Milma

BACKGROUND.

Milma is a well known brand of Milk. It's Curd and Ghee are also popular.These products acclimated the brand image basically by extensive market presence due to strength of distribution as well as by large volumes of sales. But these two factors did not favour Milma when it entered in ice cream market.The distribution required frozen chain. Private operators were offering- large margins and also supporting retailers with freezers.
They financed such expenses by compromising on quality's well as by deceptively selling milk-substitutes-based frozen desserts as ice cream.
DANDP's strategy for Milma ice cream was to cash in on the quality and dairy image strength of Milma. Projecting Milma ice cream as the real ice cream from real milk cream.
DANDP has done a rebranding for Milma Malabar Region to start with. Existing product was rebranded as premium brand in different flavors. These were packed in contemporarily designed boxes. A new logo was also created for the product without trailing the co-operative identity of Milma . The slogan was “Goodness of Real Ice Cream” which reinforced the values of Milma.
Medium: Print, Magazines & Hoardings
RESULT:
The products were able to sell at premium price. The unnoticed ice cream segment of Milma was brought into lime light with 35-40% increase in sales without additional brand communication. A contemporary image was created and visibility became higher. The success story was cascaded to Trivandrum and Kochi region subsequently. Other products like Milma Curd and Peda were also rebranded based on this model
and are highly successful.