Product Launch Strategy for
Amul Lactose Free Milk
Ashutosh | Nikhil | Nitin | Vijay
Three Thinking Hats
Context
SWOT
Segmentation
A very strong dairy market
Over 200 million cattle population
Positioning
20-25% of the
of the
population
lactose
intolerant
46.57 million tonnes milk production
16% of the world milk is produced in India
21% of the total agricultural produce of India
Channel
According to one
of the report, it
might be more
than 70%*
No
remedy
Niche market will become normal market in future
A huge market waiting to be tapped
Enormous potential for an innovative, marketable product
*The Australian Journal of Dairy Technology, August 2003
* Zenithinternational, November 2014
Context
S
SWOT
TRENGTHS
•
•
•
•
First movers’ advantage
High profit margin
Great distribution network
Amul: well known and highly
respected brand
Product still has all the
goodness of milk
•
O
PPORTUNITIES
•
•
•
Positioning
Segment
Huge market potential
Can take advantage of
media interest
From niche market to a
normal market
W
EAKNESSES
•
Awareness needs to
worked on
As people are not
aware, profits will be
realised later
False belief of product
being not ‘real milk’
•
•
T
Channel
HREATS
•
•
•
Other competitors, very
likely, would react soon
Untested market for lactose intolerant
individuals
With more competition, product will
have to differentiate itself in the
market
Context
SWOT
Segment
 Upper to middle class families
 Deciders (Housewives/mothers) who
are conscious about Children’s health
 Usually shop at supermarkets
 It can be high priced as they have the buying power
 Target - Mothers / Housewives
 Persuade them to choose lactose
free milk as their household milk over soya and silk milk
 Urban and sub-urban cities
 It is ok to be high priced as they have the buying power
 Websites like indusladies are getting very high internet
traffic (1.6 million visitors monthly)
Positioning
Channel
High Prices
shop at malls
Upper to
middle
class
families
House
wives!
Mothers!
Segment
Social media
Target
Cities!
Suburban
areas!!
Lactose free milk
Context
SWOT
Segment
Positioning
People need vitamins and other nutrients for development
Unlike other options(soya milk), it provides necessary nutrition too
Amul lactose free milk is the best alternative for lactose intolerant children
Easy to use, available in 250ml tetra pack
An insightful, educational and entertaining
approach to the potential consumers
Channel
Context
SWOT
• Most of the housewives watch
daily soaps
• Advt. would be played in
between prime time shows
• Tracking of viewership with help
of BARC
•
•
•
•
• Doctors can be
invited for for
speeches
Amul executives can showcase
what Amul is doing
Q&A Sessions with the doctors
Distribute free samples and
awareness
handouts
to
everyone who attends
Share experiences on social
media
Segment
Positioning
• House-wives enjoy reading during
their leisure time
• Sarita, Madhu Muskan, Grihshobha,
Famina, New Women can be chosen
as magazines for advt.
Channel
• Shopping carts in malls
• Payment counters
•
•
Number of housewives on
Facebook are increasing rapidly in India*
• Upper middle class family members
having smartphones are increasing
• Post entertaining statuses and photos
• Review the post reach and likes regularly
People tend to trust more
on displayed advertisement in
hospitals
• People suffering from lactose
intolerant
can
see
what
alternative they have
• Ask doctors to recommend Amul
Lactose free milk
*ERICSSON CONSUMERLAB PERFORMANCE SHAPES
SMARTPHONE BEHAVIOR, 2015