Amul('s) Stamina

Amul , a Symbol of quality, a superb business model which started out as a co-operative movement has pushed itself strongly in an Indian economy. Morally empowering the women and farmers to collect milk from their cows and pass it on to them for a price. A very good example of supply chain management is going to relaunch its product Stamina, which was not a success in 2006.

Re-launch, yes you read it right. Stamina, a whey based drink, made from whey protein which is a liquid remain after the milk is curdled and strained. Although the product has stamina increasing properties but Amul needs to spread the word clearly.

Yes it is true, most people when asked about sports drink imagine only Red Bull, Cloud 9, Coke's Burn etc - in short Energy drinks. So Amul has to create first its own audience as it is totally a different segment. Energy drinks have caffeine which can cause dehydration during physical activity. This one has protein which increases the stamina.

Amul has a few obstacles. First is the not successful Stamina 2006. Amul needs to change that impression first. Second comes as competitors, not as the same segment competitors but since it is a sport drink people will compare it with different energy drinks. So it needs to build a different segment and be the best in it. The time taken to build with bring more competitors in the same segment which will be its upcoming third hurdle.

On the better side, Amul has its brand name, the most trusted one. This is the drink which will not be restricted to sport centric segment. It can make easier for mothers, how to give their kids protein rich diet. Health and proteinx freak gym riders will be ready to include it in their diet. Mid -40's, 50's, 60's... and aged are often recommended by doctors for protein in their diet especially when it comes to stamina.

Its not that easy as it looks. Amul will have to play a real guju(cunning) game here. It should really focus on the segmentation of the product and also on how to bring this product as part of a routine diet as this one has the potential. A campaign which can bring in everyones attention and roll the wheels for stamina.