Amazon`s Acquisition of MX Player

Case Code: BSTR643 Case Length: 10 Pages Period: 2020-2021 Pub Date: 2021 Teaching Note: Available

Price: Rs.300 Organization : Amul Industry : Food & Beverage Countries : India Themes: Marketing Strategy, Brand Strategy, Competitive Strategy,Competitor Analysis

Abstract Case Intro 1 Case Intro 2 Excerpts

An Industry Pioneer – Amul

In 1946, a dairy cooperative was formed in Anand, Gujarat, India, with the mission of stopping the exploitation of small milk producers – mostly farmers – by middlemen and providing them with proper marketing facilities. The cooperative not only procured milk from these milk producers but also provided inputs and services to them, thereby making modern management and technology available to all the members. Over a period of time, under the able leadership of Dr. Verghese Kurien (Kurien), more small farmers joined the cooperative. The cooperative’s product range then began to be marketed under the brand name ‘Amul’.

The success of the cooperative led to several other such cooperatives being set up across Gujarat. These came together in 1973 under one umbrella and were referred to as the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF). The popularity of the brand Amul was such that GCMMF was popularly called Amul.

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