PRODUCT AND BRAND MANAGEMENT

BY: Ravi Kumar Pragat Naik Kamraj Raikar Monica Sharma

History of Amul
Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India. It is managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF).

Amul has spurred the White Revolution of India. It is also the world's biggest vegetarian cheese brand.

What Is BCG Matrix?

BOSTON CONSULTING GROUP (BCG) MATRIX is developed by BRUCE HENDERSON of the BOSTON CONSULTING GROUP IN THE EARLY 1970s. According to this technique, businesses or products are classified as low or high performers depending upon their market growth rate and relative market share.

BCG MATRIX

High
BUSINESS GROWTH RATE

Low

HIGH

MARKET SHARE

LOW

STARS High growth, High market share

Stars are leaders in business. They also require heavy investment, to maintain its large market share. It leads to large amount of cash consumption and cash generation. Attempts should be made to hold the market share otherwise the star will become a CASH COW.

STARS
High growth, High market share
Amul Butter 86% market share Amul Lite 80% market share Amul Instant Full Cream Milk Powder- 80% market share Amul Milk 75% market share Ice Creams -37% market share (HUL-9%, Mother dairy and vadilal -7%)uld be made to hold the market share otherwise the star will become a CASH COW.
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CASH COWS Low growth , High market share

They are foundation of the company and often the stars of yesterday. They generate more cash than required. They extract the profits by investing as little cash as possible They are located in an industry that is mature, not growing or declining.

CASH COWS

Low growth , High market share

Amul Spray 65% market share Sagar Tea Coffee Whitener 40% market share Processed Cheese -50% market share

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QUESTION MARKS High growth , Low market share

Most businesses start of as question marks. They will absorb great amounts of cash if the market share remains unchanged, (low). Why question marks? Question marks have potential to become star and eventually cash cow but can also become a dog. Investments should be high for question marks.

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QUESTION MARKS High growth , Low market share

NUTRAMUL 15% market share (Competitors- Bourn vita, Horlicks, complan, boost) Amul Chocolates 10% market share (Competitors Cadbury 70% market share, Nestle)

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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.

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DOGS Low growth, Low market share

Amul Pizza 5% market share situated at a declining stage.

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CONCLUSION
Amul one of the fastest growing industries of India. This industry has revolutionized the Indian dairy sector and also brought it back from the brink of extinction . Also it was one of the first successful cooperative associations in India and also now the market leader in the dairy sector .

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BCG MATRIX
Stars
Amul Pure Ghee Range Amul Cheese Spread Amul Kool Amul ice cream Amulya Dairy Whiteners Question Marks Amul Masti Dahi Amul Lassi Amul Mithaimate Amul Mithai Range Boxed milk Range(UHT)

Cash Cows Amul Fresh Milk Range Amul Butter Range Mozarella Cheese

Dogs Amul Chocolates Nutramul Energy Drink Amul Shakti Infant Milk Range Amul Pizza