Gujarat Cooperative Milk Marketing Federation Ltd

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Project report on
Sales & Distribution and Marketing Communications of

By: Group 2

TABLE OF CONTENTS
1 The Company
2 Overview
3 The Product Range
4 Existing Marketing Channel Strategy
5 Existing Physical Distribution Strategies
6 Sales Force Design
7 Marketing Communications

THE COMPANY
Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF) is India's largest food product marketing organisation with annual turnover (2011-12) US$ 2.5 billion. Its daily milk procurement is approx 13 million lit (peak period) per day from 16,117 village milk cooperative societies, 17 member unions covering 24 districts, and 3.18 million milk producer members.

It is the Apex organisation of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL'. It operates through 47 Sales Offices and has a dealer network of 5000 dealers and 10 lakh retailers, one of the largest such networks in India. Its product range comprises milk, milk powder, health beverages, ghee, butter, cheese, Pizza cheese, Ice-cream, Paneer, chocolates, and traditional Indian sweets, etc GCMMF is India's largest exporter of Dairy Products. Many of its products are available in USA, Gulf Countries, Singapore, The Philippines, Japan, China and Australia. OVERVIEW

Year of Establishment| 1973|
Members| 17 District Cooperative Milk Producers' Unions (16 Members & 1 Nominal Members)| No. of Producer Members| 3.18 Million|
No. of Village Societies| 16,117|
Total Milk handling capacity per day| 13.67 Million litres per day| Milk Collection (Total - 2011-12)| 3.88 billion litres|
Milk collection (Daily Average 2011-12)| 10.6 million litres (peak 13 million)| Milk Drying Capacity| 647 Mts. per day|
Cattle-feed manufacturing Capacity| 3690 Mts. per day|
Sales Turnover -(2011-12)| Rs. 11668 Crores (US $2.5 Billion)|

THE PRODUCT RANGE
Breadspreads| Amul Butter, Amul Lite, Delicious Table Margarine| Cheese Range| Amul Pasteurized Processed Cheddar Cheese, Amul Processed Cheese Spread, Amul Pizza (Mozarella) Cheese,Amul Emmental Cheese, Amul Gouda Cheese, Amul Malai Paneer (cottage cheese), Utterly Delicious Pizza| Fresh Milk| Amul Gold Full Cream Milk 6% fat, Amul Shakti Standardised Milk 4.5% Fat, Amul Taaza Toned Milk 3% fat,Amul Slim & Trim, Amul Cow Milk| UHT Milk Range| Amul Gold 4.5% fat Milk, Amul Shakti 3% fat Milk, Amul Taaza 1.5% fat Milk, Amul Lite Slim-n-Trim Milk, Amul Fresh Cream| Milk Powders| Amul Full Cream Milk Powder, Amulya Dairy Whitener, Sagar Skimmed Milk Powder, Amulspray Infant Milk Food, Sagar Tea and Coffee Whitener| Milk Drink| Amul Kool Flavoured Milk, Amul Kool Cafe, Amul Kool Koko,Amul Kool Millk Shaake, Amul Kool Chocolate Milk,Nutramul Energy Drink| Health Drink| Stamina Instant Energy Drink|

Brown Beverage| Nutramul Malted Milk Food|
Curd Products| Amul Masti Dahi (fresh curd), Amul Masti Spiced Butter Milk,Amul Lassee, Amul Flaavyo Yoghurt| Pure Ghee| Amul Pure Ghee, Sagar Pure Ghee|
Sweetened Condensed Milk| Amul Mithaimate|
Mithaee Range (Ethnic Sweets)| Amul Shrikhand, Amul Mithaee Gulabjamuns, Amul Basundi,Avsar Ladoos| Ice-cream| Sundae Range, probiotic,,sugarfree and probiotic| Chocolate & Confectionery| Amul Milk Chocolate, Amul Fruit & Nut Chocolate, Amul Chocozoo, Amul Bindass, Amul Fundoo|

EXISTING MARKETING CHANNEL STRATEGY
The Amul Model of dairy development is a three-tiered structure with the dairy cooperative societies at the village level federated under a milk union at the district level and a federation of member unions at the state level. It is structured as shown below.

This helps in eliminating not only internal competition but also ensuring that economies of scale are achieved. As the above structure was first evolved at Amul in Gujarat and thereafter replicated all over the country under the Operation Flood Programme, it is known as the ‘Amul Model’ or ‘Anand...
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