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AMUK-India's Pride
- 1. AMUL - India’s PrideAMUL - India’s Pride A Mahender Reddy PGDM-ABPM-2016-04
- 2. AMUL - THE TASTE OF INDIA Born: 1946, christened in 1955n 1955 History: Originally marketed by the Kaira District Cooperative Milk Producers’ Union, Anand, it was taken over by the Gujarat Cooperative Milk Marketing Federation (GCMMF) in 1973 Status: Has a 15% market share in the Rs15,000 crore milk category, and a 37% share in the Rs900 crore organized ice-cream segment. Starting with milk and milk powder, the Amul brand today covers a range of dairy products—from chocolates to cheese and, of course, butter
- 3. Reasons For Success Robust supply chain Low cost strategy Diverse product mix Strong distribution network Technology and e-initiatives The brand value of Amul(quality, value for money, availability, service)
- 5. Amul Product Mix:- 1)Bread spreads:- Amul butter Amul lite low fat bread spread Amul cooking butter 2) Powder milk:- Amul infant milk formula 1(0-6 months) Amul infant milk formula 2(6-above) Amul spray infant milk food Amul full cream milk powder Amulya dairy whitener Sagar skimmed milk powder Sagar tea & coffee whitener
- 6. 3) Cheese:- Amul pasteurized processed cheddar cheese Amul processed chesse Amul pizza cheese Amul shredded pizza chese Amul gouda chesse Amul malai paneer Utterly delicious pizza Amul emmental cheese 4) Milk drink:- Amul cool milk shake Amul cool Amul cool café Cool koko Neutramul energy drink Amul cool flavour bottle milk Amul cool flavoured tetra pack Amul masti spiced buttermilk Amul lassee Amul cool thandai
- 7. 5) Fresh milk:- Amul fresh milk Amul gold milk Amul taaza double tonned milk Amul lite slim & trim milk Amul fresh cream Amul shakti tonned milk Amul calci + Amul butter milk 6) Desserts:- Amul shrikhand Amul amrakhand Amul mithaee gulabjamun Amul mithaee gulabjamun mix Amul mithaee kulfi mix
- 8. 7) For cooking:- Amul /sagar pure ghee cooking butter Amul malai paneer Utterly delicious pizza Mithai mate Masti dahi Pro-biotic dahi 8) Health drinks:- Neutramul Amul shakti health food drinks 9) Chocolate and confectioneries Amul Bindazz Amul Rejoice Amul Kesar
- 9. CATEGORY MARKET SHARE (%) MARKET POSITION Butter 85 1 Milk powder 40 1 Cheese 50 1 Ice cream 24.75 2 Sweets 50 1 Chocolate drink 90 1 chocolate 10 3 Amul – Product Portfolio
- 10. 1) Amul product :- Two types ) Dairy product:- •Fresh milk •Milk drinks and desserts •Bread spreads •Cheese products •Milk powders ) Non- dairy product:- •Vegetable oil. •Instant food •Snacks
- 11. Product Width:- The total number of items in the mix. Eg. 9 numbers - (Bread spreads , cheese , desert, cooking, health drink, milk Drinks , powder milk & fresh milk) The length of a product mix refers to the total number of items in the mix. Example: Total length of Amuls product mix is 53 Average product length =(53/9) approx. 6 Product Length:-
- 12. Product Depth :- Product Mix Refers To How Many Variants Are Offered Of Each Product In The Line. •Umbrella Brand Strategy •The GCMMF Skillfully Avoids Inter-union Conflicts Through This Strategy By Giving Every Union And Sub-brand The Opportunity To Contribute. •Amul Is The Common Brand For The Most Of The Product Categories. Amul’s Best Practices In Product Mix:
- 13. UPWARD LINE STRETCHING DOWNWARD LINE STRETCHING TWO WAY STRETCHING Eg. Amul Lite, Amul Probiotic creams, Amul full cream milk powder, Mozorella cheese and pizza. Eg. Amul Pouch Milk and Amul Butter. Eg. Amul Curd, Amul Fresh Milk Examples of Line Filling: Amul Milk Powder, Amul
- 14. LINE PRUNING LINE MODERNISATION Eg: Stamina, Jaldhara Eg: Sugarfree Delights, AMUL sugar free frozen foods.
