H U

ANS
D H
SU

GUJARAT COOPERATIVE MILK MARKETING

FEDERATION’S
GROWTH STRATEGIES

N N D
EVA A ILE
JE SH
ER
VERGESE
KURIEN
The Milk Man of
 GCMMF
GCMMF was the sole marketing agency for the products
produced by the different milk co-societies of the State
of Gujarat and for those of other States marketing their
products under the Amul brand name.
 
•AMUL (Anand Milk Union Limited)

•Brand name managed by GCMMF jointly owned by 2.6

million milk producers in
•Gujrat

•Its the largest food brand in India & world’s largest

pouched milk brand .
 SWOT analysis of AMUL

STRENGTH

•Trust enjoyed by its products

•Strong cooperative organization

•Introduced TQM

WEAKNESS

•Short self life of its products

•Completely dependent on villages for its

raw material

•Salaries offered is less compared to

OPPORTUNITIES

•Used internet to sell its products

•Introduced hybrid products in the

market

•Exploring foreign markets

THREATS

•Strong competition from MNCs

•Competition from private dairies and local milk suppliers

•The yield of Indian cattle still much lower than other dairy
countries
 MARKETING STRATEGY OF
AMUL
•Use of Internet to sell its products

•Tie up with IBP Co. ltd for sell of its products

•Build alliances to market its products

•Opened retail outlet named AMUL PARLOR to sell

its products.
 FIVE FORCE MODEL
OF AMULNEW
ENTEREN
TS

SUPPLIER RIVALRY
S BUYERS

SUBSTITUT
ES
 ADVERTISEMENT
CAMPAIGNS

Amul mascot
“Amul Baby”

•Focus on recent events

and
happenings

•One of the longest

running add
campaign in the world Utterly Butterly Delicious AMUL
THANKY
OU
Questions
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