SMOT School of Business Chennai , Www . Smot .

8/14/2019 SMOT School of Business Chennai , Www . Smot .

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MOT School OfBusiness ,hennai INDIA. . .ww smot edu in


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SO LETs SWITCH ON OUR

T.V.A N DS T A R T

OUR JOURNEY

O F


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POWERHANGEMENU VOLUME RESENTED BYMANUJ ARORA

, PROGRAM -MENU

Channel 1 Birth of Amul

Channel 2 The Amul ManChannel 3 -- How Did The Amul Brand Become WhatIt Is?Channel 4 -- AlbumChannel 5 -- Anand Milk Union Limited

Channel 6 Factory To Manufacture Milk Powder

Channel 7GCMMF

Channel 8 Dairy CooperativeStructureChannel 9 The Cubby Butter Girl, SpeaksChannel 10 - Album

Channel 11- Customer Centric Amul

Channel 12- Product Profile

Channel 13- Market Share

Channel 14- Market Position

Channel 15- Highlights of Amul

Channel 16- Highlights of Amul (cont)

Channel 17- Highlights of Amul (cont)

Channel 18- Some Products info. of Amul

Channel 19- Some Products info. of Amul (cont.)

Channel 20- Amul Recalls Us

TIMER-Its Time To Switch Off


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-Type Co operativeFounded in 1946, ,Headquaters Anand Gujarat India

Industry Dairy

,Key people Chairman GCMMFProducts Milk and Related

products

Revenue $1 billion

.Employee 2 6 million milkproducer

Slogan The Taste of India

I R T H O F, Channel 1


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THE MAN.r VergheseKurien

, Channel 2


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,

o w D i dh e

r a n d B e c o m e W h a t I t I s ?Amul s birth is indelibly linked to the freedom movement in.India

Channel 3

:OUTCOME In 1946 Karia District Cooperative Milk Producers

.Union Ltd

Sardar Vallabhbhai Patel who said that if the farmers of Indiaare to get economic freedom then they must get out of the

.clutches of the middlemen

Amul cooperative was the result of a farmers meeting in( , )Samarkha Kaira district Gujarat called by Morarji Desai under

,the advice from Sardar Vallabhbhai Patel to fight rapacious.milk contractors


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, Channel 4

ormation ofaria Districtooperative Milk .roducers Union Ltd

ntial Collection of 250iters of milk

, ,andit Jawaharlal Nehru Indira Gandhiorarji Desai and others at the inauguration.f Amul Dairy

NAUGURATION OF.AIRY


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,

,The brand name AMUL from the Sanskrit Amoolya, meaning,priceless was

.suggested by a quality control expert in Anand

The first products with the Amul brand name were.launched in 1955

. - ,Amul has an annual turnover of Rs 52554mn in the year 2007 08also having 13 district cooperative milk producer s union.members

Amul having 13141 cooperative societies who supplymilk to the

dairy

Channel 5

It began with two village cooperatives and 250 liters of milk,per day nothing but a trickle compared to the flood it has.become today

:Stand s For ANAND MILK UNION LIMITED


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, Channel 6

With the financial help from UNICEF , .assistance from the govt of New, .Zealand under the Colombo plan of Rs 50 millions for ACTORY TO

ANUFACTURE MILK POWDER AND BUTTER .was planned .r RajendraPrasad ,the president of India laid the foundation on,ovember 15 1954 .


