Amul SWOT Analysis, Competitors & USP

Amul (Anand Milk Union Limited)

Food Products

Food & Beverages

The taste of India; Utterly butterly delicious Amul

India’s most trusted and popular dairy products’ brand

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

Lower, Middle and upper middle class families

Amul is an Indian brand producing superior quality milk & dairy products

1. Amul Butter

2. Amul Cheese

3. Amul Chocolates

4. Amul Ice Cream

5. Amul Kool

The above mentioned brands are the prominent products under the Amul product portfolio.

Below are the Strengths in the SWOT Analysis of Amul:

1. Amul is one the largest milk-based food manufacturer which has a high brand equity and top of the mind brand recall

2. Excellent distribution and a strong network of over 3 million milk producers are associated with Amul

3. It is the world’s largest manufacturer of pouched milk

4. Amul is India’s largest food brand which is trusted for its quality

5. Number of popular milk products are offered like milk, ice cream, ghee, butter, cottage cheese, yogurt, etc.

6. Products available at affordable prices and hence it has a wide target audience

7. In India, it is a market leader in butter segment and has a majority share as compared to all competitors

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, grocery stores and ecommerce platforms ensures high presence of the product

11. The Amul girl is a popular mascot, which is used in its cartoon strips advertising which focuses on key global events

Here are the weaknesses in the Amul SWOT Analysis:

1. Low market share in chocolates segment for Amul as compared to some of its competitors

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

Following are the Opportunities in Amul SWOT Analysis:

1. Amul can introduce new products in the chocolate segment

2. It can increase its reach in rural markets within the country and also export its products to various countries

3. Rise in purchasing power of Indian people can increase the business of the company

4. Amul can tie-up with hotels, resorts, restaurants etc. for a continuous business in the B2B business segment

The threats in the SWOT Analysis of Amul are as mentioned:

1. Strong competition from international players can reduce the market share of Amul

2. Economic slowdown and inflation can affect business

Below are the top 6 competitors of Amul:

1. Britannia

2. Nestle

3. Mother Dairy

4. Cadbury

5. Baskin Robbins

6. Kwality Walls