Gujarat Co-Operative Milk Marketing Federation Limited(GCMMF)

Presented By:Meera Lalakiya(147500592054)Tinaz Cooper(147500592019)Sweta Bhatia(147500592008)

Guided By:Mr. Riddhish Joshi

Historical Background of GCMMF

Milk was procure from farmers by private milk contractor’s and by a private company namely Polson’s Dairy in Anand district. It was a monopoly dairy to the maximum farmers.

Dr. Verghese Kurien who had just completed it’s dairy engineering from USA and came to INDIA and was posted in Government of India at the dairy research institute at Anand.

Dr. Kurien who was involved in Kaira district co-operative milk producers Uinion Ltd. (KDCMPUL) which grew very rapidly by providing technical assistance in repairing, maintaining and ordering new equipment's. So that farmer’s co-operative and their running business become efficient.

The co-operatives were not just “Run” by a separate bureaucracy with it’s own vest interest, they were charged by there own decision.

Farmer’s were given progressively services such as veterinary care, supply of quality cattle feed, education on better feeding of cattles, etc.

The structure of Anand pattern

STATE MARKETING FEDERATION

All dairies in a State (GCMMF in Gujarat) 22 State federations in India.

District Milk Processing Unions

Every district in the State 12 district unions in Gujarat 170 Unions all over India.

 Village Cooperative Societies

All village in a district 72,774 village in India.

Milk producers

All milk producers in a village 2.1 million in Gujarat 9.31 million in India.

Objectives and Business philosophy of GCMMF

The Main Objective…..

“Carrying out activates for the economic development of agriculturist by efficiently organizing marketing of milk and dairy products, veterinary medicines, vaccines and other animal health products, agriculture produce in raw or process form and other allied produce.” This was done through…. Common branding Centralised marketing Centralised quality control Centralised purchases Pooling of milk efficiently

Organization structure of GCMMF

Diversification moves by GCMMF

Main products

DIVERSIFICATION???

Year Products(Related diversification)

1970 cheddar cheese

1983 cheese spread, Amul shrikhand, Amulya(whitener)

1990 Amul mithaimade, Amul lite(low cholestrol butter), Icecream

1996 pizza chesse, cheese slice, chesse powder, malai paneer, gulab jamun mix, buttermilk, nutramul, chocolate

year Products(Unrelated diversification)

1988 edible oil(dhara)

1990 fruit base product(mango drink, tomato ketchup,mixed fruit jam)(safal)

Competition in different products

Liquid milk Private dairy, Contractor

Butter & cheese Britannia

Sweet- local halwai, HLL, Nestle

Ice-cream- HLL(quality walls), Vadilal

Oil ITC

Fruit base product HLL

Chocolate Cadbury, Heinz

Advertisement and Promotion by GCMMF

Memorable slogans Advertisement :Hording base on current

and new theme(DaCunha Associates) Ice cream-emphasized on vegetarian,

pure, non gelatin Television program:

Surbhi on durdarshan Amul india show on star plus Film-manthan, sardar Tv camp for diff prod

GCMMF and its Programme for management of change

The Government of India liberalized its dairy sector in 1991, making it possible for private players to enter this industry

“Total Quality Management” or TQM GCMMF’s “Management of Change (MOC) was

launched in six areas

Growth of GCMMF

GCMMF in the year 2000

The new Millennium presented GCMMF with new opportunities as well as uncertainties.

GCMMF entered into an alliance with Kanan Dairy Products.

It entered into E-commerce. GCMMF opportunities are abounded. Improved in per capita income and living

standards. Highly inefficient food logistics and

distribution system. Commission at each stage about 25 to 30

percent.

Continue…

The Indian food chain was also poor. This was a situation GCMMF was familiar

with: a wasteful production system and poor prices paid to farmers.

The competitors such as Hindustan Lever and Nestlé were formidable.

Many of the private sector companies did not pay taxes and not even pay for electricity

Dr. Kurien said “GCMMF’s strength is in its integrity. It is the honest man you cannot break”.

THANK YOU!!!