Question

Marketing Management Assignment Structure - Marketing Segmentation

For the organization of your choice please evaluate the firm’s marketing segmentation. Please note the organization must be an existing organization or an organization that intends to enter the UAE. The suggested page count for each aspect is also provided to help you in preparing the assignment.

This should clearly reflect the segmentation strategies and marketing mix as discussed in the class. The learnings on Marketing Segmentation and Consumer Behavior in the class should be the emphasis of the assignment.

1. Executive Summary – summarizing points 2-8. (1 page)

2. Organization Overview (1-2 pages)

2.1 History

2.2 Company’s Mission, Vision, and values 2.2 Line of Business/Markets Present in 2.3 Key Competitors

3. Current Situation Analysis of the Organization (4 pages)

3.1 Target Segment

3.2 Marketing Mix

3.3 Segmentation Approach followed. Include graphs to improve understanding. 3.4 Key Consumer Behavior. Include graphs to improve understanding.

4. Evaluate Segmentation Approach (2-3 pages)

4.1 Evaluate current segmentation approach and suggest changes if any 4.2 Discuss changes in Marketing Mix due to changes in segmentation

5. Appendix – Any other information you may provide.

Answer 1

1. Executive Summary of the following assignment would be on an Organization called "Amul". The follwing will be discussing more about the company and its goal. We also would be knowing as to how the company strategized its organizational plan to bring favorable results.

2. Organizational Overview - Amul holds a good amount of share which account to 37% of the 900 crore worth Icecream segments. It also holds a 15% share in the 15000 crore milk category. It also consists of markets in overseas. The Company is also planning to spread its wings to markets of Japan and Srilanka.

2.1 History - The Company "Amul" has first started in 1946 and was owned by the Gujarat Co-operative milk marketing federation Ltd. The first of its Milk union was started in 1946 with 250 litres of Milk. It is a Billion Dollar company which was backed by the While revolution. It has spread its presence in various countries with the aim of not just profit making but also developing the rural areas simultaneously. Finally Amul dairy was opened in the year 1955 with the consent of Shri Pandit Jawaharlal Nehru. The Idea was first proposed by Dr Varghese Kurian, Who was considered the main person behind Amul's Success.

2.2 The Vision of this company is also to help develop the rural areas by providing satisfaction to its farmers and its Distributors. However, the main emphasis is to bring the farmers to extent of prosperity and utilizing the resources to the maximum. They also encourged constant product innovation and expansion of its distribution networks.

While Discussing about its Mission, Amul considers itself responsible for meeting the nutritional requirement of its consumers and ensuring quality at all levels. It also wants to ensure that through proper networking and constant innovation they can ensure value for money.

The main values are basically to provide for and support the farmers financially and ensuring good quality products are available for the consumers.

Line of Business/Markets Amul has its presence:

Being a giant dairy company, now Amul is also planning to enter into Juice segment. Mr Sodhi, Current Managing Director of Amul, has great diversification plans and wants Amul to get into other sectors. With the Kind of Brand popularity, He believes it can support its current sales plan. Amul is also been considered as a Supply chain firm than just being a diary firm. They have even entered into frozen foods markets and it is also found to be strenghtening its Chocolate business.

2.3 Key Competitors:

Being a Giant Company in itself, it also faces numerous other competitors like Baskin Robbins, Kwality walls, Vadilal, Dinshaws, Mother Dairy and Arun Icecreams.

3. Current Situation Analysis:

The growing status of the diary industry itself is promising and expects revenues to touch 7.5 Lakh crores by 2021. It was 5.7 in the fiscal year 2017-18. Its been said that the industry will grow further and that the production will be more and that the company would need more number of people for its growing production activities.

3.1 Target Segment:

The company doesnt have any specific targets. However, they promise to serve people aged right from age five to seventy years old people.

3.2 Marketing Mix:

Amul follows a portfolio of providing quality dairy products at afforable rates. It has a penetrative pricing strategy which making the products available at reasonable costs inspite of being a market leaders. They combine this low cost strategy with lesser advertising in order to generate higher revenues.

3.3 Segmentation approach:

The target audience has been the regular middle class people. However, you find people of varied age groups relishing the products offered.

3.4 Key customer behaviour:

Customers has to be identified on why there is a need and making them purchase the product by triggering thier need. The need will further make them to decide on purchasing and after that assisting them post purchase experience,

4 Amul's Segmentation approach:

Amul has a strong segmentation approach but this would be better if they could increase thier supply by innovating newer products and help deepen its segmentation.

4.1 Suggestions

Amul has work more on its Chocolate segment, as it is the only segment facing some loss. It is also vital if they take some initiative on this segment and invest more and come up with some innovative ideas, As it is believed, that sometimes the weakest areas can damage areas where one is strong.