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- ( )Gujarat Co operative Milk Marketing Federation GCMMF was.formed in 1973

.GCMMF is India s largest food products marketing organisation

- .12 district co operative milk producers union

. .2 5 million producer members

, Channel 7


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, Channel 8/DDB NCDFI

FEDERATIONGCMMF EDERATIONn otherstates

UNIONS& 3 Otheristrict Level

ILLAGE SOCIETIES ,0 411 Villageevel Milk ollectionCenters NDIVIDUAL MILKPRODUCERS .12 millionilk Farmers

AIRY COOPERATIVE STRUCTURE&etails For State Of Gujar


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, Channel 9

NowIts my time I ll tell

aboutmyself

,I am baby the cubby butter girl people call meMOPPET.I was born in the year 1976

ylvester deChuna ,was my creative father managing director of.the advertising agency

,Before I was born their was Polson butter girl the village belle& then my creative father created me he cubby butter girl

The first word which I spoke when I was born is ,tterly, utterly DeliciousPeople say that I am riday to Friday star , because everyFriday people see on me

.on hoarding with Ad of Amul but related to current topic


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, Channel 10

Firstplant is at ANAND ,which engaged in the

, ,manufacturing of milk butter, ,ghee milk powder flavored milk

.and buttermilk

Second plant is at MOGAR ,w hich engaged in manufacturing

, ,chocolate nutramul AmulGanthia

.and Amul lite


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, Channel 11

U S T O M E R C E N T R I C-,At the time AMUL was formed the vast majority of consumers had

.limited purchasing power

Customer was value conscious with very low levels of.consumption of milk and other dairy products

AMUL adopted a low price strategy to make their products

.affordable and guarantee value to the consumer

The success of this strategy is well recognized and remains the.main plank of AMUL's strategy even today

Ch l 12


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, Channel 12Product Profile Of AmulProduct Category Products

Bread SpreadsAmul ButterAmul LiteDelicious Table Margarine

Powdered MilkAmul Fresh MilkAmul Taaza Double Toned MilkAmul Fresh Cream

Amul Cool Flavoured Bottled MilkAmul Shakti Toned MilkAmul Gold MilkAmul Lite Slim and Trim MilkAmul Kool Chocolate MilkAmul Kool Flavoured Tetra PackAmul Masti Spiced Buttermilk

CheeseAmul Pasteurised processed cheeseAmul Emmental CheeseGouda cheeseAmul Cheese SpreadAmul Pizza Mozzarella Cheese

For CookingAmul Sagar Pure GheeAmul Malai PaneerMithai MateCooking ButterUtterly Delicious PizzaMasti Dahi

DessertsAmul Ice CreamAmul Mithai Gulab JamunsAmul ChocolatesAmul BasundiAmul ShrikhandGulab Jamun MixAmul Lassee

Health DrinksNutramulAmul Shakti Health Food DrinkStamina

Ch l 13


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, Channel 13

Amul Butter

Milk powder

Toned Milk

Dahi

85% 1

60% 1

65% 1

60% 1

Market Market

Share Position

ARKET SHARE OF PRODUCT

Ch l 14


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, Channel 14

Flavoured Milk

Ice Creams

Cheese

Ghee

55% 2

25% 2

% 1

8% 2

Market Market

Share Position

Ch l 15


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, Channel 15OME HIGHLIGHTSF ( - )Amul Turnover Of 4300 Crore 2006 07,Four Decades To Become Rs 2000 Crore Entity But The

Turnover

Doubled To Over Rs 4300 Crore Within 9 Years From 1999To 2007

Channel 16


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, Channel 16

.Mr Parthi Bhatol is the present Chairman of GCMMF with effectfrom 10th .Aug 2006

,Spurred the White Revolution of India which has made India the& .largest producer of milk milk products in the world

:usiness Model Every day Amul collects 7 million litres of. ( ),milk from 2 6 million farmers many illiterate converts the

, ,milk into branded packaged products to over 500 000 retail.store

Amul is the largest milk brand in Asia marketing more than 30.different brands of dairy products

, , & -Defending against names like Mahananda Vijay Milma other co.operative milk brands

IGHLIGHTS OF ( . .)ont

Channel 17


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, Channel 17

,Striking Out On Its Own With Amul Outlets Or Parlours To.Deliver Consumers Total Brand Experience

,Launched In 2002 There Are Now 400 Amul ParloursAcross The, % Country Which Contributed 3 To The Brand s Total Turnover

