BCG Matrix of Amul Products: What is a BCG matrix: In the early 1970s Bruce Henderson of Boston Consulting Group

developed a technique by whichbusinesses were classified as low or high performers based on their market share and relativegrowth rate. The matrix has four classifications: 1) Star Leaders in market. Consumes a lot of cash and generates a lot of revenue2)

Cash cows Generates a lot of revenue for the company. Strong product line of thecompany in a mature environment which is not growing anymore.3) Dogs Low growth and low market share. Consumes a lot of cash and does not have muchpotential of desired earnings.4) Question marks Business usually at startups and can consume a lot of cash. With properfocus they can become starts or cash cows or with poor strategy might fall to dogs

Strategy to Market items in Question marks: 1)MastiDahi/Lassi/Mithai range:a. Amul needs to build up a chain of retail outlets for exclusively Amul products.Mother Dairy is doing very well in Delhi and Haryana with that mode of supply chain.b. There is no marketing focus on these products. The Utterly Butterly Delicious isfocused only on the butter. In fact Amul synonyms with butter and milk which are its cash-cows. The marketing and consumer awareness now needs to shift to otherproducts if Amul wishes to increase the market share of the same.c. Poor media marketing through print/television/online. Amul needs to improve itsconsumer reach. It needs to come out of the Utterly Butterly Delicious shell.d. Amul needs to adopt stronger and scalable marketing campaigns. Sponsoring forsports can enhance its brand awareness from being a lot cost daily need products toupscale luxurious or nutrient rich supplementary items.2) Future strategy for :a. Dogs products

Amul needs to build the WOW factor to attract Kids and young generation.b. Chocolates are not dairy products. The marketing strategy has to be completelydifferent. Cadburys and Nestle has already started marketing their chocolates as asubstitute for traditions sweets on occasions like Rakhi, Deepawali etc.c.

Nutramul/chocolates should be distributed for free in schools to develop taste budsfor them early on. Distribution of Maggi in schools is a good example.d. The availability of infant milk range is very poor for Amul products.Overall rebranding by advertising aggressively through mass media communication with the correcticons endorsing the products would be the most important step. Though it can be debated thattraditionally Amul has never used icons to brand its products but then Amul is trying to diversify in adifferent segment for products mix.Distribution channels have to improve over the traditional channel of door to door delivery.Products have to be made available to middle/higher income group shoppers.If Amul decides to rethink its Dogs strategy then it should do away with Chocolates because it hasvery limited product range which does not blend well with the supply chain of the other Star and Cash-cow products.

Appendix: List of Products Marketed: Breadspreads: Amul ButterAmulLite Low Fat BreadspreadAmul Cooking Butter Cheese Range: Amul Pasteurized Processed Cheddar CheeseAmul Processed Cheese SpreadAmul Pizza (Mozarella) CheeseAmul Shredded Pizza CheeseAmulEmmental CheeseAmul Gouda CheeseAmulMalaiPaneer (cottage cheese)Utterly Delicious Pizza Mithaee Range (Ethnic sweets): -

Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)AmulAmrakhandAmulMithaeeGulabjamunsAmulMithaeeGulabjamun MixAmulMithaeeKulfi MixAvsarLadoos UHT Milk Range: Amul Shakti 3% fat MilkAmulTaaza 1.5% fat MilkAmul Gold 4.5% fat MilkAmulLite Slim-n-Trim Milk 0% fat milkAmul Shakti Toned MilkAmul Fresh CreamAmul Snowcap Softy Mix Pure Ghee: Amul Pure GheeSagar Pure GheeAmul Cow Ghee Infant Milk Range: -

Amul Infant Milk Formula 1 (0-6 months)Amul Infant Milk Formula 2 ( 6 months above)Amulspray Infant Milk Food

Milk Powders: Amul Full Cream Milk PowderAmulya Dairy WhitenerSagar Skimmed Milk PowderSagar Tea and Coffee Whitener Sweetened Condensed Milk: AmulMithaimate Sweetened Condensed Milk Fresh Milk: AmulTaaza Toned Milk 3% fatAmul Gold Full Cream Milk 6% fatAmul Shakti Standardised Milk 4.5% fatAmul Slim & Trim Double Toned Milk 1.5% fatAmul Saathi Skimmed Milk 0% fatAmul Cow Milk Curd Products: AmulFlaavyo Yoghurt-

AmulMastiDahi (fresh curd)AmulMasti Spiced Butter MilkAmulLassee Amul Icecreams: Royal Treat Range (Butterscotch, Rajbhog, MalaiKulfi)Nut-o-Mania Range (KajuDraksh, KesarPista Royale, Fruit Bonanza, Roasted Almond)Nature's Treat (Alphanso Mango, Fresh Litchi, ShahiAnjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple)Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae)Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite,Cassatta)Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic) Chocolate & Confectionery: Amul Milk ChocolateAmul Fruit & Nut Chocolate Brown Beverage: Nutramul Malted Milk Food Milk Drink: -

AmulKool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate)AmulKool CafeAmulKool KokoAmulKoolMillk Shaake (Mango, Strawberry, Badam, Banana)