The Marketing Plan of Amul.

BUSINESS MISSION :

Satisfaction of overall nutrition and taste of consumers in India & to provide the best quality milk-based
products to their customers. (Amul – the “TASTE OF INDIA”).

OBJECTIVE :

To increase brand awareness, market stability and increase in new customers, rate of purchase and profit on
sales more cash flow.
SWOT ANALYSIS :

Strengths: Weakness:
 High quality products at low price.  Short self-life of products.
 Robust distribution network. (local as well  Strong dependency on “Milk Products”.
as global)

Opportunities: Threats:
 Use of internet to sell its products.  Growing price of milk.
 Expand product portfolio to enter new  Though competitions from other companies.
categories. (gokul, Mother Dairy etc.)

SEGMENT, TARGETING AND POSITIONING

Segmentation and Targeting:

1. Geographic: urban / rural locality.

2. Demographic: Age : 06 – 50+ and Income: Low and High.
3. Behavioural and User Status: Regular user and Potential user

Positioning:

1. It is the first brand which comes in mind when someone is talking of Ice cream, Milk, Cheese, Butter
or any other milk base product.
2. It means placing a product in that part of the market where it will receive a favourable reception
compared to competing product.

MARKETING MIX

Product: Price:
1. Dairy products 1. Strategy of low - cost pricing
2. Fresh, hygienic 2. Discounts in Amul parlours.
3. Packaging

Place: Promotion:
1. Massive distribution network 1. Hoardings Newspaper and TV ads.
2. retail spreads across India 2. Sponsoring TV shows
3. Kirana stores and Amul parlours

EVALUATE PERFORMANCE USING MARKETING METRICS

 Customer feedback and survey

 Customer retention.
 Brand awareness