Raising Awareness on Necessity of Consuming Milk Daily Through Branding Activations

Abstract

For the past 131 years, Arla Foods, the world's fourth largest dairy product producer, has been the main dairy goods company in Scandinavia. Furthermore, Arla's purpose with the slogan "near to nature" is to ensure the highest quality products to its customers. A total of 12,700 farmers from all over Europe, including Denmark and Sweden, are members of this cooperative. For the past five decades, Arla has been a household name in Bangladesh. Arla's Dano has won the Best Brand Award for the past six years. However, it has not been in the forefront of market share. However, because of its high-quality products, it has always been on the thoughts of its clients. "Naturally, to bring health and impulse to the globe," Arla outlines its vision for the future of dairy. The company's Driving Good Growth Strategy for 2021 aimed to solidify its position as a worldwide dairy leader while also growing its reach in the international growth market. The company's goal is to raise the value of our farmers' milk, and the only way to achieve that is to create value for our consumers in a reliable, natural, cooperative, and healthy manner. Bangladesh is a developing country with a large population. Our country has had a huge local demand for milk item products for decades, it has been primarily fulfilled by subsidy milk, dry dairy, and dairy items imported from wealthy countries. Our country brought into another country dairy items worth 40 core BDT taka in 1989-90 to satisfy a forty-percentage shortfall in domestic demand. Bangladesh's milk industry has failed to meet demand for shake of fluid milk. To alleviate the bottlenecks, the govt has taken some initiatives for example importing dry milk & supporting to build the local milk farms. The local daily firms cannot meet the huge demand of liquid milk.

To fill the shortfall, a spate of new businesses has popped up in Bangladesh that is selling the milk powder. One of them is DANO, a word that every Bangladeshi household, both rural and urban, knows. Mutual-Group was essentially a 'Toll Manufacturing and Distribution Company,' with the distinction of producing two international brands, 'Dano' and 'Horlicks,' both are familiar in our country. This company got seperated from Mutual Group in 2011 and created a joint venture with Arla Foods in Denmark. In Bangladesh, Arla Foods sells a variety of powdermilk products, including regular and instant milk powder, full cream milk powder, and baby foods like Deelac and Dano mom for pregnant women. Some of Bangladeshi's most popular dairy brands are produced by Arla Foods. With approximately 1500 workers and a turnover of more than tk1.2 billion, our team hardworking to ensure that our stockers satisfy of us extraordinarily high value of manufacturing & animal taking care. In Denmark, Sweden, the UK, Dutch, and Bangladesh, we have 19,000 workers in thirty countries & 12,700 dairy farmer owners. We all have a strong sense of identity called excellent Growth, which guides our judgment as we shape the future of milk industry. This report focuses on raising awareness on consuming milk daily through implementing and executing different marketing plans and brand activations. As part of my internship I worked as an ''Execution Lead'' for Dano Core consumer activation where I needed to liaison with the creative agency and advertising agency closely to supervise promotional campaigns. Besides, assisting team for conducting market research, planning and activation budgeting were also part of my responsibility. The entire report is divided into sections such as the introduction, study objective, methodology, company overview, and insight, financial performance and accounting practice, conclusion and recommendations.