Singh Is King

GCMMF Case Analysis
By:
Hardik Mishra (B08010)
Kaushambi Ghosh (B08012)
Pankaj Agarwal (B08020)
Ritesh Chowdhary (B08023)

Agenda
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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