Kaanha Maakhan

Presented by
Ankit Garg Amitesh Prasad Ganesh Tamboli Deepthi Sunil Sorabh Gambhir Shahrukh Pithawala Manish Ahlawat Sanjay M S Shashank Shobhit

Market Brief
In the market year 2012, Butter consumption in India was 4,500,000 MT with 4.05% growth YOY.

Source: http://www.indexmundi.com/agriculture/?country=in&commodity=butter&graph=domestic-consumption

Market Brief contd..

Butter Consumption in India(Per Capita in Kgs) :1970:0.78; 1980:0.87 1990:1.2 2000:2.17 Current: 3.5 approx. Major Market North & West India.
Source1: http://www.indexmundi.com/agriculture/?country=in&commodity=butter&graph=domestic-consumption
Source2: http://www2.econ.iastate.edu/research/webpapers/paper_12379.pdf

SWOT ANALYSIS OF AMUL BUTTER

STRENGTH
Creative advertisement High brand visibility Excellent distribution network High product quality and trusted name

WEAKNESS
Some people prefer home made butter
Existing dislike for cows milk butter

Affordable price and variable packaging

OPPORTUNITY

SWOT
Local butter consumers Health conscious people

THREATS

Smaller package for instant consumption

No frills, low cost packaging for rural customers

Corporates ,hotels, resort chains

Low fat low cholesterol butter like Nutralite

Branding Strategy
Mascot in the form Krish Portray the product as indigenous brand Making it synonymous with breakfast Din ki shuruwat, iske saath/ Krishnas own butter Amul contains 80g fat and 180 mg cholestrol per 100 gms Healthier, Tastier, Cheaper
Promotion as Homely Butter
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Ab subkonaashte mein maakhan hi chahiye..!! Papa Kaanha Maakhan donaplease. daliya feeka lag raha hai..!!!

Advertising Strategy
Aggressive strategy should be preferred DOs
Endorsement by chefs and cookery show host Sponsorship of menus and dishes The Yashoda concept . Use of facebook page and android apps Advertisement to focus on Yashoda-Krishna relation

DONTs
No billboard attacks. Avoid hurting the sentiments of consumers Avoid getting into an ad war
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Media Strategy
Product Placement
Traditional Media Vernacular Cookery Shows B2B PoS Kaanha Dahi Handi competition

Positioning & Distribution

Amuls Weakness
Competition from regional players Competition from Nutralite

Exploitation of Amuls weakness

Vernacular proposition A healthier butter

Push Marketing Strategy Creating Brand Presence

Slightly higher margins to retailers than that offered by the competitors Presence in marts, supermarkets and hypermarkets
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4 Ps Analysis
Product
White butter Innovative packaging : Small packages, Heat resistant

Price stated lower than Amul

Pricing

Place

Focus on B2B marketing : Huge potential in hotels, hostels, corporate offices etc. For B2C focus on North and West India

Promotion

Dabbawallas Ads using the concept of the Shri Krishna stealing our butter Sponsor restaurant menu cards Use cookery shows to promote the product
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Who is this Krish..huh..!! Dont be so upset darlingIm the one you are thinking of ;)

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Thanks

Questions ??