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Topic : -

NAME OF THE STUDENT

Enrollment No.

Kushal Kantawala Priyanka Zope Mithila Bhargaw a!u Singh Sailesh #agari Su$it %hawla isha'h (ain
Submitted to :- Prof. Arun Prasad

10BSP1251 10BSP0923 10BSP1248 10BSP092" 10BSP0935 10BSP095& 10BSP0930

History of Amul
Amul (Anand Milk Union Limited), formed in 1946, is a

dairy cooperative movement in India

It is mana!ed "y #u$arat %o&operative Milk Marketin!

'ederation Ltd (#%MM')

AMUL is "ased in Anand, #u$arat and (as "een a sterlin!

e)ample of a co&operative or!ani*ation+s success in t(e lon! term ,(e Amul -attern (as esta"lis(ed itself as a uni.uely appropriate model for rural development

Amul (as spurred t(e /(ite 0evolution of India It is

also t(e 1orld+s "i!!est ve!etarian c(eese "rand

What Is B ! Matri"#
BOSTON CONSULTING GROUP (BCG)

MATRIX is developed by BRUCE HENDERSON of the BOSTON CONSULTING GROUP IN THE EARLY 1970s.

ordin! to this te hni"ue# businesses or produ ts are lassified as lo$ or hi!h performers dependin! upon their mar%et !ro$th rate and relative mar%et share.
&

'

B ! MAT$I%

(i!h
23S*NESS +/,-1( /A1E

)o$

(*+(

.A/0E1 S(A/E

),-

STARS
High growth, High market share
Stars are leaders in business. 1hey also re"uire heavy investment# to maintain its lar!e

mar%et share. *t leads to lar!e amount of ash onsumption and ash !eneration. Attempts should be made to hold the mar%et share other$ise the star $ill be ome a 4AS( 4,-.

STARS
High growth, High market share
Amul 2utter 6 789 mar%et share Amul )ite 6 7:9 mar%et share Amul *nstant ;ull 4ream .il% Po$der- 7:9 mar%et share Amul .il% 6 5'9 mar%et share * e 4reams -359 mar%et share <(3)-=9# .other dairy and

vadilal -59>uld be made to hold the mar%et share other$ise the star $ill be ome a 4AS( 4,-.

CASH COWS
Low growth , High market share
1hey are foundation of the ompany and often the

stars of yesterday. 1hey !enerate more ash than re"uired. 1hey e?tra t the profits by investin! as little ash as possible 1hey are lo ated in an industry that is mature# not !ro$in! or de linin!.

CASH COWS
Lo !"o #$ % H&!$ '(")*# s$("*
Amul Spray 6 8'9 mar%et sharear Sa!ar 1ea 4offee -hitener 6 &:9 mar%et share Pro essed 4heese -':9 mar%et shareo ated in

an industry that is mature# not !ro$in! or de linin!.

1:

+UESTION MAR,S
High growth , Low market share
.ost businesses start of as "uestion mar%s. 1hey $ill absorb !reat amounts of ash if the

mar%et share remains un han!ed# <lo$>. -hy "uestion mar%s@ Auestion mar%s have potential to be ome star and eventually ash o$ but an also be ome a do!. *nvestments should be hi!h for "uestion mar%s.
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+UESTION MAR,S
H&!$ !"o #$ % Lo '(")*# s$("*
N31/A.3) 6 1'9 mar%et share

<4ompetitors- 2ournvita# (orli %s# omplan# boost> Amul 4ho olates 6 1:9 mar%et share <4ompetitors 6 4adbury 6 5:9 mar%et share# Nestle>

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DOGS
Low growth, Low market share
Bo!s are the ash traps. Bo!s do not have potential to brin! in mu h ash. Number of do!s in the ompany should be

minimiCed.
2usiness is situated at a de linin! sta!e.

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DOGS
Lo !"o #$% Lo '(")*# s$("*
Amul PiCCa 6 '9 mar%et share situated at a

de linin! sta!e.

1&

&ro'uct Mi" of Amul

1'

Mi"( &ro'uct for )*)ry o+)

Amul never for!ot its 2primary customer3 - Amul collects 447,000 ltrs of milk from 2.12 million farmers (many illiterate) -roduct for yout( - Amul launched Chocolate milk under brand name of Amul !ool !oko" tar#etin# the youth

-roduct for dia"etic people & $ndia"s %irst &ro-'iotic (ellness $ce cream ) *u#ar %ree +eli#hts %or +iabetics

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Mi"( &ro'uct for )*)ry o+)


-roduct for t(e (ealt( conscious
Amul ,aunched -lo. fat, lo. cholesterol bread s/reads0
-

-roduct for t(e price sensitive

India - ,o. &riced Amul $ce Creams and


affordable sa#ar" .hitener

-roduct for t(e ur"an class - Amul launched emmental, #ouda and /i11a mo11arella cheese

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Amul , &ro'uct &ortfolio


Category Chocolate +rink 'utter, 4hee Cheese *.eets 7ilk &o.der $ce-cream Chocolate Market Share 203 563 603 603 403 873 103 Market Position 1 1 1 1 1 2 8
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Amul 6 Produ t Portfolio in +raph

.ar%et share

1=

BENEFITS
24+ .A1/*D is simple and easy to understand. *t helps you to "ui %ly and simply s reen the opportunities open to you# and helps you thin% about ho$ you an ma%e the most of them. *t is used to identify ho$ orporate ash resour es an best be used to ma?imiCe a ompanyEs future !ro$th and profitability.

2:

24+ .A1/*D uses only t$o dimensions# /elative .ar%etF share and .ar%et +ro$th rateF. Problems of !ettin! data on mar%et share and mar%et !ro$th. (i!h mar%et share does not mean profits all the time. 2usiness $ith lo$ mar%et share an be profitable too.

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ON -USION
Amul one of the fastest !ro$in! industries of

*ndia. 1his industry has revolutioniCed the *ndian dairy se tor and also brou!ht it ba % from the brin% of e?tin tion . Also it $as one of the first su essful ooperative asso iations in *ndia and also no$ the mar%et leader in the dairy se tor .

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