Case Study

Amul
 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 Overview
 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

GCMMF
• 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

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

Road ahead
 Sweet
Dishes

Ghee Ice Cream

Milk
Cheese Butter

Yoghurt
Chocolate
Dahi

Various products out of Milk

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

Paneer Passion in India

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

Emerging market:
Readymade Paneer

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

Problem with launching Paneer

Small unorganized sectors:

A big +
Could offer “today’s
paneer today”
Organized Players:
Aarey and Gokul

Paneer making foray into

Western and Northern India
• Overall Product category- Paneer
• Core value – Freshness and Taste
• Product Origin – Ethnic
• Positioning should be different from
neighbourhood paneerwala

Brand Namkaran
Amul Malai Paneer
• The vital quality of paneer as its
ingredient
• Made from rich cream
• Differentiation - A grainy texture
that absorbs better

“Malai”
 Packaging

Technically sealed: To seal freshness

Graphics: appetising “paneer peas
masala”
 Soft

Rich

Creamy

Selling the “Taste”

Communication for Amul Malai Paneer
• Use of Humour

• TV commercial
– The taste is so good that an amnesia
patient recover his lost memory

• Attractively priced

Multi pronged strategy

TASTE
Shift in advertising strategy

Humor

Health
HEALTH
Ruulzzzz!!!!