Amul is a well-known Indian dairy brand run by the Gujarat Cooperative Milk Marketing Federation (GCMMF) in Anand, Gujarat. This federation includes about 3.6 million milk producers.
The organization was started in 1946 by Tribhuvandas Kishibhai Patel. He was the chairman until the 1970s. In 1949, he hired Verghese Kurien as the general manager. Kurien was important in developing the cooperative’s technology and marketing. After Patel died in 1994, Kurien briefly became chairman and is credited with Amul’s marketing success.
Amul helped India’s White Revolution, making it the largest producer of milk and dairy products in the world. The brand has also expanded into international markets.
Today, we are going to do a BCG matrix analysis of Amul.
BCG Matrix of Amul
Stars in BCG Matrix of Amul
BCG matrix Stars are services, products or business units that have a strong market position and exhibit high growth potential.
In the Amul BCG matrix, stars include:
- Pure ghee range
- Dairy whiteners
- Amul icecreams
- Amul kool
- Amul cheese spread
Cash Cows in BCG Matrix of Amul
Cash cows refer to services, products, or business units that maintain a strong market presence but have limited growth potential.
In the Amul BCG matrix, cash cows include:
- Mozzarella cheese
- Amul butter range
- Amul fresh milk range
Dogs in Amul BCG Matrix
Dogs are services, products, or business units that face a weak market position and low growth potential.
In Amul BCG matrix. Dogs include:
- Amul pizza
- Infant milk range
- Amul Shakti
- Nultramul energy drink
- Amul chocolates
Question Marks in Amul BCG Matrix
Question marks are services, products or business units that hold a weak market position but show high growth potential.
In the Amul BCG matrix, question marks include:
- Amul lassi
- Amul masti dahi
- Amul mithaimate
- Boxed milk range
- Amul mithai range
Also, read the BCG matrix of Cadbury.