market segmentation amul
DESCRIPTION
market segmentation of amulTRANSCRIPT
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MARKET SEGMENTATION
Case study : Amul
By Miss. Sejal PatilT.y. Bcom div. ERoll no. 492
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CONCEPT:
•Market segmentation is a process of dividing the total, heterogeneous market for a product into several sub markets or segments, each of which tends to be homogeneous in all significant aspects.•It is a marketing concept which divides the complete market set up into smaller subsets comprising of consumers with a similar taste, demand and preference.•A market segment is a small unit within a large market comprising of like minded individuals.•One market segment is totally distinct from the other segment.•A market segment comprises of individuals who think on the same lines and have similar interests.
Philip Kotler, defines “Market segmentation is a process of identifying groups of buyers with different desires or requirements.”
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PURPOSE:Product develop
ment Promotion-mix
Product pricing
DistributionMedia
selection
Customer loyalty
Market expansio
n
Market opportunities
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BASES OF SEGMENTATIONS:
•Region[urban/rural]localitygeographic
•age•Gendereducation
demographic
•culture•Reference group
Socio-graphic
•lifestyle•Personality
psychographic
•Usage rate•User status•Buying motives
behavioural
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CASE STUDY
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Amul is an Indian dairy cooperativebased at Anand in the state of GujaratDr Verghese Kurien, founder-chairmanThe word Amul(अमू�ल) is derived from the Sanskrit word Amulya(अमू�ल्य), meaning invaluableFull name “Anad milk Producers Union ltd.”Managed by GCMMF (Gujarat Cooperative Milk Marketing Federation)Amul has spurred the White Revolution of Indiamade the country the world's largest producer of milk and milk products
Amul
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PRODUCTS:
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ADVERTISEMENTS:
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ICE C
REA
M
CHOCO
LATE
S
LIQUID FRESHMILK
BUTTER
PIZ
ZA
COMPETITION
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MARKET SEGMENTATION OF AMULCustomer based market segmentation
Kids
Health conscious
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KIDS:
Amul kool
Chocolate mix
Nutramal energy drink
Milkshake
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WOMEN:Amul calci
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CALORIE CONSCIOUS Amul Lite
Sagar Skimmed Milk Powder
Amul Lite Slim and Trim Milk
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YOUTH: Utterly Delicious Pizza
Amul Emmental Cheese
Amul Cheese Spreads
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HEALTH CONSCIOUS:
Nutramul
Amul Shakti Health Food Drink
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INDUSTRY BASED SEGMENTATION
Milk•Restaurants, coffee shop chains•Ice cream manufacturerButter, cheese, ghee•Bakery, confectionary•Pizza outlets•Snacks outlets
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OTHER MARKET SEGMENTS IN WHICH AMUL CAN PENETRATE:
Two segments: Consumer and Industry
Alternative segments: Railways, Educational institutions, Exports
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Thank you