Comparative Study of Amul & Nestle

Prepared by:-SOUMYARKA DE RITABRATA SAHAROYSNEHASIS NANDYBHAIRU LALDWIP SAHA

Of PGDM SECTION 2

vs.

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AmulAmul It is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. Formed in 1950, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.6 million milk producers in Gujarat.

Amul products are now available in more than 60 countries in the world.

Amul has an attractive tagline of ‘THE TASTE OF INDIA’.

Amul's product range includes milk powders, milk, butter, ghee, cheese, daahi, yoghurt, buttermilk, chocolate, ice cream, cream, biscuit , shrikhand, paneer, gulabjamuns, flavored milk, basundi and others.

Company Details- ICompany Details- ICompany Details- ICompany Details- I

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NestléNestléIt is a Swiss transnational food and drink company headquartered in Veyey, Vaud, Switzerland.

It has been the largest food company in the world, measured by revenues and other metrics, for 2014, 2015, and 2016. It ranked No. 72 on the Fortune Global 500 in 2014 and No. 33 on the 2016 edition of the Forbes Global 2000 list of largest public companies.

Nestle also has a lucrative tagline of ‘GOOD FOOD, GOOD LIFE’.

Nestlé's products include baby food, medical food, bottled water, breakfast cereals, coffee and tea, confectionery, dairy products, ice cream, frozen food, pet foods, and snacks.

Company Details- IICompany Details- IICompany Details- IICompany Details- II

Product Diversification of Amul & NestleProduct Diversification of Amul & NestleProduct Diversification of Amul & NestleProduct Diversification of Amul & Nestle 4

1. Baby Food2. Coffee3. Tea4. Chocolate & Candy5. Chocolate chips &

bars6. Potato Chips7. Noodles8. Soup & Soup Mix9. Biscuits10.Baby Cereal11.Milk/Dairy Products12.Juice13.Breakfast cereal14.Fitness Cereal15.Yoghurt

1. Milk2. Butter milk3. Milk Powder4. Ghee5. Cheese6. Paneer7. Dahi8. Ice-Cream9. Nutramul10.Recipes11.UHT Milk12.Fresh Cream13.Chocolates14.Mithai Mate15.Bread Spreads

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Amul

Amul India has never spent more than 1% of its budget on advertising and promotion.A cute girl usually dressed in a polka dot dress is there in the ads to attract the parents as well as the children.The ads by Amul is designed as a series of hoardings with designs relating to day-to-day issues.Amul has sponsored many television shows for its promotion of product like: Amul- star voice of India, Amul- Masterchef, etc.

NestleNestle

Uses personal selling and personal relations.Uses the same symbol worldwide.Production formulation vary to suit cultural differences.‘Think globally & act locally’ principle.Gives free samples as well as involves involvement of children like participation in ‘Maggi Fan Club’ .

Promotion Strategies of Amul & NestlePromotion Strategies of Amul & NestlePromotion Strategies of Amul & NestlePromotion Strategies of Amul & Nestle

Pricing StrategiesPricing Strategies 7

Nestle•Skimming Strategy•Price Leadership Strategy•Price Flexibility Strategy Beverages and Milk Products•Product Mix Pricing Strategy•Price Adjustment Strategy•Markup Pricing•Pull Strategy Prepared Dishes•Penetration Pricing Strategy•Competitive Pricing •Quantity Discount Chocolate & Confectionery

8Marketing Mix (4 P’s) of Amul & NestleMarketing Mix (4 P’s) of Amul & Nestle

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Amul uses the following types of packaging for its highly perishable goods.•Contemporary packaging- for shipping, storage and display•Thick air tight packs•Tetra packs•Tinned Cans•Thick Cartons

• Nestle uses very attractive packaging as one of their main marketing strategies.

• For its efforts, Nestle has won several accolades such s the Silver Star and “best in categories” and “best packaging innovation leading to a significant reduction in household wastes” by the British Institute of packaging for the dairy box biodegradable tray which is manufactured by using renewable resources.

• Nestle use heavier gram age of recycled materials to guarantee product standards.

Packaging StrategiesPackaging Strategies

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