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References:: October, 2020, Amul Diversified Its Tru Line of Products by Launching Tru Seltzer-The

Amul recently launched Tru Seltzer, India's first milk-based soda beverage containing fruit, in an attempt to penetrate the carbonated beverages market. However, Tru has not reached its full potential yet due to a lack of targeted marketing through individual channels like social media that could appeal to youth. Amul seems to recognize this and is now marketing Tru Seltzer directly to youth on YouTube. If Amul is able to get Tru Seltzer onto store shelves alongside other sodas and leverage its low pricing, it has a good chance of disrupting the carbonated drinks market in India.

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Gandhi Jenny Rakeshkumar BD20029
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44 views1 page

References:: October, 2020, Amul Diversified Its Tru Line of Products by Launching Tru Seltzer-The

Amul recently launched Tru Seltzer, India's first milk-based soda beverage containing fruit, in an attempt to penetrate the carbonated beverages market. However, Tru has not reached its full potential yet due to a lack of targeted marketing through individual channels like social media that could appeal to youth. Amul seems to recognize this and is now marketing Tru Seltzer directly to youth on YouTube. If Amul is able to get Tru Seltzer onto store shelves alongside other sodas and leverage its low pricing, it has a good chance of disrupting the carbonated drinks market in India.

Uploaded by

Gandhi Jenny Rakeshkumar BD20029
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Principles of Marketing Group 3 BM-D

which is why it has still not reached its potential. Our recommendation is slightly against what
Mr. R S Sodhi believes in, which is to let new products sail on sheer brand value. We recommend
to use individual, segmentwise channels in order to reach at the desired potential. Had Tru been
marketed via social media, it would have garnered a huge following among the young generation,
which is more open to new products, and even better if it comes at a price that is affordable for
everyone. Thankfully, our recommendation seems to have been sensed by Amul as well, because
on 18th October, 2020, Amul diversified its Tru line of products by launching Tru Seltzer- the
first milk-based soda beverage in India that also contains fruit, and for the first time in over two
years, it launched Seltzer with a modern, YouTube commercial in an attempt to penetrate the
carbonated beverages market in India, and targeting the youth from the beginning itself. It is to
be noted that Seltzer has still not hit the Amul shelves, but the marketing has already begun. If
Amul manages to stack the shelves of every store that also has other carbonated beverages, there
is a high chance that Seltzer can disrupt the carbonated beverages in India with the help of its
predatory pricing model.

6. References:
1. 46th Annual General Body Meeting on 18th July 2020
2. Promoting Dairy Industry: FM Announces Rs 15,000 Crore For Animal Husbandry; Rs
13,343 Crore For Disease Control
3. InvestmentGuru
4. Amul says consumer demand for dairy products surged during the lockdown
5. Amul doubles marketing spends during the lockdown
6. Delhi HC blocks Amul brand domain name sale to curb fake websites
7. Amul gets legal protection from fraudulent websites
8. Delhi HC blocks Amul brand domain name sale to curb fake websites
9. Amul adopts digital tracking, monitoring systems for artificial insemination
10. 11 Ways Technology Is Transforming Indian Dairy Industry Forever (#3 Is About
Drones!)
11. Amul positive to the government moves to recycle used milk pouches.
12. Corona paranoia: Zomato & Amul bring COVID-19 twist to tweets, spread awareness
13. Amul Coop is using 100% recyclable plastic
14. Amul launches its latest Tru Seltzer

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