GCMMF (Amul Brand)

1. GCMMF Gujarat Co-operative Milk Marketing Federation
Limited
Presented By
Bidyut Bikash Das
Chayan Suklabaidya
Khukan Chandra Das
Bubbly Rajkonwar
Dolly Basumatary

2. IntroductIon
GCMMF - formed in 1st
Dec 1946 in KairaDist, Gujarat
Founder & Chairman- Dr Verghese Kurien
“AMUL” - Anand Milk Union Limited .
 Sanskrit term- “ Amulya”- rare/valuable
 Started theWhiteRevolution of India
 Also theWorld’sbiggest vegetarian cheesebrand
 Started from 247 litres of Milk , now having
approx. 14.85 million litres per day from 18536
villagemilk co-operativesocieties
 World’s2nd
largest milk producer
 It’saeconomic movement of farmers
Dr. Verghese Kurien

3. An overvIew ….
Members
17 District Cooperative Milk
Producers' Unions
No. 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)

4. 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

5. disTribuTion ChAnnel

6. 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

7. 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

8. reaSon For SuCCeSS
SUCCESS !!SUCCESS !!
robuSt Supply Chainlow CoSt Stratgey
Strong DiStribution
network
teChnology & e-
initiativeS
DiverSe proDuCt Mix
the branD value aMul

9. gCMMF turnover (in CroreS)

10. 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

11. thAnk you ……
CSr of Amul
Tree Plantation
Sponsorships
Amul Ads