.Last Year

-Below The Line Activity Has Grown Too such As The Amul Food,Festival Which Has Been Held For The Last Four Year Between

& , .October December In About 50 000 Retail Outlets

The Chef Of India Promo Invites Hotel Chefs To Come Up With, &Recipes Using As Many Amul Products As Possible Is

, & .Conducted At City State National Level

IGHLIGHTS OF ( . .)ont

Channel 18


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, Channel 18

- %One Of The Most Conservative FMCG Entities Gcmmf Spends A Mere 1 Of.Its Turnover On Promotions

Amul Butter Girl Is One Of The Longest Run Ad Campaigns In The Country

.For 41 Years

mul Milk&Amulis planning to expand their processing packaging

: &capacity to meet growing demands eg Delhi Mumbai

.Amul is selling its packaged milk brands on the Net too

mul Butteras h C o w i n p ro d uc t po r t f ol io

Primary position as far as butter is concerned with a%.market share of more than 86

.SOME PRODUCT S INFO OF

Channel 19


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, Channel 19

mul CheeseV a r i a n t sAmul Pasteurized Processed Cheddar Cheese

Amul Processed Cheese Spread( ) .Amul Pizza Mozarella Cheese

Amul as a brand investing a lot of resources in cheese because it hasto defend its position from the various attacks of its close

&competitor Britannia hence attacks itself by introducing new.variants in the cheese segment

mul ice creams. % ,24 75 share in the rs 525 croreIndian market mother dairy

. % & share of 8 66 the market leader HUL kwality walls with. %28 22

( ..)Cont .SOME PRODUCT S INFO OF

Channel 20


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, Channel 20

MilkButter

.r Verghese Kurien-o operative Society

tterly buttelryelicious Amulhe Taste of India

E ALSO

ET s US RECALL

TIMER


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, TIMER

-IMER TS TIME TO SWITCH OFF. .UR T V

!!!!!ye


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THANK YOU


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SO LETs AGAIN SWITCHON OUR

T.V.

BRAND PRISM

T O S E E

, PROGRAM -MENU


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, PROGRAM MENU

Channel 1 Kapferers Prism

Channel 2 Brand having a Physical QualityChannel 3 -- Brand having apersonality

Channel 4 - Brand is a relationshipChannel 5 -- Brand having itscultureChannel 6 Brand is areflectionChannel 7 Brand having its selfimageChannel 8 Complete BrandPrismChannel 9 Aakers FrameworkChannel 10 Brand as :--

TIMER-Its Time To Switch Off

Product

Organisation

Person

Symbol

, Channel 1


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,

Phys

iquePersoality

-

Self

ImageRefletion

PICTURE OF RECEIVER

PICTURE OF SENDER

EXTE

RNA

LINTE

RNAL

, Channel 2


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,

Physique

Physique

Taste

Qualit

yAmul

Girl

PrintAd(at the back of amul butter pack

rand havingPhysical Quality.A brand has physical qualities It is made up of a combination of either

.salient objective features or emerging ones The brands physical.characters are both the backbone and its tangible added value

, Channel 3


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,

Physique

Persoality

Personality

randaving a personality. ,A brand has a personality of its own By communicating it gradually

.builds up the character The way in which it speaks of its products or.services shows what kind of person it would be if it were human being

This is also called the personification of the brand and this helps in.the instant product alignment with the target customers

Simpl

eIndian

UtterlyButterlyGirl

.Dr Verghese Kurien

, Channel 4


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,

Physique

Persoalityelationsh

i

Relationship

rands a relationshipBrands are often at the crux of transactions and exchanges between

.people This is particularly true of brands in the service sector and. .also in retails Service is by definition is a relationship

Sociable

CaringTrustwort

hy

Money s Worth

, Channel 5


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,

Physique

Persoality Culture

Relat

ionshi

Culture

randaving its culture, .The brand has its own culture from which every product derives The

