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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

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SBUs of AMUL

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BCG matrix for SBUs of AMUL

STAR

Amul butter

Amul tazzaUTH

Amulya dairy whitner

??????????????

Amul chocolate

Amul masti dahi

Amul lassiMithaimate

CASH COWMozarella cheese

Amul pizza base

Amul tazza fresh milk 

DOGInfant milk range

Amul shakti

Nutramul

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SWOT analysis of AMUL

STRENGTHS WIDE RANGE OF PRODUCTS

AFFORDABLE PRICE

EFFECTIVE AD CAMPAIGN

DISTRIBUTION NETWORKDIVERSIFICATION

BRAND IMAGE

WEAKNESSNEED TO FOCUS ON OTHER

PRODUCTA AS WELL

IMPROVE ON ROAD TRANSPORT

INFRASTRUCTURE

OPPORTUNITY 

EXPORT SEGMENT GOODMARKET

ENTRY IN RETAILING

PACKAGED SWEETS MARKET

SPORTS DRINK NEW MARKET

E-COMPETENCY FOR SCM

THREATS

INCREASING POPULATIONINCREASING REQUIRMENT

ADULTERATION

DIFFICULT TO EXPAND

POPULATION OF MILCH ANIMAL

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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

DAIRYG  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 

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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

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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 throughUtterly 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 withprice

BRITANNIA-Focusing on just top 30 cities

NESTLE-outsourced product to complete dairy range

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• 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 withMilkman

• 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

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