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

Indias 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
1.Amul Butter
2.Amul Cheese
3.Amul Chocolates
4.Amul Ice Cream
Brands

5.Amul Kool

SWOT Analysis
Strength

1.High brand equity and top of the mind brand

2. Strong network of over 3 million milk producers
3. Worlds largest manufacturer of pouched milk
4. Indias largest food brand, trusted for its quality
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

Weakness

1.Low market share in chocolates segment

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

Opportunity

1.Introduce new products in the chocolate segment

2.To tap the untapped market, increase its reach in rural
markets
3.Rise in purchasing power of Indian people

Threats

1.Strong competition from international players

2.Economic slowdown and inflation

Competition
1.Britannia
2.Nestle
3.Mother Dairy
Competitors

4.Local dairies