,product is not only a concrete representation of this culture but also a.means of communication Here the culture means a set of values feeding.the brand's inspiration The cultural facets refer to the basic

principles governing the brand in its outward signs like products and. .communication This essential aspect is at the core of the brand

Sociabl

e-Co operative

Society

&Sharing

Caring

, Channel 6


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,

Physique

Persoality Culture

Relat

ionsh

Reflect ion

Reflection

rand is a reflectionReflection is basically what the target customer thinks and perceives the

.product to be This also helps to understand the utility derived by the.customer The process of reflection helps to understand the tacit or

.unexpressed desires by the consumers The reflection is a strong factor for.a good and strong brand image That is the reason why the companies should

.control the reflection and should try to make it better

The Taste Of

India

ValueOriented

, Channel 7


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,

Physique

Persoality Culture

Relat

ionshi

Reflect ion

Self-imag

e -elf image

rand having its self image.A brand speaks of our self image If the reflection is directed towards

the external customers then the self image is directed towards the. ,internal customers Through our attitude towards certain brands we indeed

develop a certain type of inner relationship with ourselves and the brand

.image that we want to project Thus this is of importance as is reflectswhat's the organization and its attitude are towards the product and the

.brand as a whole

ProudIndian

FamilyBrand

FunLoving

, Channel 8


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, Channel 9


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Aakers Framework

ow We Will See The Same Thing Thru

, Channel 10


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rand As Personrand As Person rand As Symbolrand As Symbol

rand As Productrand As Product rand As Organisationrand As Organisationamily Brand

Taste oney s Worthuality Focused

armer s Company-nitiator Of Coperative Society

Amusing.r Verghese Kurien

mul Girlmul Hoarding s

mul Print Ad behind butter pack

, TIMER


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!!!!!ye


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HANKYOU


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WELCOME BACKNOW WE WILL WATCH BRAND EQUITY REPORT

OFAMUL

&

OTHER DAIRY BRANDS

,SCHOOL OF BUSINESS CHENNAI


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What is BrandEquity

A brandis a name or symbol used to identify the source of a product. Whendeveloping a new product, branding is an important decision. The brand addsignificant value when it is well recognized and has positive associations in

the mind of the consumer. This concept is referred to asBRAND EQUITY



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POWERHANGEMENU VOLUMERESENTED BY

MANUJ ARORA

SAMPLE SIZE: 40

The age taken intofor the survey are major group

All are 18 & above, so to get a well judged response.



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MANUJ ARORA

The well proportionate number of male female ratio is taken because it isvery necessary for any survey to take at least to some extent the equalnumber of male & female because nowadays the both play a major role indecision making , if this is not done then survey may be one sided.In this survey 22 males & 18 females were considered.



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MANUJ ARORA

The sample was divided into three segments based on the

,educational qualification of the respondents School Under.Graduation and Post Graduation

% , %40 of the respondents were Post Graduates 45 were Under%Graduates while the remaining 15 of the respondents were

.school students



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MANUJ ARORA

%The respondents chosen for the survey included 37, % % -students 40 employed as well as 23 self employed

.people This segmentation was done in order to get variedresponses from the respondents to facilitate better

.results for the Brand Equity Survey



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MANUJ ARORA

BRAND AWARENESS

Extent to which abrandis recognized by potential customers, and iscorrectlyassociatedwith a particular product. Expressed usually asapercentageoftarget market, brand awareness is theprimarygoalofadvertising in

the earlymonths or years of aproduct'sintroduction.

BRANDS Brand Awareness Points Scored(Maximum 400 points)

Mother Dairy 350

Amul 400

Nilgri 300

Heritage 240

Aavin 230

Britannia 360

Q )Are you aware of the following brands ?

It was observed that all the respondents were aware of.the brand Amul However in case of every other brands at

% &least 50 of respondent were aware %00 were.ware about Amul


BRAND FAMILIARITY


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MANUJ ARORA

BRAND FAMILIARITY

How good is the brand or how bad is the brand can only be judged once the consumer use theproduct of a that particular brand, the familiarity is whether the customer has use the productpersonally or not.

