Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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

Keywords

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