This category kind of suggests that the company/brand does not see much potential in these products. The advertisements for Amul Lassi are also targeted to make it a faster growing product. However, it is steadily making a name for itself against its close competitors like Aarey and Govardhan. Amul Lassi falls under this category as it already is in a highly populated market. They essentially can also become the rising ‘Star’ products with the correct attention, and investments.
These products are in high growth markets with a low market share. Often companies employ funds for researching into the scope of the ‘Question Mark’ products. They are just products that have potential to grow, but require a little more attention and careful planning to go the right way. The Question MarksĪs the name suggests, ‘Question Mark’ products aren’t those that have a questionable future. Amul Ice Creams have very targeted advertisements, and are constantly being worked on to become more appealing to the public by the use of words like ‘creamy’, ‘medium-fat’, etc. Companies often invest a lot of cash that comes in from the ‘Cash Cow’ category into the ‘Star’ products’ promotions, and development. ‘Star’ products have the characteristic of holding a high market share, in markets with high growth potential- the most desired quadrant. Amul yet again has more than one product in this category- Amul Ghee, and Amul Ice Cream. On one hand you have the ever-reliable ‘Cash Cow’ with a constant influx of cash- as its name suggests, on the other hand you have the ‘Star’- which not only brings home the bucks, but also rings in 1 st in the popularity contest. This category of products is the focus of the show. That is saying something, considering the amount of brands and popups in the dairy industry due to the changing trends. They hold high shares in markets that have relatively low growth. These three products generate a steady, high revenue to fuel the other products of the brand. Looking at it more closely, we can also surmise that Amul Butter, and Amul Cheese, are also its ‘Cash Cows’. The Cash CowsĪmul’s ‘Cash Cow’ is coincidentally its cow milk.
Let’s see these quadrants in more detail, especially related to Amul.
These 4 quadrants represent the permutations of the type of growth and market share possible. We know that there are 4 quadrants in the BCG matrix – Cash Cow, Star, Question Mark, and Dog. Allow me to draw a connection between the two by saying that we are about to perform an analysis of Amul using the BCG matrix. You must be wondering why this piece has introduced the BCG matrix, and Amul in the same breath since both are in absolutely different domains. In addition to being our go-to in the culinary sector, the brand has also snatched our attention with the witty, satirical billboards they put up in accordance with the current affairs. A brand is defined by the need it serves, and by the attention it garners.
0 kommentar(er)
