Scribd
Upload
76 views

Brand Positioning

The document summarizes the positioning strategies of various dairy product brands in India. Amul positions itself as an authentic Indian brand that has created value for customers and farmers. Nestle aims to improve life through good food. Mother Dairy's positioning is around the happiness of consuming good food. Britannia emphasizes improving cognitive abilities and plays on its "eat healthy, think better" tagline. Suggestions are provided on how some brands could improve their positioning.

Uploaded by

Antony
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
76 views

Brand Positioning

The document summarizes the positioning strategies of various dairy product brands in India. Amul positions itself as an authentic Indian brand that has created value for customers and farmers. Nestle aims to improve life through good food. Mother Dairy's positioning is around the happiness of consuming good food. Britannia emphasizes improving cognitive abilities and plays on its "eat healthy, think better" tagline. Suggestions are provided on how some brands could improve their positioning.

Uploaded by

Antony
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 15

GROUP MEMBERS

GROUP 9 ANTONY.P-21027
CHANDANA.ANAND-21041
DIVITHA.C-21047
FAIZA.HUSSAIN-21052
Competitors

Divitha 21047
Customer - Based Target Audience

Segment - wise breakdown of customer-


based target Audience

Customers Dairy product users

Kids Household shopper

Youth

Health Conscious

Divitha - 21047
Amul

Points of Parity Points of Difference

Availability at large number of stores


Freshness

Ready to Use Good Packaging

Hygiene Innovative and Attractive Products

Good Taste Quality

Value for money Pay 80%of revenues to farmers

Emphasis on Quality Control First to enter dairy products market

Affordable price

Faiza hussain (21052)


Market Positioning:

Brand Positioning Statement : "The taste of India"- It has created a value for everyone in the value
chain, be it a customer or the supply chain. Amul has been able to create a wide market
recognition where its products and Amul as a brand is positioned quite uniquely as
compared to other competitors. Its market positioning can be characterized by the
following:

Emotional Components : through the campaigns like ______ and "Taste of india"

Functional Attributes : Unique functional attributes of Amul are :-


1.Value for money : The best Quality Butter (dairy product) at the reasonable price
2.Product Availability : It has huge supply chain and distribution networks across India and has strong link back to the sourcing farmers.
3.Indigenous Product with world-class standard

Faiza hussain (21052)


Value proposition of AMUL butter and milk powder

Product Target Customers Benefits Value Proposition

Amul butter Urban Households , Businesses Easy to use packs , taste , Best packaged butter available in
Quality market , multi application

Amul Lite Health Conscious customers Low calorie , Easy to use Healthy, nutritious Butter
substitute

Amulspray New parents, hospitals Fortified with Vitamins and Infant Milk substitute
minerals , safe and nutritious

Amulya Urban households All necessary ingredients of milk Creamiest Dairy whitener ,ideal
milk substitute

Sagar Skimmed milk powder Health conscious customers Healthy , protein rich , Low Low fat , protein rich , milk
calorie powder

Amul Full Cream Mill powder Traditional Households business Low price, substitute for most Value for money Ideal for
milk usage industrial usage
Nestle

Points of Parity Points of Difference

Quality Worldwide fame of nestle

Taste Integrated distribution and warehousing


facilities

Hygiene Strong R and D

Positioning Good Food Good Life:


Enhancing quality of life and contributing to
a healthier future. Care, health, family,
taste.

Faiza hussain (21052)


Nestle

1. Differentiation of products - Provides a variety of goods for target clients

2. Channel Differentiation - Sells its products through professional salespeople


and secure transportation

3. Differentiation of image - Distinct brand image to distinguish from competitors

4. Differentiation of service - 24 hour support lines for clients

Chandana.Anand (21041)
Mother Dairy

Points of Parity Points of Difference

Flavours Bringing in mass Indian flavours into their


products

Taste Familiarise and increase the product taste


to increase consumption

Chandana.Anand (21041)
Mother Dairy

● Segmentation -People who need dairy products and other day to day food
products

● Target Market-Middle and upper middle class families

● Positioning- Happy food Happy people. It tends to celebrates magic of


togetherness.

Chandana.Anand (21041)
Britannia

Points of Parity Points of Difference

Hygiene Large variety and range of biscuits

Taste Most intensive distribution coverage

Freshness Plays perfectly around it's tagline


"Eat healthy, Think better"

Chandana.Anand (21041)
Britannia

Britannia is the market leader in cookies segment.

•USE POSITIONING: Nutri Choice product variants for diabetic people

•BENEFIT POSITIONING: With eat healthy, think better, Britannia positions itself
as a healthy and nutritious alternative.

Chandana.Anand (21041)
Comparing Positioning of competitors
Amul Nestle Mother Dairy Britannia

Establishes Improve life with good Happiness of getting Emphasis on


themselves as Indian food good food improving the
food brand cognitive abilities.

● All the brands have positioned themselves very unique.


● Amul has captured the best position for Indian consumers but
might not be the best outside India.
● Nestle has the best position among all and shows that they can
improve life.
How they can improve their positioning.
Amul Nestle Mother Dairy Britannia

Establishes Improve life with good Happiness of getting Emphasis on


themselves as Indian food good food improving the
food brand cognitive abilities.

● Amul can position themselves to authenticate global milk brand


so that it is easier for consumers across the world to connect.
● Nestle need not change
● Mother dairy speaks of happiness alone. Could focus on other
factors like growth, health, quality, etc.
● Britannia appeals to parents of young children, they might not
appeal as well to older generation. Need not change.

You might also like