Amul SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 18143

SWOT Analysis of Amul with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Amul (Anand Milk Union Limited)


Food Products


Food and Beverages

Tagline/ Slogan

The taste of India; Utterly butterly delicious


India’s most trusted and popular dairy products’ brand



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

Target Group

Lower, Middle and upper middle class families


An Indian brand producing superior quality products

Product Portfolio


1.Amul Butter
2.Amul Cheese

3.Amul Chocolates

4.Amul Ice Cream

5.Amul Kool

SWOT Analysis


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


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


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


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



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

4.Local dairies


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