Amul brand


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Amul brand

  1. 1. Case study on “AMUL”(GCMMF)<br />Presented by<br />
  2. 2. Shivkumar<br />Venkatesh<br />Sunilkumar<br />
  3. 3. History <br />Founded in 1946 under the name Kaira District Co-operative Milk Producers Union Ltd by Tribhuvandas Patel<br />Purely farmers co-operative<br />Started with daily procurement of 250 lts/day<br />Now it is known as GCMMF<br />Manages brand “AMUL” means “Priceless” in Sanskrit<br />No. 1 brand in India and 2 in the world<br />Spurred the White Revolution in India<br />
  4. 4. GCMMF<br /> Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organization. It is a state level apex body of milk cooperatives in Gujarat 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.<br />
  5. 5. Business Model <br />Providing quality products to consumers at an affordable price<br />Everyday GMCCF collects 4.6 mnlts 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<br />
  6. 6.
  7. 7.
  8. 8. List of products marketed <br />
  9. 9. products<br />AmulKool Chocolate Milk<br />Amul Butter<br />Amulya Dairy Whitener<br />Fresh Milk<br />Cheese<br />AmulShrikhand<br />AmulMithaeeGulabJamuns<br />Amul Chocolates<br />
  10. 10. Contests <br />Amul chef of the year, 2009 contest<br />Amul maharani contest, 2008-09<br />Amul food festival contest<br />Winners of the Slogan likho Disneyland dekho contest<br />Winners of “Amulya Fly to Bangkok Contset”<br />
  11. 11. hits<br />Management of a Gymkhana in Mumbai, evicted a trangender activist from a dinner party hosted by one of its member- April'10 <br />
  12. 12. Venue of IPL shifts from India to Cape Town, South Africa - April '09 <br />
  13. 13. Profit-sharing imbroglio between film producers and multiplexes -April '09 <br />
  14. 14. Journalist hurls a shoe at Home Minister at a recent press-conference in Delhi - April '09 <br />
  15. 15. Awards<br />GCMMF bags APEDA AWARD for 11 years in a row<br />Amul Pro-Biotic Ice-cream Gets No. 1 Award at World Dairy Summit<br />Ramkrishna Bajaj National Quality Award-2003<br />Amul- The Taste of India (GCMMF) Receives International Cio 100 Award For resourcefulness<br />Rajive Gandhi National Quality Award – 1999<br />
  16. 16. SWOT<br /> Strength<br />Strong brand names<br />Excellent relationship with supermarkets/ departmental stores <br />Constant innovations <br />Excellent relationship with the farmers <br />Varied product range <br />Robust Distribution Network <br />High quality, low price <br />
  17. 17. Cont….<br /> Weaknesses<br />Tax implications because of Co-operative structures<br />Short self life of most of their products <br />Completely dependent on villages for its raw material <br />
  18. 18. Cont….<br /> Opportunities<br />The yield of Indian cow is much lower than that of cow in other dairy countries<br />Penetrate international markets<br />It should concentrate in the processed sector as it has a robust distribution<br />
  19. 19. Cont….<br /> Threats<br />Competitors – HUL, Nestle, Britannia other local players<br />Tax by Govt. (as it is cooperative)<br />