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STRATEGIC MANAGEMENT
INTRODUCINGGROU
P-2 PRATHAMESH BALSARAF. M-7003
SHREYAS BHOSEKAR. M-7006
SAMRUDDHI CHAVAN. M-7009
SHRADDHA HOWAL M-7027
PRACHITI MALANKAR. M-7050
NIKHIL MAHINDRAKAR. M-7051
Amul- DETAILED ANALYSIS
Presents:
CONTENT
Introduction & History- Amul. Reasons for its success and Growth
rate. Business model. Business Strategy. 3 C’s of Amul. SWOT Analysis. BCG matrix. Market Segmentations. Competitors. Amul- Product Portfolio. Advertisements OR Promotions. Conclusion.
INTRODUCTION & HISTORY
Amul – Anand Milk Udyog Limited. Formed – 1946 Brand name Amul is managed by “GCMMF”
AMUL means “AMULYA” (Derived from sanskrit word “Amulya” which means “Priceless”)
Today it is no.1 dairy in Asia n no.2 in world.
Dr. Verghese Kurien, the former chairman of GCMMF- the man behind success of Amul.
Cont… Amul has became the worlds largest vegetarian cheese and largest pouched milk brand.
Amul procured 9.4 million liters of milk per day.
In the process Amul has became the largest food brand in India and has also ventured into market overseas.
Reasons For Success Of The Product
SUCCESS
Easy Availability
Strong Distribution of
networkDiversificati
on of product
Low Cost Strategy
Promotion
Growth RateSales turnover of Amul in US$ million (1994-2012)
200
1800
2200200
0
160014001200100080
0600400
94-
95
95-
96 10-
11
11-
12
96-
97
97-
98
98-
9999-
00
01-
02
02-
03
03-
04
04-
05
05-
06
06-
07
07-
08
08-
09
09-
10
94-
95
3 TIER BUSINESS MODEL - AMUL
Dairy Cooperative Society
District Cooperative Milk Producer's Union
State Cooperative Milk Federation
Simultaneous development of suppliers and customer.
Cost Leadership.
Financial Strategy.
Focus on Core Activities.
Managing Third Party Service Providers.
BUSINESS STRATEGY
3 C’s Of AMUL
Competitor
Customer
Company
Weaknesses
Strengths
ThreatsOpportunities
SWOT ANALYSI
S
AMUL - BCG MATRIXCash Cow
Star
Question Mark
Dog
MARKET SEGMENTATION
Customer Based Market Segmentation
Industry Based Market Segmentation
Customer Based Market Segmentation
Kids
Youth
Women
Calorie Conscious
Health Conscious
Amul kool, Chocolates, Milk, Nutramul energy
drink, Ice-cream
AMUL CALCI+
Utterly delicious pizza, Amul cheese spread, Amul butter, etc
Amul lite, Amul lite slim & trim Milk powder etc.
Nutramul, Amul shakti health food drink.
Industry Based Market Segmentation
Ice cream Manufacturer
Restaurants & Food chains
Coffee shop chains
MilkAmul
Ghee/Butter/CheeseBakery &
Confectionaries
Pizza retailers
Snacks retailers
COMPETITORSAmul Products/ Brands Competitors
Butter Britannia, Nestle
Cheese Britannia
Baby Food Nestle, Heinz
Dairy Whitener Britannia, Nestle
Ice-cream HUL, Mother-dairy
Chocolates & Confectionaries
Cadbury, Nestle
Pizza Pizza Hut, Dominos.
Curd Nestle, Mother-dairy
Ultra High Treated Milk Britannia, Nestle
Sweet Condensed Milk Nestle
Paneer Britannia
Flavored Milk Britannia, Nestle
Amul- Product Portfolio
Category Market Share
Market Position
BUTTER 85% 1
MILK POWDER 40% 1
CHEESE 50% 1
ICE-CREAM 24.75% (HUL 28.22%)
2
SWEET 50% 1
CHOCOLATE DRINK
90% 1
CHOCOLATE 10% (Cadbury 70%)
3
ADVERTISING & PROMOTION STRATEGY OF AMUL
In order to maintain costs at lower levels, Amul India has never spent more than 1% of its budget on advertising and promotion.
The Amul mascot, a cute and chubby girl usually dressed in a polka dot dress, is universally recognisable in India.
The ads by Amul is designed as a series of hoardings with designs relating to day-to-day issues.
Amul has sponsor many television shows for its promotion of product like, Amul-Star voice of India, Amul- Masterchef, etc
ADVERTISEMENTS
PROMOTIONS TECHNIQUE
AMUL MAHARANI CONTESTAMUL- STAR VOICE OF INDIA
AMUL- MASTER CHEF
Conclusion
Amul-“THE TASTE
OF INDIA”
Future of Amul
THANK YOU