PRODUCT STRATEGY OF AMUL THE TASTE OF INDIA

Nipun Mahajan 06-II-601Rajesh Rana 06-II-636Shalini Nanda 06-II-640Urvashi 06-II-656

PRODUCT STRATEGY: OVERVIEW:

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

PRODUCT POSITIONING

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

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

Low Priced Amul Ice Creams made Kwality Walls life hell.

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.

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%.

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”.

PRODUCT OVERLAP

Situation where company decides to compete against its own brands.

Powdered Milk Health and price Conscious.

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

one.

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”

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.

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”.

DIVERSIFICATION

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”

AMUL’S PRODUCT DIVERSIFICATION

BENEFITS OF DIVERSIFICATION

High Growth Expansion of network Advantage of each underline objectives.

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

PRODUCT SCOPE STRATEGY

“Perspective of the product mix of a company”

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