STP ANALYSIS OF ADVERTISEMENT:

“AMUL – THE TASTE OF INDIA”

BY: KOMAL GUPTAROLL NO.: 30M.B.A – 1ST SEM

TO:PROF. ALKA SHARMA

CONTENTS

• ABOUT THE AD

• STP ANALYSIS

• CONCLUSION

ABOUT THE AD

• Use of a Catchy Jingle and Slogan

• Emphasizes on Brand rather than any Particular

Product

• Features:

a. Variety of Amul Products

b. Healthy and Affordable

c. Availability Across the Country

d. Accepted by the Masses

STP – SEGMENTATION, TARGETING AND POSITIONING

MARKET SEGMENTATION

a. Geographically

b. Industry Based

TARGETING

a. Mass Market Player

b. All Consumers who consume Milk and Milk

Products

POSITIONING

a. Tasty

b. Healthy

c. Affordable

d. Every Day Use

e. Widely Available

CONCLUSION

The Advertisement highlights the brand name,

‘AMUL’ rather than a single product. It

beautifully captures the essence of India and

connects the Brand with its consumer’s life,

successfully depicting Amul as “The Taste of

India”.

BIBLIOGRAPHY

• www.amul.com• www.bbamantra.com/segmentation-targeting-

positioning• http://www.rediff.com/business/slide-show/slide-

show-1-amul-advertisements-capture-the-essence-of-india/20110415.htm

• ‘Amul’s India – Based on 50 years of Amul Advertising’, by daCunha Communications

WHY I CHOSE THIS AD