STP - AMUL

Segmentation

Consumer type: For Kids- Amul kool, Amul chocolates, Nutramul, etc For Women- Amul Calci + For Youth- Utterly delicious pizza, cheese variants etc For the calorie conciuos- Amul lite, Amul lite slim trim milk etc For health conscious- Nutramul, Amul shakti etc.

Industry type: Milk- Ice cream manufacturer, restaurants, coffee shops etc Butter/Cheese/Ghee-Bakery, pizza retailers, snack retailers

Targeting

Amul has identified youth as one of its potential segments.

Now it has to decide where to find youth who will actually go get their product and the number of youth that the company requires. Amul has come up with Amul parlours for this reason.

Positioning

A mass market player, no premium offerings

USP Quality with affordability Amul as Taste of India - creating value for everyone in the value chain, both customers and farmers. New offerings for health conscious and vibrant India in the form of Probiotic wellness ice-cream, sugar free delights for the diabetic patients and Amul kool cafe for the youth of today.

SWOT - AMUL

STRENGTH:

Amul has good professional marketing team & well co-ordinate structure with modern business concept. Amul has good customer base. Most of the customer & consumer are well aware of product range & line of Amul. The Brand itself ensures quality. Quality & price of Amul products has created a big hurdle for competitors. Being an Indian Company people have good attitude towards the brand which has create a raising platform for the company to grow up in India. It also exports some milk products.

WEAKNESS:

GCMMF Ltd. does not facilitate the dealers & retailers as compared to competitor in terms of credits facilities as well as giving them good margin distribution. Also GCMMF Ltd. does not have flexibility of expired & replacement policy. Complaints of retailers against distribution are not settled in time in some cases.

OPPORTUNITY:

Amul is exporting to Maurities, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong, Sri Lanka. Following the new GAT strategy and opportunities tremendously for export of Agri. Product in general & dairy product in particular.

THREATS:

The unorganized sector today milk venders are occupying the pride of place in the industry.
Organized dissemination of information about the harm that they are doing to the producer & consumer should see a steady decline in their importance.