AMUL Taste of

India.

As you think of Amul, you immediately begin to visualize the

creamy butter that you spread on any eatable possible since
childhood. As an Indian, we will find it near impossible to think
of India without Amul. Though it seems that Amul has been
around forever, that’s not the case. However, like the BCG
matrix, Amul also has a history as rich as its cheese. It was
formed in 1946, way before the BCG matrix was even a nugget
of an idea, and has been the stalwart of the milk industry in
India. Amul has become one of the most widely known brands
in the industry and is famous for the amount of jobs it has
created over the years in addition to its quality products.
 STAR

This category of products is the focus of the show.

On one hand you have the ever-reliable ‘Cash Cow’
with a constant influx of cash- as its name
suggests, on the other hand you have the ‘Star’-
which not only brings home the bucks, but also
rings in 1st in the popularity contest. Amul yet
again has more than one product in this category-
Amul Ghee, and Amul Ice Cream. ‘Star’ products
have the characteristic of holding a high market
share, in markets with high growth potential- the
most desired quadrant. Companies often invest a
lot of cash that comes in from the ‘Cash Cow’
category into the ‘Star’ products’ promotions, and
development. Amul Ice Creams have very targeted
advertisements, and are constantly being worked
on to become more appealing to the public by the
use of words like ‘creamy’, ‘medium-fat’, etc.

CASH COW

Amul’s ‘Cash Cow’ is coincidentally

its cow milk. Looking at it more closely, we can
also surmise that Amul Butter, and Amul Cheese,
are also its ‘Cash Cows’. These three products
generate a steady, high revenue to fuel the other
products of the brand. They hold high shares in
markets that have relatively low growth. That is
saying something, considering the amount of
brands and popups in the dairy industry due to the
changing trends.
 QUESTION MARK ?

As the name suggests, ‘Question Mark’

products aren’t those that have a questionable
future. They are just products that have potential
to grow, but require a little more attention and
careful planning to go the right way. Often
companies employ funds for researching into the
scope of the ‘Question Mark’ products. These
products are in high growth markets with a low
market share. They essentially can also become
the rising ‘Star’ products with the correct
attention, and investments. Amul Lassi falls under
this category as it already is in a highly populated
market. However, it is steadily making a name for
itself against its close competitors like Aarey and
Govardhan. The advertisements for Amul Lassi are
also targeted to make it a faster growing product.
 DOGS

This category kind of suggests that the

company/brand does not see much potential in
these products. The ‘Dog’ products for Amul will
be Amul Cookies, and Amul Pizza. These products
have a low growth and market share- often seen
as not profitable for the company. Thus, the
companies don’t invest much in product changes
or promotions. They are often either discontinued,
or kept in low production.