Anuraksha Pujar, Suvarna Nimbagal, Pooja Adagatti, G. S. Hiremath |
School of Management Studies and Research, KLE Technological University, Hubli, Karnataka, India.
Abstract
This study compares the marketing mix tactics of two large dairy brands in India, Nandini and Amul, with a focus on market competitiveness. This research tries to discover how these organisations differentiate themselves in a highly competitive dairy industry by analysing the four Ps (product, price, place, and promotion). This study uses both qualitative and quantitative research methods, with a strong emphasis on quantitative approaches. The research uses statistical analysis and numerical tools to identify patterns and significance in client preferences and actions. The key quantitative methodologies are quasi-experimental, descriptive, correlational, and causal-comparative studies. The study reveals strong customer preference for Nandini products, particularly milk, with 88% favouring these offerings. Amul products also enjoy popularity, notably paneer, preferred by 40% of respondents. Daily milk purchases are predominant, accounting for 80% of consumer habits. Despite a significant portion (53.3%) of customers not planning their shopping, advertisements prove effective for both Nandini (46.7%) and Amul (46.7%). Affordability concerns are prominent among 78.7% of respondents, yet satisfaction rates are moderate, with 64% satisfied with Nandini and 65.3% with Amul. Low brand loyalty is observed, as 77.3% of customers are open to purchasing either brand. Notably, 69.3% perceive Nandini as cost-effective.
Keywords: Marketing Mix, Market Competitiveness, Quantitative Research, Pricing, Brand Loyalty
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