A case study on Brand Amul

Submitted to- Submitted by-

Prof. Pragya Keshri Anil Gautam
Ajay Chodhary

Purushottam Prajapati
 A case study on Brand Amul
•In 2001 Gujarat Cooperative Milk Marketing
Federation(GCMMF) planned to Leverage its brand
equity and distribution under the brand Amul to make
it India’s biggest food brand.
•GCMMF entered in market with the launch of
vegetable pizzas under the brand SnowCap in
Ahmedabad and also planning to launch in western
India.
•Pizzas were offered in four flavours : plain tomato –
onion – capsicum , fruit pizza, mushroom and jain pizza .
The price range was in Rs 20/-- 25/-.
 Cont..
• GCMMF planned to open 3000 pizza retail
franchise out lets all over the country by
2005. The pizza would be made at the retail
outlets. The technical training and the recipe
for the pizza would be provided by GCMMF.
• The GCMMF would provide cheese at lower
rate than market and vegetables would also
be provided at wholesale rate to retailers.
Cont..
• In 1996, after a survey Amul launched ice
cream,curd, paneer, cheese and condensed
milk.
• In 1997 Amul launched ice creames after HLL
Kwality, Milkfood and Dollops HLL’s these
product positioned as the ‘Real Ice- cream’.
• In 1999 it launched “Masti Dahi” each pack of
400 gm. At Rs. 12.
• In 2000, Amul re-entered the carton milk
market with the launch of “Amul Taaza” it was
non -sweetened ,plain, low fat milk.
Cont..
• Mozzarella cheese which was used in pizza ,Amul tried
to promote it in pizza making copanies.
• In july 2001, Amul planned to enter the instant coffee
market through a tie- up with Tata Coffee for enchasing
its strength in distribution network.
• In August 2001, it desided to enter the ready- to- eat
stuffed paratha, cheesburger, cheese and paneer
pakoda, and cheese sandwhich segment under the
brand of SnowCap including tomoto sauce and ketchup.
• It also tied up Campco to supply cocoa beans.
 SWOT Analysis
 Strengths
• Price of Amul’s pizza range Rs 20-25/- and available
in four flavors'.
• It is well established and having strong distribution.
• Amul’s milk products portfolio is leading in market
and it also having competitive position in ice-cream
and market leader in cheese.
• It’d provide technical training and recipe for the
franchise and would negotiate with bulk suppliers of
vegetable to get these at wholesale rates.
• It’d also supply cheese at cheaper rate.
 Weakness :-
• It was compelled to buy all the milk that was
produced in Gujrat . So the pressure was to make
and market more and more processed milk products.
• Though the pizza would be made by retailer s so
Amul would have little control over the quality of the
pizzas .
• Dealer s are been given less commission as
compared to the competitors‘.
• Analysts also pointed out that amul might not have
the financially strong.
Opportunity-
• The prices of Amuls products are
comparatively less so it can penetrate the
market .
• If pizzas become a mass consumption item
then the sell of mozzarilla cheese would we
increase.
• The entry into the confectioneries market can
increase the consumption of milk.
Threats-
• If the existing brand of pizzas also lower down
the prices then market will become
competitive.
• Competitors can increase more margin to
retailers.
• If retailers could not maintain the same taste
and quality through out the country then it
can deteriorate the brand SnowCap.
Q & A-

Q.1/ Ans- The globalization and liberalization of

the Indian economy has increased per capita
income which results the change in life style
and the food taste of people.
Q.2/Ans- Amul set up cold chain for new range
of frozen food like ice creams and another
chain for perishable items like curd.
• Q.3/Ans- CGMMF used the brand name
SnowCap for its pizzas because it do not want
to take risk of defame, if brand become
unsuccessful in the market.