“GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION

LIMITED”(GCMMF)

BRIEF INTRODUCTION

• Amul , the brand is marketed by GCMMF• The brand AMUL not only provides the milk

but also variety of other products • Amul was the brand which was way ahead of

brand like COCA COLA or PEPSI but it was also a way ahead of age old brand that was DALDA,LIFEBUOY and LUX

HISTORICAL BACKGROUND

• In past there was only one dairy named as POLSON’S dairy in ANAND

• POLSON ‘S dairy basically were exploiting the farmers

• Mr. Tribhuvandas Patel was man behind of helping the farmers in getting good price of there milk

• Dr Kurien one of the officer with help of Mr. Patel had brought the revolution

• Dr Kurien involvement with the KDCMPUL• This co-operative registered was helping the farmers

in many ways such as technical assistance in repairing , maintain and ordering new equipment

• Farmers were now able to give important decision by themselves

• Any farmer can be the member of this committee by committing to supply certain milk for certain no of days

•

• Settlement in cash was the major attraction to the farmers who were usually cash starved

• Farmers were given with services on payment basis

• A GUJRAT pattern so called as ANAND pattern• KDCMPUL built a plan to convert surplus milk

produced in cold season into milk powder and butter

• This GCMMF was agency registered as cooperative society , no one easily be the shareholder

THE structure of Anand pattern

• Cooperative structure was 3 tiered Village level dairy co operative societyDistrict levelState level

Objectives and business philosophy of GCMMF

• Main objectives as carrying economic development of agriculturist

• The business philosophy was as in:To serve interest of milk producersTo provide best quality product

• The basic strength was the trust in mind of consumer

Organization structure• Its consist of:

GMs(3) AGMs(5) MD CEO

• GM looked after marketing, HRD and quality assurance• GM was assisted by AGM’s and managers• In total there 48 sales offices spread over all over the country• GCMMF has also developed an office overseas• IRMA , an institute of ANAND were motivated to work for rural sector

and for poor people• The two major strength of GCCMF WAS:

– EXTENSIVE SALES AND DISTRIBUTION – COLD CHAIN NETWORK

• GCMMF had dealer network of 3600 dealers and 40000 retailers

• Strong relationships with super markets• Use of insulated railway wagons to cover far

areas

Diversification moves by GCMMF

• GCMMF had three product in product portfolio:Liquid milk butterMilk products

• In milk they have :full cream milk ,semi toned milk and fully toned milk

• In fat derivatives such as cream and butter but resultant in cheaper rate

• There were different product variants in amul

• AMUL ice-cream were preferred because of non -gelatin content

• Major achievement was when the organization was able to convince other states to launch there ice cream under brand name AMUL

• It also diversified in non milk products which included edible oil in 1988(DHARA)

• They also launched the drinks in name as SAFAL a mango drink sold in tetra packets

• There were few variety of milk also by amul

COMPETITVE ADVANTAGE

• Low cost of operations and lower pay scales• Wider scale & area of scope of operation• Strong brand name

Competition in different products

• In case of liquid milk they have competition with the private dairies and contractors

• Britannia was other in case of cheese/butter• Nestle and HLL(ready to made sweets)• Kwality/walls was in case of ice cream• Kissan in processed food

Advertisement and promotion

• They have remarkable advertisement• Different taglines

UTTERLY BUTTERLY DELICIOUS(butter)DHARA SHUDH DHARA(EDIBLE OIL)The taste of INDIA

• First company to introduce the concept of billboards according to current situation

• Movies sponsored by AMUL

Some of advertisement

• Amul first captured the doordarshan as it was able to capture large audience

• They also promoted by various reality shows

GCMMF and its program for management for change

• customer centered• They launched TQM to ensure high quality of

products• MOC was launched in 6 areas

Cleanliness of dairyPlanning and budgetingArtificial inseminationQuality testing & milk meas.Animal feeding & mgmnt. PracticesSelf leadership development

SHIKHA UTTAMANUPAM SINGH