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1.Arpita Barapatre
18030271004
2.Bhavuk Matta
18030271006
3.Janardhan G
18030271009
4.Pritesh Pathak
18030271012
5.Surabhi Kulkarni
18030271014

Question 1 :
Analyze the amul brand and the reasons for its branding success over the years.

Question 2 :
Is there a good opportunity for Amul to launch the sale of camel milk in India.

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Strengths:
1. Variety of products (Good portfolio) : cheese, butter, ice cream, milkmade, yoghurt.
2.Amul has divided the products according to needs of people. For eg. tonned milk for health conscious people.
3.Promotional strategy : The global mascot (Amul Girl) is used for advertising throughout the world. They promote education through promotion to attract the customers.
4.They have excellent distribution channel and pan india presence which always ensures the timely availibility of the amul products.

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Weakness:
1. Shelf life of dairy products is less. Therefore company is vulnerable to losses and has to spend more on distribution techniques.
2.Amul dark and white chocolate brand has not yet achieved enough popularity
as compared to its other dairy products.
3.Not easily available in rural areas. In rural areas Amul products are priced slightly higher.

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Oppotunities:
1.Increase in distribution in areas which are not being covered thereby increasing its turnover and margins exponentially.
2.Adding new varients with more nutritive content eg. camel milk.
3.Educating the rural areas about pasteurised milk and advantages.
4.Reduce the price to stay in competiton or bringing the products in smaller variants.
5.Advertising through social media.

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1.Creative marketing campaigns and education through promotion. Use of polka dot girl in advertisements attracted more customers. Participation in masterchef programs and other type of endorsement activities helped gaining more market share and brand name.
2.Pioneers in new innovations of products according to consumer preferences. They are the market leaders in skimmed milk.
3.Efficient supply chain :
Producers/farmers are benefited from the company by maintaining a good relationship and better living, mutually both are at profits.
4.Wide range of segmentation :
There are various products introduced for babies to teenagers, adults to older generation, from calories cautious people to  nutritional facts cautious people. By this way company has been able to cover all aspects of societies and gain brand recognition.
5.Affordable Pricing :
Amul has maintained affordable prices of all its products which has helped it in gaining recognition among middle classes.

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Threats :
1.Competitors : May posses threat to company if they launch new variants. Many local and international brands are entering the  market which can affect Amul's share in market.
2.Fluctuation in the inflation rate can directly affect the market of amul as the purchasing power of customer is impacted.

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1. Other continents have been using camel milk as a natural remedy for diabetes for centuries.
2. Agriculture organization of UN acknowledged that people believed in nutritional value of camel milk and predicted that consumption would go up when consumers could buy the milk easily.
3.Rise in health issues among urban population in india and increased interest in fitness had led to the launch of camel milk.
4. Camel milk contains three times as much vitamin C as cow's milk, with high content of unsaturated fatty acids and B vitamins. Camel milk is an effective antioxidant.
5. Dairy industry is growing.
6. Camel milk is easy to digest, prebiotic properly, can be consumed by lactose intolerant people.
7. Insulin content is more hence more diabetic friendly.
8. No company in india had yet tapped into the camel milk market & this could give amul a head start in an unexplored segment.

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1.India has not yet regulated the consumption of camel milk.
2.Product approval from food safety and standard association of india is still pending.
3.Camel milk has Shorter shelf life of four to five hours which is half of the cow's milk so preservation and distribution are  the major concern.
4. It takes ten to twelve hours for camel milk to turn into curd so the acceptance of camel milk  for the curd consuming nation like india is very difficult.
5.Camel milk contains less vitamin A, B2, folic acid and pantothenic acid than cow's milk which might be viewed by someone as a  negative.
6.Drastic drop in the camel population in india from 5 lakhs in 2003 to 3 lakhs in 2003.
7.There is a confusion that should amul introduce the product exclusively for patients with autism and type 1 diabetes or should be introduce as a healthy variant for fitness and health conscious customers.
8.Production capacity will be limited
9.If this product fails then there may be an adverse impact on amuls existing products as well.