1. INDIRA WADHAWAN MBA-4544/07 Music

2. 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 million milk producer
Slogan The Taste of India

3. SBUs of AMUL

4. 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

5. 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

6. 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

7. Product Strategies Product Positioning Strategy
Product Re-Positioning Strategy
Product Overlap Strategy
Product Design Strategy
Product Elimination
Diversification Strategy
Value Marketing Strategy

8. Product Positioning Strategy
Placing a product in that part of the market where it will receive a favorable reception compared to competing products.

9. 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.

10. 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”.

11. 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

12. 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”.

13. Diversification Strategy
Dairy
Cheese Products
Bread Spreads
Milk Drinks & Desserts
Fresh Milk
Non Dairy
Instant Food
Snacks
Veg. Oils

14. 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

15. THANK YOU…

16. THANK YOU…
Music