REVIEW-2

GROUP-1
ON GHEE INDUSTRY
o
o

Target Market of Selectedtop Companies(covering 60 % market share) - Bonny V Pappachan

Positioning ofSelected top Companies - Nusreena

Marketing Mix of Selected top Companies Abey James Biju

Product Launch -Company name & Brand Name,,Target market, Positioning,Marketing Mix
Sharooq Ziyad

Target Market of
Selectedtop
Companies(covering 60 %
market share) -

Bonny V Pappachan

AMUL :
TARGET MARKET

Amul is a brand for the entire family. Our target audience starts from
consumers aged five to people in their 70s.

It cater to all income groups.

Of late, the brand has been targeting the younger demographic of the country
as they believe that majority of the population is below the age of 35.

The brand has also been reaching out to people in the remotest parts of the
country and connecting with them through various media.

BRITANNIA :
TARGET MARKET

Britannia is an age old brand and one of the market leaders in the ghee
industry.

It targets the middle class and upper class sections of the society.

Recently , Britannia industries ltd has announced that it would ramp up its
ghee to cater to the lower sections of the society.

NESTLE :
TARGET MARKET

Nestle everyday ghee is available to almost all the sections of the society.

The target audience comprises of lower , middle and upper class sections of
the society.

ANANDA :
TARGET MARKET

Ananda gopaljee ghee primarily targets the lower ,middle and upper class
sections of the society.

Recently , the company is gearing up to revamp their product to cater to the

younger generation.

-BY NUSREENA
POSITIONING STRATEGIES

The place the product occupies in consumers mind relative to competing products

Typically defined by consumers on the basis of important attributes

Involves implanting the brands unique benefits and differentiation in the customers mind

Positioning maps that plot perceptions of brands are commonly used

POSITIONING STRATEGIES
Amul

Placing a product in that part of the market where it will receive a favorable
reception compared to competing products

Positioning of Amul is Taste of India. It has created value for everyone in value
chain

USP Quality with affordability

Has a large number of employees that are highly educated and trained

POSITIONING STRATEGIES

Nestle

Product differentiation: Provide 25 types of minerals in Nido for children

Channel differentiation: Reach their product through their expert market salesman
and transportation.

People differentiation: Has a large number of employees that are highly educated
and trained

Service differentiation: 24 hours hot line service

POSITIONING STRATEGIES

Britannia

Brand name

Price

Special offers in festive season

POSITIONING STRATEGIES

Gopaljee Ananda

Quality

Packaging

sizes

PREPARED BY :
ABEY JAMES BIJU

Topping the list of best ghee brands in India is Amul,

which has the tag line of The Taste of India and
lives up to this name with its amazing taste, texture
and quality. It is priced at Rs. 340 per litre.

P
R
O
D
U
C
T

Product Name
Description

Amul Ghee
Amul Ghee

Packing

Pouch : 500 ml & 1 Ltr

Tin : 200ml,500ml,1Lrt,2 Ltr and 5 Ltr
Refil : 200ml , 500ml and 1 Ltr
PET Jar : 200ml , 500 ml and 1Ltr
Bulk Pack :10 Kg Plastic Bucket , 15 Kg Tin

Composition

FAT Min, 99.7%

% Moisture Max, 0.3%

Nutritional Information
Nutritional Information*
Amount per 100 ml
Energy, kcal
Energy from Fat, kcal
Total Fat, g
Saturated fat,g
Cholesterol, mg
Sodium, mg
Total Carbohydrate, g
Sugar, g
Protein, g
Vitamin A, mcg

814
814
90.5
58
190
0
0
0
0
700
Not a significant source of Dietary fiber, Sugars, Vitamin C, Calcium and Iron.

*Approx. values

Shelf Life

Storage condition

Pouch Packing : 9 Months

Tin Packing : 12 Months
Refil Packing : 9 Months
Jar Packing : 6 Months
Bulk Packing : 12 Months
Dry and Cool place

PRICE IN THE MARKETING MIX OF AMUL

Amul has a strategy of low cost pricing. Some may call it penetrative pricing.

Amul has adopted a fair pricing policy because its customers belong to every
section of the society. The company has proposed a reasonable pricing policy.

The price variants are like Rs. 390 for a litre pack and 185 for 500 ml.

PROMOTIONIN THE MARKETING MIX OF

AMUL

As perAmul, their maximumbudget for advertising is 1%of the turnover.

