Академический Документы
Профессиональный Документы
Культура Документы
Group – G2:7
Group Members -
Abhishek Kekre
Bharath Kumar B
Gulab Nebhani
Lalima Dutta Choudhury
Tanya Dutta
History of Amul
Amul (Anand Milk Union Limited), formed in 1946, is a dairy
cooperative movement in India.
RAW MILK
pasteurization
Condensed
Packaged Milk
Dried
Ghee Skimmed Milk
Ice cream
Butter Powder
Beverages
Cream
Industry Analysis : Porter’s 5 Forces
Competitive Rivalry
Bargaining Power Bargaining Power
is High due to of Suppliers is low
of Customers is
High because of Other brands and because the suppliers
Various Are rural milk
competitors Local players producers
Threat of
substitutes is high
because of
availability of
Other products
SWOT Analysis
Strengths Weaknesses
•Largest food brand in India •Risks of highly complex supply
•High Quality, Low Price chain system
•World's Largest Pouched Milk Brand •Strong dependency on weak
•Annual turnover of US $1504 million infrastructure
•Highly Diverse Product Mix •Alliance with third parties who do
•Robust Distribution Network not belong to the organized sector
Opportunities Threats
•Penetrate international markets •Competitors - Hindustan Lever,
•Diversify product portfolio to Nestle and Britannia
enter new product categories and •Still competition from MNCs in
expand existing categories like butter
processed foods, chocolates etc •Growing price of milk and milk
products
•Ban on export of milk powder
Customer Based Market Segmentation
Amul Lite
Calorie Conscious Sagar Skimmed Milk Powder
Amul Lite Slim and Trim Milk
Nutramul
Health Conscious Amul Shakti Health Food
Drink
Industry Based Market Segmentation
Ice-cream Manufacturers
Restaurant/Food Chains
Milk Temples
Pizza Retailers
Snacks Retailers
Butter/Cheese/Ghee
Advertisements
AMUL is well known for its innovative hoardings. Find below a
few:
Advertisements
Mix… Product for every one
Secret Philosophy
Progressive addition of higher value products
while maintaining the desired growth in existing
products.
Amul introduced products with consistent value
addition but never left the core philosophy of
“providing milk at a basic, affordable price”
Amul - Product Abandonment
10 years back, Amul took a shot at bottled water through ‘Jaldhara’
which was produced by NDDB.
However the venture failed owing to less demand for packaged water
in market. The product was abandoned.
High
Amul Ice-cream
Business
Amul Cheese Amul Chocolate
growth
Rate
Amul Butter
High Low
Cheese 50% 1
Ice-cream 24.75% 2
Sweets 50% 1
Chocolate 10% 3
Struggle - Amul Chocolates
. Low
Growth Inadequate Success
Phase Failed new brands
Excessive discounts
10% Market share
Tough competition by
Market Leaders – Cadbury
(70%), Nestle
Decline
Sales
Decline
Introduction Sales
Phase
Amul Milk, Amul
Fruit and Nut
New Brands
Rejoice,
Kite Bite,
Nuts about you
Sugar Free
Choco Zoo
What more can Amul do?