1. Topic : -
BCG MATRIX OF

2. NAME OF THE STUDENT Kushal Kantawala 10BSP1251 Priyanka Zope 10BSP0923
Enrollment No.
Kushal Kantawala
10BSP1251
Priyanka Zope
10BSP0923
Mithila Bhargaw
10BSP1248
Raju Singh
10BSP0926
Sailesh Nagari
10BSP0935
Sumit Chawla
10BSP0957
Rishabh Jain
10BSP0930
Submitted to :- Prof. Arun Prasad

3. History of Amul
Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India.
It is managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF).
AMUL is based in Anand, Gujarat and has been a sterling example of a co-operative organization's success in the long term. The Amul Pattern has established itself as a uniquely appropriate model for rural development.
Amul has spurred the White Revolution of India. It is also the world's biggest vegetarian cheese brand.

4. What Is BCG Matrix?
BOSTON CONSULTING GROUP (BCG) MATRIX is developed by “BRUCE HENDERSON “of the BOSTON CONSULTING GROUP IN THE EARLY 1970’s.
According to this technique, businesses or products are classified as low or high performers depending upon their market growth rate and relative market share.

6. BCG MATRIX
High
BUSINESS GROWTH RATE
Low
HIGH
LOW
MARKET SHARE

7. STARS High growth, High market share
Stars are leaders in business.
They also require heavy investment, to maintain its large market share.
It leads to large amount of cash consumption and cash generation.
Attempts should be made to hold the market share otherwise the star will become a CASH COW.

8. STARS High growth, High market share
Amul Butter – 86% market share
Amul Lite – 80% market share
Amul Instant Full Cream Milk Powder- 80% market share
Amul Milk – 75% market share
Ice Creams -37% market share (HUL-9%, Mother dairy and vadilal -7%)uld be made to hold the market share otherwise the star will become a CASH COW.

9. CASH COWS Low growth , High market share
They are foundation of the company and often the stars of yesterday.
They generate more cash than required.
They extract the profits by investing as little cash as possible
They are located in an industry that is mature, not growing or declining.

10. CASH COWS Low growth , High market share
Amul Spray – 65% market sharear
Sagar Tea Coffee Whitener – 40% market share
Processed Cheese -50% market shareocated in an industry that is mature, not growing or declining.

11. QUESTION MARKS High growth , Low market share
Most businesses start of as question marks.
They will absorb great amounts of cash if the market share remains unchanged, (low).
Why question marks?
Question marks have potential to become star and eventually cash cow but can also become a dog.
Investments should be high for question marks.

12. QUESTION MARKS High growth , Low market share
NUTRAMUL – 15% market share (Competitors- Bournvita, Horlicks, complan, boost)
Amul Chocolates – 10% market share (Competitors – Cadbury – 70% market share, Nestle)

13. DOGS Low growth, Low market share
Dogs are the cash traps.
Dogs do not have potential to bring in much cash.
Number of dogs in the company should be minimized.
Business is situated at a declining stage.

14. DOGS Low growth, Low market share
Amul Pizza – 5% market share situated at a declining stage.

15. Product Mix of Amul

16. Mix… Product for every one
Amul never forgot its “primary customer”
- Amul collects 447,000 ltrs of milk from 2.12 million farmers (many illiterate)
Product for youth
- Amul launched Chocolate milk under brand
name of ‘Amul Kool Koko’ targeting the youth
Product for diabetic people
- India’s First Pro-Biotic Wellness Ice cream &
Sugar Free Delights For Diabetics

17. Mix… Product for every one
Product for the health conscious
- Amul Launched “low fat, low cholesterol
bread spreads”
Product for the price sensitive India
- Low Priced Amul Ice Creams and affordable ‘sagar’ whitener
Product for the urban class
- Amul launched emmental, gouda and pizza mozzarella cheese

18. Amul – Product Portfolio
Category
Market Share
Market Position
Chocolate Drink
90% 1
Butter, Ghee
85%
Cheese
50%
Sweets
Milk Powder
40%
Ice-cream
37% 2
Chocolate
10% 3

19. Amul – Product Portfolio in Graph
Market share

20. BENEFITS BCG MATRIX is simple and easy to understand.
It helps you to quickly and simply screen the opportunities open to you, and helps you think about how you can make the most of them.
It is used to identify how corporate cash resources can best be used to maximize a company’s future growth and profitability.

21. LIMITATIONS…
BCG MATRIX uses only two dimensions, “Relative Market” share and “Market Growth rate”.
Problems of getting data on market share and market growth.
High market share does not mean profits all the time.
Business with low market share can be profitable too.

22. CONCLUSION
Amul one of the fastest growing industries of India. This industry has revolutionized the Indian dairy sector and also brought it back from the brink of extinction .
Also it was one of the first successful cooperative associations in India and also now the market leader in the dairy sector .