- 15. 2) Market segmentation:- )Customer based:- Women Youth Kid Diabetic Calories conscious Amul cool, chocolate, milk, nutramul, energy drink, Amul cool milk, milk shake Amul calci+ Atterly delicious pizza, Amul pizza cheese, Amul cheese spread Pro-biotic wellness ice-cream, Sugar free delight Emmental, Gouda & pizza, Mozzarella Cheese. Nutramul, Amul shakti health food drink .Low priced amul ice-cream, Sagar whitener Amul lite, Sagar skimmed milk powder, Amul lite slim & trim milk. Health conscious Price sensitive Urban class
- 16. Industry based:- Milk Cheese /Butter/ Ghee Snacks retailers Pizza retailers Bakery & Confectionaries Coffee shop chains Restaurants / Food chains Ice-cream manufacturers
- 17. •Brand Advertisements. •Suppliers – milk. •College students & Kids – Ice creams & Chocolates. •Doctors & health care centers– Infant foods, Probiotic ice creams. Influencers of AmulInfluencers of Amul
- 18. 3)Amul -BCG matrix:- Amul butter Amul cheese, Amul dairy whitner Amul Ice-cream Amul tazza fresh milk Amul butter Amul chocolate drinks Infant milk range, Amul chocolate Amul shakti Nutramul High Relative market share(cash generation) Low LowBusinessgrowthrateHigh
- 19. STRENGTHS •Wide range of products •Affordable price •Effective and campaign •Distribution network •Diversification •Brand image WEAKNESS •Need to focus on other products •Improve on road transport •Infrastructure OPPORTUNITY •Export segment food market •Entry in retailing •Packaged sweets market •Sports drink •E – competency for CRM THREATS •Increasing requirement •Adulteration •Difficult to expand SWOT Analysis:
- 20. Core product: •Bread spread •Energy drink •Nutritional value •For cooking •Refreshment Augmented product: •Service •100% vegetarian •Low fat •Low calorie and high protein drink •Tea and coffee whitner •Long shelf life cheese (3 years) •Pro biotic dahi •Flavoured milk •Spray dried infant milk powder Tangible product •Bottled fresh milk •Tetra packs •Pouches for convenience •High food grade containers for desserts •Tray packs for butter
- 21. d AGUMENTED PRODUCTS VALUE QUALITY PACKING DURABILITY POTENTIAL PRODUCTS PRIDE OFFER AVAILABLE VARIETY The taste of India. BBAA CORE PRODUCTS: Milk, (Health & Nutrition) EXPECTED PRODUCTS BASIC PRODUCTS TASTE Flavor Sports Drink Mineral Water Baby Foods
- 22. 4) Scope For Improvement:- Amul must enter into marketing alliances with various portals to offer products (on those portals that were developed for festive occasions and celebrations such as valentine and friendship day). Company should introduce sales promotion scheme like free weight, pranky, tattoo, contest and free gifts. Advertisements can be done with the help of animations that attracts children and teenagers because chocolate are consumed largely in this segment. Amul does e-selling of all its products including chocolate but very few people know about it. Amul must make use of hording and print adds to communicate this.
- 23. 5) Brand Issues:- Amul marketed bottle water product named “JALDHARA” but due to less potential in the market it turned out to the blunder. 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. So Amul as eliminated JALDHARA a decade ago. Now Amul is all set to launch bottle water “NARMADA NEER”.
- 24. 2. Bread spread extension cannibalizes the sales of parent brand. E.g.: Amul reduced salt butter is slowly eating into sales of Amul’s normal butter. 3. Awareness level of Amul chocolate is very low and also the market share of Amul chocolate has decreased to 5% much less than market leader (79%) They should introduce festive gift boxes like Cadbury celebration. They should increase R&D spending to improve the quality and taste.