KERALA AGRICULTURAL UNIVERSITYCollege Of Co-operation, Banking And Management

MINOR PROJECT PROPOSAL

IMPACT OF PROMOTIONAL STRATEGIES OF MILMAON RURBAN CONSUMERS IN THRISSUR DISTRICT

BYKRISHNARAJ 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)

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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►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.)

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► 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.)

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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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► 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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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 MILMA7

Rurban areas of Thrissur District (Under ERCMPU)

100 consumers using atleast one MILMA product will be selected through ‘purposive sampling’

METHODOLOGYLocation

Under Study

Sample Selection For

Collecting Primary Data

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► 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.)

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Sources Of Data

Data will be subjected to statistical tools like percentage analysis , indices , regression and other appropriate tools (will be considered after data collection)

METHODOLOGY (Contd.)

Data Analysi

s

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METHODOLOGY (Contd.)

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GanttChart

► 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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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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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.)

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× Consumers may be biased

LIMITATIONS

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Collis, J. and Hussey, R. (1997) Business research( 4th Ed. ) ( Reprinted 2014) Palgrave 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 fromhttp://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 fromhttp://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 fromhttp://www.businessintelligence.edu/strategicinfluence458_2.pdf

REFERENCES

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