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  • Amul Case

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    Preeti Joshi
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    Amul should launch camel milk in India as a niche product targeted at a limited section of society. Camel milk has various health benefits and can be consumed by lactose intolerant people. However, it has a shorter shelf life and lower production quantity than cow milk. Amul can leverage its established brand and distribution network to introduce camel milk, promoting its unique taste and health benefits to health conscious consumers through gyms, hospitals, and celebrity endorsements. The product would incentivize camel rearing while meeting the needs of a niche demographic.

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    Amul Camel Milk

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    Amul should launch camel milk in India as a niche product targeted at a limited section of society. Camel milk has various health benefits and can be consumed by lactose intolerant people. However, it has a shorter shelf life and lower production quantity than cow milk. Amul can leverage its established brand and distribution network to introduce camel milk, promoting its unique taste and health benefits to health conscious consumers through gyms, hospitals, and celebrity endorsements. The product would incentivize camel rearing while meeting the needs of a niche demographic.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    14 views6 pages

    Amul Case

    Uploaded by

    Preeti Joshi
    Amul should launch camel milk in India as a niche product targeted at a limited section of society. Camel milk has various health benefits and can be consumed by lactose intolerant people. However, it has a shorter shelf life and lower production quantity than cow milk. Amul can leverage its established brand and distribution network to introduce camel milk, promoting its unique taste and health benefits to health conscious consumers through gyms, hospitals, and celebrity endorsements. The product would incentivize camel rearing while meeting the needs of a niche demographic.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 6

    AMUL DAIRY:

    CAMEL MILK
    LAUNCH IN
    INDIA
    Success Mantra of Amul

    Amul has a strong, Profit-sharing pricing


    longest-running Wide product range,
    model, products
    Promotional Campaign trend of introducing
    available at affordable
    new products to market
    prices

    Extensive distribution High operational Known for Quality


    network, extended efficiency, constantly products, packaging
    reach even to rural upgrading production redesigned for
    India capabilities consumer convenience
    Favor
    First Mover’s advantage as
    Against
    Different taste than cow milk,
    Should Amul Launch
    the camel milk market is an
    untapped segment
    might be hard for Indian
    population to switch to it
    Camel Milk in India
    Health Benefits: Vitamin C, Shorter shelf-life (only 4-5
    B1, calcium, beneficial for hours) & takes longer time to
    diabetic patients form curd (10-12 hours)

    Can be consumed by lactose- Vitamin A, B2, folic acid, and


    intolerant people pantothenic acid are less as Yes, the Camel Milk should be launched by
    compared to cow milk Amul as a niche product for limited section
    of society, thus incentivizing on the factors
    Low production quantity due against its production.
    to lower population of camels

    Regional availability because


    of limited geographical
    locations for camel rearing
    Segmentation and Targeting

    Demographic: Young population, health conscious, special need (diabetic)

    Geographical: Regions adjoining the camel rearing areas (near by


    Rajasthan, Gujarat and Madhya Pradesh)

    Psychographic: Experiencers, ready to try new products


    Consumer
    VALUES/ PERSONALITY/ CHARACTER
    Bull’s-Eye for
    Target SUBSTANTIATORS Profit-sharing
    with
    Camel Milk
    Health conscious, producers
    experiencers
    Affordable
    Consumer pricing POINTS OF PARITY

    Insight Caring
    Packaging

    Quality sensitive Consumption


    Established Supporting Consumer
    brand Producers
    for lactose- BRAND MANTRA Takeaway
    intolerants
    Purity
    PhytoSanitary MEasures at affordable
    followed Amul camel milk
    Consumer prices is a product that
    gives me added
    need state Quality
    health benefits as
    Unique Taste
    compared to
    Insulin source
    Rich in proteins, low Rich in Vitamin C traditional cow
    Health milk
    fat, added health Unique Taste
    benefits Benefits
    POINTS OF DIFFERENCES
    Polka-dot girl
    Competitive Packaged for
    Consumer
    product set convenience

    Cow-milk based
    products

    EXECUTIONAL PROPERTIES/ VISUAL IDENTITIES


    Distribution Channel and Promotional
    Strategy for Amul Camel Milk
    Distribution Promotional Strategy
    Channel • Gyms and health centers (clinics, hospitals) can
    • Amul could utilize its prove as an excellent place of promotion
    existing, robust
    distribution channel • Investments can be made in sporting events
    • The focus on devising • Celebrity endorsements using sport icons as
    techniques to improve brand ambassadors
    the shelf-life of product
    can help in transporting
    • Regional promotional strategies based on
    it for longer distances customer personality
    • Multiple distribution • Influencers such as doctors, trainers at gyms can
    and collection points be used for reaching the niche
    should be used as the
    camel milk has shorter • Health talks can be organized around the benefits
    shelf-life of camel milk

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