Principles of Marketing Group 3 BM-D

4.5 Consumer Insights

Amul Tru has been launched to gain a share in the fruit-flavoured still drink (FFSD) market. It
differentiates itself by the fact that it has a significantly higher protein content than other players
due to the presence of milk-based whey protein. It consists of a unique blend of fruit concentrate
and milk whey and has been priced at a very reasonable Rs 10 per 180ml.

The product has gone on to do quite well, in spite of the fact that marketing has been limited. Our
consumer research has shown us that over 60% of those surveyed had knowledge of high protein
fruit drinks, and 42.9% had recalled Amul Tru:

Further, the fact that 50% of our survey respondents would like to consume such drinks shows
that there is an excess demand for such products:
Principles of Marketing Group 3 BM-D

Amul
Tru

Tropicana

Real
Quality

Value For Money

Inference:

Amul had launched the Tru series solely on the basis of its attractive packaging in association
with almond, the company that has been managing the brand outlook of former Amul
products(Cheese Spread and Cafe Amul). Without investing a significant chunk in its
marketing, Tru juices were launched and left to sail solely on the brand name, and it did fare
well, post which Amul had decided to increase its production and supply to more parts of the
country. Although the product was deemed to be received well, more than half of the people
who consume Amul products are not aware of Tru, which leaves the fact wide open that had it
invested in aggressive marketing along with its launch, it would have been received even better
than how it already has been. This also signifies that Amul went on with a comparatively low-
risk approach, by releasing it in small volumes initially, and then upon observing how it fared in
the market, subsequent investments were made.

5. Suggestions/Recommendations:
The last major Above the line campaign that Amul had run on its milk had been almost half a
decade ago, post which most of its products have seen a packaging makeover, with a number of
new variants introduced, such as Camel milk, which haven’t been pushed deeper into the market.
These new products, although can fetch a higher consumer base, are left at a limited potential due
to its lack of promoting these products. Even though Amul has been consistently launching a new
product every two months for the past 2 years, its shortcoming lies in the product only being sold
at Amul outlets and not other retail or grocery stores. This limits the product’s potential to
penetrate the market. Moreover, all the advertising for these products is also done at their physical
stores, wherein the maximum Amul invests in, are posters. The same occurred with Tru juices,