Amul SWOT Analysis, Competitors & USP

Posted in Food & Beverages, Total Reads: 34461

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


Parent Company

Amul (Anand Milk Union Limited)


Food Products


Food & Beverages

Tagline/ Slogan

The taste of India; Utterly butterly delicious Amul


India’s most trusted and popular dairy products’ brand

Amul STP


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

Target Group

Lower, Middle and upper middle class families


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

Product Portfolio


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

Amul SWOT Analysis


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


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


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


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

Amul Competition


Below are the 4 main Amul competitors :

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

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.

Search & Explore : BrandGuide

The brand names and other brand information used in the BrandGuide section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only. Utmost care has been taken in the analysis of the brands. However, if you find any ambiguity kindly help us improve.

Edit the Brand or Add a New One : Contribute to BrandGuide
Share this Page on:
Facebook ShareTweetShare on G+Share on Linkedin

Similar Brands in the same Sector: