Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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

Keywords

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