PRODUCT STRATEGY OF

AMUL THE TASTE OF INDIA

Nipun Mahajan
Rajesh Rana
Shalini Nanda
Urvashi

06-II-601
06-II-636
06-II-640
06-II-656

PRODUCT STRATEGY: OVERVIEW:

Product Positioning Strategy
Product Re-Positioning Strategy
Product Overlap Strategy
Product Design Strategy
Product Elimination
Diversification Strategy
Value Marketing Strategy
Product Scope Strategy

PRODUCT POSITIONING
Placing a product in that part of the market where it
will receive a favorable reception compared to competing
products.

Indias First Pro-Biotic Wellness Ice cream &

Sugar Free Delights For Diabetics.

Low Priced Amul Ice Creams made Kwality

Walls life hell.

POSITIONING CONTINUED..
Flank Attack..
Age Wise.. Aug 25 2007
Amul launches Chocolate milk under brand name of
Amul Kool Koko.
This is targeted at teenagers
and youths.

POSITIONING CONTINUED..

Nov 11, 2007: Amul in Multinational Arena With Snack

Launch: Munch Time.
Flavors: Masala , Mint and Tomato .
New Product Activity.

Nov 26, 2007 : Amul Launches Fresh Paneer (Free From

Any Harmful Chemicals)
Flank AttackExpanding its Cheese Segment.

Current market share

65%.

PRODUCT REPOSITIONING
New Competition
Change in consumer preference
Wrong original positioning

Amul marketed bottled water product named

JALDHARA but due to less potential in the market it
turned out to be blunder.
Now Amul is all set to launch bottled water NARMADA
NEER.

PRODUCT OVERLAP
Situation where company decides to compete
against its own brands.

Powdered Milk
Health and price Conscious.
SAGAR Vs Amulya.
USP:
Sagar is affordable whitener for health conscious one.

Cheese Spreads
Specific Vs General
Amul Processed Cheese Vs Cheese Spread
USP:
Cheese spread is highly accepted spread for regular use.
Milk Drinks

Nutramul Energy Drink Vs Amul Kool

PRODUCT DESIGN STRATEGY

Whether to offer standard or customized products.
Amul has offered a mix of both standard and customized
products.
Use of Utterly-Butterly Girl:

Using since 1967.

Entered in the Guinness Book Of World Records for being the
longest running campaign ever.

PRODUCT ELIMINATION
Product reaches the stage where continued support is no
longer justified where performance is falling short of
expectations, it is desirable to pull the product out of the
market place.

It eliminated JALDHARA a decade ago as Bottled

water product do not have potential customers.

DIVERSIFICATION
Seeking unfamiliar products or markets or both in
the pursuits of growth.
Secrets of Amuls Diversification Philosophy:
Progressive addition of higher value products
while maintaining the desired growth in existing
products.

Amul introduced products with consistent value

addition but never left the core philosophy of
providing milk at a basic, affordable price

AMULS PRODUCT
DIVERSIFICATION

BENEFITS OF DIVERSIFICATION
High Growth
Expansion of network
Advantage of each underline objectives.

PRODUCT SCOPE STRATEGY

Perspective
of the
product
mix
of a company

CURRENT MARKET SHARE