When the list of target markets is made, a company might want to

start on deciding ona good marketing of a product. But an important step before

developing the marketingmix is deciding on how to create an identity or image of the product in the

mind of thecustomer. Every segment is different from the others, so different

customers withdifferent ideas of what they expect from the product.

The Process Of Positioning The Product Of A Company: 1. Identifies the differential

advantages in each segment2. Decides on a different positioning concept for

each of these segments. This processis described at the topic positioning, here different

concepts of positioning are given.The process-data model shows the concepts resulting from

the different activities befo re and within positioning. The model shows how the predefined

concepts are the basis for the positioning s tatement. The analyses done of the market,

competitors andabilities of the company are necessary to create a good positioning

statement.Whe n the positioning statement is created, one can start on

creating the marketingmix. B2C and B2B The process described above can be used for both

business-tocustomer as well as businessto-business marketing. Although

most variables used in segmenting themarket are based on customer characteristics,

business characteristics can be describedusing the variables which are not depending on

the type of buyer. There are however meth ods for creating a positioning

statement for both B2C and B2B segments. One of these methods is MIPS: a method for

managing industrial positioning strategies byMuhlbacher , Dreher an

Gabriel-Ritter (1994).
Sandip Mandal

In order to ensure a continuous & efficient

distribution, an approximate figure has to be arrived at for getting the initial

orders & to ensure adequate supply so that anydelays or resultant losses are

avoided. For this purpose, the company adopted theconsumer response hierarchy

model so that, it is ensured that all the company entersthe market with a bang avoiding

any problems of late or inadequate supplies. This ishighly essential to support the

huge promotional budget, since if the supplies arent atthe right time, all

other effort can be in vain. As Per The Consumer Response Hierarchy Model; The

Calculations Are LikeBelow:

Sandip Mandal

RepurchaseTria lPreferenceL

ikingKnowle dgeAwarene ss80% of TargetedP opulation60 %

of Awarenes s40% of Knowledg e20% of Liking10 % of

PreferencePr eference5% of Trial

Studying The Demographic

Conditions Of INDIA

It is expected that 80% of this targeted population

will get aware about the products with the help of the sales promotion, advertising

and other marketingtacti cs.

Out of the People being aware of the

products & the company, 60% will havesomewhat exact knowledge of the product.

It is expected that out of the people having the knowledge of the product, withthe

product features and the requirement of milk in the country, 40% willdevelop a

liking for the products.

20% of the target audience who have

developed a liking, will opt for thecompany s product as against the products

they are using for dailyconsump tion.

10% of the people who

might prefer the product, will actually try it for the firsttime.

5% of the people who have tried it for the first time, might be convinced

to purchase the product again

Thus, adding up the people trying the

product and the repurchaser of the products, it comes up to 624960 people.

Sandip Mandal

Market research is discovering

what people want, need, or believe. It can also involvediscov ering how they act. Once

that research is complete it can be used to determinehow to market your specific product.

Whenever possible, try to reduce risks at theearliest possible stage. For example you could

carry out market research early on andnot wait until you are almost ready to enter

the market. If early market researchreveal s that your business idea has real potential, you

can use this information in planning the build-up of your business. [Ilar 1998]For starting up a

business there are a few things should be found out through marketresearc h in order to

know if your business is feasible. These are things like: Market Information

Market information is making known the prices of the different commodities

in themarket, the supply and the demand. Information about the markets can be obtained

inseveral different varieties and formats. The most basic form of market

information isthe best quotation and last sale data, including the number of shares, with

respect to a particular security at a given time. [Market research 2006]

Examples Of Market Information Questions Are:

Who are the customers?

Where are they located and how can

they be contacted?

What quantity and quality do they want?

What is the best time to sell?

What is the long-term or historical price

data over a number of years?

What is the expected

production in the country?

Is there more demand for one product or another? Etc.

Sandip Mandal

Competition will never end so let's not avoid it but face it confidently,

"For a chief executive, unless he knows where he is going no one can take himthere".

