Amul SWOT Analysis, USP & Competitors

Amul

Parent Company

Amul (Anand Milk Union Limited)

Category

Food Products

Sector

Food & Beverages

Tagline/ Slogan

The taste of India; Utterly butterly delicious Amul

USP

India’s most trusted and popular dairy products’ brand

Amul STP

Segment

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

Target Group

Lower, Middle and upper middle class families

Positioning

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

Product Portfolio

Brands

1.Amul Butter
2.Amul Cheese
3.Amul Chocolates
4.Amul Ice Cream
5.Amul Kool

Amul SWOT Analysis

Strengths

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

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

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

Threats

1.Strong competition from international players can reduce the market share of Amul
2.Economic slowdown and inflation can affect business

Amul Competition

Competitors

1.Britannia Industries
2.Nestle Ltd
3.Mother Dairy
4.Local dairies