Amul is the biggest brand in the pouched milk sector in the world and in India it is the biggest food brand. It was set up in 1946 and its full form is Anand Milk- producers Union Ltd. The Brand Amul is a movement in dairy cooperative in India. The management of the brand name is done by the Gujarat Co- operative Milk Marketing Federation Ltd (GCMMF which is a cooperative organization. Amul’s range of products includes milk, ghee, milk powders, curd, ice cream, paneer, cream, chocolate, cheese, butter, and shrikhand. Amul Ice Cream was launched on 10th March, 1996 in Gujarat.
Now we have decided we will launch Amul Ice-Cream in Bangladesh which will include fat free ice cream and ice cream with different flavors. Amul ice cream will launch on the platform of ‘Real Milk’. ‘Real Ice Cream’ given that it is a milk company and the wholesomeness of its products gives it a competitive advantage.
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BUSINESS PROFILE: A business profile is a marketing document designed to catch the attention of and inform potential purchaser about the company’s goods and services. AMUL has the largest distribution network among any FMCG company. AMUL is also the largest exporter of dairy products in the country.
AMUL is available today in over 40 countries of the world. MISSION: Mission statement is a statement of the organization’s purpose and describes that what the organization wants to accomplish in the large environment. In other words it is a statement that spells out that what the company is, what it does and where is it headed. Amul is aimed to create an opportunity for its customers with variety of ice-creams and different taste of ice-creams. Its mission is to be the first ice-cream for the ice-cream lovers and to create the top position. Vision:
Vision statement is a general statement of less intended direction that evokes emotional feeling in organizational members. It believes that within the next three years it will grow into a demanding ice-cream in BANGLADESH through careful business planning and implementation. The vision trigger will emphasize the premium quality of its products. OBJECTIVE: Our initial objective is to create awareness among 60% customers within 6 months. We will aware those customers who are conscious about their health. Customers can differentiate Amul from other competitors in terms of Service & product quality, Dedication andVariety. Quality & Service: We consider quality to be the cornerstone of our future success. Our production departments will be responsible for ensuring quality. Their objectives will be to make sure that product: Satisfy consumers’ needs. Can be produced cost efficiently. Operate in the way they should. Confirm to safety standards set by the legislations and independent bodies. Dedication: Our dedicated staffs set Amul from other similar businesses. Our company is dedicated towards the society, suppliers, consumers and employees. Our workers believe that every thing they do or don’t affect the customers.
Variety: Amul offers a wide range of ice-cream suiting our customers’ needs and wants. We are planning to make fat free ice-creams. Current Market Share: Business Portfolio : The collection of business and products that make up the company. The company must: Analyze its current business portfolio and decide which business should receive more, less or no investment. Develop growth strategies for adding new products or business to the portfolio Bread spreads : Amul Butter Amul Lite Low Fat Bread spread Amul Cooking Butter Delicious Margarine Milk Powders: Amul Full Cream Milk Powder
Amulya Dairy Whitener Amul Mithaimate Sweets : Amul Mithaee Khoya Gulabjamaun Amul Basundi Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Slim & Trim Double Toned Milk 1. 5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk Curd Product: Amul Masti Dahi (fresh curd) Amul Lite Dahi Amul Lassee Amul ice cream Amul Chocolate & Confectionery: Amul Fruit & Nut 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 Strategic Business Unit:
A unit of the company that has a separate mission & objectives and that can be planned independently from other company business. A SBU can be a company division, a product line within a division or sometimes a single product or brand. BCG Matrix: The use of quantified performance measures and targets can be illustrated by an approach developed by the Boston Consulting Group (BCG). BCG, a nationally known management consulting firm, advises its client to locate the position of each of its SBU’s on a growth share matrix. BCG Matrix for SBU’s of AMUL Stars: It has high growth, high market share.
Stars are leader in business. They also require heavy investment to maintain its larger market share. It leads to large amount of cash consumption & cash generation. Attempts should be made to hold the market share otherwise the star will become a cash cows. Cash Cows: It has low growth, high market share. They are foundation of the company & often the stars of yesterday. They generate more cash than required. They extract the profits by investing as little cash as possible. They are located in an industry that is mature, not growing or declining. Dogs: It has low growth, low market share.
Dogs are cash traps, it do not have potential to bring in much cash. Number of dogs in the company should be minimized. Business is situated at a declining stage. Question marks: It has high growth, low market share. Most business starts with question marks. They will absorb great amount of cash if the market share remains unchanged. Question marks have potential to become stars and eventually cash cows but can also become a dogs. Investment should be higher for question mark. Amul ice cream is the most promising question mark SBU, which will eventually turn out to be a star, if investment is made on it.