What's the use of Marketing & Advertising if it does not reach the right people andyield

desired results? Therefore it is necessary for every individual who

hassomething to sell but no one to buy, to detect the problem areas and try to solvethem.

But for this, knowing the right problem is extremely essential otherwisehitti ng the target

in dark means nothing.There fore, it is rightly said that a "well defined problem is

half done". Once youknow your drawbacks only then you can correct

it. Therefore, to know your drawbac ks you need to conduct a survey and get

information right from theultimate users of your product. They should be asked to bring

out your drawbacks.Th is will help you to not only know your pitfalls but also what

your customerswa nt and their likes and dislikes and while doing so build a

good rapport withyour customers. While conducting such surveys you can also

advertise your productsamon g those customers who are not much aware of it.

"There are three ways of doing a thing - the wrong way, the right way and our way"

whichever may be your way the ultimate aim is to achieve the results andimplemen

t them to maximize customer satisfaction we all know competition isintense then

why not take it positively so that it helps us to improve our productqualit y, makes

customers loyal to us, helps us know our shortcoming s andrectify them. The best

way to overcome your competitors is to give your customerswha t they expect

or probably more than that.To know the customers expectations towards Amul, I had

conducted a marketResear ch of the existing customers, which helped me to know

the satisfaction,a wareness and liking among customers for the products of Amul and

analyse thesituation and provide them suggestion to improve the situation.Thes

e suggestions if implemented would definitely yield results and

"Ultimately the results matter, how and who does it is immaterial".

Sandip Mandal

20

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project report on marketing of Amul

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Competition will never end so let's not avoid it but face it confidently,

"For a chief executive, unless he knows where he is going no one can take himthere".

What's the use of Marketing & Advertising if it does not reach the right people andyield

desired results? Therefore it is necessary for every individual who

hassomething to sell but no one to buy, to detect the problem areas and try to solvethem.

But for this, knowing the right problem is extremely essential otherwisehitti ng the target

in dark means nothing.There fore, it is rightly said that a "well defined problem is

half done". Once youknow your drawbacks only then you can correct

it. Therefore, to know your drawbac ks you need to conduct a survey and get

information right from theultimate users of your product. They should be asked to bring

out your drawbacks.Th is will help you to not only know your pitfalls but also what

your customerswa nt and their likes and dislikes and while doing so build a

good rapport withyour customers. While conducting such surveys you can also

advertise your productsamon g those customers who are not much aware of it.

"There are three ways of doing a thing - the wrong way, the right way and our way"

whichever may be your way the ultimate aim is to achieve the results andimplemen

t them to maximize customer satisfaction we all know competition isintense then

why not take it positively so that it helps us to improve our productqualit y, makes

customers loyal to us, helps us know our shortcoming s andrectify them. The best

way to overcome your competitors is to give your customerswha t they expect

or probably more than that.To know the customers expectations towards Amul, I had

conducted a marketResear ch of the existing customers, which helped me to know

the satisfaction,a wareness and liking among customers for the products of Amul and

analyse thesituation and provide them suggestion to improve the situation.Thes

e suggestions if implemented would definitely yield results and

"Ultimately the results matter, how and who does it is immaterial".

Sandip Mandal

21

of 23

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project report on marketing of Amul

Download or Print 5,817 Reads Info and Rating Category: Research Rating: Upload Date: 09/02/2010 Copyright: Attribution Non-commercial Tags: This document has no tags. Flag document for inapproriate content

Uploaded by sandip_mandal Follow Download

Embed Doc Copy Link Add To Collection Comments Readcast Share

 Share on Scribd: Readcast

Search TIP Press Ctrl-FF to quickly search anywhere in the document. Search Search History: Searching... Result 00 of 00 00 results for result for p. More From This User Related Documents

More From This User

3 p. Untitled

3 p. SHUBH RESUME

49 p. Job Analysis Information Sheet Next