Customer Analysis.

• A customer analysis (or customer profile) is a critical section of a company’s business plan or marketing plan.
• It identifies target customers, ascertains the needs of these customers, and then specifies how the product satisfies these
needs.
Customer analysis includes 4 steps:-
1) customer identification
2) customer demographic
This will include identifying the average income of the targeted customers, identifying the geographical location on
these customers etc.
3) Identify needs of the customers (customer need assessment)
4) Identify the customers decision making process
This will include to identify if the customer prefer price over quality and vice versa.
CUSTOMER ANALYSIS OF AMUL

Segmentation
• According to Amul, all products of Amul are preferred by all class of people.
• Amul used Market segmentation to divide the heterogenous market into relatively more homogenous segments base
on certain parameters like geographic, demographic, psychographic, and behavioral. 

Customer based Segmentation by Amul:

• 1)It was found that kid usually proffered Amul products like Amul Kool, Amul chocolate, Amul ice-cream, Amul
energy drink etc.
• 2) women preferred Amul products like Amul calci+
• 3) The youth category preferred products like Amul cheese, Amul pizza, Amul cheese spread and Amul pizza cheese.
• 4)Also, Amul defined a category of customers that were health and calorie cautious . Such customers preferred Amul
lite butter, Amul slim milk and Amul milk powder.
• 5) Another category of customers was identified. These customers were health cautious and fitness freaks. These
types of customers preferred products like Asli-ghee, Amul shakti and nutramul.
INDUSTRY BASED SEGMENTATION
• 1) The milk produced by Amul was used by different types of industries like ice-cream manufacturers, restaurants food chains,
coffee shop chains etc.
• 2) the butter cheese and ghee produced by Amul was used by bakery and confectioner's, pizza and snack retailers etc.

Market share of some Amul products

• Butter: 85%
• Milk powder: 40%
• Cheese : 50%
• Ice-cream : 24.75%
• Sweets : 50%
• Chocolate drink: 90%
• Chocolate : 10%
Amul identified its target market that is a group of potential customers to whom a company wants to sell its
products and services.

Strategies used by Amul to target customers include:-

1) a mass market player
2)no premium offerings
3)unique selling points: quality with affordability
Amul adopted low price strategies to make its products affordable and attractive to customers.
 
STRATEGIES USED BY AMUL TO POSTION ITS PRODUCTS IN THE MARKET
1) Pricing Strategy
2)Segmentation, Targeting and Positioning
STRATEGIES USED BY AMUL TO POSTION ITS PRODUCTS IN THE
MARKET

1. Pricing Strategy
Amul tries to cater the needs of all the Indian market segments keeping in mind the wallet size of its target customers
without compromising with the product quality. Amul deals in daily need dairy products like milk, butter, cheese, cream, ice-
cream at comparatively lower prices offered by its competitors which in return helps Amul to capture a huge market share.
2. Segmentation, Targeting and Positioning
Amul’s target segment is the mass population, we generally see people of all age groups and demographics
enjoying Amul’s dairy products, as Amul’s dairy products are common product for all.
• Amul doesn’t differentiate its customers but uses mass marketing principle, and this strategy has proven
itself to be the most suitable one.
• Amul’s target audience are the regular users and middle class people. However, for products like Butter and
Cheese, both upper middle class and lower middle class people are the target audience.
• Positioning strategy used by Amul is on the top of the mind, as it got some leverage for being the first brand
which comes in mind when talking of milk, cheese, butter, ice-cream or any other dairy product from Amul’s
product portfolio.
3. Distribution
Amul focusses on breaking down the bulk. It supplies in huge amounts to its Carrying and Forwarding agent, which is
responsible to store Amul products in bulk. Carrying and Forwarding agents then forwards the company’s products to
distributors who forward it to retailers. Amul has its own storage and also has strong and reliable Carrying and Forwarding
agents.
Market Research

The FMCG market is highly competitive in nature and is known to have a combination of organized and unorganized players.
Similarly, in FMCG, direct competition is equally important as indirect competition.
For Example:- During winters, ice-cream and cold milk products will not sell, whereas butter and cheese will sell equally well.
But on the other hand, during summers the demand for ice-cream shoots up so much that companies are not able to meet
the demands. Thus, when we analyse the market of Amul, in some cases Amul is the clear market leader, whereas in other
products it is a competitor in the market.