PRODUCT STRATEGY OF

AMUL THE TASTE OF INDIA

Nipun Mahajan 06-II-601

Rajesh Rana 06-II-636
Shalini Nanda 06-II-640
Urvashi 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.

 VALUE MARKETING STRATEGY
Providing a product that works as claimed, is
accompanied by decent service, and is delivered on time.

Commitment to quality.
Value for money

The generation for awareness.

Fostering Of Loyalty
 PRODUCT SCOPE STRATEGY
Perspective
of the
product
mix
of a company
CURRENT MARKET SHARE
THANK YOU..!!