Milk major Aavin has embarked on unique marketing initiatives to sell its 225-ml ₹10 milk packs and its flexi milk packs. It has been sending teams of marketing executives and meeting consumers directly at their homes, distributing pamphlets and even selling milk packs to those who require them.
“The small milk packets have a good demand. We are presently selling around 6,000 litres a day of the standardised milk that has 4.5% fat, in the city. Last weekend our executives met residents of several slum clearance board tenements including at Kannagi Nagar and Semmancheri where people responded positively,” Aavin Managing Director C. Kamaraj told The Hindu .
As a follow up, the marketing team revisited the same 40 locations on Tuesday morning and sold milk packets.
“These packets are convenient and can be used by small families that do not have refrigerators,” he added.
Similarly, the Tamil Nadu Cooperative Milk Producers Federation is also planning to market its half litre flexi pack of cow milk that is priced at ₹26 in places including Thiruvanmiyur, Besant Nagar and Nanganallur.
Promoting UHT milk
“We will be doing it on three Sundays. It is UHT milk that has a shelf life of 90 days. We are looking at consumers who do not have time to pick up milk packets on a daily basis and also those who want pure cow’s milk or those who go on long journeys and want to carry quality milk along,” Mr. Kamaraj added.
Aavin currently sells around 12.20 lakh litres of milk a day in the city. He said that Aavin was looking at possible ways to increase the quantum of milk sales in the city. “There are still few pockets in far flung areas where Aavin is not available, we want to cover those too,” he said.
