SWOT Analysis of Amul with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
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Amul |
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Parent Company |
Amul (Anand Milk Union Limited) |
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Category |
Food Products |
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Sector |
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Tagline/ Slogan |
The taste of India; Utterly butterly delicious Amul |
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USP |
India’s most trusted and popular dairy products’ brand |
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Amul STP |
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Segment |
People who need milk and milk products for day to day use |
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Target Group |
Lower, Middle and upper middle class families |
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Positioning |
Amul is an Indian brand producing superior quality milk & dairy products |
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Product Portfolio |
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Brands |
1.Amul Butter |
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Amul SWOT Analysis |
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Strengths |
Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Amul : 1. Amul has a high brand equity and top of the mind brand recall 2. Strong network of over 3 million milk producers are associated with Amul 3. It is the world’s largest manufacturer of pouched milk 4. India’s largest food brand:Amul is trusted for its quality 5. Number of popular milk products are offered like ice cream, ghee, butter, paneer, dahi, milk, etc. 6. Products available at affordable prices 7. In India, It is a market leader in butter segment 8. Amul is responsible for white revolution in India 9. Successful advertising and marketing campaigns has enhanced the brand presence. 10. Strong network of retail outlets, stalls and parlours 11.A popular mascot in the Amul girl |
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Weaknesses |
1.Low market share in chocolates segment for Amul 2.Strong competition from international & domestic players in the ice cream segment means limited market share |
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Opportunities |
1. Amul can introduce new products in the chocolate segment 2.To tap the untapped market, It can increase its reach in rural markets 3.Rise in purchasing power of Indian people 4. Amul can tieup with hotels, resorts, restaurants etc |
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Threats |
1.Strong competition from international players can reduce the market share of Amul |
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Amul Competition |
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Competitors |
Below are the 4 main Amul competitors : 1.Britannia Industries |
The brandguide table above concludes the Amul SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.
Browse marketing analysis of more brands and companies similar to Amul. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories.
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