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ALKESH DINESH
MODY INSTITUTE
FOR FINANCIAL
& MANAGEMENT
STUDIES
NAME OF THE STUDENT ROLL SIGNATURES
NOS
AHSAN KHAN 45
AJAY DHUTAWALE 11
ARUN IYER 28
ANAS KHAN 48
VIKAS GUPTA 25
VIVEK KAMBLE 39
Topic : -
ACKNOWLEDGEMENT
I would like to express my special thanks
of gratitude to my Prof. Anita Bobade
Mam as well as our Director who gave us
golden opportunity to do this wonderful
project on the topic “BCG Matrix of
AMUL”. While studying this project I
gained lot of knowledge and information.
Secondly I would also like to thank my
Parents and Friends who helped me a lot
in finishing this project within the limited
time. I have made this project not only
for marks but to also increase my
What is BCG Matrix?
Chart
The BCG growth- share matrix
STAR
CASH COWS
DOGS
QUESTION MARKS
History of Amul
GCMMF – Over View
Facts
Amul - Business Model
SWOT Analysis
Customer Based Market Segmentation
Industry Based Market Segmentation
Advertisements
Mix… Product for every one
Products Mix of Amul
Amul - Product Diversification
The 3 C’s…
Amul – BCG Matrix Chart
Amul – Product Portfolio
What more can Amul do?
Benefits
Limitations
Conclusion
BOSTON CONSULTING GROUP (BCG)
MATRIX is developed by “BRUCE
HENDERSON “of the BOSTON
CONSULTING GROUP IN THE EARLY
1970’s.
pasteurization
Condensed
Packaged Milk
Dried
Ghee Skimmed Milk
Ice cream
Butter Powder
Beverages
Cream
Strengths
• Largest food brand in India
• High Quality, Low Price
• World's Largest Pouched Milk Brand
• Annual turnover of US $1504 million
• Highly Diverse Product Mix
• Robust Distribution Network
• Risks of highly complex supply chain
system
• Strong dependency on weak
infrastructure
• Alliance with third parties who do not
belong to the organized sector
• Penetrate international markets
I. Amul Kool
III.Nutramul Energy
Drink
IV.Amul Café
V. Millk Shaake
Womens
Amul Calci
Youth
I. UtterlyDelicious
Pizza
III.Amul Cheese
Spreads
Amul Kool ,Chocolate
,Milk,Nutramul Energy
Kids Drink,Amul Kool Milk Shake.
Restaurant/Food Chains
Milk Temples
Pizza Retailers
Snacks Retailers
Butter/Cheese/Ghee
AMUL is well known for its innovative hoardings. Find below a
few:
Amul never forgot its “primary customer”
- Amul collects 447,000 ltrs of milk
from 2.12 million farmers (many illiterate)
Secret Philosophy
Progressive addition of higher value products
while maintaining the desired growth in existing
products.
Amul introduced products with consistent value
addition but never left the core philosophy of
“providing milk at a basic, affordable price”
•Defending against Mahananda, •Customers extremely satisfied
Vijay, Milma & other co-operative •Moved from loose milk to
milk brands •packaged milk
•Ready to try more products
•Aggressive moves against •Improved socio-economic
Britannia, Nestle, Mother Dairy conditions
and Kwality
Low
HIGH LOW
MARKET SHARE
%
Category Market Share Market Position
Cheese 50% 1
Sweets 50% 1
Ice-cream 24.75% 2
Chocolate 10% 3
Amul – Product Portfolio in Graph
To improve further Amul can try out the following ideas: