Case Code : CLMM011
Publication date : 2005
Subject : Marketing Management
Industry : Food and beverages
Length : 04 Pages
Price : Rs. 100
To download this case click on the button below, and select the case from the list of available cases:
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
1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.
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.
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?