Product Mix of Amul

Presented by
Ajit kumar soni
 Product Mix –Width
Width

Bread Spreads Cheese Desserts Fresh Milk

Butter Shredded Pizza AMUL Shrikhand Amul Fresh Milk
Cheese (Mango, Saffron,
Almond Pistachio,
Cardamom)
Low Fat Bread Emmental Cheese AMUL Amrakhand Amul Gold Milk
Spread.
Cooking Butter Gouda Cheese AMUL Mithaee Amul Taaza Double
Gulabjamuns Toned Milk
Malai Paneer AMUL Mithaee Amul Lite Slim and Trim
(cottage cheese) Gulabjamuns Mix Milk
Frozen and Tinned
Utterly Delicious AMUL Mithaee Amul Fresh Cream
Pizza Kulfi Mix
Amul Shakti Toned Milk
 Width
Cooking Health Drink Milk Drinks Powder Milk
Amul / Sagar Pure Nutramul Amul Kool Millk Amul Spray Infant
Ghee Shaake Milk Food

Amul Malai Paneer Amul Shakti Health Amul Kool Amul Instant Full
Food Drink Cream Milk
Mithai Mate Amul Kool Cafe Sagar Skimmed Milk
Powder
Pro‐biotic Dahi Kool Koko Sagar Tea Coffee
Whitener
Masti Dahi Nutramul Energy Amulya Dairy
Drink Whitener
Utterly Delicious Amul Kool lavoured
Pizza Bottled Milk
Amul Kool lavoured
Tetra Pack
 Product-Width
The width of a product mix refers to the total
number of items in the mix.
Example: The total number of items are 8.
bread spreads , cheese , desert, cooking,
health drink, milk drinks, powder milk & fresh
milk.
 Product-length

The length of a product mix refers to the total

number of items in the mix.
 Product Depth

The depth of a product mix refers to how many

variants are offered of each product in the
line.
 Amul’s Product Depth
Name of Product Variants Price
Amul butter 100gm Rs.25
Amul butter 500gm Rs.122
Delicious table margine 100gm Rs.13
Delicious table margine 500gm Rs.60

Amul light lowfat 200gm tube Rs.32

breadspread
Amul cheese 400gm Rs.117
Amul cheese slices 200gm Rs.77
Amul cheese 1 kg block Rs.233
Amul pizza cheese 200gm Rs.55
Amul gouda cheese 1 kg Rs.440
 Line stretching
• Every company’s product line covers a certain
part of the total possible range. Line stretching
occurs when a company lengthens its product
line beyond its current range. The company
can stretch its line down market, up-market or
both ways.
Example : Amul is now aggressively adopting
the down market stretch by introducing
( CHHOTA AMUL, Priced at Rs. 5 to take
advantage of the Bottom of the Pyramid i.e. to
individual of low income group.)
Thank you