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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 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

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
Kids

Ice-Cream, Chocolate, Milk,
Nutramul, Sweets, Safal fruit drinks.

House
Wife

Dhara Edible Oils, Milk, Safal
tomato ketchup and mixed fruit jam,
Amul Cheese, Amul spray.

Calorie
Conscious
Youth

Amul Lite, Dhara Health, Sagar
skimmed milk powder.
Sweets, Ice-cream, Cheese,
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
Power of
Suppliers Low

Competitive
Rivalry - High

Threat of
Substitutes Low

Bargaining
Power of
Customers 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 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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