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PMK Amul Group3 6

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30 views

PMK Amul Group3 6

xakxmk

Uploaded by

khushi dalal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Principles of Marketing Group 3 BM-D

3.3.2 Mother Dairy:

Another of Amul’s large competitors, especially in the North Indian market, is Mother Dairy. It
was set up by the National Dairy Development Board in 1974 and has a comprehensive
distribution strategy through milk booths set up throughout cities in the Delhi region. They have
further garnered goodwill by giving preference to stores set up by ex-servicemen and war
veteran’s families. The company has a variety of milk varieties, including:

1. Mother Dairy Ultra Milk, which contains extra cream added


2. Mother Dairy Full Cream Milk without any of the fat removed
3. Mother Dairy Toned Milk with lower fat levels
4. Mother Dairy Standardized Milk with a fixed fat % across milch animals
5. Mother Dairy Cow Milk which contains milk only from cows
6. Mother Dairy 'Live lite' Milk fortified with Vitamins A and D
7. Mother Dairy Super-T Milk made explicitly for tea and coffee consumers
8. Mother Dairy Dietz Milk with shallow fat levels

3.3.3 Local Dairy Operators:

People in India still believe that milk from local Dairy operators is fresh and purer than the one
in polybags from the market. Thus, it gives local Dairy operators an excellent opportunity to serve
people in their range. A graph of milk from different milk suppliers is given below for Mumbai
city, which shows that though Amul is a very big brand, local Dairy operators still have a fair
share in the market. This share increases when we consider small towns and villages.
Principles of Marketing Group 3 BM-D

3.4 Porter’s 5 Forces

1) There is a high level of 1) Amul being the part of the


competition in the milk market cooperative society runs for
segment for Amul the benefit of its members who
2) One of the major themselves are the suppliers
competitors being the Local for the company
Dairy owners who have the 2) Being part of the
largest market share w.r.t milk cooperative society, there is a
3) There are various other moderate level of bargaining
branded milk suppliers like power with the suppliers as
Mother Diary & Prabhat Diary they are backed up by some
4) Competitors enjoy huge rights which they have
chunk of market in South India

BARGAINING
COMPETITIVE
POWER OF
RIVALRY
SUPPLIER

BARGAINING
POWER OF
BUYER

THREAT OF THREAT OF
NEW ENTRY SUBSTITUTION

1) The threat from new entry While buyers have a 1) There are a wide range of
is low for Amul Milk variety of choices when it substitutes available in the
2) New entrants will require a comes to milk which will market for milk like Aerated
huge capital for setting up make switching of brands drinks, Fruit based drinks etc.
the factory and need to set easy, the market is huge 2) Milk is deep rooted in
up a robust distribution which reduces the power Indian culture and it is very
channel which is a difficult of a buyer and thus the rare for a family to not
task bargaining power of buyer consume milk on a daily
3) Amul enjoys high level of is moderate basis
brand loyalty and brand 3) Hence the threat of
preference from customers substitutes is low to moderate

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