Q ) Have you used these brands?

The survey reveals that most of the people who areaware about Amul had used/using that brand ofproduct.

In case of ilgri brand 30 people are aware of/ ,that brand but only 18 had used using that brand

but in case of avin only 23 people are aware ofthat brand but 19 are using it reveals the clearpicture that getting awareness among the people is

not brand is what all about but the product get.used by the no people among the aware people is.more important



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MANUJ ARORA

Satisfaction from the product is must, if a consumer is not satisfied with a particular brand ofproduct he/she will not purchase that product again or reduce the frequency of purchase of thatparticular brand .

Satisfaction here means the Maximum utility factor

BRAND SATISFACTION

Q) Please rate on your basis of satisfaction level fromthe brand you used, on scale of 1 to 10

We can observe from pie chart that 27% of the consumerwere satisfied with the Amuli.e. score of 326 out of370 .Whereas though Aavin according to pie-chart has15% but has got score of 176 out of 190.


REASONABLY PRICED


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MANUJ ARORA

REASONABLY- PRICED

The price is one of the important factor which effects in decision making process of consumer &which reflects in the consumer buying decision.

Priced should make feel the consumer that the particular brand of product isValue for Money

This is major concern that whether consumer will get familiar with the brand of product or not.

O &verall respondent who are familiar with the brands, %their product 28 for mul %and 23 for

Britanniaare of the view that these are the only twobrands that are easonably priced for the qualityoffered %while 11 of the respondents vote for, % & %Heritage 12 each for Nilgri Mother Dairy and 14

.Aavin

Q ) Do you think that below mention brands arereasonably price, according to quality theyoffer?

,SCHOOL OF BUSINESS CHENNAI RAND


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MANUJ ARORA

LOYALTYBrand loyalty is the consumer's commitment to repurchase or otherwise continue usingthebrandand can be demonstrated by repeated buying of a product or service or other positivebehaviors such as word of mouth advocacy.

Creating customer loyalty is neither strategic or tactic; rather, it is the ultimate objective &meaning of brand equity. Brand loyalty is Brand Equity.

Q) If this brand is not available in the store, will you seek the brand inanother store or will you switch to another brand?

Brand Equity Measurement survey Amulenjoys themaximum loyalty with 29 % , then Britannia with 26

% & then with 15% Aavin. Heritage & Nilgrisenjoys the same pecentage of loyalty but are thelowest on the loyalty scale i.e. 8%



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MANUJ ARORA

RICE PREMIUM,It is the price of the product when a company realize that its product is, &very well placed in the market there is huge demand for product company

% .demand for extra price this of increase in price is called price premium

Q) Will you be interested in buying the following brandsif their price is marginallyincreased by .60paise to 1.50 paise?

%The survey reveals that 26 of therespondents from the entire sample would

prefer buying the leading brand of dairy,products Amul even if its price is

. .marginally increased by 60 paise to 1 50.paise



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MANUJ ARORA

RODUCT QUALITYIt is all about how the product is , what so ever it may be how well your brands product is if thequality is not good brand loose its consumer. Even the well established brands loose if thesebrands try to reduce the their customer on the benefit of their big brands , because if quality is

not good consumer will not purchase.

The overall analysis of survey reveals that theconsumer are of the opinion that Amul brand productare of good quality, this opinion is of maximum no.consumer which is 28% according to pie-chart.

The percentage for other brands are

Britannia: 24% Aavin: 14%Mother Dairy: 13% Heritage: 10%Nilgris : 11%.

Q ) Please tick the following brand based on their overall products quality?



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MANUJ ARORA

/IFFERENTIATION INNOVATIONThe product should have variety & differentiation. Consumer want to have different falvour ofproduct , some may even look for colour. In dairy industry this is more applicable in case of ice-cream & nowadays cold bottled milk.

Q ) Do you think below mention brand undergoes continuous innovation & providevarieties in product?

