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STRATEGIC MANAGEMENT

INTRODUCING
 PRATHAMESH BALSARAF.
M-7003

 SHREYAS BHOSEKAR.
M-7006

 SAMRUDDHI CHAVAN.
M-7009

 SHRADDHA HOWAL
M-7027

GROU
P-2

Presents: AmulDETAILED ANALYSIS .

 Business Strategy. .Amul.  Amul.  Market Segmentations.Product Portfolio.  SWOT Analysis.  BCG matrix.  3 C’s of Amul.  Competitors.  Reasons for its success and Growth rate.CONTENT  Introduction & History.  Advertisements OR Promotions.  Business model.

INTRODUCTION & HISTORY Amul – Anand Milk Udyog Limited.1 dairy in Asia n no.  Formed – 1946  Brand name Amul is managed by “GCMMF”  AMUL means “AMULYA” (Derived from sanskrit word “Amulya” which means “Priceless”)  Today it is no. Verghese Kurien.  Dr. the former chairman of GCMMF.2 in world.the man behind success of Amul.  .

 In the process Amul has became the largest food brand in India and has also ventured into market overseas.4 million liters of milk per day.Cont… Amul has became the worlds largest vegetarian cheese and largest pouched milk brand.  Amul procured 9.  .

Reasons For Success Of The Product Low Cost Strategy Easy Availability SUCCESS Promotio n Diversificati on of product Strong Distribution of network .

Growth Rate 94959 96 6979 89 99 901 00 2030405060708091 10 011 1 112 220 0 200 0 180 0 160 0 140 0 120 0 100 0 80 0 60 0 40 0 20 0 Sales turnover of Amul in US$ million (1994-2012) .

3 TIER BUSINESS MODEL .AMUL Dairy Cooperative Society District Cooperative Milk Producer's Union State Cooperative Milk Federation .

BUSINESS STRATEGY  Simultaneous development of suppliers and customer. .  Managing Third Party Service Providers.  Focus on Core Activities.  Cost Leadership.  Financial Strategy.

3 C’s Of AMUL Company Competitor Customer .

Weaknesse s Strengths SWOT ANALYSI S Opportunitie s Threats .

AMUL .BCG MATRIX Cash Cow Question Mark Star Dog .

MARKET SEGMENTATION Customer Based Market Segmentation Industry Based Market Segmentation .

Amul cheese spread. Milk. Amul butter. Nutramul energy drink.Customer Based Market Segmentation Kids Women Youth Calorie Conscious Health Conscious Amul kool. etc Amul lite. Chocolates. Amul shakti health food drink. Nutramul. . Ice-cream AMUL CALCI+ Utterly delicious pizza. Amul lite slim & trim Milk powder etc.

Industry Based Market Segmentation Milk Amul Ghee/Butter/Cheese Ice cream Manufacturer Bakery & Confectionaries Restaurants & Food chains Pizza retailers Coffee shop chains Snacks retailers .

Mother-dairy Chocolates & Confectionaries Cadbury. Nestle Pizza Pizza Hut. Dominos. Nestle Sweet Condensed Milk Nestle Paneer Britannia Flavored Milk Britannia. Nestle Cheese Britannia Baby Food Nestle.COMPETITORS Amul Products/ Brands Competitors Butter Britannia. Curd Nestle. Heinz Dairy Whitener Britannia. Mother-dairy Ultra High Treated Milk Britannia. Nestle Ice-cream HUL. Nestle .

Product Portfolio Category Market Share Market Position BUTTER 85% 1 MILK POWDER 40% 1 CHEESE 50% 1 ICE-CREAM 24.Amul.22%) 70%) .75% (HUL 2 SWEET 50% 1 CHOCOLATE DRINK 90% 1 CHOCOLATE 10% (Cadbury 3 28.

 The Amul mascot. a cute and chubby girl usually dressed in a polka dot dress. .  The ads by Amul is designed as a series of hoardings with designs relating to dayto-day issues. Amul India has never spent more than 1% of its budget on advertising and promotion. is universally recognisable in India.ADVERTISING & PROMOTION STRATEGY OF AMUL  In order to maintain costs at lower levels.

ADVERTISEMENTS .

MASTER INDIA CHEF AMULSTAR VOICE OF AMUL MAHARANI CONTEST .PROMOTIONS TECHNIQUE AMUL.

f o e r u Fut l u Am n o i s u l c n Co E T S A T E H T “ AmulOF INDIA” .

THANK YOU .