Diversification Strategies Case Study

Amul: Diversifying for Growth

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Abstract:
Amul is India's largest co-operative society with revenues of US $672 million for 2004-05. Amul is also India's largest food products organisation and the market leader in whole milk, condensed milk, milk powder, butter, cheese, ice cream, dairy whitener and sweets. The case study 'Amul- Diversifying for growth', looks at how the co-operative integrated approach adopted by Amul has been successfully used to dominate the dairy products market and how it is utilising its strong brand name to diversify into non-dairy products, processed foods and other products. The case study also gives a brief note on the evolution of Amul, the market scenario of milk and major milk societies/firms in India

Pedagogical Objectives:

• To understand the diversification strategies followed by Amul
• To understand the efforts of other milk societies to emulate Amul

Keywords : Amul; Diversification strategy; Branding; GCMMF; Milk; Co-operative society; Yogurts; Ice-creams; Chocolates/Confectionery; Diversification Strategies Case Study; Pizza; Baby foods; Curd; Dairy whiteners; Condensed milk; Cheese; Retailing and milk additives