Objectives

- ---=== = --
.. • I

• Increase brand awareness • Increase sales by volume

• Increase market share and segments
• Higher market • Increase profit on sales
penetration • More cashflow
• Find new markets
• Marketstability
• Increase in new customers
• Increase in retained
customers
• Increase in rate of
purchase
• Increase in volum, e
of purchase
Ansoff Matrix

Nandini Lounge,
Nandini sweet
Nandini outlets in
shops,Nandini
south east Asia and
cheese tasting
Middle East
Segmentation and Targeting:
Geographic

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66
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Frame of Reference ,~

Points Of Parity PointsOfDifference

• Basic Ingredient -- MILK • First to enter in dairy products

• Ready to use market
• Freshness • Entire range of milk products in
one umbrella brand
• Hygiene
• Quality with affordability
• Large size and scale of
operations
• Pay 80% of its revenues to
farmers
Four P's - Product

Dairy products
Fresh,
hygienic
Packaging
Sizes and volumes
Four P's - Price

• Strategy of low cost pricing

• Value added products like cheese have
prices slightly lower than competitors
• Fresh milk at slight higher prices due to
high transportation cost
s Discounts in Nandini parlours
Four P's - Place
Massive distribution network
3600 Wholesale distributors
500000 retail spreads across India
e Kirana stores
s 6000 Nandini parlours
Four P's - Promotion

Hoardings
• Newspaper and TV advertisements
• Sponsoring popular sports events
Nandini branded awards to school children
e Sponsoring TV shows

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(aster·Chef
THE MARKETINGMIX
Aul
[ps en'tresist it
Product Price
• Dairy Products • Low Pricing
• Cooking Products Strategy

Place Promotion
• Rural & Urban Market • Advertisements
• International Market
e GCMMF had signed an agreement with Wal-Mart to stock
its shelves with products under its Nandini brand name.
Nandini processed cheese, pure ghee, Shrikhand,
NutrNandini, Nandini's
Mithaee Gulab Jamuns are few of the products marketed in the
US markets.

e 50per cent of Americans being medically obese, and if

Nandini is really looking to capture the hearts of the second-
and third• generation Indians, offering low-fat versions of its
brands, would make a lot of commercial sense.

e Hence targeting the large Indian community in the US markets

with its niche products like mithai, packaged ready to eat foods
market it can definitely expand its market to a large extent.
 Nandini

Given this wide product portfolio, Nandini's

approach is to promote its brands in a rotational
cycle of two to three years.

After ice-creams were launched in 1996, the

category was re-visited in 1999, in order to
improve availability of the product and make
it affordable.

The focus shifted to cheese in 2001, Nandini Masti

Chaas in 2004-05 (sales of Masti dahi grew by
25%), NutrNandini and Kool Kafe in 2006 and
this year the focus is on Nandini Koko cold
chocolate drink
 Nandini

Promotion
- - - - - - - - - - - -

Nandini food festival, which has been held for

the last four year between October and
December in about 50,000 retail outlets.

The Chef Of India contest invites people to

come up with recipes using as many Nandini
products as possible. The recipe can be
submitted on Nandini's website.

Slogan Likho Disneyland Dekho Contest

~
 Nand
Promotion
- - - - - - - - - - - -

Nandini Maharani contest: in this

contest questions about Nandini are
asked
Nandini ko jano,
Maharani bano.

MAHAR4\Ny

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v z'±
z._
 Nand
Promotion
- - - - - - - - - - - -

Nandini sponsored the Singing

Competition NANDINI Star Voice of India,
Nandini music ka maha mukabla

v
• -
m' u1
 SUCCESSFULPRODUCT STRATEGY:
6. Diversification Strategy •
Dairy Products
Eg: Fresh Milk, Milk Drinks &
Desserts, Bread Spreads, Cheese
Products

Non Dairy Products

Egg: Veg Oils , Snacks, Instant Food

'
~~_-
$
u1_1
-------------~
 Different segments
d
±t
& Different #
A
+mLuA
Competitors •
weet
Confection aries Condensed
@ Britannia
@ Nestle
@ Cadbury milk
@ Nestle e Nestle
Cheese
@ Britannia
Pizza Cottage Cheese
Baby Food
@ Pizza Hut (Paneer)
@ Nestle
@ Dominos e Britannia
@ Heinz
@ Nirulas Frozen pizza Milk Additives
Curd e Cadbury
Dairy Whitener Segment
@ Nestle
@ Nestle e Smithkline
@ Mother Dairy Beecham
@ Britannia
Ultra High Treated Flavored Milk
Ice creams
Milk
@ Nestle e Britannia
@ Britannia Nestle
Nandini has risen from Indian soil and it remains
Na n

Indian in every sense.

