Business solution for AMUL diary

As per all the facts stated in case study I would suggest AMUL India to go for the launch of the camel
milk in INDIA. The reasons behind this solution are as follows:

 India was at the risk of becoming the diabetes capital of the world by 2025 and analysis of camel
milk has shown that it contains 52 micro units of insulin per mm which is enough for the amount
required by diabetic patients.
 The nutrients consumption trends have been changing and people are becoming more fitness
and health conscious.
 Camel milk market was untapped market and there was no such product available in Indian
market.
 Along with being rich in vitamin c, calcium and antioxidants, it could be taken by lactose
intolerant people as well.

The AMUL india can go for the launch of camel milk in the following ways:

1. Product:
They can introduce the milk in the form of liquid and powder. These two variants
can differ in their processing method and in additional components for autistic and diabetic
patients. They must not go for yogurt as camel milk took longer than cow’s milk to curd. The
operational activities can somewhat slightly differ from the processing of cow’s milk and can
be done a per the original operations of AMUL dairy. The herds of camels can be mainted in
the controlled environment at suitable locations for the growth of camels. This in-house
production of milk will help the company to reduce its costs.
2. Price:
The company should price the product with premium pricing still being reasonable
and affordable by the target market as pricing strategy must be aligned with the strategy of
the company of being affordable national brand.
3. Promotion:
The promotion of the product can be handled by the DaCunha communications
as they are previously doing marketing account for the business so they know the audience
but massive marketing activities needs to be done by the company. They may need to assign
more budget to marketing of camel milk as people of India needs to be aware of the
benefits of the product, its differing taste and its availability as a product in the market.
Different campaigns need to be designed to communicate the product effectively to
different target markets. The packaging must differ too for the two variants of the product.
4. Place:
Having the competitive advantage of the market leader in dairy industry, the
challenges faced by AMUL in the launch and distribution of this new product can be catered
efficiently due to established distribution and supply chain networks in India.
5. Regulatory authorities:
They can get product approval from the Food Safety and Standards
Association of India and can introduce the product into the market on the basis of their
established brand name.
So I suggest the AMUL dairy must enter the promising segment of camel milk to take
advantage of the evolving preferences of Indian consumers and the current industry ang
global trends.