Milma for consumers
- A. Marketing Department
Marketing is one of the three key functional areas of MRCMPU Ltd. and it is the only functional area responsible for generating income for the Union. Marketing comprises of the following two broad areas.
1. Marketing of Fresh Products. Marketing of Fresh Products (which includes different varieties of milk, curd and butter milk) is a responsibility being carried out by the marketing sections attached to the five milk-processing dairies. The Marketing activities in these dairies can be broadly classified into Distribution Management and Market Development Activities. The former involves daily distribution of fresh milk and curd in the morning and afternoon through insulated vehicles to the dealers and collection of money and indent from dealers and other related planning and follow-up activities. The latter involves field activities designed to expand the reach of the Union's distribution channel for milk and milk products and to increase market penetration. This is done through a team of field sales representatives for each dairy who are given the responsibility in a specified geographic zone, which in turn comprises of a number of defined markets. The framework for the Yearly activities as well as the financial support is provided through the yearly Marketing Plans of Operation, which is finalised along with the year-wise budgets. 2. Marketing of Long Life products. Marketing of Long Life products (which includes Ghee, Ice-cream, Sip-up, Peda, Palada mix, Flavoured Milk or Milma Plus etc.) is a responsibility being carried out by the Products Marketing Section functioning at Head Office. Here also the activities can be broadly classified into Distribution Management as well as Market Development. The only difference is that distribution of long life products are carried out through the whole - sale distributors allotted at various locations. Distribution Management of long life products is carried out from the five dairies of the Union, whereas dealer development activities are carried out by Marketing Department at Head Office. The broad activity framework as well as financial support is governed by a separate Yearly Plan of Operation for Long Life Products. B. IMPLEMENTATION OF QUALITY MANAGEMENT SYSTEM Different types of quality management systems are being implemented in MRCMPU Ltd to ensure that customer requirements are given due importance and customer satisfaction is enhanced on a continuous basis. These include: 1. ISO 9001:2008ISO 9001:2008 is a quality management standard by which an organization ensures that customer requirements are met and customer satisfaction is enhanced continuously. The Dairies and Chilling Plants under the Union as well as the Head Office have been ISO 9001:2008 certified by the international certifying agency, M/S Det Norske Veritas B.V of the Netherlands.
ISO is an effective system for integrating the quality development, quality maintenance and quality improvement efforts of the various groups in an organization so as to enable the various departments of the Union to achieve full customer satisfaction at minimum cost. ISO ensures that systems, machinery and devices work safely and satisfactorily. The International standard also provides a common framework for the customer and suppliers world wide for smooth interchange of goods and services.
2. HACCP The growing concern among consumers about the safety of food is one of the greatest challenges facing the dairy industry today. The Hazard Analysis and Critical Control Point (HACCP) system is a structured, systematic tool developed to identify and assess the microbiological, chemical, physical and allergenic hazards and risks associated with the manufacture and distribution of dairy products. HACCP is a method to reduce the hazard down to an acceptable level or even less. In MRCMPU Ltd the Kozhikode Dairy is HACCP certified. HACCP together with prerequisites such as Good Hygienic Practices (GHP) during milk production and processing and Good Manufacturing Practices (GMP) are the basis for producing safe milk products any where in the world. 3. ISO:22000:2005 This latest international standard specifies the requirements for a food safety management system where an organization in the food chain needs to demonstrate its ability to control food safety hazards in order to ensure that food is safe at the time of human consumption. It requires an organization to meet any applicable food safety related statutory and regulatory requirement through its food safety management system. This food safety management system has been implemented at our Wayanad Dairy and the system has been certified by M/S Det Norske Veritas B.V of the Netherlands.