This PPT informing the SWOT analysis, competitors and marketing mix of# Amul

1. Submitted By -
KANHU CHARAN SAHOO
AMUL

2. CONTENT
 Introduction
 Overview
 SWOT analysis
 Competitors
 Marketing mix

3. INTRODUCTION
 AMUL is an Indian dairy cooperative .
 INDUSTRY : Dairy /Fast –Moving Consumer Good (FMCG)
 FOUNDED : 1946 ( By –Tribhuvandas Patel )
 HEADQUARTERS : Anand ,Gujarat ,India
 PARENT : Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF)
 CHAIRMAN : Ramsinh Parmar, Kaira District Co-operative
Milk producers Union Limited.
 WEBSITE : www.amul.com
 BRAND NAME : “AMUL” is acronym of Anand Milk Federation
Union Limited .
 LOGO :
 SLOGAN : “ The Taste of India”

4. OVERVIEW
 Year of Establishment : 1973
 Members : 18 District Cooperative milk
Producers’ Unions
 No. of Producer Members : 3.6 million
 No. of village societies : 18,549
 Revenue : ₹ 386 billion (FY 2020)
 Total milk handling capacity : 30 millions per day
 Milk collection : 17.65 million liters per day
 Divisions : Banas Dairy ,Dudhsagar Dairy

5. SWOT ANALYSIS OF AMUL
 Strength –
1. Strong brand image
2. Loyal customer base
3. Strong product portfolio
4. Strong supply and Distribution Network
 Weakness –
1. Low popularity of chocolates ,ice-creams , Paneer etc.
2. Increasing cost of operations

6.  Opportunities-
1. Potential of product line extension .
2. Potential to expand in small towns and other geographies .
3. Potential to increase awareness for other product
categories .
 Threats –
1. Increased competition from local and global players in
different product categories .

7. COMPETITORS OF AMUL
 Ice creams : HUL
 Chocolates : Cadbury ,Nestle
 Pizza : Pizza Hut ,Dominos,Nirulas Frozen Pizza
 Curd : Nestle ,Mother Dairy
 Ultra high Treated milk : Britannia , Nestle
 Sweet condensed milk : Nestle
 Paneer : Britannia
 Milk Additives : Cadbury ,Smithkline Beecham
 Flavored milk : Britannia , Nestle

8. MARKETING MIX OF AMUL
 Product –
1. Best Ingredients
2. No differentiation in Quality Standards of consumer &
Catering /Institutional Packs
3. Prolife & Sugar free Probiotic
4. Made from Fresh Milk
 Price –
1. Penetration Pricing
2. Value Pricing
3. Low-cost price strategy core philosophy of providing
ice cream at a basic ,affordable price to appeal the
common masses .

9.  Place –
1. GCMMF is India’s largest exporter of Dairy products .
2. APEDA Award .
3. Excellence in Dairy product Exports for the last 9 Years .
 Promotion-
1. ADVERTISING
2. Fresh and Innovative .
3. The clean ,emotion-based ads..
4. Vying for the Guinness records
5. 1% of its turnover on promotions .