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    Strategic Management of Amul

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    pankajbhatt1993
    This document provides an overview of Amul, including its introduction and history, reasons for success, business model, strategy, segmentation, competitors, and products. Amul was formed in 1946 and is managed by GCMMF. It is now India's largest dairy and the second largest in the world. Key factors in its success include low costs, easy availability, promotion, and product diversification. Amul follows a 3-tier business model and focuses on cost leadership, simultaneous development of suppliers and customers, and managing third party providers. It segments markets based on customer and industry factors. Amul faces competition from companies like Britannia and Nestle across various product categories like butter and cheese.

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    © All Rights Reserved
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    Strategic Management of Amul

    Uploaded by

    pankajbhatt1993
    547 views23 pages
    This document provides an overview of Amul, including its introduction and history, reasons for success, business model, strategy, segmentation, competitors, and products. Amul was formed in 1946 and is managed by GCMMF. It is now India's largest dairy and the second largest in the world. Key factors in its success include low costs, easy availability, promotion, and product diversification. Amul follows a 3-tier business model and focuses on cost leadership, simultaneous development of suppliers and customers, and managing third party providers. It segments markets based on customer and industry factors. Amul faces competition from companies like Britannia and Nestle across various product categories like butter and cheese.

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    strategic management of amul

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    This document provides an overview of Amul, including its introduction and history, reasons for success, business model, strategy, segmentation, competitors, and products. Amul was formed in 1946 and is managed by GCMMF. It is now India's largest dairy and the second largest in the world. Key factors in its success include low costs, easy availability, promotion, and product diversification. Amul follows a 3-tier business model and focuses on cost leadership, simultaneous development of suppliers and customers, and managing third party providers. It segments markets based on customer and industry factors. Amul faces competition from companies like Britannia and Nestle across various product categories like butter and cheese.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    547 views23 pages

    Strategic Management of Amul

    Uploaded by

    pankajbhatt1993
    This document provides an overview of Amul, including its introduction and history, reasons for success, business model, strategy, segmentation, competitors, and products. Amul was formed in 1946 and is managed by GCMMF. It is now India's largest dairy and the second largest in the world. Key factors in its success include low costs, easy availability, promotion, and product diversification. Amul follows a 3-tier business model and focuses on cost leadership, simultaneous development of suppliers and customers, and managing third party providers. It segments markets based on customer and industry factors. Amul faces competition from companies like Britannia and Nestle across various product categories like butter and cheese.

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    © All Rights Reserved
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    Download as pptx, pdf, or txt
    of 23

    STRATEGIC MANAGEMENT

    INTRODUCING
    PRATHAMESH BALSARAF.
    M-7003

    SHREYAS BHOSEKAR.
    M-7006

    SAMRUDDHI CHAVAN.
    M-7009

    SHRADDHA HOWAL
    M-7027

    GROU
    P-2

    Presents:

    AmulDETAILED
    ANALYSIS

    CONTENT
    Introduction & History- Amul.
    Reasons for its success and Growth
    rate.
    Business model.
    Business Strategy.
    3 Cs of Amul.
    SWOT Analysis.
    BCG matrix.
    Market Segmentations.
    Competitors.
    Amul- Product Portfolio.
    Advertisements OR Promotions.

    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
    Low Cost
    Strategy

    Easy
    Availability

    SUCCESS
    Promotio
    n
    Diversificati
    on of
    product

    Strong
    Distribution of
    network

    Growth Rate

    94959
    96
    6979 89
    99
    901
    00 2030405060708091
    10
    011
    1
    112

    220
    0
    200
    0
    180
    0
    160
    0
    140
    0
    120
    0
    100
    0
    80
    0
    60
    0
    40
    0
    20
    0

    Sales turnover of Amul in US$


    million (1994-2012)

    3 TIER BUSINESS
    MODEL - AMUL
    Dairy Cooperative
    Society
    District Cooperative Milk
    Producer's Union
    State Cooperative Milk
    Federation

    BUSINESS STRATEGY
    Simultaneous development of suppliers

    and customer.
    Cost Leadership.
    Financial Strategy.
    Focus on Core Activities.
    Managing Third Party Service Providers.

    3 Cs Of AMUL

    Company
    Competitor
    Customer

    Weaknesse
    s

    Strengths
    SWOT
    ANALYSI
    S
    Opportunitie
    s

    Threats

    AMUL - BCG MATRIX


    Cash Cow

    Question Mark

    Star
    Dog

    MARKET
    SEGMENTATION
    Customer
    Based Market
    Segmentation

    Industry
    Based Market
    Segmentation

    Customer Based Market


    Segmentation
    Kids
    Women
    Youth

    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

    Milk

    Amul
    Ghee/Butter/Cheese

    Ice cream Manufacturer

    Bakery &
    Confectionaries

    Restaurants & Food


    chains

    Pizza retailers

    Coffee shop chains

    Snacks retailers

    COMPETITORS
    Amul 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%

    MILK POWDER

    40%

    CHEESE

    50%

    ICE-CREAM

    24.75% (HUL

    SWEET

    50%

    CHOCOLATE
    DRINK

    90%

    CHOCOLATE

    10% (Cadbury

    28.22%)

    70%)

    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 dayto-day issues.

    ADVERTISEMENTS

    PROMOTIONS
    TECHNIQUE

    AMUL- MASTER
    INDIA
    CHEF

    AMULSTAR VOICE
    OF
    AMUL
    MAHARANI
    CONTEST

    f
    o
    e
    r
    u
    Fut

    l
    u
    Am

    n
    o
    i
    s
    u
    l
    c
    n
    Co
    E
    T
    S
    A
    T
    E
    H
    T

    AmulOF INDIA

    THANK YOU

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