Description
SWOT ANALYSIS OF AMUL
Amul
Parent Company
Amul (Anand Milk Union Limited)
Category
Food Products
Sector
Food and Beverages
Tagline/ Slogan
The taste of India; Utterly butterly delicious
USP
India’s most trusted and popular dairy products’ brand STP
Segment
People who need milk and milk products for day to day use
Target Group
Lower, Middle and upper middle class families
Positioning
An Indian brand producing superior quality products Product Portfolio
Amul cheese Amul cool Amul butter Amul ice cream Amul chocolates Brands 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 Strength 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 Weakness 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 Opportunity 3.Rise in purchasing power of Indian people
1.Strong competition from international players Threats 2.Economic slowdown and inflation Competition
1.Britannia 2.Nestle 3.Mother Dairy Competitors 4.Local dairies
doc_714040341.docx
SWOT ANALYSIS OF AMUL
Amul
Parent Company
Amul (Anand Milk Union Limited)
Category
Food Products
Sector
Food and Beverages
Tagline/ Slogan
The taste of India; Utterly butterly delicious
USP
India’s most trusted and popular dairy products’ brand STP
Segment
People who need milk and milk products for day to day use
Target Group
Lower, Middle and upper middle class families
Positioning
An Indian brand producing superior quality products Product Portfolio
Amul cheese Amul cool Amul butter Amul ice cream Amul chocolates Brands 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 Strength 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 Weakness 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 Opportunity 3.Rise in purchasing power of Indian people
1.Strong competition from international players Threats 2.Economic slowdown and inflation Competition
1.Britannia 2.Nestle 3.Mother Dairy Competitors 4.Local dairies
doc_714040341.docx