Amul's Diversification Strategy

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTG014 For delivery in electronic format: Rs. 200;
For delivery through courier (within India): Rs. 200 + Rs. 25 for Shipping & Handling Charges


Brand Management
Case Length : 7 Pages
Period : 1996-2001
Pub Date : 2001
Teaching Note : Available
Organization : Gujarat Cooperative Milk Marketing Federation
Industry : Food, Beverages & Tobacco
Countries : India


The case 'Amul's Diversification Strategy' focuses on the entry of GCMMF into the fast food segment. In 2001, GCMMF launched pizzas in the Indian market in the Rs.20-25 price range. The price was significantly lower than those of Pizza Hut and Domino's Pizzas.

The case provides an insight into GCMMF's diversification strategy. The case is intended for MBA/PGDBM students as a part of the Business Strategy curriculum. The case is so structured as to help students understand why GCMMF diversified into the fast food segment. Students are also expected to understand why GCMMF did not launch pizzas under the Amul brand name...


Diversification Strategy, New Market Entry


  Page No.
A Pizza For Rs 20! 1
Background 2
Why Diversify? 3
Exhibits 5


Gujarat Cooperative Milk Marketing Federation, SnowCap, Pizza Hut, Hindustan Lever, Amul, distribution network, Total Quality Management, Diversification Strategy

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