PRODUCT STRATEGY OF AMUL THE TASTE OF INDIA

Nipun Mahajan 06-II-601Rajesh Rana 06-II-636Shalini Nanda 06-II-640Urvashi 06-II-656

PRODUCT STRATEGY: OVERVIEW:Product Positioning StrategyProduct Re-Positioning StrategyProduct Overlap StrategyProduct Design StrategyProduct EliminationDiversification StrategyValue Marketing StrategyProduct Scope Strategy

PRODUCT POSITIONINGPlacing a product in that part of the market where it will receive a favorable reception compared to competing products.

Indias First Pro-Biotic Wellness Ice cream & Sugar Free Delights For Diabetics.

Low Priced Amul Ice Creams made Kwality Walls life hell.

POSITIONING CONTINUED..Flank Attack..Age Wise.. Aug 25 2007Amul launches Chocolate milk under brand name of Amul Kool Koko.

This is targeted at teenagers and youths.

POSITIONING CONTINUED..Nov 11, 2007: Amul in Multinational Arena With Snack Launch: Munch Time. Flavors: Masala , Mint and Tomato .New Product Activity.

Nov 26, 2007 : Amul Launches Fresh Paneer (Free From Any Harmful Chemicals)Flank AttackExpanding its Cheese Segment.Current market share 65%.

PRODUCT REPOSITIONINGNew CompetitionChange in consumer preferenceWrong original positioning

Amul marketed bottled water product named JALDHARA but due to less potential in the market it turned out to be blunder.Now Amul is all set to launch bottled water NARMADA NEER.

PRODUCT OVERLAP Situation where company decides to compete against its own brands.

Powdered MilkHealth and price Conscious.SAGAR Vs Amulya.USP: Sagar is affordable whitener for health conscious one.

Cheese Spreads Specific Vs GeneralAmul Processed Cheese Vs Cheese SpreadUSP:Cheese spread is highly accepted spread for regular use.Milk Drinks

Nutramul Energy Drink Vs Amul Kool

PRODUCT DESIGN STRATEGYWhether to offer standard or customized products.

Amul has offered a mix of both standard and customized products.Use of Utterly-Butterly Girl: Using since 1967.Entered in the Guinness Book Of World Records for being the longest running campaign ever.

PRODUCT ELIMINATIONProduct reaches the stage where continued support is no longer justified where performance is falling short of expectations, it is desirable to pull the product out of the market place.

It eliminated JALDHARA a decade ago as Bottled water product do not have potential customers.

DIVERSIFICATIONSeeking unfamiliar products or markets or both in the pursuits of growth.

Secrets of Amuls Diversification 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

AMULS PRODUCT DIVERSIFICATION

BENEFITS OF DIVERSIFICATIONHigh Growth Expansion of networkAdvantage of each underline objectives.

VALUE MARKETING STRATEGYProviding a product that works as claimed, is accompanied by decent service, and is delivered on time.

Commitment to quality.Value for moneyThe generation for awareness.Fostering Of Loyalty

PRODUCT SCOPE STRATEGYPerspective of the product mix of a company

CURRENT MARKET SHARE

Chart1

6040

8020

9010

9010

MARKET SHARE

OTHERS

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BRANDMARKET SHAREOTHERS

AMULYA6040

AMUL BUTTER8020

CHEESE SPREAD9010

MOZARELLA9010

To resize chart data range, drag lower right corner of range.

Sheet1

MARKET SHARE

OTHERS

THANK YOU..!!

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