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AMUL
The Taste of India
GROUP-5
GROUP MEMBERS:-
TECHNOLOGY
INBOUND
LOGISTIC OPERA-
TIONS
CUSTOMER
SERVICE CUSTOMER HUMAN
RESOURSE
MANAGEM-
OUTBOUND ENT
MARKETING LOGISTIC
&
SALES
FIRM INFRASTRUCTURE
SEGMENTATION
GEOGRAPHIC :
o City Or Urban : Urban, Sub Urban.
DEMOGRAPHIC :
o Age : All Age Group.
o Income : 5000 +.
o Social Class : Upper Lower to Upper Upper.
BEHAVIORAL :
o User Status : Regular User.
SEGMENTATION
BEHAVIORAL :
o Usage Rate : Medium to Heavy User.
o Benefits : Quality
o Loyalty Status : Medium
o Readiness Stage : Aware
TARGET AUDIENCE
Those Who Want High Quality milk with
Easily Availability.
PRODUCT HEIARACHY
o Need Family -- Health.
o Product Family -- Pasteurized.
o Product Class -- Milk.
o Product Line -- Whole Milk.
o Product Type -- Amul Gold or Mother Dairy.
o Item -- Amul.
PRODUCT LEVEL
Core Benifit -- Health
Basic Product -- Packaged white liquid
Expected Need -- Quality
Augmented -- Image
POSITIONING
o Image Positioning
VALUE PREPOSITION
o A high quality milk which is easily
available
BUYING BEHAVIOUR
o Habituated buying behavior
PRICING STRATEGY
Low Medium High
High value
strategy
Amul gold High
Medium
Quality
Low
Price
AMUL BUTTER
Customer Delivered Value Chain
Butter
o Monetary Cost : Medium
o Time Cost : Low
o Energy Cost : Low
o Psychic Cost : Low
DEMOGRAPHIC :
o Age : 6 - 40 Years
o Income : 10000 +
o Social Class : Middle Class, Upper Middle, Upper
Upper.
BEHAVIORAL :
o User Status : Regular User.
SEGMENTATION BUTTER
BEHAVIORAL :
o Usage Rate : Medium User.
o Benefits : Quality and Taste.
o Loyalty Status : Strong.
o Readiness Stage : Aware, Informed.
TARGET AUDIENCE
Those Who Want Quality butter with
Taste and easily availability.
PRODUCT HIERARCHY
VALUE PREPOSITION:
A high quality and tasty butter which is easily
available.
BUYING BEHAVIOUR:
HABITUAL BUYING BEHAVIOUR
PRICING STRATEGY
Low Medium High
High Value
Strategy
Amul Butter High
Medium
Quality
Low
Price
PRODUCT LIFE CYCLE
It is now in growth stage.
BRANDING
Umbrella Branding
THANK YOU
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