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    Report of A Case Study On Amul Dairy: Camel Milk Launch in India

    Uploaded by

    Rishabh Tyagi
    Amul is launching a camel milk product line in India targeting health conscious consumers. The product line will include liquid milk available in tetra packs containing 70% camel milk and 30% cow milk to reduce saltiness, as well as milk powder and flavored milk variants. Camel milk has higher nutritional benefits than cow milk such as insulin and antibacterial properties. Amul will source the camel milk from breeder cooperatives and process/package the products at its plants before distributing through modern retail stores. Pricing will be at a premium to support nomadic herders. Promotion efforts will include magazine articles, social media campaigns, and tie-ups with gyms and diabetes organizations.

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    Report of A Case Study On Amul Dairy: Camel Milk Launch in India

    Uploaded by

    Rishabh Tyagi
    147 views8 pages
    Amul is launching a camel milk product line in India targeting health conscious consumers. The product line will include liquid milk available in tetra packs containing 70% camel milk and 30% cow milk to reduce saltiness, as well as milk powder and flavored milk variants. Camel milk has higher nutritional benefits than cow milk such as insulin and antibacterial properties. Amul will source the camel milk from breeder cooperatives and process/package the products at its plants before distributing through modern retail stores. Pricing will be at a premium to support nomadic herders. Promotion efforts will include magazine articles, social media campaigns, and tie-ups with gyms and diabetes organizations.

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    Case study

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    RishabhTyagi_SoumyaChakraborty_MBA1

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    Amul is launching a camel milk product line in India targeting health conscious consumers. The product line will include liquid milk available in tetra packs containing 70% camel milk and 30% cow milk to reduce saltiness, as well as milk powder and flavored milk variants. Camel milk has higher nutritional benefits than cow milk such as insulin and antibacterial properties. Amul will source the camel milk from breeder cooperatives and process/package the products at its plants before distributing through modern retail stores. Pricing will be at a premium to support nomadic herders. Promotion efforts will include magazine articles, social media campaigns, and tie-ups with gyms and diabetes organizations.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    147 views8 pages

    Report of A Case Study On Amul Dairy: Camel Milk Launch in India

    Uploaded by

    Rishabh Tyagi
    Amul is launching a camel milk product line in India targeting health conscious consumers. The product line will include liquid milk available in tetra packs containing 70% camel milk and 30% cow milk to reduce saltiness, as well as milk powder and flavored milk variants. Camel milk has higher nutritional benefits than cow milk such as insulin and antibacterial properties. Amul will source the camel milk from breeder cooperatives and process/package the products at its plants before distributing through modern retail stores. Pricing will be at a premium to support nomadic herders. Promotion efforts will include magazine articles, social media campaigns, and tie-ups with gyms and diabetes organizations.

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    REPORT OF A CASE STUDY ON

    AMUL DAIRY: CAMEL MILK LAUNCH IN INDIA

    TARGET SEGMENTS

    Cities Ahmedabad, Delhi, Jaipur, Mumbai

    Age Flavored milk- all age to strengthen their immunity, non -flavored
    milk- 35+ (those with type 1 diabetes).

    Young Autistic patients <15 years age.

    Lifestyle Health Conscious Urban population.

    Lactose Intolerant consumers.

    Customer seeking benefits


    Behaviour User status-potential, first time users

    Customer readiness- not aware about the product

    Positioning- A high nutrient milk product line with special medicinal properties
    for health conscious consumers.
    SWOT ANALYSIS

    •Low availibility
    •Robust Distribution network •Complex supply chain
    •High Functional benefits •Short shelf Life
    •Advantage of AMUL as Umbrella •Higher price compared to
    brand. cow milk.

    Strength Weakness

    •Absence of major
    competitor for camel
    •Customer
    Threat Opportunity mik
    •Growing market of
    reaction to taste is health concious
    unknown. consumers
    •Decreasing Camel •High Disposable
    Population income of middle
    class
    •Export Opportunities
    LEVELS OF PRODUCT

    •Nutritional Benefits
    •Insulin of 52 microunit per mL

    Core benefit •Presence of anti-bacterial properties


    •Develops immunity

    Basic • Liquid and powder milk with Vitamin C,


    Vitamin B1, Lower fat, Calcium.
    Product

    • Natural Probiotic Properties


    Expected • Effective anti oxidant

    Product

    • Home delivery
    Augmented • Availability across different channels
    • Attractive packaging.
    Product

    • More Number of flavors in flavored milk


    Potential products.
    • Ensuring Customer Delight.
    Product
    PRODUCT

    Type of product--- Specialized Product


    Product variants
    1. Liquid non- flavored Milk SKUs – Composition of 70% camel milk,30% cow’s milk(to
    neutralize the salty taste of camel milk)
    2. Milk Powder-
    3. Flavored Milks Tetra Packs SKUs

    Functional Benefits
    1. Presence of Vitamin C, Vitamin B1, and Calcium
    2. Beneficial for patients of Autism, Type 1 Diabetes patients( High Insulin)
    3. Easy to digest
    4. Can be consumed by lactose intolerants (baby boomers).

