Colleagues

Introduction

Vision and Mission

Brand Element

Name

URL

Logo

Character/Mascot

Jingle

Tagline/ Slogan

1. Brand Name:

2. The Logo:

3. The Tagline / Slogan: The Jingle: The Character / Mascot:

4. The URL:

•Amul

pasteurized

processed cheese

•Amul cheese

spreads

•Amul emmentel

cheese

•Amul pizza

mozzarella

cheese

•Gouda cheese

•Amul pure ghee

•Amul cooking

butter

•Amul malai paneer

•Utterly delicious

pizza

•Masti dahi

•Amul ice cream

•Amul Shrikhand

•Amul mithai

gulabjamun

•Amul chocolates

•Amul lassi

•Amul basundi

•Nutramul

•Amul shakti

health food

drink

Farmers

Village

Cooperative

Societies (with

Chilling Units)

Village

Cooperative

Societies

(without Chilling

Units)

Local

Restaurants/Other

Milk related

businesses

Milk Sold to

Village &

Local Residents

Milk Processing

Union &

Warehouses

Warehouses

Wholesalers/C&S

Retailers Home Delivery

Contractors

CONSUMERS

Network

Services

* Veterinary

Services

* Animal

Husbandry

* Animal

Feed Factory

* Milk Can

Producers

* Agriculture

University

* Rural Mgmt

Institute

* Trucking

Facilities

Chilling Plants

CONSUMERS

Strategies Implemented

• Focused Approach: For the first 22 years of its existence, liquid milk was the only dairy product that Mother Dairy offered.

• Wider Spread: eg: In ice creams, it was only a bit more than two years ago that Mother Dairy entered its first market outside Delhi - UP and Punjab.

Today, it's extended its operation to Haryana, Jaipur, Mumbai and Kolkata as well, it plans to go south to Hyderabad and Bangalore.

• Product differentiation: bringing in mass Indian flavors which are building up in terms of absolute percentage of contribution. Their attempt is to make the taste experience in ice creams as familiar as possible so as to increase consumption.

• Smart Marketing: Mother Dairy says it's trying to take its

product campaigns and communications to a higher platform.

• Product enhancement and assured quality: Identify and address quality related problems at every stage from the producer at the village cooperative, to the dairy plant and the process of final delivery to the consumer.

Expansion Strategies• Diversification : Expansion of their business in

other cities and with the launch of new products. eg:

South India

• offering coconut flavored milk and ice-creams in south India.

• Offering safal’s frozen peas, corn and mix veg in south india.

Other strategies

• STP: due to the growing need of nutritious diet, the need of milk and its products have increased among the youth.

• Tie-ups with local vendors

• Advertisement and promotion strategies by mother dairy.

• Attractive packaging of the products by endorsements through celebrities.

Moving consumers to loose milk to packaged milk and

gradually move them up the value chain ( tetra pack to

beverages )

Being exposed to a brand , it is natural for a customer to use

more products.

1. Product Positioning Strategy

• India’s first Pro –biotic Wellness Icecream & sugar free

delights for diabetics.

• Amul launches “ Fresh Paneer “

free from harmful chemicals.

• Low priced Amul Icecreams made Kwality Wall ‘s life hell.

BCG Matrix Analysis

Stars

Ice Cream, UHT Milk,

Cheese, Flavored Milk,

Milk Powders,

Question Marks

Chocolates

Cash Cows

Pouch Milk,

Ghee, Butter

Dogs

Market Share

High Low

High

Market Growth

Low

Trends

• According to Assocham, milk production in India is likely to reach 190 million tons by 2015 with an annual turnover of INR 5 lakh crore.

• PE firms could take an interest in private dairies; supply of capital for expansion

• Brand wars – A+ with Nestle and more.

• Increase in capacity required (current = 9+ million liters per day)

Ansoff Matrix Analysis

Market Penetration

Fresh Milk

Ghee, Milk Powders

Ice Cream

Product Development

Fat Free Dessert

Cooking Chocolate

Soups

Lassi, Diabetic Products,

Healthy products

Market Development

South East Asia and

Middle East with products like

Srikhand, Paneer & Butter

Diversification

South East Asia and

Middle East with products like

Sterilized Paneer, Cow Ghee,

Confectionery items

Product

Existing New

Existing

Markets

New

SWOT Analysis

Future Roadmap

•Promote sub-branding within the AMUL brand to target high-end customers

• Shift in focus on youth to be continued

• Go for ‘product development’ using premium products

•Gain greater control over the distribution channel in major markets to counter threats from upcoming retail formats

•Emphasize Brand Management

•Creation of Strategic Business Units based on distribution channels

Financials

Suggesstions & Recommendations• Focus on retail expansion in Indian cities, towns and villages – increase

branded Amul parlours to capture the consumer attention and keep the competition at bay

• Amul can venture into offering low-fat versions of its products as it would help capture the hearts of second and third generation Indians in US & Global Market

• Amul can venture out on new products like dairy based sweets, baby food products

• Amul must try to understand the cause of certain products like Amulbasundi, gulab jamoon, and chocolates etc not being very popular. Amulneed to take up thorough market research and work on improving these products

• Though Amul’s hoardings are a huge success, it can penetrate even better in the rural areas by advertising actively through the media viz cable channels and newspapers. Sponsoring more shows on TV, sports events can be of great help.

• THANK YOU!