GROUP

-3
NAME ENROLLMENT NO.
JIGNESH RIVANKAR 20BSP3197
MEDHA SUR 20BSP3117
SHREYA SUGLA 20BSP3053
SNEHAL WAGH 20BSP3154
GROUP UTKARSH BHATNAGAR 20BSP2708
ASSIGNMEN VIRAJ PRABHU 20BSP2798

T VRUNDAN PANDYA 20BSP2836

YASH AJMERA 20BSP2848

TOPIC:- FORCED FIELD ANALYSIS FOR

FMCG BRAND : AMUL
• This analysis is used to identify the forces and factors
Forced Field
that may influence the problem or goal.
• It helps an organization to better understand driving
and restraining forces so that the positives can be
Analysis
reinforced, and the negatives can be reduced or
eliminated.
• Driving forces can be understood as forces which
support the implement of the goal.
•Restraining forces can be understood as  forces which
inhibit the positive movements in the whole process.
2
 Force Field Analysis 
 Score Driving Forces  Restraining Forces  Score 
 4 Customer’s needs  Farmer’s Unemployment 3

 5 Customer’s Trust  Against White Revolution Ideology 4

Winning more market share/ entering new Brand equity and Brand legacy 5
 4 market 

Competitive Advantage/ first mover advantage Less Sales 2

 5

3 More Sales Expensive 1

 21   15

Goal for AMUL: To launch new product

in the segment of Vegan and Flavored
Shakes.
 Brand can come up with effective campaigns
drives showing the ingredients used are
natural. This shows that Amul is concerned for
targeting health consciousness people too.

Effective
Strategy
for
Using recycled bottles/cans will reduce
incremental cost and ease mass production

Restraining
Forces. Kiosks can be made available to restore the
energy drink to save environment at global
cause and set a benchmark for sustainable
environment.

4
THANK
YOU