1. KERALA AGRICULTURAL UNIVERSITY
College Of Co-operation, Banking And Management
MINOR PROJECT PROPOSAL
IMPACT OF PROMOTIONAL STRATEGIES OF MILMA
ON RURBAN CONSUMERS IN THRISSUR DISTRICT
BY
KRISHNARAJ N S & ASITH PAUL K
UNDER THE GUIDANCE OF
DR. K USHADEVI
H.O.D, DEPARTMENT of RURAL MARKETING, CCBM, K.A.U
(2015-31-005) (2015-31-006)
2. INTRODUCTION
► A few decades ago, Kerala was seen as a dairy
unfriendly state and had to depend primarily on the
neighboring states for its milk supply
► Today Kerala is almost self sufficient in milk
production
► The credit for this largely goes to Kerala Co-operative
Milk Marketing Federation and its three regional
cooperative milk marketing unions under the brand
name MILMA
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3. ►Promotion is the use of different advertising and
communication channels in a coordinated way to
run an efficient marketing campaign
►4 Components of Promotion :
Advertising
Sales
Promotion
Personal
Selling
Public
Relations
INTRODUCTION (Contd.)
3
4. ► MILMA is a co-operative society registered in 1980 with its
head quarters in Trivandrum as the implementing agency for
operation flood ii in the state of Kerala
► It is a part of Kerala Co-operative Milk Marketing Federation
► Three regional co-operative milk producers unions under
MILMA
1. TRCMPU (Trivandrum Range)
2. ERCMPU (Ernakulam Range)
3. MRCMPU (Malabar Range)
INTRODUCTION (Contd.)
4
5. STATEMENT OF THE PROBLEM
► Promotional strategies may influence
consumer purchase decisions
► MILMA is a famous brand in Kerala's
dairy sector
► Today a number of brands competing
with MILMA in Kerala's dairy sector
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6. ► A study on the status of efficiency in
MILMA’s existing promotional strategies
may help to aid the decision making
process and future planning
► It also helps to eliminate present
ineffective promotional practices to
formulate the best promotional strategies
STATEMENT OF THE PROBLEM
(Contd.)
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7. OBJECTIVES
I. Identify various promotional strategies of
MILMA
II. Assess the level of awareness of consumers on
promotional strategies of MILMA
III. Analyze the impact of promotional strategies
on consumer purchase decisions
IV. Find out the best promotional tool of MILMA
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8. Rurban areas of Thrissur District (Under ERCMPU)
100 consumers using atleast one MILMA product
will be selected through ‘purposive sampling’
METHODOLOGY
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9. ► Both primary and secondary data will be used
► Primary data will be collected from Sample
respondents by a structured schedule
► Secondary data will be collected from records of
MILMA , government publications, journals and
trusted websites
METHODOLOGY (Contd.)
9
10. Data will be subjected to statistical tools like
percentage analysis , indices , regression and
other appropriate tools (will be considered after
data collection)
METHODOLOGY (Contd.)
10
12. ► MILMA may get benefited by this study in
a way that they can understand how their
promotional strategies performing and
whether it requires any sort of
improvement
► Also help MILMA’s decision making
process and planning for the better future
SCOPE
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13. 1. Socio-economic profile of selected consumers
2. Promotional mix of MILMA
3. Various promotional activities of MILMA
4. Consumer advertisement recall
OBSERVATIONS
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14. 5. Consumers awareness level towards
products and promotional activities of
MILMA
6. Attitude of consumers towards
advertisements / sales promotions of MILMA
7. Consumers satisfaction towards MILMA
advertisement / sales promotions
OBSERVATIONS (Contd.)
14
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Macmillan, Pp 96-116,132, 177.
Keh, H.T., Nguyen, T.T.M., and Ng, H.P. (2007) Performance relationship: Further insights
and evidence from the Australian marketplace. Pp 43-55 Retrieved 14 June 2016 from
http://www.instituteformarketing.com/articles_print.php?codeearti=1003
Schultz, D.E. and Kitchen, P.J. (1997) Integrated marketing communications in U.S.
advertising agencies: An exploratory study. Pp 1-10. Retrieved 15 June 2016 from
http://www.mma.com/whitepapers/integratedmarketingus.pdf
Sunday, A.A. and Bayode, O.B. (2011) Strategic influence of promotional mix on
organization sale turnover in the face of strong competitors Pp 343-350 Retrieved 14
June 2016 from
http://www.businessintelligence.edu/strategicinfluence458_2.pdf
REFERENCES
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