Q No 1 Ans -

The GE-McKinsey Matrix is a tool that helps companies decide which of its Products,
Services or Business Units are worth investing into.

 Industrial Attractiveness.
o How attractive is the economic sector in which a certain Product, Service or
Business Unit is located.
 Competitive Strength.
o How strong is the company in that particular sector.

These 2 variables are both quantified into three categories:

 High.
 Medium.
 Low.

The result is a 3 x 3 Matrix with 9 scenarios but 3 main approaches:

 The Invest / Grow scenario.
 The Selectivity / Earnings scenario.
 The Harvest / Divest scenario.

Improve or Ally Maintain Improve Grow

When industry
attractiveness is at High (at
high attractiveness)
Worth Improving Selective Earning Maintain Position
Industry
attractiveness As camel milk improve
industry attractiveness (at
medium attractiveness)
Divest / Harvest Is it worth keeping it Benefit while it last

(At launch of camel milk

when no competitor is
there) at low attractiveness
Competitive Strength High
High Competitive Strength – Low Industry Attractiveness:

 How much is costing you this Competitive Strength?

 Which are your Opportunity costs?
 How long will this situation last?

High Competitive Strength – Medium Industry Attractiveness:

 How much profitability do you get? Is it worth it?

 Is the Market declining, increasing, or is it stable?

High Competitive Strength – High Industry Attractiveness:

 A product placed in a very attractive Market.

 High Competitive Strengths.
 Invest more and Grow

High Competitive Strength – Low Industry Attractiveness:

SO as initially when camel milk is launched in India, it will have no competitor and
will have so very High competitor strength and low industry attractiveness

This will be the time for Amul for then to start activating product, to promote product with in
consumer and to make market awake by means of various advertising initiatives.

As per ge9 matrix this will be the time to invest and hold to market till product get activated

High Competitive Strength – Medium Industry Attractiveness:

This will be the time when industry attractiveness will rise and patience done while holding
and investing in market will start paying off. Still more marketing activities and activation needs to be
done so that remaining interested population will start using product.

High Competitive Strength – High Industry Attractiveness:

This is the phase in which Amul will have absolute hold over competitive strength and as well as
industry attractiveness. This will the time the need to be watching over emerging competitor who
might want to get benefit from this newly emerged market attractiveness. Also maintaining growth
and brand awareness
Q no 2 Ans –

Though packaged camel milk is the unique thing in Indian market, there are certain benefit of it
which held it in different position in market with respect to cow milk.

These unique properties of camel milk are something important in terms of quality and health which
has be used to attract buyer, these unique properties are

- Camel milk was proven to contain three times the amount of vitamin C found in
traditional cow’s milk and one and a half times that in human milk.
- It was also a good source of vitamin B1 and calcium
- Lower fat content and the presence of anti-bacterial properties also made camel
milk more beneficial than cow’s milk.
- Camel milk was more similar to human milk than cow’s milk.
- Camel milk’s natural probiotic properties made it easy to digest
- It could be consumed by lactose-intolerant people
- Camel milk was an effective antioxidant.

All those are proven benefit of camel milk which can be used while promoting it which can increase
its resonance with customers.

As since the product is new with its consumers in Indian market, it won’t be much difficult with Amul
to increase industrial attractiveness and setup market
Q no 3

A) –

A few best practices for brands that can go a long way:

● To be authentic and transparent – brands can’t get away from talking fluff/jargon without meaning

it

● The need to speak their language – via mediums they access, like social, digital and video, which

are popular these days

● Offer genuine value, tangible solutions, and convenience – have strong messaging that instills

purpose and wins their hearts

● Word of mouth – the biggest advertising ever to this generation; however, word of mouth does

not necessarily have to be direct. It could also be in the form of online reviews.

All convenient means of advertisement can be user to spread product awareness and its benefits for
customers

Activation campaigns to be held across Dairy stalls, Malls, Offices, School where representative can
interact with different consumers and sample them products and activate product.

Proper feedback to be taken from people to know pros and cons of product, so that product can be
made more consumer likely.

Once there is growth in consumers, there campaigns can be executed to make people keeping hook
upto product.
Q3

B)

Marketing 4.0 is a marketing approach that combines online and offline interaction between
companies and customers. In the digital economy, digital interaction alone is not sufficient. In fact, in
an increasingly online world, offline touch represents a strong differentiation. Marketing 4.0 also
blends style with substance. While it is imperative for brands to be more flexible and adaptive due to
rapid technological trends, their authentic characters are more important than ever.

User Experience Anthropology

When coming to personas, a detailed customer journey map is the key to arranging a great

campaign, with detailed channels of your offer distribution. Think not only of your customer as a

person, that needs your services. Ask — what else do they need, what are the obstacles and what

content would be the most appealing & helpful. 

Multichannel Marketing

As you probably know, customer journey map has to include all the channels and platforms on

which your users can meet your offer. Whether it’s a Search Engine or Linkedin, design the content

for each channel. Understand why this users are engaged with this particular platform, what they

want to see or read there. Multichannel interactions can be a key to success, but remember that

each channel is different and needs to have a different content & call to action. Change the

perspective to your users and design interactions that are suited best for them in each channel

that they stumble upon your offer.

Engagement Marketing — again

Engaging multichannel practises, you need to understand too, that you have your user on board

not only up to the point of sale. Engagement marketing is all about your followers, interested
leads, that might make a purchase someday, clients that remember your offer and product and

want to stay with your company, and finally — brand awareness. Let people participate and

interact with your brand even if they are not completely the target, that needs to be addressed.

Being social and engaging.