14. Farmers
Village
Cooperative
Societies (with
Chilling Units)
Village
Cooperative
Societies
(without Chilling
Units)
Local
Restaurants/Other
Milk related
businesses
Milk Sold to
Village &
Local Residents
Milk Processing
Union &
Warehouses
Warehouses
Wholesalers/C&S
Retailers Home Delivery
Contractors
CONSUMERS
Network
Services
* Veterinary
Services
* Animal
Husbandry
* Animal
Feed Factory
* Milk Can
Producers
* Agriculture
University
* Rural Mgmt
Institute
* Trucking
Facilities
Chilling Plants
CONSUMERS
15.
16.
17.
18.
19.
20.
21.
22. Strategies Implemented
• Focused Approach: For the first 22 years of its existence,
liquid milk was the only dairy product that Mother Dairy
offered.
• Wider Spread: eg: In ice creams, it was only a bit more
than two years ago that Mother Dairy entered its first market
outside Delhi - UP and Punjab.
Today, it's extended its operation to Haryana, Jaipur, Mumbai
and Kolkata as well, it plans to go south to Hyderabad and
Bangalore.
23. • Product differentiation: bringing in mass Indian flavors
which are building up in terms of absolute percentage of
contribution. Their attempt is to make the taste experience in
ice creams as familiar as possible so as to increase
consumption.
• Smart Marketing: Mother Dairy says it's trying to take its
product campaigns and communications to a higher platform.
• Product enhancement and assured quality: Identify
and address quality related problems at every stage from the
producer at the village cooperative, to the dairy plant and the
process of final delivery to the consumer.
24. Expansion Strategies
• Diversification : Expansion of their business in
other cities and with the launch of new
products. eg:
South India
• offering coconut flavored milk and ice-creams
in south India.
• Offering safal’s frozen peas, corn and mix veg
in south india.
25. Other strategies
• STP: due to the growing need of nutritious
diet, the need of milk and its products have
increased among the youth.
• Tie-ups with local vendors
• Advertisement and promotion strategies by
mother dairy.
• Attractive packaging of the products by
endorsements through celebrities.
26. Moving consumers to loose milk to packaged milk and
gradually move them up the value chain ( tetra pack to
beverages )
Being exposed to a brand , it is natural for a customer to use
more products.
1. Product Positioning Strategy
• India’s first Pro –biotic Wellness Icecream & sugar free
delights for diabetics.
• Amul launches “ Fresh Paneer “
free from harmful chemicals.
• Low priced Amul Icecreams made Kwality Wall ‘s life hell.
28. Trends
• According to Assocham, milk production in India
is likely to reach 190 million tons by 2015 with an
annual turnover of INR 5 lakh crore.
• PE firms could take an interest in private dairies;
supply of capital for expansion
• Brand wars – A+ with Nestle and more.
• Increase in capacity required (current = 9+ million
liters per day)
29. Ansoff Matrix Analysis
Market Penetration
Fresh Milk
Ghee, Milk Powders
Ice Cream
Product Development
Fat Free Dessert
Cooking Chocolate
Soups
Lassi, Diabetic Products,
Healthy products
Market Development
South East Asia and
Middle East with products like
Srikhand, Paneer & Butter
Diversification
South East Asia and
Middle East with products like
Sterilized Paneer, Cow Ghee,
Confectionery items
Product
Existing New
Existing
Markets
New
31. Future Roadmap
•Promote sub-branding within the AMUL brand to target high-end
customers
• Shift in focus on youth to be continued
• Go for ‘product development’ using premium products
•Gain greater control over the distribution channel in major markets to
counter threats from upcoming retail formats
•Emphasize Brand Management
•Creation of Strategic Business Units based on distribution channels
33. Suggesstions & Recommendations
• Focus on retail expansion in Indian cities, towns and villages – increase
branded Amul parlours to capture the consumer attention and keep the
competition at bay
• Amul can venture into offering low-fat versions of its products as it would
help capture the hearts of second and third generation Indians in US &
Global Market
• Amul can venture out on new products like dairy based sweets, baby food
products
• Amul must try to understand the cause of certain products like Amul
basundi, gulab jamoon, and chocolates etc not being very popular. Amul
need to take up thorough market research and work on improving these
products
• Though Amul’s hoardings are a huge success, it can penetrate even better
in the rural areas by advertising actively through the media viz cable
channels and newspapers. Sponsoring more shows on TV, sports events can
be of great help.
