Why amul pizza failure

Look at the following link and see if you can't figure it out for yourself. The results might surprise you and your tutors , and, because you'll have done the research on your own, it will be more satisfying.

Dear vinesh. This lack of connection created a lack of significance. Imagine if Volkswagen suddenly started making yogurt, or Ben and Jerry's suddenly started offering cell phones or cable TV. There's no connection for either company with their proposed but fictional goods or markets.

So when a company with no history in a sector suddenly begins offering something in that sector, in the minds of shoppers, there's suddenly consumer disparity between what's known and expected, and what is being presented. This creates a discordant feeling for the customer, and when customers don't feel comfortable, they don't buy. Post a Comment. Sign in to start learning. Show related SlideShares at end. WordPress Shortcode. Next SlideShares.

Download Now Download to read offline and view in fullscreen. Download Now Download Download to read offline. Amul Pizza Frozen Foods. Amul's diversification strategy. Market Research Report : Pizza market in india - Sample. Project on amul cheese. Amul strategy presentation ppt. Amul case study. Related Books Free with a 30 day trial from Scribd. Related Audiobooks Free with a 30 day trial from Scribd. Views Total views. Actions Shares. No notes for slide. Target segmentation 6.

Cannibalization in Amul products 8. Product Overlaps cannibalization It is Situation where the company decides to Complete against its own brands. He said, "We want pizzas to become a mass consumption item. And as in the case of ice cream, we will force pizza manufacturers to slash prices. Eventually, this would expand the market for cheese. Based on the findings, Amul entered into the following areas: ice cream, curd, paneer 3 , cheese, and condensed milk.

Refer Exhibit II for Amul's product portfolio. Positioned as the 'Real Ice-cream,' Amul Ice cream was one of the few milk-based ice creams in the market. With GCMMF gradually expanding its distribution reach, Amul was all set to strengthen its share in the ice cream segment. Refer Exhibit III for market share. In August , Amul launched branded yoghurt in India for the first time, when it test marketed "Masti Dahi" in Ahmedabad first and then introduced it all over the country.

Each gm cup was priced at Rs In January , Amul re-entered 5 the carton milk market 6 with the launch of "Amul Taaza" in Mumbai. Amul Taaza was non-sweetened, plain, low fat milk. The product was positioned as a lifestyle as well as functional product. It was targeted at the upper middle class housewife who could use it for different occasions.