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‡ Defending against Mahananda, Vijay, ‡Customer͛s expremely
Milma & other Co-operative milk brands satisfied
‡Aggressive moves against Britannia, ‡Moved from loose milk to
packaged milk.
Nestle, Mother Diary & Kwality
‡Improved socio-economic
‡ Has Competitive sustainable advantage. conditions.

9  9  

‡Largest milk brand in India


‡More than 30 dairy brands 9

‡Market leader in Ghee & Butter


‡Very strong Supply Chain
‡Quality With Affordability
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Every day Amul collects 7 million litres of milk from 2.6 million formers, converts
the milk into branded, packed products & delivers goods to over 5 lacs retails
outlets across the country. Its supply chain one of the most complicated in the
world.
3 9 
' DUCTS / B ANDS CM'ETIT S
Butter Britannia, Nestle
Cheese Britannia
Baby Food Nestle. Heinz
Dairy Whitener Segment Britannia, Nestle
Ice Creams HUL
Chocolates & Confectionaries Cadbury, Nestle
'izza 'izza Hut, Dominos, Smokin jones
Curd Nestle, Mother Dairy
Ultra High Treated Milk Britannia, Nestle
Sweet Condensed Milk Nestle
'aneer Britannia
Milk Additives Cadbury, Smithkline Beecham
Flavored Milk Britannia, Nestle
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CATEG  MA KET SHA E MA KET 'SITIN

BUTTE 5% 1

MILK 'WDE 0% 1

CHEESE 50% 1

ICE-C EAM 3% (HLL - 9%, ) 2

SWEETS 50% 1

CHCLATE D INK 90% 1

CHCLATE 10% (CADBU  ʹ 70%) 3


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AMUL is well known for its innovative hoardings
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Threat of new
entrants is high
because there are no
entry barriers

Bargaining power Competitive Bargaining power


of suppliers is low ivalry is due of customers is
because the to other brands high because of
suppliers are rural &Local players various
milk producers competition

Threat of substitutes
is high because of
availability of other
products
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‡ST ENGTHS ‡WEAKNESS
‡Largest food brand in India & Asia ‡Strong dependency on weak infrastructure
‡High Quality Low 'rice & completely dependent on villages for its
aw material.
‡Introduced TQM
‡ isks of highly complex supply chain
‡World͛s largest 'ouched Milk Brand
system.
‡Annual Turnover of 300 crs. (06-07) ‡Short self life of its product
‡Highly Diverse 'roduct Mix ‡Alliance with third parties who do not
‡ o bust Distribution Network belong to the organized sector

‡'' TUNITIES ‡TH EATS


‡'enetrate international markets ‡ Competitors ʹ HUL, Nestle, Britannia and
‡Diversify product portfolio to enter new local players
product categories & expand existing categories ‡Stiff competition from MNC͛s in butter
like processed foods, chocolates etc. ‡Growing price of milk & milk products
‡Use internet to sell its products ‡Ban on exports of milk powder
‡The yield of Indian cattle still much lower
than other diary countries
9  F    &   

Amul kool,Chocolate,Milk,
Kids Energy drink.
Women Amul Calci +
Utterly Delicious 'izza,Amul
outh 'izza Cheese & Amul Chees
Spread
Calorie Amul Lite,Skimmed Milk
conscious 'owder, Slim & Trim Milk

Health ý   


  
conscious 
 
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Amul͛s 'roduct Diversification
Benefits of Diversification Value
Marketing Strategy
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