Case Study

Amul

GCMMF Overview

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation.

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.

GCMMF

Members:13 district cooperative milk producers'

Union

No. of Producer Members:2.79 million

No. of Village Societies:13,328

Total Milk handling capacity:11.22 million litres per day

Milk collection (Total - 2008-09):3.05 billion litres

Milk collection (Daily Average 2008-09):8.4 million litres

Milk Drying Capacity:626 Mts. per day

Cattlefeed manufacturing Capacity:3500 Mts per day

Amul: Overview

• Total Sales: Rs 15 billion• Wide product range – Liquid milk to Ice Cream– Butter to Ghee to Cheese

• Part of operation flood helping India to convert from milk deficit country to milk surplus country

Road ahead

• Challenge: To keep the process going• Problem: Milk is a perishable product• Objective: – Consistently make products from milk

Various products out of Milk

Milk

Sweet Dishes

Ice Cream

Butter

Yoghurt DahiChocolate

Cheese

Ghee

Paneer Passion in India

• Cheese of India• Made in many north Indian homes• Included in gamut of dishes– Vegetarian – Nonvegetarian

Opportunity

• Traditionally a homemade product• Growing urbanization• Busy: Modern women

Emerging market: Readymade Paneer

Problem with launching Paneer

• Quality of Paneer determined by:– How fresh it is?

Paneer making foray into Western and Northern

India

Organized Players: Aarey and Gokul

Small unorganized sectors: A big +

Could offer “today’s paneer today”

Brand Namkaran

• Overall Product category- Paneer• Core value – Freshness and Taste• Product Origin – Ethnic• Positioning should be different

from neighbourhood paneerwala

Amul Malai Paneer

“Malai”

• The vital quality of paneer as its ingredient

• Made from rich cream• Differentiation - A grainy

texture that absorbs better

Technically sealed: To seal freshnessGraphics: appetising “paneer peas masala”

Packaging

Communication for Amul Malai Paneer

Soft

Rich

Creamy

Selling the “Taste”

Multi pronged strategy

• Use of Humour

• TV commercial

– The taste is so good that an amnesia

patient recover his lost memory

• Attractively priced

TASTE

Shift in advertising strategy

Humor

Health

HEALTH

Ruulzzzz!!!!