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Gujarat Cooperative Milk Marketing Federation

Prof. Rushen Chahal

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Introduction
‡ Amul ± Taste of India ‡ Part and parcel of our lives ‡ Several questions that GCMMF faces ‡ Time to make complex strategic choices

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GCMMF ± History
‡ Exploitation by Polson ‡ Link to the freedom struggle ‡ Accident of history ± Dr. Varghese Kurien ‡ Co-operative owned by producers ‡ Provision of world class support services
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Continued
‡ Diversification into milk based products ‡ Bridging the gap between demand & supply ‡ GCMMF ± Created in 1973

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perations
‡ Simple process ‡ Prompt payments ‡ Three tiered structure ‡ Clear cut division of roles

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Business Goals
‡ Fair price to producer ‡ Standardization ‡ Value for money products ‡ High quality orientation ‡ Maintaining & sustaining trust
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Diversification Issues
‡ Milk ± butter ± milk powder ‡ Related and unrelated diversification ‡ Limited success ‡ Competitive strengths and weaknesses

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Branding
‡ Iconic Amul girl ‡ Sponsorship of iconic programmes ‡ Taste of India Campaign ‡ Utterly Butterly Delicious ‡ Dhara, Sudh Dhara
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Responding to Competition
‡ More customer focused ‡ Total quality management ‡ Management of change initiative

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Issues
‡ Supply constraints ‡ Inefficiencies in supply chains for fruits & vegetables ‡ Regulatory issues

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Close of Session

Thank You

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