Amul Swot Analysis
2.1 INDUSTRY PROFILE
FMCG industry
The FMCG industry is volume focused and is categorized by low margins. The products are branded and supported by marketing, wide advertising, smooth packaging and strong distribution networks. The Fast Moving Consumer Goods segment can be classified under the premium segment and popular segment. The premium segment outfits mostly to the higher/upper middle class which is not as price delicate apart from being brand sensitive.
The price sensitive prevalent or mass segment comprises of consumers belonging mainly to the semi-urban or rural areas who are not particularly brand sensible. Products sold in the popular segment have significantly lower prices than their premium products. What
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Strengths in the SWOT analysis of Amul
Very high market share in ice cream - Amul has the top market share in ice cream segment which further helps the company to move other products into the market.
Excellent brand equity - Amul is a trusted brand over the years and the contribution of Amul girl and her outdoor ads should specifically be mentioned here.
Excellent quality management - even though Amul has such a wide and large distribution network, hardly any quality complaints come for Amul.
Strong distribution network – This is one company which is strong in urban as well as rural distribution. You will find Amul present even in small towns and villages.
Good product portfolio - Amul had a deep product portfolio compared to any fmcg company. It has many different variety of milk, and milk based food products like cheese, butter, milk, buttermilk, lassi
And many others. In ice creams too, Amul has a large variety of flavors.
Strong Supply chain - Vendors love Amul and Amul is known for the white revolution in India.
Rural presence - Strong rural presence of Amul is its strength. It is mentioned here separately because this rural presence gives Amul a strong competitive
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Organization Profile
Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is countries largest food product marketing organization with annual turnover (2013-14) US$ 3.0 billion. Its daily milk procurement is approx. 13.18 million lit per day from 17,025 village milk cooperative societies, 17 member unions covering 31 districts, and 3.23 million milk producer members.
It is the Apex organization of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL ', which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money. Its success has not only been emulated in India but serves as a model for rest of the World.
It is exclusive marketing organization of 'Amul ' and 'Sagar ' branded products.
It operates through 53 Sales Offices and has a dealer network of 10000 dealers and 10 lakh retailers, one of the largest such networks in India. Its product range comprises milk, milk powder, health beverages, ghee, butter, cheese, Pizza cheese, Ice-cream, Paneer, chocolates, and traditional
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