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Agenda
Introduction 4Ps

5 Force Analysis
STP Conclusion

A Butterly 5 Force Analysis


Threat of substitutes: Nutella

Bargaining power of Customers: High

Segment Rivalry : Amul, Nestle

Threat of New Arrivals: High

Bargaining power of suppliers: Low

A Butterly Strategy

Pricing

Product

Promotions

Place

The Yellow Sun - Classic

80% fat and 20% milk solids

2 Variants
Salt Salt less

Uses
Bread Parathas Cooking Sauces

Advertising Strategy
Regular Products Create Awareness

Tasty and Nutritious

Positioned against Market leader for Butter

Target Consumers Rural & urban India

Food Festivals

Choco Butter

Chocolate
Consumed Uniformly Growing Popularity

New Trend
New Variant New Experience

Uses
Chocolate Sandwiches Chocolate Milk Chocolate Roti

Advertising Strategy
New Variant Create Awareness

Tasty and Nutritious

Positioned against chocolate and Butter

Target Consumers Children Youth

Food Campaigns

Butter Nut

Nutritious
Proteins and Essential vitamins Other Health Benefits

New Trend
New Variant New Experience

Uses
Peanut Butter Sandwiches Biscuit toppings

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Advertising Strategy
Health Focussed Create Awareness

Tasty and Nutritious

Positioned for Gym and health Enthusiasts

Taste Test Challenges

Educate People

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Garlic Butter
Variety
Taste Health Benefits

New Trend
New Variant New Experience

Uses
Garlic Bread Garlic Potato Garlic Popcorn

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Advertising Strategy
New taste and Easy topping Create Awareness

Cheaper, because of no manufacturers

Healthy, one of a kind

Educate People

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Promotion Strategy
To promote through Food festivals market
To promote through Daily soaps (highly influential to women) Food joints With only butter cooked food

To promote through advertising on TV

To Partner with food joints

Offering Free Bread packets with 200 & 500 gms pakets
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STP Analysis
Regular Butter Choco Butter Garlic Butter Butter Nut Segment Health and taste demanding people People who like to try different flavours Bulk consumers( Hotels, mess) Lower, Middle class people All age group Middle and upper class Children and youth Middle and Upper class Youth, middle age Health conscious people Middle and old age group

Target income group Target age group

Positioning

Affordable tasty butter

Goodness of Add taste to butter with fun your life of chocolate

Healthy butter for everyone

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Conclusion
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The way to win is Encirclement : Attack on all Fronts

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Use different forms of Marketing and Advertising Strategy as compared to AMUL

Different Flavours offer wider choice to Consumers.

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