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Enrollment No.

Sudeep Banerjee Prabhjot Kaur

1175202 1175184

Akanksha Jain
Rubina Sadana Shubham Goyal

1175 1175

Submitted to :- Mrs Manjari Tejpal

(GCMMF). formed in 1946. is a dairy cooperative movement in India. 3 .History of Amul  Amul (Anand Milk Union Limited). Gujarat and has been a sterling example of a co-operative organization's success in the long term. Marketing Federation Ltd. It is also the world's biggest vegetarian cheese brand.  Amul has spurred the White Revolution of India. The Amul Pattern has established itself as a uniquely appropriate model for rural development.  It is managed by Gujarat Co-operative Milk  AMUL is based in Anand.

 According to this technique. 4 . businesses or products are classified as low or high performers depending upon their market growth rate and relative market share.What Is BCG Matrix?  BOSTON CONSULTING GROUP (BCG) MATRIX is developed by “BRUCE HENDERSON “of the BOSTON CONSULTING GROUP IN THE EARLY 1970’s.

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High market share  Stars are leaders in business.STARS High growth.  It leads to large amount of cash consumption and cash generation. to maintain its large market share.  Attempts should be made to hold the market share otherwise the star will become a CASH COW.  They also require heavy investment. 7 .

Mother dairy and vadilal -7%)uld be made to hold the market share otherwise the star will become a CASH COW.80% market share  Amul Milk – 75% market share  Ice Creams -37% market share (HUL-9%. 8 .STARS High growth. High market share  Amul Butter – 86% market share  Amul Lite – 80% market share  Amul Instant Full Cream Milk Powder.

not growing or declining. 9 .CASH COWS Low growth .  They generate more cash than required.  They extract the profits by investing as little cash as possible  They are located in an industry that is mature. High market share  They are foundation of the company and often the stars of yesterday.

CASH COWS Low growth . 10 . High market share  Amul Spray – 65% market sharear  Sagar Tea Coffee Whitener – 40% market share  Processed Cheese -50% market shareocated in an industry that is mature. not growing or declining.

(low).  Why question marks?  Question marks have potential to become star and eventually cash cow but can also become a dog. 11 . Low market share  Most businesses start of as question marks.  They will absorb great amounts of cash if the market share remains unchanged.  Investments should be high for question marks.QUESTION MARKS High growth .

QUESTION MARKS High growth . boost)  Amul Chocolates – 10% market share (Competitors – Cadbury – 70% market share. Horlicks. Nestle) 12 . Low market share  NUTRAMUL – 15% market share (Competitors.Bournvita. complan.

DOGS Low growth.  Dogs do not have potential to bring in much cash.  Number of dogs in the company should be minimized. Low market share  Dogs are the cash traps.  Business is situated at a declining stage. 13 .

Low market share  Amul Pizza – 5% market share situated at a declining stage.DOGS Low growth. 14 .

Product Mix of Amul 15 .

Mix… Product for every one  Amul never forgot its “primary customer” .12 million farmers (many illiterate) Product for youth .India‟s First Pro-Biotic Wellness Ice cream & Sugar Free Delights For Diabetics 16 .000 ltrs of milk from 2.Amul launched Chocolate milk under brand name of „Amul Kool Koko‟ targeting the youth   Product for diabetic people .Amul collects 447.

Mix… Product for every one  Product for the health conscious - Amul Launched “low fat. gouda and pizza mozzarella cheese 17 .Low Priced Amul Ice Creams and  Product for the urban class . low cholesterol bread spreads”  Product for the price affordable „sagar‟ whitener sensitive India .Amul launched emmental.

Ghee Cheese Sweets Milk Powder Ice-cream Chocolate Market Share 90% 85% 50% 50% 40% 37% 10% Market Position 1 1 1 1 1 2 3 18 .Amul – Product Portfolio Category Chocolate Drink Butter.

Amul – Product Portfolio in Graph Market share 19 .

and helps you think about how you can make the most of them. It helps you to quickly and simply screen the opportunities open to you. It is used to identify how corporate cash resources can best be used to maximize a company’s future growth and profitability. 20 .BENEFITS BCG MATRIX is simple and easy to understand.

“Relative Market” share and “Market Growth rate”. 21 . High market share does not mean profits all the time. Business with low market share can be profitable too.BCG MATRIX uses only two dimensions. Problems of getting data on market share and market growth.

This industry has revolutionized the Indian dairy sector and also brought it back from the brink of extinction . 22 .  Also it was one of the first successful cooperative associations in India and also now the market leader in the dairy sector .CONCLUSION  Amul one of the fastest growing industries of India.