GCMMF

1
GCMMF

• Xavier Institute of Management, Bhubaneswar

2
Introduction

• Amul Taste of India
• Part and parcel of our lives
• Several questions that GCMMF faces
• Time to make complex strategic choices

3
GCMMF History

• Exploitation by Polson
• Link to the freedom struggle
• Accident of history Dr. Varghese Kurien
• Co-operative owned by producers
• Provision of world class support services

4
Continued

• Diversification into milk based products
• Bridging the gap between demand supply
• GCMMF Created in 1973

5
Operations

• Simple process
• Prompt payments
• Three tiered structure
• Clear cut division of roles

6
Business Goals

• Fair price to producer
• Standardization
• Value for money products
• High quality orientation
• Maintaining sustaining trust

7
Diversification Issues

• Milk butter milk powder
• Related and unrelated diversification
• Limited success
• Competitive strengths and weaknesses

8
Branding

• Iconic Amul girl
• Sponsorship of iconic programmes
• Taste of India Campaign
• Utterly Butterly Delicious
• Dhara, Sudh Dhara

9
Responding to Competition

• More customer focused
• Total quality management
• Management of change initiative

10
Issues

• Supply constraints
• Inefficiencies in supply chains for fruits
  vegetables
• Regulatory issues

11
Close of Session

• Thank You