PROJECT REPORT

Sales and Distribution Management in Agri-business

TERM - VI

Marketing and sales strategies of Milk in India

Group 9

Ankur Raj PGP37119

Natasha M. PGP37143

Lokesh M. PGP37355

Akhil Kumar PGP37171

Saad PGP37489

Henry IEP22013
Marketing Activities

Nestle Milk (MNC Brand)

Nestlé always has innovative marketing decisions when it comes to branding its products. Nestlé
wants to figure out which advertising channel is the most effective. They are up against strong
competitors from both domestic and international opponents. Promotion strategy and consumer
promotion are two types of sales promotion tactics used by Nestlé. Nescafe was the first company
to introduce Nescafe songs that are still talked about today. They've always made an effort to
encourage customers to buy their stuff. Take Maggi, for example, which is associated with easy-
to-prepare two-minute snacks for women. As a result, it became well-known among children and
mothers. Quality of the product and nutritional content has always been a top priority for them.
Nestlé uses a range of media to promote their products, including tv, posters, print commercials,
and web advertising.

True to its “Good Food. Good Life.” tagline, Nestle constantly reinforces the importance of healthy
living in each of its promotional campaigns. The range of milk products offered by the company
are classified under a string of promotional activities titled, “The Goodness of Milk.” The concept
discusses how milk is an answer to a multitude of problems faced by the human body. Nestle
Slim Milk is also promoted under the “Goodness of Milk” on the Nestle website.

Nestle Slim Milk has done effective television advertisements. Advertisements featuring healthy
young urban couples were a huge hit as they effectively tapped the growing health conscious
customer base. The ad featured couple holding up ideal body placards over their body and singing
‘Dil ki ye awaaz hai, i wanna look good.”

Nestlé has a strong social media presence across the board, but it is particularly active on
Facebook, Instagram, and Twitter. The company uses social media sites to interact with
customers and strengthen its brand image. The food company launched regional social media
pages to engage with its global clientele for its wide range of products.
They often share CSR related posts.
Nestle milk had recently released an ad campaign with Milind Soman enforcing the quality of its
product. They used the hashtag #BetterNutritionBetterYou associating their milk with better health
of the consumer.

AMUL (National Brand)

What has primarily led to the success of Amul is undoubtedly its Branding strategies. We are all
aware of Amul’s tagline- ‘The taste of India’. It has elegantly created its family-friendly and patriotic
image with its, “Amul – The Taste of India” marketing jingle which also evokes empathy towards
the brand.The never-ageing girl who wore a polka-dotted dress, with blue hair and an orange face
was the company’s icon. Amul marketed all of its products under a single name, which helps the
brand sum up its marketing and advertising costs within 1% of the revenue.

Their main target audience was, however, the middle and economic classes. Without advertising,
the target audience wouldn’t be aware of the existence of the product. Amul was (and still is) in
the Guinness record for running the longest-ever advertising campaign. The butterly girl is thirty-
nine years old now, though she certainly didn’t appear to be! Top-of-the-mind positioning was
achieved by Amul, meaning Amul was first thought of when it came to dairy. The butterly girl
appeared in hilarious topical representations involving butter and current affairs!

Amul also came up with several taglines such as ‘Amul Doodh Peetha Hai India’,’ Har Ghar Amul
Ghar’,’ Pehla Pyaar Amul Pyaar’, and so on in its short advertisement videos. Every
advertisement was guaranteed to make you chuckle appreciatively at its wit, warm your heart, or
tickle your funny bone

While not as big a presence in television ads as it used to be, the advertising strategy of Amul
through digital marketing made the most of it through platforms such as Facebook, Twitter,
Instagram, and others. Amul’s digital marketing strategy also made it a point to connect with its
customers and take care of any and every complaint rigorously.

What also makes Amul so special is that it has constantly managed itself in staying relevant for
all these years in the minds of the customers ever since its foundation. The shift from offline to
online marketing was fairly an easy task for Amul. They were already creating content for banners
and newspapers previously and now they just follow the same style for their creatives on
Facebook & Instagram as well.

On twitter Amul posts fun graphics featuring the Amul Butter Girl. Many people connect with those
graphics and retweet them to show how they feel about the latest happenings in the world. Twitter
is a great platform for a brand to engage with its customers. Taking advantage of this, Amul tries
to conduct interactive activities like contests and giveaways.

Unlike many brands that ignore or delete the negative posts of their customers, Amul takes the
opinions of its customers very seriously and makes an effort to resolve their customers’ problems
on Twitter even in the presence of thousands of people.

On Youtube, it puts out advertisements that are previously aired on television. Although, during
the Covid-19 pandemic when the country was in lockdown, Amul started a new campaign called
Simple Home Made Recipes that was also promoted as “#SimpleHomeMadeRecipes”.

Also during covid, Amul took its customers on a nostalgic trip by airing its old commercials online
as well as on TV.

Dudhsagar Dairy (Local Brand)

Dudhsagar seem to do very little advertising. The have presence on every social media platforms
and do advertising but the volume is incomparable to the other two companies in our analysis.
On their video gallery webpage they have posted promotional videos in Gujarati and Hindi
languages. The ads appear similar to early Amul ads emphasising on the goods of cooperative
culture of their organization and the purity of their products.

Their twitter platform is moderately active. They use their platform to extend Amul’s marteking
campaigns, regional news and their ad campaigns enforcing their supreme quality. The language
is mostly Gujarati.
Type of Attributes
Search goods: those with attributes that can be evaluated prior to purchase or consumption.

Experience goods: those that can be accurately evaluated only after the product has been
purchased and experienced.

Credence goods: those that are difficult or impossible to evaluate even after consumption has
occurred.

Our milk brands:

MNC - Nestle
National - Amul
Local - Sagar Dairy

Brand Attribute Reason

Nestle Search Since Nestle is a global brand and people

trust their produts such as maggi, and they
have a legacy of years with them, so its easy
for people to trust the product of the brand
without prior experience.

Amul Search Similar to Nestle, Amul is a national brand

and legacy of years giving the the trust to
the customers to search and use the product
without any prior experience.

Sagar Experience The brand is locally known, not at pan india

Dairy level. So people from different parts of India
would be doubting the taste and safety of
using an unknown brand. So its an
experience product for people from different
region, but a search product for people for
whom the brand is locally available.
Framework
References

1. https://startuptalky.com/amul-marketing-strategies/
2. https://iide.co/case-studies/amul-marketing-campaign-case-study/
3. https://twitter.com/dudhsagardairy?lang=en
4. https://www.dudhsagardairy.coop/media/video-gallery/
5. https://www.exchange4media.com/advertising-news/nestle-milkybar-launches-new-
campaign-using-personalised-augmented-reality-technology-110273.html