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    Amul Dairy: Camel Milk Launch India

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    nidhi gupta
    Amul Dairy is launching camel milk in India to target the health-conscious population. Camel milk provides a healthier dairy alternative to cow milk that is currently not present in the market. To sustain camel milk in the long run, Amul will enter the niche market and target health-conscious consumers to avoid cannibalizing its own products. It will promote several flavors for kids and adults and leverage the declining camel population by promising to protect camels. Amul will utilize its existing distribution network of 56 sales offices, 10,000 dealers and 1 million retailers across India, as well as online retailers, to distribute camel milk nationwide. The promotional strategy will include an ad campaign, education on benefits over other milks, and

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    Amul Dairy: Camel Milk Launch India

    Uploaded by

    nidhi gupta
    66 views2 pages
    Amul Dairy is launching camel milk in India to target the health-conscious population. Camel milk provides a healthier dairy alternative to cow milk that is currently not present in the market. To sustain camel milk in the long run, Amul will enter the niche market and target health-conscious consumers to avoid cannibalizing its own products. It will promote several flavors for kids and adults and leverage the declining camel population by promising to protect camels. Amul will utilize its existing distribution network of 56 sales offices, 10,000 dealers and 1 million retailers across India, as well as online retailers, to distribute camel milk nationwide. The promotional strategy will include an ad campaign, education on benefits over other milks, and

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    MM AMUL asgn

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    Amul Dairy is launching camel milk in India to target the health-conscious population. Camel milk provides a healthier dairy alternative to cow milk that is currently not present in the market. To sustain camel milk in the long run, Amul will enter the niche market and target health-conscious consumers to avoid cannibalizing its own products. It will promote several flavors for kids and adults and leverage the declining camel population by promising to protect camels. Amul will utilize its existing distribution network of 56 sales offices, 10,000 dealers and 1 million retailers across India, as well as online retailers, to distribute camel milk nationwide. The promotional strategy will include an ad campaign, education on benefits over other milks, and

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as docx, pdf, or txt
    66 views2 pages

    Amul Dairy: Camel Milk Launch India

    Uploaded by

    nidhi gupta
    Amul Dairy is launching camel milk in India to target the health-conscious population. Camel milk provides a healthier dairy alternative to cow milk that is currently not present in the market. To sustain camel milk in the long run, Amul will enter the niche market and target health-conscious consumers to avoid cannibalizing its own products. It will promote several flavors for kids and adults and leverage the declining camel population by promising to protect camels. Amul will utilize its existing distribution network of 56 sales offices, 10,000 dealers and 1 million retailers across India, as well as online retailers, to distribute camel milk nationwide. The promotional strategy will include an ad campaign, education on benefits over other milks, and

    Copyright:

    © All Rights Reserved
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    of 2

    Amul Dairy: Camel Milk Launch India

    1. a. Identify the brand positioning Bull's eye for Amul’s camel milk

    Consumer Target: Consumer


    Health-conscious population Takeaway:

    Consumer Insight: Amul Camel milk


    gives me the best
    A healthier dairy alternative quality milk with
    to cow milk is not present in high nutritional
    the market value at reasonable
    Values/personality/character price
    Though
    tful Value
    for cost
    Substantiators
    (RTB)

    Trustable PoP Contemporary

    Fairly priced Assorted


    Large Brand flavors
    variety of Mantra: Health
    products 0 benefits
    Tasty,
    Healthy Image of
    Rare High
    Light Superfood camels
    product nutrition
    brown and
    color al value healthy
    kids
    PoD

    UHT processed milk available in


    several SKUs and packaging

    Executional
    Property/Visual
    Consumer Need State: Identity
    Desire for an easy protein-
    rich food

    Competitive Product Set:


    Nationwide milk booths &
    retailers, ecommerce
    b. What should be the long-term plan for sustaining Camel milk in the Indian consumer market
    segment?

    Entering a niche market and targeting the health-conscious segment so as to avoid cannibalization of
    its own products. The product can target both kids and adults by coming up with several flavors. The
    brand can also leverage the declining camel population to give an emotional touch to its audience by
    promising to protect the camels.

    2. What should be the distribution & promotional strategy for its long run success?

    Amul’s distribution network has 56 sales offices, 10,000 dealers & 1 million retailers across the
    country which can be used to distribute the product all across India. Also, various online retailers
    such as Vishal Mega Mart & BigBasket, provide yet another channel for Amul to supply even more
    customers like the young generation that prefers ecommerce over in-store visits.

    The promotional strategy for AMUL has to include an attractive ad campaign, maintaining its prior
    reputation. Apart from which, the company can organize awareness campaigns to educate their
    target audience about the several benefits of their product over cow milk or other alternatives
    present in the market. In addition, a promise of preserving the declining camel population, can be
    made to create an impact in the heart of the audience.

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