MARKET SEGMENTATION

Amul must divide its market using 2 bases of segmentation.

1. Demographic Segmentation

2. Geographic Segmentation
Demographic Segmentation: Demographic segmentation is segmentation of market
on the bases of factors such as age, gender, income, occupation etc

AMUL MUST DIVIDE ITS TARGET MARKET ON AGE

FACTOR.
Age 2 to 15 Children up to 15 years old, Amul should produce chocolates like plain bars filled with
chocolate in other words high on energy and sweet. The product should be rich in
chocolate, nuts and milk. For children they must have a lot of variety because children
have the tendency to try different chocolates. This is the most important target group
for Amul considering the product. Hence, major focus should be on the products
targeted to this market. The packaging should be more attractive and specially Milk
chocolates are the trend in this age group.

Age 16 to 35 For the market in the age group of 16 to 35, Amul should produce chocolates which
are low on calories and less fattening as this market segment is diet conscious. Before
taste they think about calories and putting on weight. Youngsters who work out and
are fitness conscious consume lot of such items to keep them full and away from high
calorie food products. Dark and sugar free chocolates are also trending in this age
group now a days for those Fitness and health conscious peoples.

Age 35 & For This segment mostly Health conscious are there so Sugar Free and Dark healthy
above Chocolate can be used. Also, Amul should also introduce protein bars which have
become a trend these days for some Fitness conscious peoples And sugar free
chocolates because at this age many people in India are diabetic or have been asked to
consume less sugar.
GEO-DEMOGRAPHIC SEGMENTATION
Geo-demographic segmentation is a segmentation technique that classifies people
according to where they live. The concept is based on the presumptions that people
who live within a particular area exhibit common purchasing behavior.

AMUL SHOULD DIVIDE ITS MARKET IN TO 2 SEGMENTS

URBAN In developed cities such as Mumbai, Bangalore and Delhi, people live with h
Metro purchasing power compared to other places in India. In these cities, the literacy r
Cities like is high, people have access to various means of advertising, and infrastructure
Mumbai, built. With no compromise on price, Amul should produce and supply high-qua
Bangalore, products in these cities. Nevertheless, they must bear in mind that their rivals
Pune, already enjoying a significant amount of market share in such areas. Due to
Kolkata and standard of products, availability and incredibly powerful brand name, Cadb
Delhi enjoys a monopoly in such cities to some degree. To excel in the market, Am
must match Cadbury 's quality.

RURAL States like Uttar Pradesh and Bihar are not developed like Mumbai and Bangal
AREA With bad infrastructure, the literacy rate is less than 50 per cent. Some individu
states like do not even have access to electricity. Poor farmers make up most of them. Am
Bihar, Uttar has an advantage here because it is not easier for their rivals like Nestle to re
Pradesh, those areas. Because of its ace products such as butter, cheese and milk that
Jharkhand available across the country, Amul has a strong network. Amul should lau
etc. cheaper but high-energy chocolates in these areas.
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