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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 Milk Butter Milk Powder Cheese Ice Creams Sweets Chocolates Chocolate Drinks Edible Oil Market Share N.A 85% 60% 50% 30% 50% 10% 15% 12% Market Position 1 1 1 1 2 1 3 4 N.A.
Market Segmentation
Customer Based
Kids
Ice-Cream, Chocolate, Milk, Nutramul, Sweets, Safal fruit drinks.
Dhara Edible Oils, Milk, Safal tomato ketchup and mixed fruit jam, Amul Cheese, Amul spray.
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
Industry Analysis
Threat of New Entrants 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
Thank You