STARS Amul Butter Amul Tazza Amulya Dairy WhitnerQUESTION MARKS Amul Ice-Cream Amul Chocolate Amul Masti Dahi Mitha Mate CASH COWS Mozarella Cheese Amul Pizza Base Amul Tazza Fresh Milk DOGS Infant Milk Range Amul Shakti Nutramul Diversification: Diversification is the strategy for company growth starting up or acquiring business outside the company’s current products and markets. The goal of diversification is to reduce the risk in a portfolio. Diversification reduces both the upside and downside potential and allows for more consistent performance under a wide range of economic conditions.
Amul’s Product Diversification: DairyNon DairyFresh milkVegetable OilMilk drinks & desertSnacksBread SpreadInstant FoodCheese Products 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 quality at a basic, affordable price”. Benefits of Diversification: Higher growth:
Introducing new products to new segments according to consumer needs will lead to high market growth and economies of scale. Expansion of network: Wide network will help Amul products to reach maximum consumers. Advantages of each underline products Market segmentation: Market segmentation means, dividing a market into distinct groups of buyers who have distinct needs, characteristics, or behavior and who might require separate products or marketing programs. Customer based market segmentation: As a part of marketing activities we have divided our market into different sections.
Demographic segment (age and gender) Geographic segment Psychographic segment Industry based segmentation: We will provide our ice cream according to these segments. Restaurant Confectionary and retailers’ shop Coffee shops Targeting: Targeting is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter. By collecting information and by consulting with people we have chosen our desired segments. We have targeted kids and youth from age group people women from gender division, these two groups are from demographic segment.
From geographic segment we have targeted Chittagong and Dhaka regions for distributing our ice cream to the target customers. We will offer fat free ice cream which is specially made for health conscious people; these people are fallen into psychographic segment. Positioning: Positioning is arranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumers. Amul ice cream is already very renowned in South Asian countries. People are accustomed with this product and are quite confident about its quality.
Placing a product in that part of the market where it will receive a favorable reception compared to competing products. Low Priced Amul Ice Creams made Kwality Walls life hell. So Amul ice cream has a superior image in peoples mind than any other ice cream. Differentiation: It is actually differentiating the market offering to create superior customer value. To produce ice cream we use the major ingredient which is milk is supplied from our own dairy firm. So we ensure the best quality to our consumers, which differentiate our ice cream from other ice creams.
Besides, we will try to make sure that people can get our product available at any quantity and size they want to consume. Marketing Mix : Marketing mix is the mix of controllable marketing variables that the firm uses to purse the desired level of sales in the target market, consists of four element product, pricing, channels of distribution (placement) and communication (promotion). A marketer who has selected a target market is able to plan a marketing mix to create successful exchanges with its members. Importance of Marketing Mix : The four marketing mix element are interrelated, decisions in one area affect action in another.
To illustrate design of a marketing mix certainly affected by whether a firm chooses to complete on the basis of price on one or more other elements. When a firm relies on price as its primary competitive tool, the other elements must be designed to support aggressive pricing. Each marketing mix element contains countless alternatives. For instance, a producer may make market one product or many, and they may be related or unrelated to each others. The product(s) may be distributed through wholesalers, to retailers without the benefit of wholesalers, or even directly to final consumers.
Ultimately, from the multitude of alternative, management must select a combination of elements that will satisfy target markets and achieve organizational and marketing goals. 4ps of Amul: Product : The actual good or service that a marketer offers a target market, also the many ways in which the good or service is enhanced to satisfy the customer. As we have mention before we will like to export Amul ice-cream to Bangladesh. It is non-durable consumer goods. We are looking forward to export sugar free ice-cream along with other regular ice-cream. The ice-cream like to exports are as follow:
Amul Ice-cream : Vanilla Royale . Royal Treat Range : (butter scotch, rajbhag, malai kulfi) Nut-o- Mania Range : (Kaju draksh, kesar pista royale, fruit bonanza, raosted almpnd) Natures Treat : (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant, Fresh Pineapple. ) Sundae Range : (Chocobar, Dollies, Frostik, Ice-candies, Tricone, Choco-crunch, Mega bite, Cassatla. ) Utterly Delicious : (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic. ) Specialty of our product is that, we are providing our customers with a wide verity of choice.
And we are the first ones to offer fat-free ice-cream in Bangladesh and which will give us competitive advantage. The sugar free ice-cream of Amul will be produce by their fat-free products like skimmed milk and sugar free. Price : The element of the marketing mix that consists of setting prices that support the organization’s marketing strategy. Amul is aiming to follow low cost strategy. In case of exporting, Amul ice-cream in Bangladesh we are planning to add a value of 15% after calculating our production and transportation cost.
At the same time we are determine not to set the price much lower than the competitors price, because this might be hamper our brand image. In one word we can say that for setting the price of Amul ice-cream we will follow both cost based pricing and competitors based pricing. Place: Place is the element of the marketing mix that consists of getting the product to the target market so that it will be convenient to buy. As ice-cream is such a product who’s availability, we are planning to follow intensive distribution process for distributing ours product.
