SUMMARY OF THE CAUSES FOR FAILURE OF AMUL PIZZA
Amul was successfully able to launch the Pizza.
Amul had an advantage with regard to Pricing.
The problem it had was of winning the trust of the consumer over the quality and freshness of
the Pizzas as they were frozen and were manufactured quite a few days back.
Packaging of the Pizzas was also questionable.
The taste of Pizzas was not at all appreciable
Amul’s Franchisee Model was very faulty.
The selection of the mix of tools i.e., advertising, sales promotion and publicity was
inappropriate.
Amul was not fast enough to see the changing trends and accordingly introduce the
product.Amul’s strategy of creation of a mass market was entirely wrong.
Amul lost out because of its inability to communicate the Positioning in a proper manner.
Amul failed to do Product Differentiation properly.
Amul’s Pizzas were not up to the quality levels defined by its all the other products
Amul overlooked the threat from Pizza Professionals like Pizza Hut and Domino’s.
Amul followed a strategy of Forward Integration, which it shouldn’t have done.
Amul missed out on the fact that Cultural Factors and Reference Groups have a very major
impact on buying decisions.
Since the Customer Satisfaction is not there, the brand missed out on Consumer Loyalty.
The Value Proposition promised by Amul was not delivered
Amul was successfully able to launch the Pizza.
Amul had an advantage with regard to Pricing.
The problem it had was of winning the trust of the consumer over the quality and freshness of
the Pizzas as they were frozen and were manufactured quite a few days back.
Packaging of the Pizzas was also questionable.
The taste of Pizzas was not at all appreciable
Amul’s Franchisee Model was very faulty.
The selection of the mix of tools i.e., advertising, sales promotion and publicity was
inappropriate.
Amul was not fast enough to see the changing trends and accordingly introduce the
product.Amul’s strategy of creation of a mass market was entirely wrong.
Amul lost out because of its inability to communicate the Positioning in a proper manner.
Amul failed to do Product Differentiation properly.
Amul’s Pizzas were not up to the quality levels defined by its all the other products
Amul overlooked the threat from Pizza Professionals like Pizza Hut and Domino’s.
Amul followed a strategy of Forward Integration, which it shouldn’t have done.
Amul missed out on the fact that Cultural Factors and Reference Groups have a very major
impact on buying decisions.
Since the Customer Satisfaction is not there, the brand missed out on Consumer Loyalty.
The Value Proposition promised by Amul was not delivered