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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

2

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

1

The way to win is Encirclement : Attack on all

Fronts

2

Use different forms of Marketing and

Advertising Strategy as compared to AMUL

3

Different Flavours offer wider choice toConsumers.

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