Amul Lactose Free Milk

Team : The Grand Barateez
Members : Himanshu Tanwar  ;  Gaurav Bist

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Executive Summary -

India has a lactose-intolerant market, which is yet to be tapped by any Milk Brand. As a majority of the people are unaware of their Milk Hypersensitivity problem or lactose-intolerance problem, It is a niche market currently and has a potential of turning into a Mass Market in future. Being the first brand to launch Lactose-free Milk in India, AMUL surely has the First-mover Advantage.

To tap into the lactose-intolerant market, our Strategy is simple.

First, we foray into Indian households targeting the Mothers to feed their children Amul Lactose-free Milk. This has several advantages – Mothers/parents care about their children’s growth and toddlers are reluctant to milk, one reason being indigestion hence we target kids ; A kid used to having Lactose-intolerant Milk is most likely to consume the same for life-long, once habitual  ;  In India, feeding Milk to children is almost a requisite, hence targeting kids ensures the product-push in maximum households ; Once kids start consuming Lactose-free milk, the other family members might also start consuming it after being aware of the lactose-intolerance problem among themselves.

Second, we target the youth, working professionals and mid-aged because lactose-intolerance persists in these age group also. We use various platforms such as B2B, Digital marketing , Events, etc. for Brand awareness and persuasion. The idea of B2B is that working professionals can try various Lactose-free Milk products such as coffee through Cafes, which can act as a trigger to change their preference from Normal Milk to Lactose-free Milk.

SEGMENT   
Mass Population – M & F  |   Age group : Toddlers – 50 yrs. |   Upper Middle – High Class |  Grocery shoppers | Mothers

TARGETING
Urban Class ; Tier I & II cities |  Toddlers ;  Children |  Early Experimenters ; Youth & Mid-aged   |  Lactose-intolerant population  |  Health-conscious ; Nutrition Seekers


POSITIONING

“A lactose-free milk that provides the same nutrition and taste of regular milk without the lactose”

OR

“ Real Milk which is easy to digest (lactose-free)  and serves same nutrition and taste as regular milk”.




Communication slogan  : “ Expert’s opinion - The Best Milk to Digest “


Perception  : Real Milk ; Easy to digest ;  High Nutritional Value ; Same taste  

USP/Differentiation :  “Unlike other milks, It is easy to digest offering high nutrition and same taste of regular milk “

Value-Based proposition :  Easy to digest


# SELLING STORY -

Objective : To ‘Educate’ and ‘Persuade’ our TG about lactose-intolerance and our Product which solves this problem (providing high-nutrition ) over other competitors such as Soya Milk, Almond milk, Lactaid pills, etc.

Key Benefits : Easy to Digest  ;  Real Cow Milk  ;  High Nutrition milk (vitamin A& D, calcium, and Protein) ;  Same Taste


We create different stories for different TG:


1. For Mothers : Provide Amul Milk as a “helping hand” for baby’s happiness & growth

“ We deeply respect each mother who does everything for their babies/kids to nurture and grow. “

“ Let us help you in the slightest way by providing Lactose-free Milk which is easy for the baby to digest. No discomfort, happy babies !

OR

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