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Amul

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K
Kaushambi Ghosh

This document provides an analysis of Gujarat Cooperative Milk Marketing Federation (GCMMF), which markets dairy products under the Amul brand. It discusses GCMMF's history as a dairy cooperative founded in 1946. The business model focuses on procuring milk from farmers and converting it into branded packaged products. Key products include milk, butter, ghee, cheese and ice cream. The document performs a SWOT analysis and discusses GCMMF's market position, segmentation, the competitive dairy industry, and opportunities for future growth. Financial analysis of GCMMF is also presented.

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GCMMF Case Analysis By: Hardik Mishra (B08010) Kaushambi Ghosh (B08012) Pankaj Agarwal (B08020) Ritesh Chowdhary (B08023)
Agenda • History of GCMMF • Business Model • Product Category • Industry Analysis • SWOT Analysis • BCG Matrix • Market Segmentation • Financial Analysis • The Way Forward..!!!
History • Founded in 1946 under the name Kaira District Co- operative Milk Producers’ Union Ltd by Tribhuvandas Patel • Runs as a purely farmers’ cooperative • Starting from a daily procurement of 250 lts/day to 4.6 mn lts/day, now has become a milk giant under the name GCMMF • Manages the brand “AMUL” meaning “Priceless” is the No. 1 in dairy in Asia and No.2 in the world • Main objective is to carry out activities for the economic development of agriculturalists • Spurred the White Revolution in India
Anand Pattern Village level • 200 members • Committee of 8-9 members District Level • Board of Directors – 12 • 900 members (Approx.) State Federation •Members are chairpersons of District level co-operatives and ex officio members: • Representative from NDDB • Registrar of co-operative of the state concerned
Business Model “Providing quality products to consumers at an affordable price” Everyday GMCCF collects 4.6 mn lts of milk from 2.1 milk producers, converts the milk into branded, packed products and delivers the goods to over 4,00,000 retail outlets across the country with the help of its 12 plants
Product Category Category Market Share Market Position Milk N.A 1 Butter 85% 1 Milk Powder 60% 1 Cheese 50% 1 Ice Creams 30% 2 Sweets 50% 1 Chocolates 10% 3 Chocolate Drinks 15% 4 Edible Oil 12% N.A.
Market Segmentation Customer Based Ice-Cream, Chocolate, Milk, Kids Nutramul, Sweets, Safal fruit drinks. Dhara Edible Oils, Milk, Safal House tomato ketchup and mixed fruit jam, Wife Amul Cheese, Amul spray. Amul Lite, Dhara Health, Sagar Calorie skimmed milk powder. Conscious Sweets, Ice-cream, Cheese, Youth Chocolates, Milk.
Market Segmentation Industry Based Ice-cream manufacturers, Restaurants, Cofee Shop Chain Milk Bakery and confectionaries, Pizza shops, snacks shops. Cheese, Butter, Ghee
Industry Analysis Threat of New Entrants - High Bargaining Bargaining Power of Competitive Power of Suppliers - Rivalry - High Customers - Low High Threat of Substitutes - Low
SWOT Analysis Strength  High quality, low price  Robust Distribution Network  Extensive cold chain network  Varied product range  Excellent relationship with the farmers  Constant innovations  Excellent relationship with supermarkets/departmental stores  Strong brand names
SWOT Analysis Weaknesses Completely dependent on villages for its raw material Short self life of most of their products  Supplier centred Tax implications because of Co-operative structures
SWOT Analysis Opportunities  Increase per capita milk consumption  Penetrate international markets  Concentrate on process food sector Threats  Competitors – HUL, Nestle, Britannia other local players  The yield of Indian cow is much lower than that of cow in other dairy countries
BCG Matrix
Financial Analysis Financial Analysis Excel
The Way Forward..!!! • It should concentrate in the processed sector as it has a robust distribution and cold chain network • It should be more customer centric • It should look forward to implement information technology • It should influence the Govt. against the tax implications which are benefitting the private players more than the co-operatives
Thank You

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Amul

  • 1. GCMMF Case Analysis By: Hardik Mishra (B08010) Kaushambi Ghosh (B08012) Pankaj Agarwal (B08020) Ritesh Chowdhary (B08023)
  • 2. Agenda • History of GCMMF • Business Model • Product Category • Industry Analysis • SWOT Analysis • BCG Matrix • Market Segmentation • Financial Analysis • The Way Forward..!!!
  • 3. History • Founded in 1946 under the name Kaira District Co- operative Milk Producers’ Union Ltd by Tribhuvandas Patel • Runs as a purely farmers’ cooperative • Starting from a daily procurement of 250 lts/day to 4.6 mn lts/day, now has become a milk giant under the name GCMMF • Manages the brand “AMUL” meaning “Priceless” is the No. 1 in dairy in Asia and No.2 in the world • Main objective is to carry out activities for the economic development of agriculturalists • Spurred the White Revolution in India
  • 4. Anand Pattern Village level • 200 members • Committee of 8-9 members District Level • Board of Directors – 12 • 900 members (Approx.) State Federation •Members are chairpersons of District level co-operatives and ex officio members: • Representative from NDDB • Registrar of co-operative of the state concerned
  • 5. Business Model “Providing quality products to consumers at an affordable price” Everyday GMCCF collects 4.6 mn lts of milk from 2.1 milk producers, converts the milk into branded, packed products and delivers the goods to over 4,00,000 retail outlets across the country with the help of its 12 plants
  • 6. Product Category Category Market Share Market Position Milk N.A 1 Butter 85% 1 Milk Powder 60% 1 Cheese 50% 1 Ice Creams 30% 2 Sweets 50% 1 Chocolates 10% 3 Chocolate Drinks 15% 4 Edible Oil 12% N.A.
  • 7. Market Segmentation Customer Based Ice-Cream, Chocolate, Milk, Kids Nutramul, Sweets, Safal fruit drinks. Dhara Edible Oils, Milk, Safal House tomato ketchup and mixed fruit jam, Wife Amul Cheese, Amul spray. Amul Lite, Dhara Health, Sagar Calorie skimmed milk powder. Conscious Sweets, Ice-cream, Cheese, Youth Chocolates, Milk.
  • 8. Market Segmentation Industry Based Ice-cream manufacturers, Restaurants, Cofee Shop Chain Milk Bakery and confectionaries, Pizza shops, snacks shops. Cheese, Butter, Ghee
  • 9. Industry Analysis Threat of New Entrants - High Bargaining Bargaining Power of Competitive Power of Suppliers - Rivalry - High Customers - Low High Threat of Substitutes - Low
  • 10. SWOT Analysis Strength  High quality, low price  Robust Distribution Network  Extensive cold chain network  Varied product range  Excellent relationship with the farmers  Constant innovations  Excellent relationship with supermarkets/departmental stores  Strong brand names
  • 11. SWOT Analysis Weaknesses Completely dependent on villages for its raw material Short self life of most of their products  Supplier centred Tax implications because of Co-operative structures
  • 12. SWOT Analysis Opportunities  Increase per capita milk consumption  Penetrate international markets  Concentrate on process food sector Threats  Competitors – HUL, Nestle, Britannia other local players  The yield of Indian cow is much lower than that of cow in other dairy countries
  • 15. The Way Forward..!!! • It should concentrate in the processed sector as it has a robust distribution and cold chain network • It should be more customer centric • It should look forward to implement information technology • It should influence the Govt. against the tax implications which are benefitting the private players more than the co-operatives