Marketing

Area of operation

The marketing area of Tumkur Milk Union is entire Tumkur district and part of Bangalore city. i.e. Dabaspet, Nelamangala, Hesaragatta road, Bagalagunte, Chikkabanavara, Bone mill, Shettihalli, Mallasandra, Chikkabidarakallu, Mallasandra, Anchepalya, 8th mile, Jalahalli cross, Peenya I and II stage, Andrahalli,Sunkadakatte, Hegganahalli, Rajagopalanagar, TVS Cross, Ganapathinagar, Goraguntepalya, Nandini layout, parimalanagar, Mahalakshmi layout, Saraswathipuram, Modi circle and West of chord road. From oct-16 onwards union is selling milk and curds in navi mumbai.

Sales and Distribution

Practices in sales and distribution

Milk and Milk Products are sold by the retailers appointed by the union. The milk is supplied to the retailers through Contract transport vehicles (Insulated). The transport contractor is entrusted with of distributing milk and collection of sales proceeds from the retailers and remitting the same at the Dairy. Adequate Securities are obtained from the Transport Contractors and retailers based on their volume of transactions.

Retailers send written indents to the dairy through transport contractor which is processed by the indent sections. Milk is dispatched by the dispatch section as distributed by the transport contractors as per the route sheets provided by the indent sections.

Milk processed and packed at night will be distributed to retailers before 5.00 am. Distribution is also undertaken to areas where demanded exists in the afternoon also.

Distrbution channels for milk and milk products

Union has two modes of distribution channels. The union directly markets milk & milk products through its own channel of retailers appointed in their area operation through contract vehicles. Retailers directly sell milk to customers at their out lets as well as distribute milk to customers door step through home delivery boys.

Union has also deployed mobile sales vans for better market penetration for sale of union products.
The second channel of distribution is through KMF. The union sells milk in Bulk to sister unions /Dairy (Dates dairy sales) as per milk movement plan Drawn by KMF union also sells milk products (Ghee, SMP, WMP, DAIRY WHITNER, Butter milk) through KMF. Union also sells milk products (Ghee, SMP, Butter) through KMF’s established retail channel & Direct Bulk sales.

Major marketng initiatives taken

  • Expansion of product portfolio by introducing different variants of milk in retail market to suit to customers required union sales. TM, HTM, HCM,Special & Shubam milk in pack size ranging from 250ml, 500 ml to 1000ml.
  • Market expansion by increasing the member of outlets & retailers, parlours.
  • Consumer Care Centre in Tumkur & Walk in cold store at Bangalore to market milk & milk product available throughout the day to customers as well as retailers.
  • Market expansion in Rural Areas, Deployment of Mobile sales vehicles.
  • Strengthening of cold chain by providing chest coolers to channel members at subsidized raters.
  • Deployment of refrigerated vehicles to selected market areas.
  • Increasing the product range offered for sale by procuring milk products manufactured by different unions & units of KMF.
  • Extensive consumer education by organizing dairy visit to schools & college students & Mahila Mandals & other social organization.
  • Extensive advertisement through wall paintings & POP materials like glow sign Board etc.
  • The Union sells milk through 1000 retail outlets through 52 morning and 10 evening distribution routes.

The union has made good progress on the marketing Milk & Milk Products  in the last 10 years. Figures given below:

Year PROCUR MENT (KPD) TUMKUR MILK SALES BANG MILK SALES TOTAL MILK SALES (LPD) MUMBAI SALES (LPD) FLEXI SALES (LPD) CURD SALES (KPD) GHEE SALES (LPD) BUTTER MILK SALES (LPD) PEDA SALES (KPD) MYSORE PAK (KPD)
2010-11 331067 64562 100058 164620 --- --- 17050 2567 305 72 ---
2011-12 388549 73511 112255 185766 --- --- 19458 3241 171 62 ---
2012-13 422518 78210 120306 198516 --- --- 22998 3341 223 72 20
2013-14 422381 78826 122695 201521 --- --- 25833 3370 366 82 28
2014-15 523167 86271 135785 222056 --- --- 31115 3331 511 97 30
2015-16 590080 91579 143298 234877 --- --- 35209 4046 713 116 44
2016-17 572217 90626 123937 229968 17743 12480 38172 4089 1171 112 51
2017-18 602986 92026 123600 231322 83429 38078 40493 4288 978 121 59
2018-19 671721 93973 128361 238546 73072 36439 45359 5086 1107 136 70
2019-20 704353 98249 130739 246193 131559 30702 51474 5947 949 134 75
2020-21 764227 105368 148553 253921 80583 40574 49502 4806 535 176 120
2021-22 786615 112065 155251 267315 108365 42322 56105 5428 582 206 140
2022-23 765299 124068 170650 294717 185836 41896 69910 6973 937 173 108
2023-24  817921 127240 185890 313130 199600 30471 86759 4486 1792 163 91