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Introduction

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Amul is one of those acclaimed brands known to each family unit of the nation. It is also the largest dairy producer in India. It is a company with a constantly improving profits. It was recently declared that Amul had crossed 18000 cr in 2013-14 with a jump of 32% from the previous year and is expecting to earn around 30,000 cr this year. 
Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. It produces fast-moving consumer good (FMCG). It was founded in 1946 by Tribhuvandaes Patel. Dr. Verghese Kurien, organizer executive of the GCMMF for over 30 years , is credited with the achievement of Amul. Amul items are currently accessible in more than 60 nations on the planet.It is managed by Gujrat Co-operative Milk Marketing Federation Ltd (GCMMF). It has spurred the white revolution of India.Amul’s sugar-free Pro-Biotic Ice-cream won The International Dairy Federation Marketing Award for 2007.
India has always been the larger consumer and producer of milk in the world.

Significance of the topic
It is important to know about the effects that growth-strategy has on the market-share of a brand or a company. Hence I chose this topic which specifically talks about the benefits that come along with the growth strategies and market strategies of a company obtains. For a firm like Amul, which has so many competitors, has to work on it’s social responsibility a little more to gain costumer’s trust. This also reminds me of the most recent news related to Amul and it’s competitive ice-cream brands where because of it’s true production, it’s production immediately increased. This also helped Amul to strengthen it’s customer’s trust and loyalty. METHODOLOGY

Sources
My entire research is based on secondary research. “Secondary research is a second hand or already available information from the market.” In this case of Amul, I did not opt for primary research as it might have provided fake or non-qualitative data and secondary data was sufficient enough already.

 

Limitation to the research
Although this research was prepared very carefully, there might still be some limitations or shortcomings. The very first problem I faced was time limitation. Getting an accurate result was quite not possible as my research depends completely on the secondary base and waiting for a personal interview with the authorised person would have consumed a lot of time. Second problem was to gather the statistical information on Amul.
MODELS AND BUSINESS TOOLS
Amul has come so far due to it’s amazing growth and market strategies. Growth strategy is aimed at winning larger market share, even at the expense of short-term earnings. Market share is the portion of a market controlled by a particular company or product. Growth strategy and market share are directly proportional to each other. Ansoff Matrix is the tool that represents the growth strategies that a company adopts and BCG matrix is the business tool that represents the portion that a particular product of a particular company holds. I’ll also use SWOT analysis and forcefield analysis to show how the company will proceed in the future i.e. whether it’ll be profitable or would it fail in the long run.

Ansoff Matrix

 
Ansoff’s prouct/market development framework proposes that a business’ endeavors to develop rely upon whether it markets new or existing products in new or existing markets. The yield from the Ansoff item/showcase framework is a progression of proposed development systems which set the bearing for the business methodology. This tool was named by Igor Ansoff.
The reason I am using this tool is because it perfectly demonstrates the strategies a business uses to increase it’s market share. The problem I faced in writing this tool is that many times a product lies under two strategies and it’s difficult to understand which strategy should we put the product under and how to repeat the same information multiple times.
market penetration strategy
This technique includes accomplishing development through existing items in existing business sector. Amul’s market penetration system includes its growing its customer base in the current market. Presently Amul is endeavoring to grow its customer base through the measures as followed –

Amul is set to develop 10,000 `Amul Parlors’ the nation over amid the year. These stores will offer the whole item scope of Amul items, notwithstanding the current retail arrange for dessert,milk and different items.
It is endeavoring to get an ever increasing number of clients through a more serious conveyance. It is opening more stores at Highways, Railway stations, Airports, Bus stations, Schools, Colleges, and Industrial Canteens and so on.
To open as many small outlets as to be on an easy reach of it’s customers.

market development strategy
This is the strategy of expanding the market of the existing product into a new market. This is a medium risk strategy of improving benefits. There is no risk to the product as their is no change but there is a little risk to the market as the new customers/market might not accept/like the product. Amul went through market development through following :-

Amul is currently moving its concentration from urban to country markets and littler towns. In 2005 Amul included 900 new stores all over residential areas to expand its range.
Amul is catching the market of diabetic and wellbeing cognizant individuals through sugar free deserts, which gives an expansion to it’s market.
Amul is planning to increase its fresh milk markets to Kanpur and Lucknow and other littler towns this year, along these lines expanding its market base for the current items.
Amul is additionally expanding its market base for milk through another variant – the Amul Tazaa. Tazaa is the long-life variant of milk which has a more drawn out time span of usability when contrasted with ordinary fresh milk. This item is profoundly getting in the local and trade market.

product development strategy
This strategy involves introduction of new product into the existing market.This too has a medium risk where product is at risk but due to customer’s liability, they’ll buy the product. though not all the customers might buy and not everyone might like the product. These are few examples how amul is following this strategy :-

cool milk drinks- this is very popular amongst the youth.
as pizza is one of the most popular food items, Amul is also coming up with a chain on pizza stores around the country 
stamina- new sport drink to provide instant energy to it’s consumers.
sundae swirl- a new product to the existing ice cream market

diversification strategy
In this strategy, a company introduces a new product into the new market. This is the strategy that involves the maximum amount of risk and usually the chances of failure increase in this strategy. These are few examples how amul uses this strategy:- 

Amul sugar-free, pro-biotic ice-cream and amul profile – for the health conscious elderly people.
ready-to-make food items- for homemakers, quality and tasty food in less time consumption. Making the life of house makers easier was its aim.
introduction of stamina and amul pizza – introducing new products into the new market of sport drinks and pizza.
introduction of online ordering food in those times when people normally use to not access to internet so frequently.

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