About two years ago, I wrote a blog post on Milma. I had listed few points on the blog which was mostly from my observation and few from the experience of visiting their outlet at Pattom.

Every time I pass by MILMA outlet at Pattom, I often wonder what plans they have of bettering their service. We have reached a situation that we hardly see MILMA products in the shelfs of supermarkets and margin free outlets in Trivandrum. (Need proof – visit Drive in Margin Free at Kumarapuram). This shows that Milma’s influence and market is shrinking. Why is MILMA milk or curd unavailable in these shop?

What’s happening to the milk brand which was a part of our life?

I’m afraid that it’s loosing time. It’s time to do something magical to bring back the sheen and regain market share. Where should the management focus on improving? It’s from customer service to innovation in packaging, process, marketing, cleanliness, etc.

Today in Covid times, I felt the need to revisit the same topic. I wonder what has changed at MILMA in these intervening years. Has it become a better managed place? Are decision taken faster than what it was done earlier? What’s the turnaround time for implementing new ideas?

Also, in today’s times of social distancing, has it implemented new methods to sell their products?

If we look at MILMA’s market share of milk and milk related products, it’s evident that their share has come down. One competitor which has taken a big slice of its market is Muralaya. This is a privately run biz – young and more agile than the middle aged MILMA brand. As a small place, they can bring fast changes, implement ideas faster than MILMA which has legacy system and process.

The entry of Muralaya Milk and the way they marketed, distributed and build business worth a marketing study. It’s a Marketing Case Study worth discussing in MBA classes.

The old blog post has points which I wanted to share or discuss with the company’s decision makers. But, it just remained in this blog. I should have send the blog link to the top brass. Lazy me! Btw, will they bother to read. 🙂

Hire me as a Disruptive Change Agent aka Marketing Consultant for MILMA
Another epiphany moment. I coined this title for me. In simple words, I am willing to work as a freelance marketing consultant for Milma and suggest them innovative and disruptive ideas.

ANYONE HOME!

As an external consultant, I will present my finding, suggestion to the management team.What all will the disruptive ideas that will help organizations like MILMA to improve their day-to-day outlook and improve their marketing.

Few Points of my Work Role

1. Website ( Optimization suggestion)
2. Comparing features with local competition
3. SWOT Analysis
4. Ideas to STAND OUT
5. Propose Marketing Strategies
6. How to bring out the stories out ( Storyteller)
7. Customer service training
8. Write to companies for follow-up
9. Mystery shopper

Innovation and Inspiration from another Source
Hey another epiphany moments while writing this. Yesterday, I was watching a YouTube video related to baking. A Malayalee lady from US was showing how to make a cake. On the table there was a long butter strip which looked different from the block of butter we get here. The butter was wrapped in a paper which had measurement marking on it. BINGO! COPY THIS.

Simple Innovation – Easy for HOME BAKERS
A simple innovation in packaging of Unsalted Butter can be useful for home bakers and newbies. Beginners usually require a small portion of unsalted butter for baking. In some cases it will 1/4th cup or 1/2 cup would suffice. Currently in the market there’s a 200 gm, 1/2kg and 1 kg pack. This is usually too big or small for baking.

If there’s a packing for 1 cup, with measurement of 1/4, 1/2, and 3/4 cup in it, then it will be convenient for home bakers. A person can easily look for the mark and take the required portion. This will save a lot of time, less messy and make baking more enjoyable. There is not need to dig a measuring cup in the butter and make a mess of it. Less cleaning, and happy baking. It’s just an innovation in packing.

If Milma is late in implementing this, Muralaya or Amul will come with a butter strip very soon. What about Nandini?

Let me know Milma if you going to take this idea or I can pass this suggestion to Nandini. I know a higher up in Nandini to pass this suggestion.
Sample of how this looks – Quora and one on Reddit ( Just for reference)

GOT IT!
Another problem plaguing Milma could be the insidious bureaucratic step up. There could be too many managers, too many heads to approve a single change. Is it so Milma bosses?
Is the complacent attitude that lead Milma to loose it’s market share? Or is it the Union and Political interference stalling its growth? I’m just guessing.

MILMA – Recent Innovations
There’s good news and signs MILMA is making changes in their business. Their new app for milk home delivery and also AM Needs have garnered many positive reviews. Good going! I ordered through AM Needs and the delivery person came well protected and delivered in a professional way.

