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Enrollment No.

Kushal Kantawala Priyanka Zope Mithila Bhargaw Raju Singh Sailesh Nagari Sumit Chawla Rishabh Jain
Submitted to :- Prof. Arun Prasad

10BSP1251 10BSP0923 10BSP1248 10BSP0926 10BSP0935 10BSP0957 10BSP0930


(GCMMF). 3 . formed in 1946.  It is managed by Gujarat Co-operative Milk Marketing Federation Ltd. It is also the world's biggest vegetarian cheese brand. is a dairy cooperative movement in India.  AMUL is based in Anand. Gujarat and has been a sterling example of a co-operative organization's success in the long term.  Amul has spurred the White Revolution of India.History of Amul  Amul (Anand Milk Union Limited). The Amul Pattern has established itself as a uniquely appropriate model for rural development.

4 .What Is BCG Matrix?  BOSTON CONSULTING GROUP (BCG) MATRIX is developed by “BRUCE HENDERSON “of the BOSTON CONSULTING GROUP IN THE EARLY 1970’s. businesses or products are classified as low or high performers depending upon their market growth rate and relative market share.  According to this technique.

5 .


 It leads to large amount of cash consumption and cash generation.  They also require heavy investment. High market share  Stars are leaders in business.STARS High growth. 7 .  Attempts should be made to hold the market share otherwise the star will become a CASH COW. to maintain its large market share.

Mother dairy and vadilal -7%)uld be made to hold the market share otherwise the star will become a CASH COW.80% market share  Amul Milk – 75% market share  Ice Creams -37% market share (HUL-9%. High market share  Amul Butter – 86% market share  Amul Lite – 80% market share  Amul Instant Full Cream Milk Powder. 8 .STARS High growth.

not growing or declining. High market share  They are foundation of the company and often the stars of yesterday. 9 .  They generate more cash than required.CASH COWS Low growth .  They extract the profits by investing as little cash as possible  They are located in an industry that is mature.

not growing or declining.CASH COWS Low growth . 10 . High market share  Amul Spray – 65% market sharear  Sagar Tea Coffee Whitener – 40% market share  Processed Cheese -50% market shareocated in an industry that is mature.

Low market share  Most businesses start of as question marks.  They will absorb great amounts of cash if the market share remains unchanged. (low).QUESTION MARKS High growth . 11 .  Why question marks?  Question marks have potential to become star and eventually cash cow but can also become a dog.  Investments should be high for question marks.

complan. Horlicks. boost)  Amul Chocolates – 10% market share (Competitors – Cadbury – 70% market share. Low market share  NUTRAMUL – 15% market share (Competitors.Bournvita. Nestle) 12 .QUESTION MARKS High growth .

13 . Low market share  Dogs are the cash traps.  Business is situated at a declining stage.DOGS Low growth.  Dogs do not have potential to bring in much cash.  Number of dogs in the company should be minimized.

Low market share  Amul Pizza – 5% market share situated at a declining stage. 14 .DOGS Low growth.

Product Mix of Amul 15 .

Amul collects 447.Amul launched Chocolate milk under brand name of ‘Amul Kool Koko’ targeting the youth   Product for diabetic people .Mix… Product for every one  Amul never forgot its “primary customer” .India’s First Pro-Biotic Wellness Ice cream & Sugar Free Delights For Diabetics 16 .12 million farmers (many illiterate) Product for youth .000 ltrs of milk from 2.

Low Priced Amul Ice Creams and affordable ‘sagar’ whitener  Product for the urban class .Mix… Product for every one  Product for the health conscious Amul Launched “low fat. low cholesterol bread spreads” -  Product for the price sensitive India . gouda and pizza mozzarella cheese 17 .Amul launched emmental.

Amul – Product Portfolio Category Chocolate Drink Butter. Ghee Cheese Sweets Milk Powder Ice-cream Chocolate Market Share 90% 85% 50% 50% 40% 37% 10% Market Position 1 1 1 1 1 2 3 18 .

Amul – Product Portfolio in Graph Market share 19 .

20 . and helps you think about how you can make the most of them. It is used to identify how corporate cash resources can best be used to maximize a company’s future growth and profitability. It helps you to quickly and simply screen the opportunities open to you.BENEFITS BCG MATRIX is simple and easy to understand.

Problems of getting data on market share and market growth. 21 . High market share does not mean profits all the time. Business with low market share can be profitable too.BCG MATRIX uses only two dimensions. “Relative Market” share and “Market Growth rate”.

 Also it was one of the first successful cooperative associations in India and also now the market leader in the dairy sector . This industry has revolutionized the Indian dairy sector and also brought it back from the brink of extinction . 22 .CONCLUSION  Amul one of the fastest growing industries of India.

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