The Kerala Co-operative Milk Marketing Federation (KCMMF), popularly known as Milma, has announced its plans to revamp its brand image through the ‘Repositioning Milma 2023’ campaign. This move is aimed at equipping Milma to face the challenges posed by domestic and global dairy brands, and to cement its position as the market leader.
Comprehensive Market Study and Makeover of Products
After more than a year of preparations, including a comprehensive market study, Milma has decided to embrace a new packaging standard and marketing strategy to compete with bigger brands. As the first step, uniformity in the quality, design, and production process of the liquid milk, curd, set curd, flavoured milk and ghee sold in the market by Milma and its regional milk unions will be followed.
Holistic Change and Uniformity in Packaging and Quality
The ‘Repositioning Milma 2023’ campaign is an initiative that envisages a holistic change and uniformity in packaging, design, quality of the dairy products, and price to compete with any other brands. With the financial and technical assistance of the National Dairy Development Board (NDDB), Milma is looking forward to bringing about a notable change in the main functional areas like production, quality, and marketing of federation and regional milk unions.
Extending the Marketing Network of Milma
Apart from ensuring uniformity in the packaging and quality of dairy products, the ‘Repositioning Milma 2023’ campaign also aims to extend the marketing network of Milma. The availability of all dairy products of Milma in remote areas across the state is another objective of the project.
Product Diversification
The Kerala Chief Minister Pinarayi Vijayan has advised Milma to give due attention to product diversification and expansion of the marketing network as part of the rebranding exercise to meet the demands of the time. With the participation of 45,000 farmers and a daily procurement of 52,000 litres of milk, Milma has grown over the years into a big institution having 10 lakh farmers affiliated to it and the milk procurement touching an average 14 lakh litres per day.
Milma’s Position in the Market
The brand Milma has a pre-eminent position in the lives of Keralites. Milma enjoys immense credibility based on this firm trust, and the rebranding initiative is expected to strengthen this position further. Minister for Animal Husbandry and Dairy Development, J Chinchurani said the ‘Repositioning Milma 2023’ project aims to firm up Milma’s position as the market leader and equip it to meet challenges from the domestic and global dairy brands.
Bottomline
Through the ‘Repositioning Milma 2023’ campaign, Milma is all set to rebrand and tackle competition in the dairy sector. The initiative envisages a holistic change and uniformity in packaging, design, quality, and marketing of dairy products to compete with other domestic and global brands. The project aims to extend the marketing network of Milma and ensure the availability of all dairy products in remote areas across the state of Kerala.
