Amul's revamped Chocolate strategy

From BS : Dairy major Amul is reworking its strategy in the chocolate category to push its chocolate product sales. Although, the company has maintained a chocolate portfolio for more than 20 years, the dairy products major never posed a threat to market leaders such as Cadbury and Nestle.

Now, with a new product portfolio, the home-grown foods giant is planning to create a space for itself. In the chocolate business, Amul's strategy is to identify the market gaps and try and fill them. They have done this in the past with their Sugar free and Choco Zoo, both of which have been appreciated by the consumers. Now. Amul intends to concentrate on the niche segment when it comes to the chocolate range.

Company executives say that by occupying niche spots such as the shape-based chocolates segment, Amul can dominate the segment. In the overall category, Amul has a market share of roughly 10 per cent compared with 70 per cent share of the market leader, Cadbury.


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