1. Case study : Amul
By Miss. Sejal Patil
T.y. Bcom div. E
Roll no. 492
2. •Market segmentation is a process of dividing the total,
heterogeneous market for a product into several sub markets
or segments, each of which tends to be homogeneous in all
significant aspects.
•It is a marketing concept which divides the complete market
set up into smaller subsets comprising of consumers with a
similar taste, demand and preference.
•A market segment is a small unit within a large market
comprising of like minded individuals.
•One market segment is totally distinct from the other
segment.
•A market segment comprises of individuals who think on the
same lines and have similar interests.
Philip Kotler, defines “Market segmentation is a process
of identifying groups of buyers with different desires or
requirements.”
5. • Region[urban/rural]
localitygeographic
• age
• Gender
education
demographic
• culture
• Reference groupSocio-graphic
• lifestyle
• Personality
psychographic
• Usage rate
• User status
• Buying motives
behavioural
6.
7. Amul is an Indian dairy
cooperative
based at Anand in the state
of Gujarat
Dr Verghese Kurien, founder-
chairman
The word Amul( ) is
derived from the Sanskrit word
Amulya( ), meaning
invaluable
Full name “Anad milk
Producers Union ltd.”
Managed by GCMMF (Gujarat
Cooperative Milk Marketing
Federation)
Amul has spurred the White
Revolution of India
made the country the world's
largest producer of milk and
milk products
Amul
