PRODUCT

CANNIBALIZATION
IN AMUL
 Product Cannibalization

Powdered milk Health and Price conscious.

“SAGAR AND AMULYA”

VS
Sagar Skimmed Milk Powder
• Sagar SMP is a non-fat ,protein rich milk
powder.
Most suitable for use by people on low calorie and
high protein diet.
• Ideal for preparing low fat and sugar free Milk Based
products.
• On reconstitution as per directions ,1 kg of Sagar
SMP provides 10 litres of toned milk mix.
 AMULYA

• Amulya ,a premium Dairy Whitener from the house of Amul is

the favourite choice of all Tea and Coffee lover across India .
• It has the highest milk fat content among all the Dairy
Whitener brands in INDIA that makes it the creamiest dairy
whitener.
• It is available in attractive packaging ,wide range of pack sizes
and affordable prices.
• Ideal for preparing Tea ,Coffee ,Sweets , Curd ,Cakes and
Other Milk Based Products.
Main Reasons of Failure With &
Market Share
• Amulya brand , the co-operative claims to have 70% share in
the milk powder market .
• Currently , Amulya enjoys a 40% share in skimmed milk
powder market.
• Amulya is very popular among the customers.
• The study shows that amul mil power is most trusted as
compare to other brand.
• The Sagar brand , marketed by GCMMF , generates about
Rs500 crore in sales .
• They are not getting the right price for their product [sagar]
and making a loss of nearly 10%
 STUDY SHOWS
• Thestudy clearly shows that Sagar brand
have only 3% of market share , where as
Amulya is having 40% of it .
• Sagar is failed to advertise it properly and it
has some issues related to the logo as well.
• Sagar also have the problem related to its
supply to milk.