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BCG Matrix of Amul Products:

What is a BCG matrix:


In the early 1970s Bruce Henderson of Boston Consulting Group developed a technique by which businesses were classified as low or high performers based on their market share and relative growth rate.

The matrix has four classifications:


1) Star Leaders in market. Consumes a lot of cash and generates a lot of revenue 2) Cash cows Generates a lot of revenue for the company. Strong product line of the company in a mature environment which is not growing anymore. 3) Dogs Low growth and low market share. Consumes a lot of cash and does not have much potential of desired earnings. 4) Question marks Business usually at startups and can consume a lot of cash. With proper focus they can become starts or cash cows or with poor strategy might fall to dogs.

Amul Products in the BGC Matrix:

Stars
- Amul Pure Ghee range - Amul Cheese Spread - AmulKool - AmulIcecreams - Amulya Dairy Whiteners

Question Marks
- AmulMastiDahi - AmulLassi - AmulMithaimate -AmulMithai Range - Boxed milk Range(UHT)

Cash Cows
- Amul fresh Milk range - Amul Butter range - Mozarella Cheese

Dogs
- Amul Chocolates - Nultramul Energy Drink - Amul Shakti - Infant Milk range - Amul Pizza

* Complete list of products given in Appendix.

Strategy to Market items in Question marks:


1) MastiDahi/Lassi/Mithai range: a. Amul needs to build up a chain of retail outlets for exclusively Amul products. Mother Dairy is doing very well in Delhi and Haryana with that mode of supply chain. b. There is no marketing focus on these products. The Utterly Butterly Delicious is focused only on the butter. In fact Amul synonyms with butter and milk which are

its cash-cows. The marketing and consumer awareness now needs to shift to other products if Amul wishes to increase the market share of the same. c. Poor media marketing through print/television/online. Amul needs to improve its consumer reach. It needs to come out of the Utterly Butterly Delicious shell. d. Amul needs to adopt stronger and scalable marketing campaigns. Sponsoring for sports can enhance its brand awareness from being a lot cost daily need products to upscale luxurious or nutrient rich supplementary items. 2) Future strategy for Dogs products: a. Amul needs to build the WOW factor to attract Kids and young generation. b. Chocolates are not dairy products. The marketing strategy has to be completely different. Cadburys and Nestle has already started marketing their chocolates as a substitute for traditions sweets on occasions like Rakhi, Deepawali etc. c. Nutramul/chocolates should be distributed for free in schools to develop taste buds for them early on. Distribution of Maggi in schools is a good example. d. The availability of infant milk range is very poor for Amul products. Overall rebranding by advertising aggressively through mass media communication with the correct icons endorsing the products would be the most important step. Though it can be debated that traditionally Amul has never used icons to brand its products but then Amul is trying to diversify in a different segment for products mix. Distribution channels have to improve over the traditional channel of door to door delivery. Products have to be made available to middle/higher income group shoppers. If Amul decides to rethink its Dogs strategy then it should do away with Chocolates because it has very limited product range which does not blend well with the supply chain of the other Star and Cash-cow products.

Appendix:
List of Products Marketed:
Breadspreads: - Amul Butter - AmulLite Low Fat Breadspread - Amul Cooking Butter Cheese Range: - Amul Pasteurized Processed Cheddar Cheese - Amul Processed Cheese Spread - Amul Pizza (Mozarella) Cheese - Amul Shredded Pizza Cheese - AmulEmmental Cheese - Amul Gouda Cheese - AmulMalaiPaneer (cottage cheese) - Utterly Delicious Pizza Mithaee Range (Ethnic sweets): - AmulShrikhand (Mango, Saffron, Almond Pistachio, Cardamom) - AmulAmrakhand - AmulMithaeeGulabjamuns - AmulMithaeeGulabjamun Mix - AmulMithaeeKulfi Mix - AvsarLadoos UHT Milk Range: - Amul Shakti 3% fat Milk - AmulTaaza 1.5% fat Milk - Amul Gold 4.5% fat Milk - AmulLite Slim-n-Trim Milk 0% fat milk - Amul Shakti Toned Milk - Amul Fresh Cream - AmulSnowcap Softy Mix Pure Ghee: - Amul Pure Ghee - Sagar Pure Ghee - Amul Cow Ghee Infant Milk Range: - Amul Infant Milk Formula 1 (0-6 months) - Amul Infant Milk Formula 2 ( 6 months above) - Amulspray Infant Milk Food

Milk Powders: - Amul Full Cream Milk Powder - Amulya Dairy Whitener - Sagar Skimmed Milk Powder - Sagar Tea and Coffee Whitener Sweetened Condensed Milk: - AmulMithaimate Sweetened Condensed Milk Fresh Milk: - AmulTaaza Toned Milk 3% fat - Amul Gold Full Cream Milk 6% fat - Amul Shakti Standardised Milk 4.5% fat - Amul Slim & Trim Double Toned Milk 1.5% fat - AmulSaathi Skimmed Milk 0% fat - Amul Cow Milk Curd Products: - AmulFlaavyo Yoghurt - AmulMastiDahi (fresh curd) - AmulMasti Spiced Butter Milk - AmulLassee AmulIcecreams: - Royal Treat Range (Butterscotch, Rajbhog, MalaiKulfi) - Nut-o-Mania Range (KajuDraksh, KesarPista Royale, Fruit Bonanza, Roasted Almond) - Nature's Treat (Alphanso Mango, Fresh Litchi, ShahiAnjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple) - Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae) - Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta) - Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic) Chocolate & Confectionery: - Amul Milk Chocolate - Amul Fruit & Nut Chocolate Brown Beverage: - Nutramul Malted Milk Food Milk Drink: - AmulKool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate) - AmulKool Cafe - AmulKool Koko - AmulKoolMillkShaake (Mango, Strawberry, Badam, Banana)