TARGETING
AMUL should adopt Segment-by-Segment Invasion Strategy.
Another important reason is that Amul chose the wrong target audience.
It targeted the lower or Middle-income group people and priced the product accordingly.
Basically people from that income group are not open to the idea of frozen foods.
The mindset of the consumer is more inclined towards the consumption of hot and fresh food. People think that any food that is frozen, old and packed is stale food.
Thus, Amul chose the wrong segment to cater to.
(EXAMPLE CASE: Maggi Noodles projected themselves as instant solution to hunger.
They positioned themselves as instant, hot and fresh and thus found a huge customer base ready and eager to accept their product and thus are very successful.)
Amul had developed the product that was suitable to the upper or upper middle class of consumers who are open to the idea of consuming frozen foods but it priced and targeted the product to lower class people.
Thus, Amul should target the product to the class of people that are open to the idea of frozen foods.
AMUL should adopt Segment-by-Segment Invasion Strategy.
Another important reason is that Amul chose the wrong target audience.
It targeted the lower or Middle-income group people and priced the product accordingly.
Basically people from that income group are not open to the idea of frozen foods.
The mindset of the consumer is more inclined towards the consumption of hot and fresh food. People think that any food that is frozen, old and packed is stale food.
Thus, Amul chose the wrong segment to cater to.
(EXAMPLE CASE: Maggi Noodles projected themselves as instant solution to hunger.
They positioned themselves as instant, hot and fresh and thus found a huge customer base ready and eager to accept their product and thus are very successful.)
Amul had developed the product that was suitable to the upper or upper middle class of consumers who are open to the idea of consuming frozen foods but it priced and targeted the product to lower class people.
Thus, Amul should target the product to the class of people that are open to the idea of frozen foods.