INDIRA WADHAWAN

MBA-4544/07
 AMUL
• Type Co-operative
• Founded in 1946
• Headquaters Anand, India
• Industry dairy
• Key people Chairman, GCMMF
• Products milk and related products
• Revenue US $1 billion
• Employee 2.41 million milk producer
• Slogan The Taste of India
SBUs of AMUL
 BCG matrix for SBUs of AMUL
STAR ??????????????
Amul butter Amul chocolate
Amul tazzaUTH Amul masti dahi
Amulya dairy whitner Amul lassi
Mithaimate

CASH COW DOG

Mozarella cheese Infant milk range
Amul pizza base Amul shakti
Amul tazza fresh milk Nutramul
 SWOT analysis of AMUL
STRENGTHS WEAKNESS
WIDE RANGE OF PRODUCTS NEED TO FOCUS ON OTHER
AFFORDABLE PRICE PRODUCTA AS WELL
EFFECTIVE AD CAMPAIGN
DISTRIBUTION NETWORK IMPROVE ON ROAD TRANSPORT
DIVERSIFICATION INFRASTRUCTURE
BRAND IMAGE
OPPORTUNITY THREATS
EXPORT SEGMENT GOOD INCREASING POPULATION
MARKET INCREASING REQUIRMENT
ENTRY IN RETAILING
PACKAGED SWEETS MARKET ADULTERATION
SPORTS DRINK NEW MARKET DIFFICULT TO EXPAND
E-COMPETENCY FOR SCM POPULATION OF MILCH ANIMAL
 COMPETITOR ANALYSIS (KSF MODEL)
COMPETI PRODUCT CUSTOMER PRICING PRODUCT ADVERTIS PRODUCT
QUALITY AWARENES AVAILABIL ING RANGE
TORS
S ITY
AMUL E E E E VG E
NESTLE E E G VG E VG
CADBURY G G G A
VG A
MOTHER G VG VG VG A G
DAIRY
BRITANNIA G G G A G G
S. B VG G A VG VG P
HUL VG A G A P A
 THE TASTE OF COMPITION
• ICE CREAM-
AMUL- Expanding reach
» Expanding market with Snowcap
» Launched Fundoo to combat HLL's Max
HUL-Focusing on lower price points
» Building a national chain of ice cream parlours
NIRULAs-Fortifying Delhi-centric presence with ice cream-only retail chain
• CHOCOLATE-
AMUL-Launching a puffed-rice centred bar
» Launched milk/chocolate confectionery
» Planning to enter value-added segments
CADBURY-Re-launched 5 Star and Gems. Launched Temptations
NESTLE- Re-launched 5 Star and Gems. Launched Temptations.
HUL-Extended Max brand to sugar confectionery
• PIZZA
AMUL-Entering the ready-to-cook consumer segment through Utterly Delicious
NIRULAS-Fortifying Delhi-centric presence, by launching frozen ready-to-cook
pizza
PIZZA HUT- increase outlets
DOMINO’S- Closing unprofitable outlets
• BUTTER
AMUL-protect near-dominance in low-margin market with price
BRITANNIA-Focusing on just top 30 cities
NESTLE-outsourced product to complete dairy range
• CURD
AMUL-Expanding reach by aligning with other milk co-operatives
NESTLE-Means to complete its dairy range
MOTHER DAIRY-Leveraging its liquid milk distribution network in Delhi
• DAIRY WHITNERS
AMUL-dominate the market through Amulya
BRITANNIA-Focusing on few geographical markets with Milkman
• MILK ADDITIVES
AMUL-Not a core competency but part of the range
CADBURY-Re-launched Bournvita recently in new flavours
SMITHKLINE BEECHAM-Acquired Maltova & Viva to fortify its stable
of Boost & Horlicks
THANK YOU