More than 30 Focus Group Discussions were organized in different cities across India to understand the consumer behavior and preferences, usage patterns and perception about different brands.
In 2022-23, a dairy market assessment was undertaken in the state of Kerala. The study included consumer interviews, retailer and distributor surveys and focus group discussions in major towns and cities where the three regional dairy cooperative unions are marketing their products under the brand name “Milma”.
Even though the brand is well established and widely accepted by the Consumers, over a period of time, as the dairy market expanded to new product categories, the brand has yielded its market share in value added products categories to its competitors. Under these circumstances, the objective of the study was to do an assessment of competition in the market and assess the consumers’ and trade partners’ perception of the brand. The study led to overall revamp of the brand by a complete redesigning of the packages of all the SKUs of milk, curd and ghee which contribute 97% of the revenue of the brand.
Consumer Awareness and Retailer Engagement:
Consumer awareness and retailer engagement activities under the scheme include door-to-door campaigns, product trials, and local events to drive awareness and interest. Free sampling and targeted interactions encourage trial purchases and long-term consumer retention.
Sales & Distribution Hand Holding Support & Training of Marketing Field Staff:
Tailor-made training programs and workshops are conducted for managers and front-line sales teams for skill enhancement and capability building. These programs provide employees with industry-specific expertise, improving their competence, adaptability, and overall efficiency in operations. Additionally, financial support is extended to hire competent sales and marketing professionals to lead Sales and Distribution initiatives.
Other activities
The cell has been providing support in implementation of the marketing component under DTC-JICA. In addition to this, need based support is being provided to cooperatives in the form of creative designing for brand development, guidance for strengthening sales and distribution and manpower training.