Product Mix of Amul

Presented by Ajit kumar soni

Product Mix Width

Width
Bread Spreads Butter Cheese Shredded Pizza Cheese Desserts AMUL Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) Fresh Milk Amul Fresh Milk

Low Fat Bread Spread. Cooking Butter

Emmental Cheese Gouda Cheese Malai Paneer (cottage cheese) Frozen and Tinned Utterly Delicious Pizza

AMUL Amrakhand Amul Gold Milk AMUL Mithaee Gulabjamuns AMUL Mithaee Gulabjamuns Mix AMUL Mithaee Kulfi Mix Amul Taaza Double Toned Milk Amul Lite Slim and Trim Milk Amul Fresh Cream Amul Shakti Toned Milk

Width
Cooking Amul / Sagar Pure Ghee Amul Malai Paneer Mithai Mate Pro-biotic Dahi Masti Dahi Utterly Delicious Pizza Health Drink Nutramul Milk Drinks Amul Kool Millk Shaake Amul Kool Amul Kool Cafe Kool Koko Nutramul Energy Drink Amul Kool lavoured Bottled Milk Amul Kool lavoured Tetra Pack Powder Milk Amul Spray Infant Milk Food Amul Instant Full Cream Milk Sagar Skimmed Milk Powder Sagar Tea Coffee Whitener Amulya Dairy Whitener

Amul Shakti Health Food Drink

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 Amul butter Amul butter Delicious table margine Delicious table margine Amul light lowfat breadspread Amul cheese Amul cheese slices Amul cheese Amul pizza cheese Amul gouda cheese Variants 100gm 500gm 100gm 500gm 200gm tube 400gm 200gm 1 kg block 200gm 1 kg Price Rs.25 Rs.122 Rs.13 Rs.60 Rs.32 Rs.117 Rs.77 Rs.233 Rs.55 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