Ø Medicinal taste of Stamina
Ø Preference of consumers’ towards other sports drinks
Shelf Positioning --- The new product Amul Stamina should be placed prominently in distribution outlets to catch the attention of customers. The benefits associated with the use of Amul should be highlighted by means of promotional features.
De-centralization of sales units --- If sales units are decentralized, there will be better focus on a city-to-city basis. The responsibility then falls on each unit to create distribution, promote the product effectively and develop targeted marketing plans.
- Effective demonstration --- The perceived benefits will gain credence if the effects of the drinks are physically demonstrated in a convincing manner before the eyes of potential consumers. This will lead to a stronger word of mouth promotion of the drink.
Product Endorsement --- Amul can choose to have prominent athletes and sportsmen as brand endorsers who will promote the product and will explain the benefits of using the product as realised by means of their personal experiences.
Hence, the path ahead for Amul Stamina to capture the consumer market lies in: