GCMMF:

Going Beyond
AMUL
Submitted by:

MILAM SHAH

NEHAL SHARMA

FUZAIL SYED HUSSAIN

AAKASH DUBEY
PEER RATING
We hereby agree to the following P.R. rating
given according to the contribution of work in
preparing the case study analysis on GCMMF.

NAME REG NO: RATING

MILAM 11603904

NEHAL 11608471

FUZAIL 11617491

AAKASH 11616887
SUMMARY OF CASE STUDY
GCMMF is largest food marketing organization in India.
The Company's product range include milk and milk
products, ice creams chocolates etc.
GCMMF going beyond Amul: Amul launched ice cream
when Hindustan Liver acquired Kwality. In 1999 Amul
was the first one to launch packed yogurt marketed as
Masti Dahi. In 2000 Amul re entered cartoon milk and
target upper middle class people. Later that year they
promoted mozzarella cheese used in pizza.
In 2001 they decided to enter in ready to eat segment
and introduced stuffed paratha, pizza, cheeseburgers
etc. they decided to market it under SnowCap brand.
SnowCap brand also include tomato sauce and ketchup.
Vegetable pizza were launched under the brand name of
SnowCap in Ahmadabad and they went on expanding.
Special Jain pizza was introduced without garlic and
onion. They launched pizza under 20-25 range in
comparison to Domino’s and Pizza Hut. Later GCMMF
planned to open 3000 pizza outlets all over India.
Technical training was provided by GCMMF. Supply of
cheese products by GCMMF would help others to lower
the cost of pizza.
Their main aim was to make pizza for mass consumption
and eventually this will expand the market of cheese .
 Industry Profile
• India’s dairy sector is expected to triple its
production in the next 10 years in view of
expanding potential for export to Europe and the
West. As per GATT the export subsidy is reduced.
• After reduction in subsidies given by other
countries India would be able to compete with
their products efficiently on price in international
markets.
• Both public and private sector have contributed to
the dairy industry growth in India
• Amul have Chocolate as their main product.
• Though India is No. 1 in milk production, it is
unfortunate that we are importing milk products
from other countries.
• Since we do not have good technology for
production of skim milk powder we are forced to
import them from Europe and New Zealand.
• The brand positions itself as a brand of both
masses and classes, unlike competitors like
Nestle
 Company Profile
COMPANY HISTORY:
Amul was set up in 1946 and its full form is Anand Milk- producers
Union Ltd. The Brand Amul is a movement in dairy cooperative in
India. The management of the brand name is done by the Gujarat
Co- operative Milk Marketing Federation Ltd (GCMMF) which is a
cooperative organization.

MISSION STATEMENT:
“We at GCMMF (Gujarat Co-operative milk Marketing Federation)
endeavour to satisfy the taste and nutritional requirements of the
customers of the world, through excellence in marketing by our
committed team.
Through co-operative networking, we are committed to offering quality
products that provide best value for money.”

VALUES:
• Customer orientation
• Commitment to producers Integrity
• Co-operation
• Excellence Leadership
• Quality Innovation
• Growth orientation
• Belongingness
• Pride in the organization
• Employee satisfaction

.
 Company Profile

Parent Company GCMMF

Category Food Products
Sector Food & Beverages
The taste of India; Utterly butterly
Tagline/ Slogan delicious Amul
India’s most trusted and popular dairy
USP products’ brand
Amul STP
People who need milk and milk products
Segment for day to day use
Lower, Middle and upper middle class
Target Group families
Amul is an Indian brand producing superior
Positioning quality milk & dairy products
Product Portfolio

1.Amul Butter
2.Amul Cheese
3.Amul Chocolates
4.Amul Ice Cream
Brands 5.Amul Kool
 Company Profile

1. Amul has a high brand equity and top of the

mind brand recall
2. Strong network of over 3 million milk
producers are associated with Amul
3. It is the world’s largest manufacturer of
pouched milk
4. India’s largest food brand: Amul is trusted
for its quality
5. Number of popular milk products are
offered like ice cream, ghee, butter, paneer,
dahi, milk, etc.
6. Products available at affordable prices
7. In India, It is a market leader in butter
segment
8. Amul is responsible for white revolution in
India
9. Successful advertising and marketing
campaigns has enhanced the brand presence.
10. Strong network of retail outlets, stalls and
parlours
Strength 11.A popular mascot in the Amul girl

1.Low market share in chocolates segment

for Amul
2.Strong competition from international &
domestic players in the ice cream segment
Weaknesses means limited market share
 Company Profile

1. Amul can introduce new products in the

chocolate segment
2.To tap the untapped market, It can increase
its reach in rural markets
3.Rise in purchasing power of Indian people
4. Amul can tie-up with hotels, resorts,
Opportunities restaurants etc
1.Strong competition from international
players can reduce the market share of Amul
2.Economic slowdown and inflation can affect
Threats business
Amul Competition
Below are the 4 main Amul competitors :
1.Britannia Industries2.Nestle Ltd
Competitors 3.Mother Dairy4.Local dairies
 Case Study Q&A
 Why do you think, Amul was diversifying into pizzas, cheeseburgers, tomato
sauce, ketchup and other eatables?

• The management adopted Total Quality Management (TQM) and set for itself higher
benchmarks (in terms of growth). They also diversified the Amul portfolio, offering a
range of food stuffs such as ketchup, jam, ice-cream, confectionaries, cheese, and
shrikhand.
• According to some analysts, this diversification was probably not entirely demand-
driven.
• Amul had to expand the consumption base of milk-based products in India. It
planned to make its products (butter and cheese) a part of the regular diet in most
households.
• The pizzas were expected to increase the sale of its cheese. The entry into the
confectioneries market was another avenue for increasing milk consumption.
• Price was an advantage that Amul enjoyed over its competitors. Amul's products
were priced 20-40 % less than those of its competitors.
 Case Study Q&A

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

• GCMMF officials clarified that the pizzas would be sold in a new `Snowcap', rather
than the `Amul' brand. ``This is a separately registered brand name for our new
product line, which apart from pizza, includes softies, sandwiches, burgers,
paneer snacks, etc,'' Mr Singh said.
• Some analysts felt that as the pizza's would be made by the retailers, Amul would
have little control over the quality of the pizzas. That was why Amul was marketing
the pizzas under the brand name SnowCap.

 What kind of pricing strategy has Amul adopted to sell pizzas

under the brand name of SnowCap? Is it the right approach?

• Amul has targeted opening 3,000 pizza retail franchise outlets all over the country
by the year-end, which, it believes, would boost its annual sales of Mozzarella
cheese alone by over 4,000 tonnes.
• ``Even if each outlet sells 100 pizzas daily, it would mean sales of three lakh pizzas
per day. Considering that each six-inch diameter pizza consumes 40 gm of
Mozzarella cheese, it translates into additional volumes of over 4,000 tonnes,'' said
Dr R.S. Khanna, General Manager (North Zone), GCMMF.
• Amul's initial game plan envisages the production of pizza at the retailer's own end.
``On our part, we will supply them with the cheese along with the technical training
and recipe for pizza-making. Besides, we will negotiate with bulk suppliers of
vegetables and the pizza base to offer these at wholesale rates to the outlets,'' Dr
Khanna said.
• GCMMF claims that its pizza marketing strategy would be an `instant winner', given
the `hugely affordable' price tag of Rs 20 per pizza. For the retailer, the main cost
would be the Mozzarella cheese. ``If we offer this at our bulk rate of around Rs 140
per kg, the retailer would incur a cost of less than Rs six per pizza,'' Dr Khanna said.
 References
1. https://www.slideshare.net/vijugreat16/pro
ject-reportonamul
2. https://www.mbaskool.com/brandguide/food
-and-beverages/3349-amul.html
3. https://business.mapsofindia.com/sectors/m
anufacturing/amul.html
4. https://www.thehindubusinessline.com/2001
/07/20/stories/072031b7.htm
5. http://www.icmrindia.org/free%20resources
/casestudies/amul1.htm
6. https://www.slideshare.net/PrathameshNark
ar/project-amul-69446152?from_action=save
7. https://www.thehindubusinessline.com/2001
/08/03/stories/14033108.htm