Amway Peanut Butter

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    Group Members

    ANCHAL GARG

    KRITI BHARDWAJ

    SNEHA JAGDALETUSHAR KHARATE

    VIKAS PANDEY

    VIKESH BANGERA

    VISHAL SHIVKAR

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    The Indian food processing industry accounts for 32 per cent

    of India's total food market.

    India's food-processing sector covers fruit and vegetables;meat and poultry; milk and milk products, alcoholicbeverages, fisheries, plantation, grain processing and others.

    Dairy Industry: India is well known as the 'Oyster' of the global dairy industry,

    India is the largest milk producing country in the world withpresent level of annual milk production estimated as 94.5million tonnes

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    List of Top Milk Brands in India:

    Amul

    Nestle

    Mother Dairy

    Gokul etc.

    The market leader Mother Dairy Milk has amarket share of 66% and in case of buttersegment, Amul have 80% market share

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    Peanut Butter Indian peanuts are popular all over the world with

    large exports every year. But unfortunately, ourmarket share is primarily confined to raw peanutsand value-added products like blanched & roasted

    peanuts or peanut butter have very negligiblecontribution Though India is worlds largest producer of

    peanuts, however, manufacturing of peanut butter

    is not a significant activity Bajaj Foods is the only peanut butter manufacturer

    and exporter in Gujarat. It exports to 22 countriesand produces close to 350 mt per day, mostly forexports.

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    Peanut butter is an ideal substitute for milk butter.

    It is a low calorie, high protein product. Peanut butter is most commonly used in

    sandwiches and as a spread. It is widely used inbakeries and confectioneries.

    Other uses are in cookies, frosting, cakes, salads,salad dressing, cupcakes, pies, stuffed celery,muffins, biscuits, apples, soup, peanut butter rolls,brownies, vegetable sauces, corn bread, meat loaf,boiled custard, sweet potatoes etc.

    It is also used in ice-cream and in chocolates. It isalso used as table butter in USA and otherwesterncountries as being low in calories compared tobutter milk.

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    PRODUCT : AMWAY PEANUT BUTTER is available in unbreakableplastic jar in the following 2 VARIANTS:CRUNCHYIt is the savory peanut butter with satisfying

    bites of peanuts.CREAMY It is delicious and spreadable smooth peanutbutter that melts in the mouth.

    PRICING : Prices will be set based on what the competitor ischarging. However the prices will be set above thecompetition that is the price of AMWAY PEANUT BUTTERwill slightly high as compared to other brands in themarket.

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    PLACE : AMWAY PEANUT BUTTER shall be made available in :ORGANISED RETAILsupermarkets , convinience stores.Eg : reliance fresh, hypercity, more store, D-mart.INSTITUTIONAL CUSTOMERSRestaurants, hotels, tradegroups and schoolsINDIVIDUALSclients or employees of AMWAY to sell thepeanut butter to individual friends , family and community

    members (multilevel marketing) in return the employeesreceive a percentage of profit of margin on per unit sales

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    PROMOTION : Broadcast media Radio and television advertisements.

    Print media Advertising in newspapers, magazines,newsletters.

    Brochures brochures, leaflets informationalhandout about AMWAYS peanut butter.

    Advertising gifts some give away items emblazoned withAMWAYS logo such as stickers desksets, calenders t-shirts etc.

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    Strengths: Strong distribution network Established brand name as Nutralite Nutrition and taste.

    Weakness: Limited advertisement.

    Opportunities: Increase in disposable income in our country.

    Increasing alignment towards a nutrious diet.

    Threats: The salty taste may not be acceptable. Me too products can emerge.

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    SEGMENTATION- Geographic- Metro cities like Mumbai, Delhi,

    Chennai, Kolkata.

    Demographic- Peanut butter can be consumed bypeople of all age groups.

    Psychographic (lifestyle, personality, values andsocial class)-People these days are becoming veryhealth conscious and hence need a butter which

    provides with healthy fats and proteins,and peanutbutter provides them all.

    Behavioural People are aware of the brand Amwayand have trust on it that it provides with natural

    health supplements.

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    TARGETTING- We are targeting SEC A and SEC B because it is a

    priced a little higher than the regular butters available.

    Age group ranging from infants to older adultsbecause of its health benefits.

    POSITIONING- In India there is a large mass of people who are

    vegetarians, so our butter not only looks after thehealth of the people but also caters to the needs ofvegetarians.

    People are becoming more aware of syntheticingredients in their foods and hence are movingtowards more health-conscious diets made only with

    natural ingredients.

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    Differentiation- Our butter has a sweet and salty taste which

    the whole family would love. This butter is made

    up of natural ingredients and no syntheticingredients are used.

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    The market for Peanut butter is likely to grow due

    to emerging demand for healthier and nutritiousproducts.

    Demand in healthier Low calories & low fat foodlike wheat bread and peanut butter due to

    emergence of nuclear family and hectic lifeschedule.

    Changing life style and shift towards consumptionof convenient food.

    "Large numbers of local consumers are demandingof peanut butter, which is not widely available dueto short supply," says Gautam Bajaj, chairman ofthe company.

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