PRODUCT STRATEGY OF

AMUL THE TASTE OF INDIA

Nipun Mahajan 06-II-601

Rajesh Rana 06-II-636
Shalini Nanda 06-II-640
Urvashi 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 STRATEGY
Providing a product that works as claimed, is
accompanied by decent service, and is delivered on time.

Commitment to quality.
Value for money

The generation for awareness.

Fostering Of Loyalty
 PRODUCT SCOPE STRATEGY
“Perspective
of the
product
mix
of a company”
CURRENT MARKET SHARE
THANK YOU..!!