Amul Explores New Horizons*



Mini Case Code : CLIM016
Publication date : 2005
Subject : International Marketing
Industry : FMCG
Length : 03 Pages
Price : Rs. 100

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Key words:

Gujarat Cooperative Milk Marketing Federation Limited (GCMMF), AMUL, innovative marketing strategies, Amul, overseas markets, distribution network, international markets, product range, Wal-Mart, purchasing power


* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.


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The caselet discusses how Amul, a popular brand in India, is also beginning to make its presence felt in the overseas market. It explains the various strategies Gujarat Cooperative Milk Marketing Federation Limited (GCMMF), the producer of Amul products, has adopted for Amul's overseas expansion. It focuses on the marketing strategies GCMMF has undertaken with special reference to the American market.


» Amul's overseas expansion
» How Amul has expanded its operations outside India
» Strategies adopted by GCMMF to enter the US market with Amul
» Market potential of the US market for dairy products


Kaira District Cooperative Milk Producers’ Union Limited was formed in 1946. It came into existence when the farmers of Kaira District in Gujarat decided to form a union to manage the sale of milk themselves...

Questions for Discussion:

1. Discuss the strategies adopted by GCMMF with regard to Amul to penetrate the US market.

2. Discuss the reasons behind the retail chain giant Wal-Mart agreeing to stock Amul's products in its stores.

Cases on related topics

1. Amul - Evolution of Marketing Strategy
2. Amul's Diversification Strategy
3. GCMMF - Going Beyond Amul