GCMMF Gujarat Co-operative Milk Marketing Federation Limited

Presented By Bidyut Bikash Das Chayan Suklabaidya Khukan Chandra Das Bubbly Rajkonwar Dolly Basumatary

Introduction

GCMMF - formed in 1st Dec 1946 in Kaira Dist, Gujarat Founder & Chairman- Dr Verghese Kurien

“AMUL” - Anand Milk Union Limited .

Sanskrit term- “ Amulya”- rare/valuable Started the White Revolution of India Also the World’s biggest vegetarian cheese brand Started from 247 litres of Milk , now having approx. 14.85 million litres per day from 18536 village milk co-operative societies World’s 2nd largest milk producer It’s a economic movement of farmers

Dr. Verghese Kurien

An overview ….Members 17 District Cooperative Milk

Producers' UnionsNo. of Producer Members 3.37 Million

No. of Village Societies 18,536

Total Milk handling capacity per day 24 Million litres per day

Milk Collection (Total - 2014-15) 5.42 billion litres

Milk collection (Daily Average 2014-15) 14.85 million litres

Cattlefeed manufacturing Capacity 6340 Mts. per day

Sales Turnover -(2014-15) Rs. 20733 Crores (US $ 3.4 Billion)

The Amul Model The Amul Model of dairy development is a three-tiered structure with the dairy cooperative societies at the village level federated under a milk union at the district level and a federation of member unions at the state level.• Establishment of a direct

linkage between milk producers and consumers by eliminating middlemen

• Milk Producers (farmers) control procurement, processing and marketing

• Professional management

Distribution Channel

Customer based market Segmentation Amul Kool , Chocolate , Milk nutritional Energy Drink

Women Amul Calci+

Youth Utterly delicious Pizza , Amul Emmental Cheese Amul Cheese

Spreads

Health conscious

Amul Shakti Health food drink, Nutramu

KIDS

Calorie conscious Amul lite, Amul lite and trim

milk

Market Share & Competitors Category Market share Market Position Competitors

Butter 87% 1 Britannia , Nestle

Milk Powder 40% 1 Britannia ,

Cheese 50% 1 Britannia

Ice-Cream 38% 1 Kwality Walls, Mother Dairy

Sweets/condensed Milk

50% 1 Nestle

Chocolate Drink 90% 1 Nestle

Chocolate 10% 3 Cadbury , Nestle

Curd 61% 1 Mother Dairy

Reason For Success

SUCCESS !!SUCCESS !!

Robust Supply ChainLow Cost Stratgey

Strong Distribution Network

Technology & E-Initiatives

Diverse Product Mix

The Brand Value AMUL

GCMMF Turnover (In Crores)

Swot Analysis Of Amul Strengths

Largest food brand in India & Asia High quality , Low Price Introduced TQM . World’s Largest pounched Milk

Brand Annual turn-over of 20733 crores

(2014-15) Highly Diverse Product Mix Robust Distribution Network

Weaknesses Strong Dependency on weak

infrastructure & completely dependent on villages for its raw mateials

Risks of highly complex chain system

Short life of its product Alliance with third parties who do not

belong to the organized sector

Opportunities Penetrate international markets Diversify product portfolio to enter

new product categories & expand existing categories like processed foods , choclates etc.

Use internet for selling products

Threats Competitors – Hindustan Lever,

Nestle,Britania & local players Stiff competition from MNC’s in

butter The yield of India cattle still much

lower than other dairy countries

Thank You ……

CSR of Amul

Tree PlantationSponsorshipsAmul Ads