GCMMF

Click to edit Master subtitle style Prepared By Hiren Lakhani (09M14) Bhagvati Prasad Chaudhary (09M08)

3/9/12

AGANDA
History of GCMMF Achievement of GCMMF Business Model Product Category Industry Analysis SWOT Analysis BCG Matrix Market Segmentation Financial Analysis
3/9/12 The Way Forward..!!!

HISTORY
Founded in 1946 under the name Kaira District Cooperative 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

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2.8 million milk producer member families 13,759 village societies 13 District Unions 8.5 million liters of milk procured per day Rs. 150 million disbursed in cash daily

ACHIEVEMENTS OF GCMMF

GCMMF is the largest cooperative business of small producers

with an annual turnover of Rs. 53 billion

The Govt. of India has honored Amul with the Best of all

categories Rajiv Gandhi National Quality Award.

Largest milk handling capacity in Asia 3/9/12

CONTINUE
48 Sales offices, 3000 Wholesale Distributors, 5 lakh retail outlets Export to 37 countries worth Rs. 150 crores Winner of APEDA award for nine consecutive years

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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 3/9/12

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
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RAW MILK

CONDENCE D GHEE BUTTER CREAM DRIED SKIMMED MILK PACAGED MILK ICE CREAM BEVERAGES

Category

PRODUCT CATEGORY

Market Share Position

Market

Milk N.A Butter 85% Milk Powder 60% Cheese 50% Ice Creams 30% Sweets 50% Chocolates 10% Chocolate Drinks 15% Edible Oil 12%

1 2 3 1

1 1

N.A.

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Customer Based Kids House wives Calorie consciou s Youth

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MARKET SEGMANTATION
Ice-Cream, Chocolate, Milk, Nutramul, Sweets, Safal fruit drinks. Dhara Edible Oils, Milk, Safal tomato ketchup and mixed fruit jam, Amul Cheese, Amul spray. Conscious Amul Lite, Dhara Health, Sagar skimmed milk powder. Sweets, Ice-cream, Cheese, Chocolates, Milk.

MARKET SEGMANTATION

Industry Based
Milk
Cheese, 3/9/12

Ice-cream manufacturers, Restaurants, Coffee Shop Chain Bakery and confectionaries, Pizza shops, snacks shops.

INDUSTRY ANALYSIS MODEL PORTERS FIVE FORCE

Threat of New Entrant s High Bargain ing Power of Supplie rs -Low
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Competit ive Rivalry High

Threat of Substit utes

Bargain ing Power of Custom ers -High

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 super markets/departmental stores Strong brand names
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SWOT ANALYSIS
Weaknesses
Completely dependent on villages for its raw material Short self life of most of their products Supplier centered Tax implications because of Co-operative structures

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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
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BCG MATRIX

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THE WAY FORWARD..!!! sector as it has a robust It should concentrate in the processed
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

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Thank You

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