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    GCMMF Case Analysis

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    Kaushambi
    This document provides an analysis of Gujarat Cooperative Milk Marketing Federation (GCMMF), which markets dairy products under the Amul brand. It discusses GCMMF's history as a dairy cooperative founded in 1946. The business model focuses on procuring milk from farmers and converting it into branded packaged products. Key products include milk, butter, ghee, cheese and ice cream. The document performs a SWOT analysis and discusses GCMMF's market position, segmentation, the competitive dairy industry, and opportunities for future growth. Financial analysis of GCMMF is also presented.

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    GCMMF Case Analysis

    Uploaded by

    Kaushambi
    4K views16 pages
    This document provides an analysis of Gujarat Cooperative Milk Marketing Federation (GCMMF), which markets dairy products under the Amul brand. It discusses GCMMF's history as a dairy cooperative founded in 1946. The business model focuses on procuring milk from farmers and converting it into branded packaged products. Key products include milk, butter, ghee, cheese and ice cream. The document performs a SWOT analysis and discusses GCMMF's market position, segmentation, the competitive dairy industry, and opportunities for future growth. Financial analysis of GCMMF is also presented.

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    This document provides an analysis of Gujarat Cooperative Milk Marketing Federation (GCMMF), which markets dairy products under the Amul brand. It discusses GCMMF's history as a dairy cooperative founded in 1946. The business model focuses on procuring milk from farmers and converting it into branded packaged products. Key products include milk, butter, ghee, cheese and ice cream. The document performs a SWOT analysis and discusses GCMMF's market position, segmentation, the competitive dairy industry, and opportunities for future growth. Financial analysis of GCMMF is also presented.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    4K views16 pages

    GCMMF Case Analysis

    Uploaded by

    Kaushambi
    This document provides an analysis of Gujarat Cooperative Milk Marketing Federation (GCMMF), which markets dairy products under the Amul brand. It discusses GCMMF's history as a dairy cooperative founded in 1946. The business model focuses on procuring milk from farmers and converting it into branded packaged products. Key products include milk, butter, ghee, cheese and ice cream. The document performs a SWOT analysis and discusses GCMMF's market position, segmentation, the competitive dairy industry, and opportunities for future growth. Financial analysis of GCMMF is also presented.

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    GCMMF Case Analysis

    By:
    Hardik Mishra (B08010)
    Kaushambi Ghosh (B08012)
    Pankaj Agarwal (B08020)
    Ritesh Chowdhary (B08023)
    Agenda
    • History of GCMMF
    • Business Model
    • Product Category
    • Industry Analysis
    • SWOT Analysis
    • BCG Matrix
    • Market Segmentation
    • Financial Analysis
    • The Way Forward..!!!
    History
    • Founded in 1946 under the name Kaira District Co-
    operative Milk Producers’ Union Ltd by Tribhuvandas Patel
    • Runs as a purely farmers’ cooperative
    • Starting from a daily procurement of 250 lts/day to 4.6 mn
    lts/day, now has become a milk giant under the name
    GCMMF
    • Manages the brand “AMUL” meaning “Priceless” is the
    No. 1 in dairy in Asia and No.2 in the world
    • Main objective is to carry out activities for the economic
    development of agriculturalists
    • Spurred the White Revolution in India
    Anand Pattern
    Village level
    • 200 members
    • Committee of 8-9 members

    District Level
    • Board of Directors – 12
    • 900 members (Approx.)

    State Federation
    •Members are chairpersons of District level
    co-operatives and ex officio members:
    • Representative from NDDB
    • Registrar of co-operative of the state
    concerned
    Business Model
    “Providing quality products to
    consumers at an affordable price”

    Everyday GMCCF collects 4.6


    mn lts 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
    Product Category
    Category Market Share Market Position
    Milk N.A 1
    Butter 85% 1
    Milk Powder 60% 1
    Cheese 50% 1
    Ice Creams 30% 2
    Sweets 50% 1
    Chocolates 10% 3
    Chocolate Drinks 15% 4
    Edible Oil 12% N.A.
    Market Segmentation
    Customer Based
    Ice-Cream, Chocolate, Milk,
    Kids Nutramul, Sweets, Safal fruit drinks.

    Dhara Edible Oils, Milk, Safal


    House tomato ketchup and mixed fruit jam,
    Wife Amul Cheese, Amul spray.

    Amul Lite, Dhara Health, Sagar


    Calorie skimmed milk powder.
    Conscious
    Sweets, Ice-cream, Cheese,
    Youth Chocolates, Milk.
    Market Segmentation
    Industry Based
    Ice-cream manufacturers,
    Restaurants, Cofee Shop
    Chain

    Milk

    Bakery and
    confectionaries, Pizza
    shops, snacks shops.

    Cheese, Butter, Ghee


    Industry Analysis
    Threat of New
    Entrants -
    High

    Bargaining Bargaining
    Power of Competitive Power of
    Suppliers - Rivalry - High Customers -
    Low High

    Threat of
    Substitutes -
    Low
    SWOT Analysis
    Strength
     High quality, low price
     Robust Distribution Network
     Extensive cold chain network
     Varied product range
     Excellent relationship with the farmers
     Constant innovations
     Excellent relationship with supermarkets/departmental
    stores
     Strong brand names
    SWOT Analysis
    Weaknesses
    Completely dependent on villages for its raw material
    Short self life of most of their products
     Supplier centred
    Tax implications because of Co-operative structures
    SWOT Analysis
    Opportunities
     Increase per capita milk consumption
     Penetrate international markets
     Concentrate on process food sector

    Threats
     Competitors – HUL, Nestle, Britannia other local players
     The yield of Indian cow is much lower than that of cow in
    other dairy countries
    BCG Matrix
    Financial Analysis

    Financial Analysis Excel


    The Way Forward..!!!
    • It should concentrate in the processed sector as it
    has a robust distribution and cold chain network
    • It should be more customer centric
    • It should look forward to implement information
    technology
    • It should influence the Govt. against the tax
    implications which are benefitting the private
    players more than the co-operatives
    Thank You

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