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Agenda
Introduction
4Ps
5 Force Analysis
STP
Conclusion
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A Butterly 5 Force Analysis
Segment
Rivalry :
Amul,
Nestle
Threat of
substitutes:Nutella
Threat ofNew
Arrivals:High
Bargainingpower ofsuppliers:
Low
Bargainingpower of
Customers:High
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A Butterly Strategy
Pricing Product Promotions Place
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The Yellow Sun - Classic
80% fat
and20%
milk
solids
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Variants
Salt
Salt -
less
Uses
Bread
Parathas
Cooking
Sauces
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Advertising Strategy
Regular
ProductsCreate Awareness
Positioned
against
Market
leader for
Butter
Tasty and Nutritious
Target
Consumers
Rural &
urban India
Food Festivals
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Choco Butter
Chocolate
ConsumedUniformly
Growing
Popularity
New Trend
New Variant New
Experience
Uses
ChocolateSandwiches
Chocolate
Milk
Chocolate
Roti
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Advertising Strategy
New
VariantCreate Awareness
Positioned
against
chocolate
and Butter
Tasty and Nutritious
Target
Consumers
Children
Youth
Food Campaigns
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Butter Nut
Nutritious
Proteins andEssential
vitamins
Other
Health
Benefits
New Trend
New Variant New
Experience
Uses
PeanutButter
Sandwiches
Biscuit
toppings
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Advertising Strategy
Health
FocussedCreate Awareness
Positioned
for Gym
and health
Enthusiasts
Tasty and Nutritious
Taste Test
ChallengesEducate 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 toppingCreate Awareness
Cheaper,because of no
manufacturers
Healthy, oneof a kind
Educate People
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To promote
through Food
festivals market
To promote
through advertising
on TV
To promote
through Daily soaps
(highly influential
to women)
To Partner with
food joints
Promotion Strategy
Food joints Withonly butter cooked
food
Offering Free Breadpackets with 200 &
500 gms pakets
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STP AnalysisRegular Butter Choco Butter Garlic Butter Butter Nut
Segment Health and taste demanding people
People who like to try different flavours
Bulk consumers( Hotels, mess)
Target incomegroup
Lower, Middleclass people
Middle andupper class
Middle andUpper class
Healthconscious
people
Target age
group
All age group Children and
youth
Youth, middle
age
Middle and old
age group
Positioning Affordable
tasty butter
Goodness of
butter with fun
of chocolate
Add taste to
your life
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
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Different Flavours offer wider choice toConsumers.
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