INDIRA WADHAWAN

MBA-4544/07

AMUL

• Type Co-operative

• Founded in 1946

• Headquaters Anand, India

• Industry dairy

• Key people Chairman, GCMMF

• Products milk and related products

• Revenue US $1 billion

• Employee 2.41 million milk producer

• Slogan The Taste of India

SBUs of AMUL

BCG matrix for SBUs of AMUL

STAR

Amul butter

Amul tazzaUTH

Amulya dairy whitner

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Amul chocolate

Amul masti dahi

Amul lassi

Mithaimate

CASH COW

Mozarella cheese

Amul pizza base

Amul tazza fresh milk

DOG

Infant milk range

Amul shakti

Nutramul

SWOT analysis of AMUL

STRENGTHS WIDE RANGE OF PRODUCTS

AFFORDABLE PRICE

EFFECTIVE AD CAMPAIGN

DISTRIBUTION NETWORK

DIVERSIFICATION

BRAND IMAGE

WEAKNESS NEED TO FOCUS ON OTHER

PRODUCTA AS WELL

IMPROVE ON ROAD TRANSPORT

INFRASTRUCTURE

OPPORTUNITY EXPORT SEGMENT GOOD

MARKET

ENTRY IN RETAILING

PACKAGED SWEETS MARKET

SPORTS DRINK NEW MARKET

E-COMPETENCY FOR SCM

THREATS INCREASING POPULATION

INCREASING REQUIRMENT

ADULTERATION

DIFFICULT TO EXPAND

POPULATION OF MILCH ANIMAL

COMPETITOR ANALYSIS (KSF MODEL)

COMPETI

TORS

PRODUCT

QUALITY

CUSTOMER

AWARENES

S

PRICING PRODUCT

AVAILABILI

TY

ADVERTIS

ING

PRODUCT

RANGE

AMUL E E E E VG E

NESTLE E E G VG E VG

CADBURY VG G A G G A

MOTHER

DAIRY G VG VG VG A G

BRITANNIA G G G A G G

S. B VG G A VG VG P

HUL VG A G A P A

THE TASTE OF COMPITION

• ICE CREAM-

AMUL- Expanding reach

» Expanding market with Snowcap

» Launched Fundoo to combat HLL's Max

HUL-Focusing on lower price points

» Building a national chain of ice cream parlours

NIRULAs-Fortifying Delhi-centric presence with ice cream-

only retail chain

• CHOCOLATE-

AMUL-Launching a puffed-rice centred bar

» Launched milk/chocolate confectionery

» Planning to enter value-added segments

CADBURY-Re-launched 5 Star and Gems. Launched

Temptations

NESTLE- Re-launched 5 Star and Gems. Launched

Temptations.

HUL-Extended Max brand to sugar confectionery

• PIZZA

AMUL-Entering the ready-to-cook consumer segment through

Utterly Delicious

NIRULAS-Fortifying Delhi-centric presence, by launching

frozen ready-to-cook pizza

PIZZA HUT- increase outlets

DOMINO’S- Closing unprofitable outlets

• BUTTER

AMUL-protect near-dominance in low-margin market with

price

BRITANNIA-Focusing on just top 30 cities

NESTLE-outsourced product to complete dairy range

• CURD

AMUL-Expanding reach by aligning with other milk co-

operatives

NESTLE-Means to complete its dairy range

MOTHER DAIRY-Leveraging its liquid milk distribution

network in Delhi

• DAIRY WHITNERS

AMUL-dominate the market through Amulya

BRITANNIA-Focusing on few geographical markets with

Milkman

• MILK ADDITIVES

AMUL-Not a core competency but part of the range

CADBURY-Re-launched Bournvita recently in new flavours

SMITHKLINE BEECHAM-Acquired Maltova & Viva to fortify its

stable of Boost & Horlicks

THANK YOU