Amul Dairy: Camel Milk Launch in India

AMUL DAIRY: CAMEL MILK LAUNCH IN INDIA

AMIGOS

Group members

                                                                                                       1. Anjali Kumari          110009

    2. Epsa                           110019

                                                                                                         3. Kanchan lata            110022

                                                                                                       4. Khushboo kumari    110024

5. Nazia Sadaf               110032

6. Nayan Ranjan            110031

                                                                                                         7. Rahul Kumar            110040

8. Sandeep Kumar        110046

Executive summary

Amul, the market leader in the Indian milk had to make decision regarding the sale of camel milk in India. Amul have to decide whether it should launch the sale of camel milk in India? If, yes then should it be launched for patients with autism and Type1 diabetes or should it introduce the product as a health variant for fitness and health conscious customers?  

 Amul should launch camel milk as health variant as well as for autism and diabetes patient focusing more as health variant because the trend showed a switch toward more health conscious options.  Camel milk has 3 times more vitamins than cow milk and 1 and half times that in human milk, less fat, easily digestible, and it could be consumed by lactose-intolerant people. Consumers focused more on protein rich diet relying on milk as easy option. Focusing more for patients of autism and diabetes will not result well for Amul, consumer will perceive it differently than a regular milk and non-diabetic consumer may not purchase it. If it will be only launched for health variant then the specialty of camel milk will not be utilized i.e. the diabetic consumer demand will not be tapped.

                                                               Situation Analysis

Introduction-

The Gujrat cooperative milk federation (Amul) in India in March 2015 wants to take decision about the launch of camel milk in India by end of 2015 because no company had done it earlier.

Objectives- The objective of the decision maker is to make right positioning strategy for the new camel milk. The organization wants to sell the product at reasonable price so that they maintain their same image in the market. Amul wants to sell camel milk which no other firm is currently selling. Amul is selling milk all over India, so their distribution channel must be efficiently working.

Problem Statement- Amul has to come to a conclusion that whether they should launch camel milk in the market, if they are launching what should be their positioning strategy, and how efficiently they can manage their distribution channel.

Decision Making Criteria- They have to make their decision on the cost which they will incur as they sell their products on reasonable price. They also have to see that whether they should position their product as exclusively for autistic & diabetic patients or as healthy variant for fitness. And they have to see that is their distribution channel ready for the change.