When this question were put across consumer most ofthe consumer said that in this only Amul & Britanniaare the best with both having 28% & 25% respondentsin their favor.



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MANUJ ARORA

SSOCIATE WITH PERSONALITYWith changing pattern the way of advertising is also changing , now the brands are beingendorsed by famous personality who can be a famous actor/actress , cricketer or any cartooncharacter. For example in 7up cold drink Ad we can see cartoon character with spike hairs.

As the survey was done more then 50% of the

consumer recalled the Amul Girl, as can also beseen in the pie- chart & some was able to recall formother dairy, Britannia & Aavin , but no one wasable to relate the Nilgris or Heritage with any ofthe personality.

Q ) Do you associate these brand with any human character or personality?



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MANUJ ARORA

RAND RECOMMENDATIONOne of the important aspect for every brand, this is one of the unpaid advertising with the mosteffective results. This is the Word of Mouth Advertising, this consumer does when consumerhimself get well satisfied with the brand & its quality.

Q )Will you recommend this brand to others ?

The survey gives us clear picture that nowadaysconsumer are not satisfied with any of the dairy productbecause none of the brand even achieved the 50% ofconsumer choice in this category.

.No of people who are familiar with thebrands %9 voted for Amulfor

recommending to other people



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MANUJ ARORA

-RIGIN State or City

This is like people who are aware of the brandmust or may be aware of the state or the cityfrom which the brand originated , in this out ofthe sample of 40 consumer 38 consumerwere able to recall for Amul, then second inthis category was Avin with 21% .

It is from where the brand started its journey towards success

Q ) Please mention the origin state or city of the brand from where it started?



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MANUJ ARORA

Q) How is the Distribution Network of various brands ?

The report give us the clear understanding that Aavin &

Amulhas good distribution network as compare to other

brands , with 23% leading, then in this comes the

Heritage with 20% of the retailer voted good network.

The lowest in this category was 6% that is mother dairy.

ITRIBUTION NETWORK


T b l t ti f R ki f B d di t t &


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MANUJ ARORA

Position Survey Report Market Share

1Amul Amul

2 Britannia Aavin

3 Aavin Heritage

4 Mother Dairy Britannia

5 Heritage Mother Dairy6

Nilgri s Nilgri s

Tabular representation of Ranking of Brands according to survey report &according to market share report

, TIMER


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MANUJ ARORA


!!!!!ye


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HANKYOU


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WELCOME

To The New EpisodeOf

Brand Extension

,SCHOOL O BUSINESS CHENNAI PROGRAM - MENU


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POWERHANGEMENU VOLUME

Channel 1 Casting

Channel 2 What is Brand ExtensionChannel 3 -- Brand Story

Channel 4 Amul Brand ExtensionChannel 5 -- Amul Successful BrandExtensionChannel 6 Success Story of ice- creamChannel 7 SuccessStory.contd.Channel 8 Amul Failure Brand ExtensionChannel 9 Failure Story

Channel 10 Causes For Failure Of Amul Pizza.Channel 11- Causes For Failure Of Amul Pizzacontd.TIMER- Its Time To Switch Off

RESENTED BYMANUJ ARORA

,SCHOOL O BUSINESS CHENNAI Channel 1

CASTING


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EpisodeDirector. .Prof Y LakshmanKumar

Episode Produceranuj Arora

CASTING



WHAT IS BRAND EXTENSION ?Brand extension strategy is pursued by the marketers very

.vigorously


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WHAT IS BRAND EXTENSION ?g y

Involves using an existing brand name to launch a product in a.different category

The brand remains constant but product category tends to be.variable

It j ,ustified on the basis of promotional efficiency savings onproduct

, .launches consumer benefits and returns

Various types of extensions could be identified such as product,form

, , ,companion product expertise customer franchise and brand image.type

An extension can be good when extended product succeeds andparent.brand benefits A bad extension is one which fails to lift off

while an ugly;extension not only fails to lift off it also damages the parent

.brand RESENTED BYMANUJ ARORA

,SCHOOL O BUSINESS CHENNAI Channel 3Brief Introductionf


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of :Stand s For ANAND MILK UNION LIMITED

