Gujarat Co-operative Milk Marketing Federation Ltd.

(GCMMF)
Group Members Anand Prakash Gautam Arijit Pathak Deepak Nirwal Nishant Pathak Tanveer Singh Vinayak Gangwar

HISTORICAL BACKGROUND
In Gujarat, milk procurement from farmers by Polsons Dairy in Anand, the headquarters of the district In 1946 setting up marketing agency by milk societies - GCMMF In 1949 observation of exploitation of farmers by Dr. Kurien lead to importance of cooperatives

AMUL AS A BRAND
Kaira District Co-operative Milk Producers was headquartered in Anand Later it was called as AMUL (Anand Milk Union Limited ) Slowly it became a big brand

PRODUCTS
Milk, milk products like Ice Cream, Cheese, Butter, Yogurt under brand AMUL Edible Oil Dhara (1988) GCMMF undertook distribution of fruit based products on behalf of NDDB. This was done under yet another brand name introduced by GCMMF: Safal (1990)

Global Presence

OBJECTIVE
Concerned more on farmers rather than maximising profit To serve the interests of milk producers To provide quality products that offer best value to consumers

HIERARCHY
Lean Organization

ADVERTISING
Hoardings (billboards) current news

TV Commercials Sponsoring of movies and TV Series

CHANGES IN EXTERNAL ENVIRONMENT OF GCMMF

Liberalization in 1991 Competitors like Nestle, Britannia, HLL in different product categories Introduction of new products like cheddar cheese slices, ready-made or near ready sweets Extensive advertising campaigns by emerging giants Edible oils was found to be a far more difficult task as compared to dealing in milk, and the success achieved in organizing farmers into co-operatives was limited. Supply demand mismatch (Demand growth 8-10% - Supply growth 6%)

CONSTRAINTS
No level playing field as co-operatives remain in legal and regulatory shackles, but private firms enjoys tax benefit Illegal and unethical practices followed by competitors Competitors emphasise on maximising profit whereas GCMMF serve the interest of milk producers Coordination with farmers of different states Low advertising budget with respect to competitors

RESPONSE
Diversification in the product range Increasing the processing rate Reducing middle men from vegetables and food supply chain Providing new techniques to the farmers to increase per hectare yield

RESPONSE CONT.
Improvement in food logistics and distribution system To make products locally and market them locally through a network Total Quality Management Become more customer centric

FUTURE PROSPECTS
Need to be more customer centric They should not solely focus on milk business They are in food processing business Provide new technologies to increase milk yield They should broaden their vision in terms of production and profit