Gujarat Cooperative Milk Marketing Federation's Growth Strategies*



Case Code : CLBS110
Publication date : 2009
Subject : Business Strategy
Industry : -
Length : 03 Pages
Price : Rs. 100

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Key words:

Cost Leadership, Differentiation, Strategy, Growth Strategies, Milk, Cheese, Amul, GCMMF, pizzas, ice creams, sweets, Nestle, Britannia, Unilever, Cadbury


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This case is about the growth strategies adopted by Gujarat Cooperative Milk Marketing Federation over a period of time and how it has been able to compete with large multinational companies like Nestlé and Unilever.


The turnover of Amul, India's leading brand in dairy products, crossed Rs.52 billion for the financial year 2007-08. The Amul brand of products is provided by one of the leading food products marketing organizations in India, the Gujarat Cooperative Milk Marketing Federation (GCMMF), and its 13 district member unions.

The product portfolio of GCMMF under the Amul brand includes milk, butter, a variety of cheese offerings, ethnic sweets, curd products, chocolate and confectionary, pure ghee (clarified butter), ice creams, pizzas, and paranthas (a flatbread that originated in the Indian subcontinent).

As of 2008, GCMMF was in the process of expanding its processing and packaging capacities in the Indian metropolitan cities of Delhi and Mumbai in order to meet the growing demand for milk...

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