Delight Deepthi

NavyaSadhana

Murali

Matrix is developed by Bruce Henderson of the Boston Consulting Group in the early 1970’s

According to this technique, business or products are classified as low or high performance depending upon their market growth rate & relative market share.

Boston consulting group (bcg)

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5

BCG MATRIX OF

Amul -formed in 1946, is a dairy cooperative movement in India.

It is managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF).

The Amul Pattern has established itself as a uniquely appropriate model for rural development.

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

History of Amul

BCG MATRIX

High

Low

HIGH LOW MARKET SHARE

BU

SIN

ES

S G

RO

WTH

RATE

Star

• HIGH GROWTH, HIGH MARKET SHARE

HIGH GROWTH, LOW MARKET SHARE

Question mark

Cash cow • LOW GROWTH, HIGH MARKET SHARE

Current Market Share

0

10

20

30

40

50

60

70

80

90

100

AMULYA AMUL BUTTER

CHEESE SPREAD

MOZARELLA

OTHERS

MARKET SHARE

Dog • LOW GROWTH, LOW MARKET SHARE

Category Market share Market position

Butter, ghee 85 1

Milk powder 40 1

Cheese 50 1

Ice cream 24.75 2

Sweets 50 1

Chocolate drink 90 1

Chocolates 10 3

Amul – Product Portfolio in Graph

Mar

ket

shar

e

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Thank you