Milk; Chocolate WOMEN: Calci + YOUTH: Pizza Bread; Cheese Spread, Bread, Cookies CALORIE-CONSCIOUS: Lite Butter; Skimmed Milk HEALTH-CONSCIOUS: Nutramul, Amul Shakti INDUSTRY-BASED SEGMENTATION MILK: Coffee Shop; Restaurant; Ice-Cream Industry BUTTER AND CHEESE: Bakery, Pizza Manufacturers
- 6. TARGET MARKET AMUL’s Unique Selling Proposition: “High Quality Products at Affordable Prices.” AMUL means different things to different people: • To a Milk Producer – A Life Enriching Experience. • To a Consumer – An assurance of having Wholesome Milk. • To a Mother – A Reliable source of Nourishment for her Child. • To the Country – Rural Development and Self-Reliance.
- 7. POSITIONING EMOTION: Advertisements on Print Media on occasions of national interest; Fun-Loving; Purely Indian. DESCRIPTIVE: Butter has become a part of the family. Butter = Amul. FUNCTIONAL: Quality Products at Affordable Prices; Easy market accessibility.
- 9. MEDIUM OF COMMUNICATION Electronic MediaPrint Media Outdoor MediaOutdoor Advertising TV Sponsorship Print Media
- 10. HEALTHY RELIABLE TRADITIONAL FUN-LOVING SPORTY YOUTHFUL CHEERFUL FAMILY-ORIENTED CHEERFUL
- 11. SUGGESTIONS Advertise Individual Products. Maintain High Quality in the era of Cut-Throat competition. Use a Celebrity Brand Ambassador. Continue Sponsoring high Television Rating Point (TRP) shows.
- 12. CONCLUSION Amul’s dominant presence in dairy food market. A household name. One of the most successful businesses. Businesses must learn from the success story of Amul. Creative Thinking keeps a step ahead of competitors.
- 13. THANK YOU