Case Study - Amul

As marketing manager take a case study of "Amul Products" & place them in BCG (Boston

Consultancy Group Model) & suggest us on what action plan you will take for the brands lying

in the Dog & Question mark section

Ans. The Boston Consulting Group (BCG) Matrix is a simple tool to assess a company's position in terms of its product range. It helps a company think about its products and services and make decisions about which it should keep, which it should let go and which it should invest in further.

List of Amul Products

? Bread spreads

? Amul Butter

? Amul Cheese

? Amul Delicious Pizza

? Amul Shrikh and (Mango, Saffron, Almond Pistachio,Cardamom Amul Milk

?Amul Ghee:

Amul Milk Powders:

?Amul Masti Dahi

?Amul Icecreams:

?Amul Milk

Chocolate

?AmulFruit & Nut Chocolate

? Nutramul Malted Milk Food

This matrix shows the product of the Amul. Here some of the product belong to the ‘star´ Its show that the growth rate of that product is very high. And the market share is also very high. This product is highly profitable for the company. Some of the products belong to ‘?´. Growth Rate of these products are high but the market share is very low. So company should focus to increase the market share of these products. The product that belongs to the ‘cash cow', company should focus to convert them to star.

Amul can try out the following ideas:

I) Amul can re-lauch the products that fall under Dog section to a market, where demand is more and supply is less. So that the product may convert into Question mark Section.

II) It can change the product's feature, price or taste a little, to suit the need of the buyer.

III) The USP of the product can be changed to attract customers.

IV) Advertising strategies may be converted to sales promotion strategies, so that company directly approached consumer to explain the benefits of the product.

These strategies could