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GCMMF: Going beyond Amul
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, 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’s diversification strategy can be traced back to the mid 1990’s. In 1996, B M Vyas, managing director, GCMMF, commissioned the Indian Market research Bureau(IMRB) to conduct a consumer survey to identify the products that consumers wanted from Amul. Based on the findings, Amul entered into the following areas: ice cream, curd, paneer, cheese, and condensed milk. In 1997, Amul launched ice creams after Hindustan Lever acquired kwality, Milk Food, and dollops. positioned as the’ Real Ice-cream,’ Amul Ice cream was one of the few milk based ice creams in the market. With GCMMF gradually expanding its distribution reach, Amul launched branded yoghurt in India for the first time.Amul test marketed “Masti Dahi” in Ahmedabad first and then introduced it all over the country. “Masti dahi” in Ahmedabad first and then introduced it all over the country. “Masti Dahi” was plain yoghurt sold in plastic cups. Each 400gm cup was priced at rs. 12. In January 2000, Amul re-entered the carton milk market with the launch of “Amul taaza” in Mumbai. “Amul Taaza” was non-sweetened, plain, low fat milk. The product was positioned as a lifestyle as well as a functional product. It was targeted at the upper middle class housewife who could use it for different occasions. Amul was targeting sales of about 0.1 mn liters per day. In November 2000, Amul decided to promote mozzarella cheese, used in pizzas. The growing demand for mozzarella cheese from pizza making companies like Pizza...
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