Amul - Marketing Plan

Marketing Objectives, Financial Objectives, Ansoff Matrix, Segmentation and Targeting, Positioning, Marketing Mix, 4 P's

1. Market Plan

2. Objectives

3. Marketing strategy

4. Ansoff Matrix Product Market Existing New Existing New

5. Segmentation and Targeting: Geographic

6. Segmentation and Targeting: Demographic

7. Segmentation and Targeting: Behavioural

8. Frame of Reference Positioning

9. Brand Mantra

10. Four P’s - Product Dairy products Fresh, hygienic Packaging Sizes and volumes

11. Four P’s - Price Strategy of low cost pricing Value added products like cheese have prices slightly lower than competitors Fresh milk at slight higher prices due to high transportation cost Discounts in Amul parlours

12. Four P’s - Place Massive distribution network 3600 Wholesale distributors 500000 retail spreads across India Kirana stores 6000 Amul parlours

13. Four P’s - Promotion Hoardings Newspaper and TV advertisements Sponsoring popular sports events Amul branded awards to school children Sponsoring TV shows

14. Thank You!