INDIRA WADHAWAN MBA-4544/07 Music

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 Demand Profile Margins Product Mix Flexibility Availability of Raw Material WEAKNESS Perishability Lack of control over the yield Procurement logistics Problematic distribution OPPORTUNITY Value addition New Products Complete Utilization of Resource Export potential THREATS The Un-Organized sector

SWOT analysis of AMUL STRENGTHS WEAKNESS OPPORTUNITY THREATS WIDE RANGE OF PRODUCTS AFFORDABLE PRICE EFFECTIVE AD CAMPAIGN DISTRIBUTION NETWORK DIVERSIFICATION BRAND IMAGE WEAKNESS NEED TO FOCUS ON OTHER PRODUCTA AS WELL IMPROVE ON ROAD TRANSPORT INFRASTRUCTURE OPPORTUNITY EXPORT SEGMENT GOOD MARKET ENTRY IN RETAILING PACKAGED SWEETS MARKET SPORTS DRINK NEW MARKET E-COMPETENCY FOR SCM THREATS INCREASING POPULATION INCREASING REQUIRMENT ADULTERATION DIFFICULT TO EXPAND POPULATION OF MILCH ANIMAL

BCG matrix for SBUs of AMUL STAR Amul butter Amul tazzaUTH Amulya dairy whitner ?????? Amul chocolate Amul masti dahi Amul lassi Mithaimate CASH COW Mozarella cheese Amul pizza base Amul tazza fresh milk DOG Infant milk range Amul shakti 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 Dairy Cheese Products Bread Spreads Milk Drinks & Desserts Fresh Milk Non Dairy Instant Food Snacks Veg. Oils

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

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THANK YOU… Music