Number of Employees : 3. Its headquarters are in Anand in the state of Gujarat. Amul is the largest manufacturer of milk and dairy products in India. The company originated to protect the interests of Indian consumers and producers. The dairy manufacturing company became a native brand in the country since then.

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Number of Employees : 3. Its headquarters are in Anand in the state of Gujarat. Amul is the largest manufacturer of milk and dairy products in India. The company originated to protect the interests of Indian consumers and producers. The dairy manufacturing company became a native brand in the country since then. Amul currently processes and gather different varieties of milk products.

It distributes approximately one million liters or more every day in the country. The company continues its adaptive and evolutionary mechanism as it has done for decades. India has placed many investments in its dairy industry, and the company has justified its position. Currently, the company is setting its sight to achieve record growth with its INR 50, crores target in Brand Recall and Equity — Amul has become the favorite for many Indians because of its genius Amul baby campaign that evokes beauty and emotion on every occasion.

There are only a handful of milk-based brands available that have the same public image like Amul in India. Best Quality — Amul has been entrusted with a strong and loyal customer base owing to its standard persistent quality production. Amul has maintained its operation with adequate transparency for decades forming a good relationship with the government and the health department. The appraisal from such entities over its products has only added to its credibility and customer retention.

Huge Customer Base — Amul has the amazing quality of transcending the urban demographic and reaching the rural areas. This allows it to have distinctive leverage over its competition as it expands its consumer base and maintains a presence in every corner of the country.

This promotion did not go unnoticed by one of its competitors HUL Hindustan Unilever Limited which filed a lawsuit against the dairy company and took it to court. HUL won its lawsuit at the Bombay High Court in and demanded that Amul should stop its condescending advertising immediately. Operational Cost — The operational cost for Amul is enormous thanks to its massive structure.

This becomes a liability for the company as Amul experiences multiple pricing changes and is dependent on its farming unions and community whose needs are growing every day.

Amul does not have an effective mechanism in place to face these challenges which is risky given the unpredictability of supply. Portfolio Expansion — Amul has diversified its dairy products variety, but it has not experienced similar success in its other productions.

The best example is its chocolate products that have not reached the same level of success as its ice creams. The demand for milk products continues to grow, and Amul has enough resources to capitalize on this demand. International Markets — Amul has the capacity to explore its reach in the international markets.

It can access more Asian markets from neighboring countries to other regions and operate accordingly. Its international exports will increase their margins and turnovers rapidly. Chocolate Production — Amul can invest generously in its chocolate production and thrive in the chocolate selling business. More and more companies and brands both local and foreign are invading its markets and overtaking its sales.

It has affected its sales and forced them to issue statements garnering unwanted media attention. A national pride for its citizens, Amul has to take the plunge and retain confidence in expanding in the global markets.

With sufficient advertising and promotions, Amul can achieve worldwide success. Tell us what you think? Did you find this article interesting? Share your thoughts and experiences in the comments section below.


Amul SWOT Analysis, Competitors, STP (Segmentation, Targeting, Positioning) & USP

In this SWOT Analysis of Amul, we will analyze the strengths, weaknesses, threats, and opportunities that the brand has and how well it is poised to grow in the future and take on the competition. Amul also invests heavily on advertising and marketing its dairy products like Butter, Milk etc that helps in maintaining the brand image and creating brand awareness. Started in a remote area of Gujarat, over the years, Amul has managed to build a strong supply chain and distribution network for sourcing the raw materials for its products and then taking the finish goods to the consumers. Amul offers different products in different product categories. This wide range of products is one of the biggest strenght of Amul. They are areas where the business needs to improve to remain competitive. SWOT analysis of Amul covers different weaknesses which the brand has and they need to work on.


Amul SWOT Analysis 2019| SWOT Analysis of Amul

Amul started just in India but because of its growth, it has now expanded to almost 60 countries in the world. The product portfolio includes milk, cheese, butter, ice-cream etc. SWOT Analysis of a company is done to realize the strengths, weaknesses, opportunities and threats of the company. Business Standard, 2. The credit also goes to the fact that Amul has a very strong supply chain. Their diverse and wide ranges of products are also one of its strengths. The global mascot Amul girl used in their advertising is their icon throughout the world.


Marketing Strategies of Amul

Amul is a milk co-operative founded by Mr. Verghese Kurian in The company has its headquarters in Anand, Gujarat. Amul is the largest Indian milk and dairy products manufacturer and is considered as one of the most well recognized and iconic brands in the country. The company was incorporated to protect the interest of the consumers and the milk producers in India. Presently, Amul produces and gathers milk and milk products and distributes more than one million liters of milk every day. SWOT Analysis is a strategic analysis framework used to evaluate the competitive position of the company for developing strategic plans.


Headquartered in Anand Gujarat has an annual turnover of 5. Which gives AMUL many smiles as a leader in these segments. The product mix is designed to suit almost every milk based products consumption. Added with nationwide distribution network AMUL makes sure it appears on all major retail shelves. Adding to that is the margins in Milk are thin and maintaining margins becomes difficult given price changes and growing needs of farmer community.

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