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Title : Launch of Nestle Butter- A Case Study
Authors : Anita Goyal 
Magazine Name: Case Folio
Date : Mar 1, 2003
Volume/No/Page No :
Abstract :
The case study discusses the entry of leading fast moving consumer goods company Nestle India¸ into the ‘table butter’ segment of the Indian dairy products market¸ in 2001. Besides providing a brief history of Nestle India and its parent company¸ the case examines the rationale behind the move to enter the butter segment¸ in the light of the fact that the company was already present in the dairy products market in the country. The marketing strategies adopted by the company to promote the brand are explored in detail. The case also discusses the initial response to the brand in the market and briefly comments on its future prospects¸ considering the virtual stranglehold of the leading table butter brand¸ Amul.
 
 
 
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