“MARKETING OF SERVICES”
“GUJARAT COOPERATIVE MILK MARKETING FEDERATION”
UNDER THE BRAND OF AMUL
Under the Guidance of
Prof. Sham Sharma Submitted by
(IPM Faculty) Annu Malik P.G.D.M 2ND SEM
Every work accomplished is a pleasure – a sense of satisfaction. However a number of people always stimulate, criticize and appreciate a work with there objective ideas and opinions, hence I would like to use this opportunity to thank all, who have directly or indirectly helped me to accomplish this report.
Firstly I would like to thank “Prof. Sham Sharma Sir” with out whose support this report could not be completed. Who solved our general and particular problems and solved our queries that emerged from our day to day research and support to our report at every stage till its completion. And I would also like to say that for doing work on that report I also get knowledge about the AMULINDIA and GCMMF. I would also like thank our college also “Institute of Productivity and Management” for supporting me with possessions, which beyond any doubt have helped me.
Gujarat Cooperative Milk Marketing Federation
It is established in 1973, GCMMF is the India’s largest dairy products marketing organization. It procures milk from 2.7 million farmers who are its members. The federation includes 12,792 village dairy co-operative societies of Gujarat. The products of its member unions are marketed and distributed under the brand name ‘Amul’. GCMMF is the largest exporter of dairy products. It has a significant presence in the Gulf, South Asian Association for Regional Cooperation (SAARC) region, USA, Singapore, Hong Kong, Philippines, Cambodia, Japan, Vietnam, China, Australia and Africa. As on March 31, 2008, GCMMF had an absolute net worth of Rs.1200 Million. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money. In 1954, Kaira District Co-operative Milk Producers’ Union built a plant to convert surplus milk produced in the cold seasons into milk powder and butter. In 1958, a plant to manufacture cheese and one to produce baby food were added. Subsequent years saw the addition of more plants to produce different products. In 1973, the milk societies/district level unions decided to set up a marketing agency to market their products. This agency was the Gujarat Cooperative Milk Marketing Federation (GCMMF). It was registered as a co-operative society on 9 July 1973. GCMMF has superior brand equity, a wide product portfolio, well-spread distribution network, and an aggressive marketing strategy GCMMF has always been proactive in maintaining its leadership position in the dairy products segment, by launching new products, research and development (R&D) initiatives, and innovative sales strategies to enhance customer, GCMMF also sustain its favorable financial risk profile, despite intense competition in the fast-moving consumer goods (FMCG) industry Satisfaction GCMMF TODAY:
□ Members: - Today it has 13 district cooperative milk producer’s union. □ Number of Producer Members is 2.79 million.
□ 11.22 million liter per day Total Milk handling capacity. □ 3.05 billion liters Milk collection (2008-09).
□ 626 Mts.per day million liters Milk Drying Capacity. INTRODUCTION
AMUL: - Anand Milk- producers Union Ltd.
Amul was set up in 1946 and its full form is Anand Milk- producers Union Ltd. Amul is a movement in dairy cooperative of India. The management of the brand name is done by the Gujarat Co- operative Milk Marketing Federation Ltd (GCMMF). Which is a cooperative organization. Amul is located in the town...