Amul SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 18970
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SWOT Analysis of Amul with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Amul

Parent Company

Amul (Anand Milk Union Limited)

Category

Food Products

Sector

Food and Beverages

Tagline/ Slogan

The taste of India; Utterly butterly delicious

USP

India’s most trusted and popular dairy products’ brand

STP

Segment

People who need milk and milk products for day to day use

Target Group

Lower, Middle and upper middle class families

Positioning

An Indian brand producing superior quality products

Product Portfolio

Brands

1.Amul Butter
2.Amul Cheese

3.Amul Chocolates

4.Amul Ice Cream

5.Amul Kool

SWOT Analysis

Strengths

1.High brand equity and top of the mind brand
2. Strong network of over 3 million milk producers
3. World’s largest manufacturer of pouched milk
4. India’s largest food brand, trusted for its quality

5.Number of popular milk products like ice cream, ghee, butter, paneer, dahi, milk, etc.

6.Products available at affordable price

7.Market leader in butter segment

8.Responsible for white revolution in India

9. Successful advertising and marketing campaigns

10.Strong network of Amul retail outlets, stalls and parlours

11.A popular mascot in the Amul girl

Weaknesses

1.Low market share in chocolates segment
2.Strong competition from international & domestic players in the ice cream segment means limited market share

Opportunities

1.Introduce new products in the chocolate segment
2.To tap the untapped market, increase its reach in rural markets
3.Rise in purchasing power of Indian people

Threats

1.Strong competition from international players
2.Economic slowdown and inflation

Competition

Competitors

1.Britannia Industries
2.Nestle Ltd
3.Mother Dairy

4.Local dairies



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