Case study : Amul

By Miss. Sejal Patil

T.y. Bcom div. E
Roll no. 492
Philip Kotler, defines “Market segmentation is a process
of identifying groups of buyers with different desires or
requirements.”
•Market segmentation is a process of dividing the total,
heterogeneous market for a product into several sub markets
or segments, each of which tends to be homogeneous in all
significant aspects.
•It is a marketing concept which divides the complete market
set up into smaller subsets comprising of consumers with a
similar taste, demand and preference.
•A market segment is a small unit within a large market
comprising of like minded individuals.
•One market segment is totally distinct from the other
segment.
•A market segment comprises of individuals who think on the
same lines and have similar interests.
 Product
development

Market Promotion-
opportunities mix

Market Product
expansion pricing

Customer
Distribution
loyalty

Media
selection
 • Region[urban/rural]
geographic locality

• age
demographic • Gender
education

• culture
Socio-graphic • Reference group

• lifestyle
psychographic • Personality

• Usage rate
behavioural • User status
• Buying motives
Amul Amul is an Indian dairy
cooperative
based at Anand in the state
of Gujarat
Dr Verghese Kurien, founder-
chairman
The word Amul( ) is
derived from the Sanskrit word
Amulya( ), meaning
invaluable
Full name “Anad milk
Producers Union ltd.”
Managed by GCMMF (Gujarat
Cooperative Milk Marketing
Federation)
Amul has spurred the White
Revolution of India
made the country the world's
largest producer of milk and
milk products
 LIQUID FRESH
MILK
ICE CREAM

COMPETITION PIZZA
Customer based market segmentation

Kids

Women

Calorie conscious

Youth

Health
conscious
Amul kool

Chocolate mix

Nutramal energy drink

Milkshake
Amul calci
Amul Lite

Sagar Skimmed Milk

Powder

Amul Lite Slim and Trim

Milk
 Utterly Delicious Pizza

 Amul Emmental Cheese

 Amul Cheese Spreads

Nutramul

Amul Shakti Health Food

Drink
Milk
• Restaurants, coffee shop chains
• Ice cream manufacturer

Butter, cheese, ghee

• Bakery, confectionary
• Pizza outlets
• Snacks outlets
Two segments: Consumer and Industry

Alternative segments: Railways,

Educational institutions, Exports
Thank you