A brief analysis of two of the major players in the fmcg sector based on their marketing mix.

1. Comparative Study of
Amul & Nestle
Prepared by:-
SOUMYARKA DE
RITABRATA SAHAROY
SNEHASIS NANDY
BHAIRU LAL
DWIP SAHA
Of PGDM SECTION 2
vs.

2. 2
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

3. 3
NestléNestlé
It 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

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

5. 1. Baby Food
2. Coffee
3. Tea
4. Chocolate & Candy
5. Chocolate chips &
bars
6. Potato Chips
7. Noodles
8. Soup & Soup Mix
9. Biscuits
10.Baby Cereal
11.Milk/Dairy Products
12.Juice
13.Breakfast cereal
14.Fitness Cereal
15.Yoghurt
1. Milk
2. Butter milk
3. Milk Powder
4. Ghee
5. Cheese
6. Paneer
7. Dahi
8. Ice-Cream
9. Nutramul
10.Recipes
11.UHT Milk
12.Fresh Cream
13.Chocolates
14.Mithai Mate
15.Bread Spreads
5

6. 6
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
parentsaswell asthechildren.
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.
Usesthesamesymbol 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

7. 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

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

9. 9
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

10. 10