"Amul" Detail analysis....

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"Amul" Detail analysis....

  1. 1.  PRATHAMESH BALSARAF.  SHREYAS BHOSEKAR. M-7003 M-7006  SAMRUDDHI CHAVAN. M-7009  SHRADDHA HOWAL M-7027  PRACHITI MALANKAR. M-7050  NIKHIL MAHINDRAKAR. M-7051
  2. 2. Presents:
  3. 3.             Introduction & History- Amul. Reasons for its success and Growth rate. Business model. Business Strategy. 3 C’s of Amul. SWOT Analysis. BCG matrix. Market Segmentations. Competitors. Amul- Product Portfolio. Advertisements OR Promotions. Conclusion.
  4. 4.    
  5. 5.   
  6. 6. Low Cost Strategy Easy Availability Promotion Diversification of product Strong Distribution of network
  7. 7. Sales turnover of Amul in US$ million (1994-2012) 2200 2000 1800 1600 1400 1200 1000 800 600 400 200
  8. 8. Dairy Cooperative Society District Cooperative Milk Producer's Union State Cooperative Milk Federation
  9. 9.     
  10. 10. Strengths Opportunities Weaknesses Threats
  11. 11. Cash Cow Question Mark Star Dog
  12. 12. Customer Based Market Segmentation Industry Based Market Segmentation
  13. 13. Kids Women Youth Calorie Conscious Health Conscious Amul kool, Chocolates, Milk, Nutramul energy drink, Ice-cream AMUL CALCI+ Utterly delicious pizza, Amul cheese spread, Amul butter, etc Amul lite, Amul lite slim & trim Milk powder etc. Nutramul, Amul shakti health food drink.
  14. 14. Milk Ice cream Manufacturer Restaurants & Food chains Coffee shop chains Amul Ghee/Butter/Cheese
  15. 15. Amul Products/ Brands Competitors Butter Britannia, Nestle Cheese Britannia Baby Food Nestle, Heinz Dairy Whitener Britannia, Nestle Ice-cream HUL, Mother-dairy Chocolates & Confectionaries Cadbury, Nestle Pizza Pizza Hut, Dominos. Curd Nestle, Mother-dairy Ultra High Treated Milk Britannia, Nestle Sweet Condensed Milk Nestle Paneer Britannia Flavored Milk Britannia, Nestle
  16. 16. BUTTER 85% 1 MILK POWDER 40% 1 CHEESE 50% 1 ICE-CREAM 24.75% (HUL 2 SWEET 50% 1 CHOCOLATE DRINK 90% 1 10% (Cadbury 3 CHOCOLATE 28.22%)
  17. 17. ADVERTISING & PROMOTION STRATEGY OF AMUL  In order to maintain costs at lower levels, Amul India has never spent more than 1% of its budget on advertising and promotion.  The Amul mascot, a cute and chubby girl usually dressed in a polka dot dress, is universally recognisable in India.  The ads by Amul is designed as a series of hoardings with designs relating to day-to-day issues.  Amul has sponsor many television shows for its promotion of product like, Amul-Star voice of India,
  18. 18. AMUL- STAR VOICE OF INDIA

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