But first we would export our product to some selected cities of Bangladesh, like Dhaka, Chittagong and Syhlet and if we get a good response then we would export it in other areas as well. Our distribution channel will be: Promotion : The element of the marketing mix that involves informing target markets, such as advertising , personal selling ,publicity , sales promotions etc. We will use certain promotional tools to promote our Product, which will be both profitable and effective to aware, the customer about the arrival of our product in Bangladesh.
And as well as convince the customers to consume Amul Ice-cream. The Promotional tools that we will use are as follows: Advertisement : We will advertise our product firstly through television. Though it will be quite expensive, still it will be able to attract a huge number of people. Our second advertising media will be newspaper and magazines. It will be relatively cheaper but will be effective in influencing our consumers. The attractive packaging of our product will also be able to act as an impressive advertisement for our product. Sales Promotion : Sales Promotion means to boost up sales in a timely manner.
We are planning to supply our product to different occasional programs at a relative low price, from our competitors, for the first six months since we enter the market of Bangladesh. Public Relation : Amul has conducted many programs in India like Voice of India, Chote Ustaad, Master Chef and a lot more which made us come closer to our consumers. We aim to conduct similar shows in Bangladesh to improve our brand image in the eyes of people. Competitors: Igloo: Abdul Monem Ltd (AML) is one of the largest and the most successful corporate houses in Bangladesh maintaining leadership position in all our business ventures.
AML manufactures Igloo ice-creams, a Pioneer brand. Polar: Polar ice-cream manufactures the best value ice-cream using the highest quality ingredients. It is most popular range of ice-cream. It is a perfectly balanced recipe that is designed to give a ‘Full-Cream’ taste and texture. Movenpick: Movenpick Ice-cream is a brand of ice-cream of Swiss. Origin produced by the Nestle Corporation. Movenpick ice-cream is now available in more than 0 countries. Baskin Robbins: Baskin Robbins is a premium ice-cream! It is delicious and delightful for any occasion. Baskin Robbins is the world’s largest chain of ice-cream, with shops in 33 countries.
It is well known for its 31 flavor of hard ice-cream. But one of our advantages is that in Bangladesh there is no fat free ice-cream to give us competition. SWOT Analysis: SWOT analysis is a simple framework for generating strategic alternatives from a situation analysis. It is applicable to either the corporate level or the business unit level and frequently appears in marketing plans. SWOT (sometimes referred to as TOWS) stands for Strengths, Weaknesses, Opportunities, and Threats. Strength: It describes the resources and the skills that a company has acquired. What is the difference from the company?
What can we improve? We provide products of high quality at low price. Annual Turnover of We have a highly diverse Product Mix. Weakness: Describes the factors in which a company has unfavorable position with regard to the competence, in order to make the internal analysis. Food items come with a short life. Alliances with third party. Opportunities: It describes the possible markets, business niches that can be seen by everyone, but if they are not recognized on time that would mean the loss of the competitive advantage. No competitors in the fat free sector of our Ice-Cream.
Diversify product portfolio to enter new product categories. Threats: It describe the factors that can put in danger the survival of the organization, if they are recognized on time they can dodge or they can become opportunities. There are a huge number of competitors in terms of our regular Ice-Cream. Growing price of milk is increasing the production cost of our product. Key to Success: Quality: We will maintain the most possible superior quality for our product. Goodwill: In India the goodwill of Amul is at a high position. As we know, India is our neighboring country.
So, we can easily use the goodwill Amul in Bangladesh and gain success within a short time. Value for money: Customer will get more than what they pay because we will keep service fair and provide the best that we can. Service: We provide high quality ice-cream . Because we think about the quality rather than the quantity and we will provide proper service to the customers. Technology: We will innovative technology. And we will use that technology which will reduce cost of production. Availability: Will make sure that Amul ice-cream will become available in most of the retail shops of Bangladesh.
So that consumers can easily acquire it. Health Consciousness: Now-a-days people think a lot about their health and figure. High cholesterol act as a threat to our physic. Amul fat free ice-cream will allows the consumer to the advantage of enjoying ice-cream is threat raising their cholesterol. Conclusion: After all the research finally we hope that we will be able to successfully launch our product along with a good strategy for selling it. We will try our best to efficiently fulfill our customers’ expectation with our high quality product, within a given period of time.
Our aim is to produce cheaper goods that fit the conditions of the country in which we are starting our business and the needs of the people. Contribution Chart: Name IDPart Asma Alam0931019Introduction, Company profile, Mission, Vision, Objective, Current market share. Syeda Kauser Farid0931016Business portfolio, Identify SBU, Diversification. Nahid Hasina Sarwar0931026Market segmentation, Targeting, Positioning, Differentiation. Sazzad Hasan0931043Marketing Mix, Importance and Developing of Marketing Mix. Sumyra Mamun Chy0931047SWOT analysis, Key to success, Competitors, Conclusion