First ever - ,Farmers s Dairy Co operative started in India inthe year 1946, With its headquarter in Anand

GujaratThe first product which came under the brand name Amul was

Amul Butter

,Before Amul Butter there was milk also but it was not with Amulbrand name

Amul follow the mberalla Branding that means a widerange of productsunder different category but same brand name

Every brand has some success & failureAmul is not away from.that But Amulhas more success then failure & e will see one eachn both the cases



Brand Extension


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SUCCESSFUL

-Ice Creams

FAILURE

PIZZA

Brand Extension




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U C C E S S F U L R A N DE X T E N S I O N


,SCHOOL O BUSINESS CHENNAI Channel 6U C C E S S S T O R Y ( -ice)


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)cream ,ce Cream was launched on 10th March.996 at Ahmedabad Gujarat, ,The portfolio consisted of impulse products like sticks cones/ .cups as well as take home packs and institutional catering packs

Amul ice cream was aunched on the platform of .eal Milk Realce Cream iven that it is a milk company and theholesomeness of its products gives it a competitive.dvantage,In 1997 Amul ice creams entered Mumbai followed by Chennai in 1998 and

.Kolkata and Delhi in 2002 Nationally it was rolled out across the.country in 1999

% %The market share of Amul ice cream is 38 share against the 9 market( ),share of Kwality Walls HUL thus making it 4 times larger than its

.closest competitor




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Amul s entry into ice creams is regarded as successful due to the largemarket share it was able to capture within a short period of time due

, .to price differential quality of products and of course the brand name

Amul has always brought newness in its products and the same.applies for ice creams ,n January 2007 Amul introduced UGARREE & ROLIFE PROBIOTIC ,ellness Ice Cream which was a

.irst in India ,This range of SUGAR FREE LOW FAT Diabetic Delight& ProLife Probiotic Wellness Ice Cream is created for the health.conscious




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A I L U R E R A N DE X T E N S I O N


,SCHOOL O BUSINESS CHENNAI Channel 9A I L U R E S T O R Y( )pizza


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launched its pizza inthe ear 2002

Amul has adopted this radical strategy to xpand the consumptionf mozzarella cheese , a core ingredient that goes into the making.of pizzas

To capture the large customer base Amul came up with the owest.izza price ever in the industry that was 20 Rs

Amul dopted the franchisee model to get.he mass market

,Amul enter a new territory at a time when the field was flooded with,new entrants many of them multinationals

( )pizza



A US ES FO R F AI LU R E OF AM U L P I ZZ A


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The problem it had was of winning the trust of the consumer overthe quality and freshness of the Pizzas as they were frozen and

.were manufactured quite a few days back

.Packaging of the Pizzas was also questionable

The taste of Pizzas was not at all appreciable

Amul s .ranchisee Model was very faultyAmul s strategy of reation of a mass market wasntirely wrongAmul lost out because of its inability to communicate the Positioning

.in a proper manner

Amul failed to do roductifferentiation .properly

mul overlooked the threat from Pizza Professionals .ike Pizza Hut and Domino s




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&mulhas always been related with milk milk product, &which is always fresh no packaged milk like frozen pizza due to

.that pizza s were not readily acceptable by the consumer

mul pizza once failed was again re launched with theame brand name which .as one of the wrong strategyAMUL did the brand extension in order to save the expenses of

building a new brand name and thus wanted to cash on the brand.value of AMUL


,SCHOOL O BUSINESS CHENNAI TIMER


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, ,ir s t s a y t o y o ur s el f w ha t y o u w o ul d b e a nd t h e n. o w ha t y o u h a ve t o d o E p ic t et us


!!!!!ye



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HANKYOU

SMOT School of Business Chennai , Www . Smot .

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