Conora Virus – It’s not business as usual

We are now reeling under the clutches of National lock-down due to the spread of Corona Virus. It’s now been more than a week. I lost count of days and I was surprised to know that today was Friday. Oh, how sad. I remember those days of my visit to Tavern Pub or Purple Haze on Friday after office hours.

My question and thought now is not about the days that are invisibly flying, but about the MILMA’s business improvement stuff.

24/7 MILMA Outlet

One thing I have noticed about MILMA office in Pattom is the limited working hours. Why can’t it be run 24/7 so that customers can visit any time and buy.

Initially I thought that a person can be deputed to work the midnight houses. But the question the management would ask is – what is the ROI?

Concept Milk Booth – Remote and Unmanned Unit

What are the other options of running an unmanned outlet? Sure, it can be done, but the question for the management will have will be returns. Imagine an unmaned MILMA outlet near Secretariat, one at Pattom, one at Kovalam beach, one in Vazhudacadu, one inside Museum compound. etc.

How about an automatic milk dispenser kept in the existing MILMA parlour at museum compound? The early morning walker also can buy milk packets from this store or buy butter or ghee while they return after the morning walk.

It could be something like the condom selling kiosk near Pullimoodu junction.

What and how?

1. Install a large modified refrigerator kind of machine which will dispense milk or any product on display. ( The cold storing unit sponsored by LG or Haeir, Samsung in return for a banner on the machine. Now that cost is taken care). Customer makes the payment by Gpay or by scanning the QR Code for the amount displayed on the screen of the unit

2. Remotely manned unit. Here a person controls many such Milma outlets from a remote location. The camera and microphone at the counter is used to get the customer request and based on it, remote employee will press buttons and product is delivered to the customer through a chute.

3. A feature of this device is the display screen. It will show the remaining stock of each item, bill, date of manufacture of the products, etc.

Also, each such kiosks or units should be connected via Internet network. Tapping on the screen at one location , customer should know how much of each material is available in each store. Also, make this information available on the Milma’s App. Imagine this senario – I want to buy 4 kg of unsalted butter from Milma. So, before I leave the house house I should be able to see where is the closest shop where I can buy Unsalted butter. This will save a lot of my time.
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( Another idea popped up while writing is. This is related to ATM in banks and I’ve felt the need of this in Bangalore. Sometimes on weekends when I go to deposit cash in ICiCI Cash Deposit Machine (CDM) at Indira Nagar. Very often the machine shows – Sorry, machine is temporary unavailable” Damn it. There are two CDMs at this branch, but on Sundays the machine stops functioning as its Cash FULL.

Just imagine, I need cash to book a tatkal train ticket or something urgent. In this case, the only option for me is to visit any other CDM unit of ICICI and it’s at MG Road. But, what guaranteed is there if the machine there is also full. Sometimes, I ask the security but they are have no information. why can’t banks at least give them the phone number of security staff in that counter or close by counters).

Now, if the machine is connected to the near by ATM, and fetch data about it’s status ( working or not). Then, if this info is displayed on the screen, it will be great help to customers. Same way, if an ATM runs out of cash, it can also display the nearest ATM where the customer can draw cash. ( I guess, most of you must have faced this situation when we see an ATM without cash. Which is the closest ATM? But, what are the chances that it’s also empty!

Every business should think of the pain points of the customer and work out a way to help them). If the technology is not present, at least use human resource ( ATM Security staff) to help the customer.
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This is beneficial to people who are buying large quantities. For example, in few instances visited Milma main outlet at Pattom to buy unsalted butter ( make than 4 kg during Christmas baking) Shop assistant un-apologetically said that stock is over. NO STOCK. – WTF ( You forgot to say Please ( sorry) – Terminator Starting Scene ( Judgement Day ) came to my mind)

When I get only a part of the butter, I have to again visit another shop. What a waste of my time. In my case I had to stopped at Amuls’ outlet at Pottakuzhi to buy butter.

Suppose, a caterer or baker who stops at Milma’s outlet for a big purchase, then it would be great it they can get everything at one visit.

WHY THIS POST – Just a Suggestion for Improvement

The point of writing this post is to share few of suggestion which came to my mind. I am sure most of these tips must have been thought by the Milma’s board. However, it’s my turn to make it black and white.

Btw, I’m open for discussion with the management team at MILMA or the concerned person in charge. Feel free to hire me as a Freelance consultant. I come not too expensive, nor on a small budget. Try my services if you can.

For the Good of MILMA

P.S – Another set of suggestion for MILMA. Mostly above value addition and processing of milk to other products.

15/4/20 Update – Latest on what Milma can do with AM Needs App