Union Wise Competitiveness of Kerala Co-Operative Milk Marketing Federation Ltd, Kerala (Milma)

P. P. Lakshmanan

Abstract

Milma, the brand name of Kerala Co-operative Milk Marketing Federation (KCMMF) is carrying out its operations in Kerala with its mission of ‘farmer’s prosperity through consumer satisfaction’. It could achieve remarkable progress in milk procurement and selling with the implementation of the operation flood programmes. Today it is a matter of pride that 'Milma' is a household name in Kerala. The punch line of Milma is “The goodness Kerala wakes up to.” Milma is one of the best brands from the state and is known for its regularity of supply and quality of milk. KCMMF has three unions viz. Trivandrum Regional Co-operative Milk Producers Union (TRCMPU), Ernakulam Regional Co-operative Milk Producers Union (ERCMPU), Malabar Regional Co-operative Milk Producers Union (MRCMPU).This study makes an attempt to analyze the Union wise competitiveness of KCMMF Ltd (Milma).

Keywords

Market Growth Rate, Market share, Two by Two Matrix

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