GCMMF - Going Beyond Amul



Case Code : CLMM011
Publication date : 2005
Subject : Marketing Management
Industry : Food and beverages
Length : 04 Pages
Price : Rs. 100

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Key words:

Gujarat Cooperative Milk Marketing Federation (GCMMF), Market Share, Amul, B M Vyas, Amul Ice Cream, "Masti Dahi", "Amul Taaza", Carton Milk Market, Branded Yoghurt, Upper Middle Class, Pizza Making Companies, Pizza Hut, Domino's Pizza, Distribution Network, Brand Equity, Ready-to-Eat Segment, SnowCap, Retail Franchise Outlets, Mass Consumption Item, Chocolates Business, Campco


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The caselet talks about Gujarat Cooperative Milk Marketing Federation (GCMMF)'s diversification initiatives. GCMMF began diversifying into other segments since mid-1990's and it entered into segments such as ice creams, branded yoghurt, and carton milk market. The caselet focuses on the company's entry into the ready-to-eat segment. The caselet provided details for the launch of GCMMF's pizza products under SnowCap brand. Finally, it describes the company's future plans for its pizza business.


   Diversification strategies of Indian food product companies
   Pizza market and its market potential
   Brand extensions and branding new products


Gujarat Cooperative Milk Marketing Federation (GCMMF), the largest food products marketing organization in India, achieved sales worth Rs 27457 million during 2002-03. The company's product range includes milk and milk products, ice creams, chocolates and confectionary, ready-to-serve soups and ready-to-eat products.

Competition and changing market conditions have made the company keep a constant look-out for new avenues to retain and increase its market share. Amul was the mother brand of GCMMF...

Questions for Discussion:

1. Why do you think GCMMF was diversifying into pizzas, cheeseburgers, tomato sauce, ketchup, and other eatables?

2. Why do you think GCMMF used the brand name SnowCap for its pizzas and not Amul?

3. What kind of pricing strategy has GCMMF adopted to sell pizzas under the brand name of Snowcap? Is it the right approach?