Target Audience:

 Health and quality conscious people

 Middle and upper class people
 People of all age groups
 Housewives, Chefs, Office-going people, Kids

Target Market:

 Amul Butter targets market across the nation in almost each state and city.
 The brand has been made available in supermarkets, malls, departmental stores, and
grocery stores, from where all the traction of product come as high amount of
population shop here for their monthly or daily needs.
 Target market of Amul Butter also includes restaurants, cafes and other types of food
outlets.

Media Mix:

Amul Butter has dominated in the field of media, being one of the early entrants in terms of
branding, and pretty much owns the category. The positioning taken by it is strongly topical,
as the hoardings of the Amul Moppet keep changing to reflect the changes taking place in the
nation. Amul Butter also promotes through various cookery shows and other such food
related programmes to target the consumers like housewives and chefs. Their pricing and
promotion strategy together have made it available at food hawkers and stalls on Indian roads
only to gain maximum visibility across all consumer groups.

1. TV Advertisements:
Objective of advertising on television is to reach families as Amul Butter is a part of
their monthly or daily needs. Amul Butter targets Entertainment channels like Star
Plus, Colors, Zee TV, SAB; Movie channels like Set Max, Star Gold, Movies Ok,
&Pictures. It never misses out an opportunity to advertise on the channels where any
food related shows or programmes are broadcasted.

2. Print Media:
Amul Butter has been spreading their butter commercials with puns and fun for
decades through print media, especially in Times of India and Times magazines. It
has been a tradition for Amul Butter to publish its butter advertisements in the form of
pictures that often relate to contemporary events, and are thus dubbed “topicals.”
These ads do not shy away from economic, political or social issues and offer a short
and sketchy review of recent Indian history. They have one eye set on international
events as well. Amul’s straightforward and uncomplicated strategy has hit the bull’s
eye. Various brands across sectors can emulate Amul Butter to reach out to customers
and create effective brand recall.