INDIRA WADHAWAN

MBA-4544/07
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 AMUL
• Type Co-operative
• Founded in 1946
• Headquaters Anand, India
• Industry dairy
• Key people Chairman, GCMMF
• Products milk and related products
• Revenue $1 billion
• Employee 2.41 million milk producer
• Slogan The Taste of India
SBUs of AMUL
 SWOT analysis of Dairy Industry

STRENGTHS WEAKNESS
Demand Profile Perishability
Margins Lack of control over the yield
Product Mix Flexibility Procurement logistics
Availability of Raw Material Problematic distribution

OPPORTUNITY THREATS
Value addition The Un-Organized sector
New Products
Complete Utilization of Resource
Export potential
 SWOT analysis of AMUL
STRENGTHS WEAKNESS
WIDE RANGE OF PRODUCTS NEED TO FOCUS ON OTHER
AFFORDABLE PRICE PRODUCTA AS WELL
EFFECTIVE AD CAMPAIGN
DISTRIBUTION NETWORK IMPROVE ON ROAD TRANSPORT
INFRASTRUCTURE
DIVERSIFICATION
BRAND IMAGE

OPPORTUNITY THREATS
EXPORT SEGMENT GOOD MARKET INCREASING POPULATION
ENTRY IN RETAILING INCREASING REQUIRMENT
PACKAGED SWEETS MARKET
SPORTS DRINK NEW MARKET ADULTERATION
E-COMPETENCY FOR SCM DIFFICULT TO EXPAND
POPULATION OF MILCH ANIMAL
 BCG matrix for SBUs of AMUL
STAR ??????
Amul butter Amul chocolate
Amul tazzaUTH Amul masti dahi
Amulya dairy whitner Amul lassi
Mithaimate

CASH COW DOG

Mozarella cheese Infant milk range
Amul pizza base Amul shakti
Amul tazza fresh milk Nutramul
 Product Strategies
Product Positioning Strategy
Product Re-Positioning Strategy
Product Overlap Strategy
Product Design Strategy
Product Elimination
Diversification Strategy
Value Marketing Strategy
Product Positioning Strategy

Placing a product in that part of

the market where it will receive a
favorable reception compared to
competing products.
Product Positioning
Strategy…..
• India’s First Pro-Biotic
Wellness Ice cream &
Sugar Free Delights For
Diabetics.

• Amul launches
Chocolate milk under
brand name of ‘Amul
Kool Koko’. This is
targeted at teenagers
and youths.
 Product Re-Positioning
Strategy
New Competition
Change in consumer preference
Wrong original positioning

 Amul marketed bottled water product named “JALDHARA”

but due to less potential in the market it turned out to be
blunder.
 Now Amul is all set to launch bottled water “NARMADA
NEER”.
Product Overlap
• Situation where company
decides to compete
against its own brands.

 Amul Processed Cheese Vs Cheese

Spread
 SAGAR Vs Amulya Powered Milk
 Nutramul Energy Drink Vs Amul Kool
 Product Design Strategy
“Whether to offer standard or customized products.”

Product Elimination
 Product reaches the stage where continued support is no
longer justified where performance is falling short of
expectations, it is desirable to pull the product out of the
market place.

“ It eliminated “JALDHARA” a decade ago as Bottled water

product do not have potential customers”.
Diversification Strategy
Value Marketing Strategy
Providing a product that works as
claimed, is accompanied by decent
service, and is delivered on time.

Commitment to quality.
Value for money
The generation for awareness.
Fostering Of Loyalty
THANK YOU…
 THANK YOU…

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