Above and beyond that will directly affect the cost of the product. And the major reason for Amuls
strong presence in the market is its excellent quality combined with the affordableprice.

Thus, overall promotions will always be low for Amul

Amul Ghee is available in India as well as other country like UAE / Bahrain / Oman / Hong Kong / Sri Lanka
/ USA / Singapore / Qatar/ Australia / Saudi Arab / Japan /Hong Kong etc..

Amul Ghee is available in segments like Kirana Store / Modern Format store / Amul Parlors / Hotel &
Restaurant segment / Railway Parlour.

PLACE IN THE MARKETING MIX OF

AMUL

There are two different channels through which Distribution happens in Amul. One is the procurement
channel which is responsible for collection of Milk through dairy co operatives. The other is the
distribution channel which is responsible for distributing the finalized product to the end customers.

In the distribution channel, there are carrying and forwarding agents, distributors,dealers and retailers
involved. There are also Amul shoppes which sell all products in the Amul product portfolio. The
distribution is as follows.

Amul >> Carrying and forwarding agent >> Distributor >> Dealer / Retailer / Amul Shoppe >> Customer

Amul >> Modern retail

Thus there is a lot of transportation involved for all of Amuls products. However, the distribution channel
of Amul ensures that the products reach every nook and corner of India.

Britannia is another well known ghee brand, which

showcases four variants in desi ghee, its cows ghee
being
the hottest selling item. The price of 1 litre pack of
this brand is Rs 415.

PRODUCT

Britannia Ghee has loads of freshness, purity and aroma which are
retained even when not refrigerated for a year. A super food with many
health benefits, Britannia Ghee is great as a spread on your paranthas or
as a cooking medium.

Britannia Ghee comes in different variants - Cows milk Ghee, Danedar

ghee which is grainy in texture and 'High Aroma' Cow Ghee. Available in
pet jars, cartons and tins

DANEDAR GHEE

COW GHEE

NUTRITION INFORMATION
per 100g/100ml product (approx...)

NUTRITION INFORMATION
per 100g/100ml product (approx...)

Energy (kcal)

897

Protein (g)

Energy (kcal)

897

Protein (g)

Carbohydrate (g) -

Carbohydrate (g)

Sugar (g)

Sugar (g)

Fat (g)

99.7

Fat (g)

99.7

Saturated Fatty
Acids (g)

63

Saturated Fatty
Acids (g)

63

Monounsaturated
Fatty Acids (g)

24.5

Monounsaturated
Fatty Acids (g)

24.5

1.7

Polyunsaturated
Fatty Acids (g)

1.7

Trans Fatty Acids

(g)

Trans Fatty Acids (g)-

Cholesterol (mg) -

250

Polyunsaturated
Fatty Acids (g)

Sodium (mg)

Calcium (mg)

Phosphorus (mg) -

Vitamin - A (mcg) -

700

Cholesterol (mg)

250

Sodium (mg)

Calcium (mg)

Phosphorus (mg)

Vitamin - A (mcg)

700

PRICE

Competitive pricing is the sole pricing strategy which Britannia uses.

Britannia adopts a competitive pricing strategy. Thus, Britannia products

are much better in quality and are good in price as well.

The pricing strategy along with distribution has been so strong, that people
buy these products even on Railway stations and while traveling , instead
of buying local snacks.

The price of 1 litre pack of this brand is Rs 415.

PLACE

For distribution, Britannia follows the FMCGchannelof distribution.

Modern trade channels like Big bazaar and D mart as well as others are handled
directly by the company.

The distribution channel follows breaking the bulk where in large amounts are
transferred from factory to C&F, from C&F to distributor and then forward to retailers
and dealers.

The distribution in urban areas is fantastic with Britannia being present almost
everywhere. However, the rural penetration of the company is still less because of the
challenges of distribution in rural area.

PROMOTION
The company uses most of the usual methods of advertising, including
billboards, magazines, TV ads and point of purchase advertising.

Relies more on pull than push

Has amazing brand equity due to presence in the market for last many decades

Concentrates on promoting biscuits more than any other product

Nestle is a leading player in the desi ghee market, which

supplies desi ghee under the brand name of Nestle
Everyday. It has a trust attached with it. A 1 litre pack of
Nestle Everyday can be bought for Rs. 330.

PRODUCT
NESTLE brand its Ghee variant by the name of NESTLE EVERYDAY.
It is a competitive product in the market and is well known for its taste,purity.its
appeal and packaging.
Nutritional value is also very high for nestle.

PRICE
The strength of pricing for Nestle comes from its packaging or consumption based
pricing
Thus, with the variety available, customer can make his own choice based on his
consumption.
The price of 1 litre pack of this brand is Rs 415.

PLACE

Nestle follows the FMCG strategy of distribution which involves breaking the
bulk. The typical distribution strategy of Nestle is as follows.

Manufacturing >> C & F agent >> Distributors >> Retailers >> Consumer
Manufacturing >> Bulk buyers >> Consumer

These are the two different forms of distribution which Nestle has. It is
typical of any FMCG company. However, the Nestle channel is known to be
strong with a good marketing and sales network for channel distribution

PROMOTION
Nestle regularly uses TVCs andATLmarketing. It is also
present online through some smart creative. Overall, Nestle is a
brand which has strong products as well as strong marketing,
and hence the brand has a very highbrand recallvalue.

Featuring next on the list of best desi ghee brands in

India is the Delhi based Gopaljee Ghee, which has its
distribution network all over the country and is

PRODUCT
Ananda Ghee is an ethnic product and rich source of Vitamin A, D,
antioxidants, Omega 3 and CLA, essential for vision, body growth, bone
metabolism and immune system.
It is available in various packs and sizes.

PRICE
The price of 1 litre pack is Rs 330.

PLACE

Delhi based Gopaljee Ghee has its distribution network all over the country
and is appreciated for its taste and purity.

PROMOTION
The company has now gone for a rebranding
The company has invested Rs. 3.5 crore in the entire rebranding exercise, which includes dealer
meets, BTL activities like vehicle branding (both company-owned and distributor-owned), wall
painting, hoardings, posters, metro branding, and ATL activities like newspaper and regional TV
advertising, radio activity and merchandising activity.
As part of the promotions and activities, leaflets are being distributed to houses. New shops will
showcase ads of Gopaljee Ananda. There are also hoardings and boards which are hung inside and
outside shops. Shops will also be given free delivery cards where the front will display Gopaljee
Ananda, whereas the shop name and details will be on the back. There are vans with vinyls and
posters on it, creating brand visibility as it distributes its products to retailers. Branded shirts and
caps are also being given away during the launch of the products.

NEW PRODUCT LAUNCH

BY SHAROOK ZIYAD

- Goodness of love

Name of the firm

Tag line of company
Product name
Logo

Tag line
Address

: SNAB Pvt. Ltd

: Your health, our glory
: Ishq ghee
:

: Goodness of Love
: Rajagiri valley
Ernakulam
Kerala

Year of incorporation : 2016

Target Market :
Core customers :
Sweets shops
Hotels and Restaurants
Marriage and other Functions

Other customers :
Middle and Upper class Households
Festivals and Rituals
Ayurvedic preparation

Marketing Mix :
Product
Unique properties of ghee :
Unlike butter , Ghee can be stored for extended periods without refrigeration .
Unlike butter , Ghee can be heated to its smoke point without discolouring or developing a
burnt taste , make it superior for deep frying .
Ghee provide essential vitamins like A , D , E and K

Composition :
Milk Fat 99.7%
Moisture 0.3%

Products availability :
500 ml , 1000 ml , 2 kg , 5 kg , 15kg .

Special features :
Our ghee has a very rich aroma and granular texture .

It is a rich source of vitamin A , D , E and K .

All our products meet the AGMARK standard specification of Govt of India .

Packaging and Labelling :

Done in tin jars , which help retain nutritive value of products , packed and extend , is shelf life .
Labelling provides information about the MRP , Net weight , Date of packing etc.

Guarantee and Warrantee :

The firm gives warrantee to return the product in case of any impurity . It also gives a
guarantee of months .

Price :

Weights

Price (Rs)

500 gms

90

1 kg

180

2 kg

360

5 kg

880

15 kg

2600

Follow the leader pricing.

Discounts on bulk buying.
Credit to its regular customers.
Cash discounts.

Place:
Channel

Firm
Firm

Coverage
All over India .

Consumer
Distributor

Retailer

Consumer

Delivery and Transportation :

The firm has its own vans for delivering the goods . It also uses trains and Transport services .

Godown and Storage

The firm has its own godown and plant in kochi

Location of the business unit :

The business unit is setup in mattancheri ernakulam . Which is a large
ghee market in kerala .

Promotion
Publicity through news papers

Firms issues calendars every year

Discount on Bulk buying

Publicity through social media