    Packaging
    1. Tetra packs- SKU sizes of 200mL, 500mL, 1L
    2. Flavored Milk glass bottles- 200mL
    3. Powder sachets -20 gram, 50 gram

    Points of difference from competitors


    Only one Competitor exists in the market that sells camel milk products-
    Aadavik Milks
    PoD
    1. The price will be reasonable because of economy of scale unlike that of
    Key Points:
    Aadavik.
    KEY 2.POINTS
    Better Freezing technology
    3. Better availability due to robust distribution network.
     For packaging, we cannot use poly pouches because there are risks of spill offs over long
    distances. Hence, tetra packs have been suggested.
     To reduce plastic wastes, Sachets will be made from disposable compost based
    packaging with vacuum and flavored milks will be served in glass bottles, in line of
    recent PET bans by some states.
     The Liquid Milk comprises of 70% camel milk and 30% cow milk. Cow milk will be add
    Vitamin A, Vitamin B2, folic acid and pantothenic acid which camel milk lacks in. It will
    help in reducing the salty taste of camel milk.

    SOURCING
    Expected Quantity Sourced-
    According to Union agriculture ministry’s 19th livestock census report of 2012,
    Camel population in India is 400,000
    Milch camels are estimated to be 210,000.
    Note- It is difficult to collect milk directly as the camel breeders always keep moving place to place. Hence it is
    to be collected through Camel Milk Breeders Associations (CMBA) and supply it to the nearest milk producing
    cooperatives
    Camels can breed 1 calf every 2.5 years
    (http://www.bwcindia.org/Web/Awareness/LearnAbout/Camels.html)
    Camels on average have a 15 years fertility period and hence can give birth to 5-6 calves
    Total Lactation period of camel- 15 months
    Weaning period of camel calf- 10 months
    Daily milk yield of Dromedaries Camel in India- 6.9 litres
    Average milk requirement of camel calf- 2 litres per day
    Average expected milk output from Indian Camels- 5 litres per day (with some allowances for domestic
    consumption)
    (http://www.fao.org/docrep/003/x6528e/x6528e02.htm)

    Regions of high camel population densities- 7 (as per case study)


    No. of major camel breeder associations- 3 (to be setup; 1 at Kutch already existent)
    Female camels that can be tapped through big CMBA’s-2000* 3= 6000
    Average potential total output at present= 6000*5= 30000 litres per day (Cow milk sourced by Amul
    per day is 60 lakh litres)

    OPERATIONS-
    1. TetraPak /Flavored milk - Pasteurization, Packaging (Pasteurisation at High Temperature & less
    time-UHT which prevents de-naturation of proteins)
    2. Milk powder- Spray-drying, Packaging (Spray drying is considered as it is around 10 times less
    costlier than Free-drying)

    SCM Model-

    Modern Retail or e-
    commerce channel partners

    Individual herders/farmers will be organized by Camel Milk Breeders Associations (CMBA) in Village
    level cooperative societies (VCS) (with chilling units). The collections from VCS will be send via
    refrigerated or non-refrigerated insulated stainless steel tankers (designed for 1’ increase in
    temperature in 24hrs) to State- level Milk Processing Union or Plant. After processing and packaging,
    the finished product will be send to Exclusive brand outlets or Modern retail stores or warehouses of e-
    commerce partners via various brand wholesalers.
    PRICING
    Cost of raw camel milk procurement- Rs. 40 per litre (https://www.business-
    standard.com/article/companies/amul-gets-fssai-nod-for-camel-milk-to-launch-by-march-2017-
    116120101427_1.html)
    Operational costs for cow’s milk- 5% of procurement costs (as per case study)
    Around 80% of the retail price is supposed to be returned to the camel herders.
    Premium pricing strategy is intended for the upliftment, encouragement and formalization of the
    nomadic herders. Also, the incentives will encourage in better fodder and immunization programs of
    the camels.

    PROMOTION MIX

    1. Trade discounts
    Trade discounts to retailers for purchasing and providing favorable shelf positions.
    2. Trade fairs- To attract bulk buyers.
    3. Tie ups with Export promotion Bodies for exporting in established Camel milk
    markets in Middle East region.
    4. Bundling -500mL camel milk + 20g Amul chocolate (confectionery forms 0.6% of
    Amul’s retail share).
    5. Tie ups with premium gym owners and chains like Gold gym to attract health
    conscious segment.
    6. Free samples-Organizing Camps outside public parks to attract diabetes patients and
    making them try Camel milk samples

    Advertisement
    ATL Techniques
    1. Articles in health and fitness magazines.
    2. Purchasing spots on national TV channel
    BTL Techniques
    1. Social media campaigns on Facebook, Twitter, YouTube, etc.
    2. Collaborating with websites like Healthkart.com to sell products using invites only.
    3. Direct mails by online channel partners.
    BRANDING

    The Product Line will be under Branded House- Amul


    Mascot-Polka Dotted Amul Girl Feeding Camel
    Tagline-Amul, Taste of India. “Ab Tasty bhi Healthy Bhi”
    No Brand Cannibalization: - The Camel milk Product Line is launched as a
    specialized product with special focus on diabetes and autistic patients, hence
    should not cannibalize the existing product lines in the mix.

    ******

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