Amul Marketing

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In 2001, GCMMF entered the fast food market in India with the launch of vegetable pizzas under the brand name SnowCap in Ahmedabad, Gujarat. GCMMF was also planning to launch its pizzas in other western Indian cities like Mumbai, Surat, and Baroda. The pizzas were offered in four flavours: plain tomato-onion-capsicum, fruit pizza (pineapple-topped), mushroom and 'Jain pizzas' (pizzas without onion or garlic).

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Price 20-25 while others having 39 The main cost component of the pizza is the mozarella cheese. GCMMF would offer the cheese at a bulk rate of Rs.140 per kg, compared to the market price of Rs 146 per kg, thus saving the retailers Rs.6 per kg.

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In 1996 amul conduct consumer survey and based on that Amul entered

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into the following areas: ice cream, curd, paneer3, cheese, and condensed milk. In August 1999, Amul launched branded yoghurt in India for the first time, when it test marketed "Masti Dahi" in Ahmedabad first and then introduced it all over the country. "Masti Dahi" was plain yoghurt sold in plastic cups. Each 400 gm cup was priced at Rs 12.

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In January 2000, Amul re-entered5 the carton milk market6 with the launch of "Amul Taaza" in Mumbai. In November 2000, Amul decided to promote mozzarella cheese, which was used in pizza. The growing demand for mozzarella cheese from pizza making companies like Pizza Hut and Domino's Pizza was expected to give Amul's cheese sale an additional push. In July 2001, Amul planned to enter the instant coffee market through a tie-up with Tata Coffee. GCMMF had a strong national distribution network while Tata Coffee had expertise in manufacturing and marketing coffee. In August 2001, Amul decided to enter the ready-to-eat stuffed paratha,7 cheeseburger, cheese and paneer pakoda8, and cheese sandwich segments. In 1983, Amul had introduced branded milk in 500-ml tetrahedronshaped packs priced at Rs.4.50 and one litre rectangular packs at Rs.9. Amul felt that the tetrahedron pack was well ahead of its time, which was why it was not accepted in 1983. Moreover, the packaging was not convenient and it was difficult to store. With the liberalization of the Indian economy in the early 1990s, and the subsequent entry of new players, there was a change in lifestyles and the food tastes of people.

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They also diversified the Amul portfolio, offering a range of food stuffs such as ketchup, jam, ice-cream, confectionaries, cheese, and shrikhand. Amul followed a strategy of roping in cooperatives to aid growth around the country. Amul ice cream is now manufactured in seven locations across the country. Pune Milk Cooperative and Akluj Dairy (near Baramati in Maharashtra) have been roped in to sell 0.2 mn litres of milk per day under the Amul brand name in Mumbai. In TamilNadu, Salem Dairy has signed up to produce milk and ghee under the Amul brand name. It planned to make its products (butter and cheese) a part of the regular diet in most households. Amul launched its new products with the intention of increasing the offtake of its basic milk products, including cheese. The pizzas were expected to increase the sale of its cheese. The entry into the confectioneries market was another avenue for increasing milk consumption. This flurry of launches helped Amul broaden its appeal across all segments.