There is ample scope in the low
priced segment as also in other
categories.
There are a significant number of retailers
who are currently stocking more than two
brands.
Nandini has the opportunity to capture the
more evolved young adults and children who
are open to new products provided they meet
their expectations.
Nandini has risen from Indian soil and it remains
Indian in every sense..
There is ample scope in the low
priced segment as also in other
categories.
There are a significant number of retailers
who are currently stocking more than two
brands.
Nandini has the opportunity to capture the
more evolved young adults and children who
are open to new products provided they meet
their expectations.
FACEBOOK
ce.0o
TWITTER
itter
SOCIAL MEDIA
■ ■

ca me 1a
mar ed all of its products under a single name, which led
to a v rtising merely costing one percent of its revenue
uct P folio
heir mai target audience was however the middle and
economi ·lasses. The simple reason behind their
of customers is because of the product pricing fo

g
product pricing. It is one of the best promotional strategies adopted by
a low-cost pricing strategy for products that are consumed regularly. This
Nandini made it affordable for its target audience. Increasing the price of
I to their audience's increase in income helped them retain their
custome e pricing strategy, such as a one-on-one offer, was adopted for
products petition
 nned and executed logistics and supply chain model was
corporated. Nandini was a three-tier cooperative structure.
At the village level, there were cooperative societies producing milk
·At the district level, there were milk unions with processing centers
·At the state level, there were milk federations responsible for
lidation
nsparent model led to maximum returns for the suppliers- the
. As the prices increased, their income accordingly increased as
so, co-operatives are one big family. Surplus products were sent t
areas with high demand and vice versa. So, that was the Nandini
distributio rategy. All the above-mentioned factors were 75 percent.
Without the 2! rcent, 75 percent was as good as zero. So what was the
25 percent?
 Suggesstions &
• Focus on retail expansion in Indian cities, towns and
villages - increase branded Nandini parlours to
capture the consumer attention and keep the
competition at bay
• Nandini can venture into offering low-fat versions of its
products as it would help capture the hearts of second
and thirdgeneration Indians in US & Global Market
• Nandini can venture out on new products like dairy based
sweets, baby food products
• Nandini must try to understand the cause of certain
products like Nandini basundi, gulab jamoon, and
chocolates etc not being very popular. Nandini need to
take up thorough market rest rch nd work on improving
thesu product
• Though Nandini's hoardings are a huge success, itcan
penetrate even better in the rural areas by advertising
actively through the media viz cable channels and
newspapers. Sponsoring more shows on TV, sports ev
ents
 Integration strategies

Integration Strategies

I II
Vertical Integration Horizontal Integration
1. Forward 1. Acquisition
2. Backward 2. Merger
3. Strategic Alliance
 Integration strategies
• It is done where the
company attempts to
widen the scope of its
business definition in
such a manner that it
results in serving
thesame setof
customers. The alternative
technology of the
business undergoes a
change.
 Vertical Integration
• When pursuing a vertical
integration strategy, a
firm gets involved in new
portions of the value
chain. This approach
can
be very attractive when
a
firm's suppliers or buyers
have too much power
over the firm and are
becoming increasingly
profitable at the firm's
expense.
 Horizontal Integration
• It is a type of
integration strategies
pursued by a company
in order to strengthen
its position in the
industry. A corporate
that implements
this
type of strategy
usually •.
mergers or acquires
another company that
is in the same
production stage.
 Acquisition

• An acquisition takes
place when one
company purchases
another company.
Generally, the
acquired company is
smaller than the firm
that purchases it.
 Nandini
Nandini
The Taste of Indi

 Nandini  Nandhini Pure  Nandini Ice cream  Nutramul

Pasteized Ghee  Nandini Srikand Nandhini shakthi
processed  Nandini cooking  Nandini Mithai health food drink
cheese butter gulabjamun
 Nandni  Nandhini Malai  Nandini chocolates
cheese paneer  Nandini lassi
spreads  Utterly delicious  Nandini basundi
 Nandhini pizza
emmuntel  Masti Dahi
cheese
 Nandini pizza
mozzarella
cheese
 Gouda cheese
 Nandini [heTaste of Indi

 Margarine  Nandini kool  Nandini spray  Nandini fresh milk

 Nandini milkshake infant milk  Nandhini gold
butter  Nutamul food milk
 Nandini Lite energy drink  Nandini  Taza double toned
 Delicious  Nandini kool instant full milk
table flavoured cream powder  Nandini lite slim
bottled milk  Sugar and trim milk
 Nandini Mash skimmed milk  Nandini fresh
spiced powder cream
buttermilk  Sugar  Nandhini shakthi
 Nandini Kool tea,coffee toned milk
thandal whitener  Nandini calciplus
 Nandhini dairy
whitener
Nandini
 EM
Farmers
II

Societies
(without Chilling i

Units

l °. • • ••

T•.VI HCEs
+A◄ ;_ ~ -...n. -i-m- -
. a- . l.
Husbandrv
T·'
:7.s

Animal
Feed Factorv.
Milk Can
Producers
Agriculture . -
...:

University
Contractors
Rural Mmt7

Institute
Trucking
CONSUMERS
;

Facilities
Frito Lay, HUL
Frito Lay
Britannia, Nestl~
HUL