1. Market Analysis & Consumer Behaviour
AMUL CHEESE
Market Analysis & Consumer Behaviour of
Amul Cheese
Prepared by Group 4
Yougesh Bawri B008
Harsh Sangoi B053
Bhumi Shah B057
Priya Sheth B059
Gandharv Tannan B065
Atin Gupta B068
Ritika Mandora B069

2. AMUL BRAND
Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India.
Amul spurred India's White Revolution, which made the country the world's largest producer of milk and milk products.
It is a BRAND, managed by GCCMF.
GGCMF is the largest exporter of cheese in the world
Jointly owned by 2.6 million milk producers in Gujarat

3. BRAND CORPORATE BRANDING: Umbrella branding
Practice of using a company's name as a product brand name
Use corporate brand equity to create brand recognition
BRAND EXTENSION:
Line Extension: Extended to other items in the same product line
Category Extension:: Extended to other product lines in the related category 
Processed Cheese
Cheese Spreads
Gouda Cheese
Mozarella Cheese
Emmentel Cheese
AMUL
Milk
Bread Spread
Cheese
Ice Cream
Chocolates

4. BRAND POSITIONING Represents 'value for money' to the Indian consumer
Competitively priced and of assured quality
Introducing a new mascot, the Amul Cheese Boy
Entered Cheese dependent food product categories i.e. frozen pizzas priced at Rs 45
Vegetarian Cheese brand
Buffalo Milk
Packaging as a promotional tool by printing recipes on cheese packets

5. ENVIRONMENTAL ANALYSIS
MICROENVIRONMENTAL FACTORS
1. Political:
Budget range is decontrolled, so no political effects are envisaged
2. Economic:
Increasing per capita income of the population
Growing middle class and urbanisation
Low cost of production
Economies of scale

6. ENVIRONMENTAL ANALYSIS(CONT’D)
3. Social:
Per capita consumption of entire dairy products expected to increase
Payout to the farmers has also been registered amounting to 23% CAGR for the last 4 years
Increasing gifts and incentives culture to the society
Health conscious appeal to the society
4. Technological:
Reinforce and raise the standards of technology employed to international levels
New and varied diversified products
Process innovation
Complementary assets to enhance milk prodcution
E-commerce to facilitate promotion

7. ENVIRONMENTAL ANALYSIS(CONT’D)
MACROENVIRONMENTAL FACTORS
Parameter
Remark
Customers
Solid customer base stretched in urban as well rural areas of India
Competitors
Britannia, Govardhan, etc
Suppliers
More than 5000 wholesale dealers.
More than reatilers
Regional (a direct linkage between milk producers and consumers by eliminating middlemen)
Shareholders
GCMMF, Milk producers, Village dairy Co-op, District Milk Co-op union, State Milk Mktg. Fed.

8. SEGMENTATION & TARGETING
Demographic Segmentation
Target Group:
Economic : Sec A/B
Age: Kids & Youth
Geographic Segmentation
Urban Youth (Emmental, Gouda, Mozzarella)
Behavioral Segmentation
Benefit Expectation: Nutrition and Quality product

9. POSITIONING Positions itself as an affordable and quality product
‘Amul Cheese, Yes Please’
Mass market targeting approach under Amul ‘Taste of India
Also positioned as having nutritional value and energy food
‘Power of Protein’ ;
More milk per slice’
Introduction of Amul Cheese boy using energy to fight situations
Addition of niche products for urban youth :
Gouda and mozarella

10. MARKET SHARE OF AMUL CHEESE
Sales of Rs 11,670 crore for the year ended March 2013
75% in cheese share market. 
Market leader in cheese market in India with 60-65% share.
Expected growth rate of 8 percent to rise in demand for Cheese products.

11. REASONS FOR SUCCESS Robust Supply Chain Low Cost Strategy
Strong Distribution Network
Technology and E-Intiative

12. Overall target Audience Demographic Details of 104 respondents
Who are the Consumers
Overall target Audience
Demographic Details of 104 respondents
Working professionals years
Women Homemakers years
Students (Hostels/Alone) years
Out of the 104 respondents,
78% stay with Friends ; 22% stay with Family
Over 61% don’t have a cook at home
We see that a significant percentage of the respondents consume Cheese
Students use cheese more often than working professionals and homemakers
97% of them have tried Amul Cheese– indicating a potential market opportunity based on customer need and willingness
Consumer Needs
How often do you buy Cheese?
Have you ever tried Amul Cheese?

13. Brand Awareness & Perception
Amul Cheese is perceived as an unhealthy option
Not considered as Value for money by some
Brand Awareness is much higher than other brands which shows Amul cheese is the clear leader in this category
Amul Cheese is mostly bought from Supermarkets and local shops
Amul Cheese continues to be High in Brand awareness
Taste and the Amul tag are the key drivers amongst people who have tried the product
Which of the following brands have you used?
What do you normally eat/drink with your cheese?
Where in general do you do buy cheese from?
What factors stop you from buying Amul Cheese?
What do you think differentiates Amul Cheese from other brands?

14. COMPETITORS
The Indian cheese market is dominated by Amul and Britannia, Amul being way ahead of Britannia and owing about 60% of the market share as compared to 25% owned by Britannia.
Brands
Estimated Market share(%)
Amul 60
Britannia 25
Lebon, Regional brands
(Mother Dairy, Vijaya, Go cheese, etc) 10
Imported Brands
(Laughing cow, Kraft, etc) 05

15. COMPETITORS Amul Cheese Tagline/ Slogan Taste of India USP
Quality and affordability
STP
-Segment
Quality conscious children and adults
-Target Group
Kids and youth
-Positioning
Taste of India by giving them quality products
ADVERTISING

16. COMPETITORS Britannia Cheese Tagline/ Slogan
Say Cheese with Britannia; Bite into milk
USP
Contains a glass of milk, interactive microsite
STP
-Segment
Quality conscious children and adults
-Target Group
Upper and middle class who want to have cheese
-Positioning
Contains a glass of milk, high vitamins
Advertising

17. COMPETITORS Go Cheese USP Made from 100% cow’s milk, Packaging STP
-Segment
Indian citizens mesmerised by foreign brands
-Target Group
Kids
-Positioning
GO brand also has a brand mascot - the cow. The mascot is shown in the pack and reinforces the positioning of 100% cow's milk

18. PROBLEMS Perishability Lack of control over yield
Logistics of procurement
Problematic distribution
Competition

19. OPPORTUNITIES Customer based market segmentation
No frills packaging for rural customers at lower cost
Export potential
Value addition
Tie-up with restaurants/food chains/pizza parlours

20. THANK YOU