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
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Fut

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AmulOF INDIA

THANK YOU