Documente Academic
Documente Profesional
Documente Cultură
UNIVERSITY OF MUMBAIS
ALKESH
DINESH MODY
INSTITUTE FOR
FINANCIAL
&
MANAGEMENT
STUDIES
2
SYBMS SEM II
SIGNATURES
AHSAN KHAN
45
AJAY 11
DHUTAWALE
ARUN IYER
28
ANAS KHAN
48
VIKAS GUPTA
25
VIVEK KAMBLE
39
Topic : -
ACKNOWLEDGEMENT
Contents
What is BCG Matrix?
The BCG growth- share matrix
STARS
CASH COWS
DOGS
QUESTION MARKS
History of Amul
Reasons for Success
GCMMF Over View
Facts
Amul - Business Model
SWOT Analysis
Customer Based Market Segmentation
Industry Based Market Segmentation
6
Contd.
Advertisements
Mix Product for every one
Product Mix of Amul
Amul - Product Diversification
The 3 Cs
Amul BCG Matrix
Amul Product Portfolio
What more can Amul do?
Benefits
Limitations
Conclusion
Bibliography
STARS
High growth, High market share
Stars are leaders in business.
They also require heavy investment, to
CASH COWS
Low growth , High market share
They are foundation of the company and often
DOGS
Low growth, Low market share
Dogs are the cash traps.
Dogs do not have potential to bring in much cash.
Number of dogs in the company should be
minimized.
Business is situated at a declining stage.
13
QUESTION MARKS
High growth , Low market share
Most businesses start of as question marks.
They will absorb great amounts of cash if the
14
History of Amul
Amul (Anand Milk Union Limited), formed in 1946, is
15
Success!!
16
fragmented markets
17
18
distributors.
47 depots with dry and cold warehouses to
production
E-commerce.
21
Federation
22
Facts
Members:
2.79 million
13,328
pasteurization
Condensed
Ghee
Butter
Cream
Packaged Milk
Ice cream
Beverages
Dried
Skimmed Milk
Powder
24
SWOT Analysis
25
26
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
27
28
chain system
infrastructure
30
Opportunities.!
31
32
Threats!
Competitors - Hindustan Lever, Nestle
and Britannia
Women
Women
Kids
Kids
Youth
Youth
Calorie
CalorieConscious
Conscious
Health
HealthConscious
Conscious
34
Kids
Kids
I. Amul Kool
II. Chocolate Milk
III.Nutramul Energy
Drink
IV.Amul Kool
V. Millk Shaake
35
Womens
Womens
Amul Calci
36
Youth
Youth
I. UtterlyDelicious
Pizza
II. Amul Emmental
Cheese
III.Amul Cheese
Spreads
37
Health
HealthConscious
Conscious
I.Nutramul
II.Amul Shakti Health
Food Drink
38
Calorie
CalorieConscious
Conscious
I.Amul Lite
II.Sagar Skimmed
Milk Powder
III.Amul Lite Slim
and Trim Milk
39
40
Ice-cream Manufacturers
Restaurant/Food Chains
Milk
Temples
41
Butter/Cheese/Ghee
Bakery & Confectionaries
Pizza Retailers
Snacks Retailers
42
Advertisements
AMUL is well known for its innovative hoardings. Find below a
few:
43
Advertisements
44
45
conscious
sensitive India
- Low Priced Amul Ice Creams and
affordable sagar whitener
48
BCG MATRIX
High
Low
HIGH
MARKET SHARE
LOW
The 3 Cs
Defending against Mahananda,
Vijay, Milma & other co-operative
milk brands
Aggressive moves against
Britannia, Nestle, Mother Dairy
and Kwality
Market Share
Market Position
Chocolate Drink
90%
Butter, Ghee
85%
Cheese
50%
Sweets
50%
Milk Powder
40%
Ice-cream
24.75%
Chocolate
10%
3
51
Market share
52
54
BENEFITS
BCG MATRIX is simple and easy to
understand.
It helps you to quickly and simply
screen the opportunities open to you,
and helps you think about how you
can make the most of them.
It is used to identify how corporate
cash resources can best be used to
maximize a companys future growth
and profitability.
55
What to
do ?
56
CONCLUSION
Amul one of the fastest growing industries of
58
www.amul.com
www.wikipedia.com
www.scribd.com
www.google.com
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