Breadth and Depth of Brand- Amul The

BREADTH AND DEPTH OF BRAND- AMUL

THE TASTE OF INDIA(QUESTION NO.2)

Aarti Jha(0820)Binay kumar(0858)Payal Sinha(0832)

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DIFFERENT PRODUCTS OF AMUL AND ITS VARIANTS:

Breadspreads Amul Butter Amul Lite Low Fat Breadspread Amul Cooking Butter Delicious Margarine Pure Ghee

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Milk Powders Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener

Sweetened Condensed Milk Amul Mithaimate

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Sweets Amul Shrikhand & Amrakhand Amul Mithaee Khoya Gulabjamaun Amul Basundi

Fresh Milk Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk 7

Curd Products Yogi Sweetened Flavoured Dahi (Dessert) Amul Masti Dahi (fresh curd) Amul Lite Dahi Amul Prolife probiotic Dahi Amul Masti Spiced Butter Milk Amul Lassee

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Amul Icecreams Vanilla Royale Royal Treat Range (Butterscotch, Rajbhog, Malai

Kulfi) Nut-o-Mania Range (Kaju Draksh, Kesar Pista

Royale, Fruit Bonanza, Roasted Almond) Nature's Treat (Alphanso Mango, Fresh Litchi,

Shahi Anjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple)

Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae)

Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta)

Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic)

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Chocolate & Confectionery Amul Fruit & Nut Chocolate Amul Bindazz Amul Rejoice Amul kesar

Brown Beverage Nutramul Malted Milk Food

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Milk Drink Amul Kool Flavoured Milk (Mango,

Strawberry, Saffron, Cardamom, Rose, Chocolate, Butterscotch)

Amul Kool Cafe Amul Kool Koko Health Beverage Amul Shakti White Milk Food

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Main StrategiesWhat goes into the contract that is brand name?

1)Quality- No brand survive long if it’s quality is not equal or

exceed customer expectations. Incase of food product hygienic, taste,

bacteriological & organoleptic standard –main essence.

2)Value for money- customers get more than what they pay. Keep price fair & do best to ensure that retailers

don’t gain at the expense of customer.12

3)Availabilty- Brand available when and where customers want. Amul has nation’s finest distribution network.

4)Service- Committed to total quality.

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SUCCESSFUL PRODUCT STRATEGY: AN OVERVIEW:

Product Positioning Strategy Product Re-Positioning Strategy Product Overlap Strategy Product Design Strategy Product Elimination Diversification Strategy Value Marketing Strategy Product Scope Strategy

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PRODUCT POSITIONING

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

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India’s First Pro-Biotic Wellness Ice cream & Sugar Free Delights For Diabetics.

Low Priced Amul Ice Creams made Kwality Walls life hell.

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POSITIONING CONTINUED..

Flank Attack..Age Wise.. Aug 25 2007

Amul launches Chocolate milk under brand name of ‘Amul Kool Koko’.

This is targeted at teenagers and youths.

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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 Attack—Expanding its Cheese Segment.

Current market share 65%.18

PRODUCT REPOSITIONING

New Competition Change in consumer preference Wrong 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”.

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PRODUCT OVERLAP

Situation where company decides to compete against its own brands.

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Powdered Milk Health and price Conscious.

“SAGAR Vs Amulya”.USP: Sagar is affordable whitener for health conscious

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Cheese Spreads Specific Vs General“Amul Processed Cheese Vs Cheese Spread”USP:Cheese spread is highly accepted spread for regular

use. Milk Drinks

“Nutramul Energy Drink Vs Amul Kool”

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PRODUCT DESIGN STRATEGY

“Whether 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.

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PRODUCT ELIMINATION

Product 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”.

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DIVERSIFICATION STRATEGIES:

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

Secrets of Amul’s 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”

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AMUL’S PRODUCT DIVERSIFICATION

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BENEFITS OF DIVERSIFICATION

High Growth Expansion of network Advantage of each underline objectives.

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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

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PRODUCT SCOPE STRATEGY

“Perspective of the product mix of a company”

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CURRENT MARKET SHARE

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THANK YOU..!!

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