Milma for Consumers

Marketing Department

Marketing is one of the three key functional areas of MRCMPU Ltd. and it is the only functional area responsible for generating income for the Union. Marketing comprises of the following two broad areas.

Marketing of Fresh Products

Marketing of Fresh Products (which includes different varieties of milk, curd and butter milk) is a responsibility being carried out by the marketing sections attached to the five milk-processing dairies. The Marketing activities in these dairies can be broadly classified into Distribution Management and Market Development Activities. The former involves daily distribution of fresh milk and curd in the morning and afternoon through insulated vehicles to the dealers and collection of money and indent from dealers and other related planning and follow-up activities. The latter involves field activities designed to expand the reach of the Union's distribution channel for milk and milk products and to increase market penetration. This is done through a team of field sales representatives for each dairy who are given the responsibility in a specified geographic zone, which in turn comprises of a number of defined markets. The framework for the Yearly activities as well as the financial support is provided through the yearly Marketing Plans of Operation, which is finalised along with the year-wise budgets.

Marketing of Long Life products

Marketing of Long Life products (which includes Ghee, Ice-cream, Sip-up, Peda, Palada mix, Flavoured Milk or Milma Plus