Social Marketing

Rather than dictating the way information is to be

conveyed from the top-down

PCC learned to listen to the needs and desires of

the target audience themselves,

and redefined the Carabao-based Enterprise Dev’t

(CBED) program from there

by way of Social Marketing

KR2 PROJECTIn 2011 through the…

ENHANCING RURAL EMPLOYMENT THROUGH PROMOTION OF VILLAGE -

BASED DAIRY ENTERPRISES

PCC established the MILKA KREM Complex to become

the “DAIRY BUFFALO HUB” in Nueva Ecija via

SOCIAL MARKETING

MILKA KREM & SOCIAL MARKETING:

Making Extension Services Felt on Carabao

Entrepreneurship

DR. LIZA G. BATTAD

Chief, Planning & Special Project

Philippine Carabao Center

2015 National Agriculture, Fishery and Natural

Resources Extension Symposium, Sept 30-Oct 1,

2015 - AIM Makati

seeks to influence social behaviors not to benefit the marketer, but to

benefit the target audience and the general society by "addressing

the elements of the "marketing mix."

‘Social marketing’ (Philip Kotler,1970)

Product Price

Place Promotion

other Ps

MILKA KREM It presents PCC’s Analogy

The ‘Impact Zone’ concept as program strategy in Carabao-based Enterprise Dev’t (CBED) and Supply Chain Management. Creation of ancillary enterprises supportive of Coop-enterprise growth.

A social advocacy hub - promotes support to smallholder dairy farmers in Nueva Ecija thru patronage of Carabao-based products; 1liter of milk purchased allows P5 ESET support.

A complex, product excellence, best practices in product processing via ISO certification, promotes cooperative business confidence thru ‘forward’ business integration.

MILKA KREM It presents PCC’s Analogy

The ‘Impact Zone’ concept as program strategy in

Carabao-based Enterprise Dev’t (CBED)

Supply Chain Management in the creation

production actors and ancillary enterprenuers

supportive of Coop-enterprise growth.

Impact Zone ConceptNueva Ecija

Putting in place the ‘right’ strategic mix

Dairy buffalo herd

build up

Cooperatives as

business entry

Production Processing

Milk Consolidation

System

Centralized Milk

Processing

Centralization

product distribution

Wholesale & Retail

of milk & products

Marketing

Artificial insemination,

bull loan, social

preparation, LGU

linkaging, market

contracts

ESETS provision to

harness skills on dairy

production, coop dev’t

& business

management

Extension Services

Supply chain management

MFOs of ESETS

provision

Nueva Ecija

• 2 million liters of milk

• 55 cooperatives: 3,104 head purebred dairy

buffaloes, 800 calves/year, 132 bulls loaned

• Family herd size = 5 head

• 50 Private AI Technicians & 11 Veterinary

Aides

• 200 tons, silage produced by private

entrepreneurs

• Milk processors, milk collectors

Supply chain managementNueva Ecija

PROVISION OF EQUIPMENT AND VALUE-ADDING FACILITIES

MILKA KREM

A social advocacy hub

promotes support to smallholder dairy farmers in Nueva

Ecija thru patronage of Carabao-based products;

1liter of milk purchased allows P5 ESET support.

The PRODUCT

not necessarily a physical offering.

It refers to a continuum of products, ranging from tangible

physical products (e.g. milk, meat & animals), to services (i.e.

artificial insemination, training), practices (i.e. feeding

technologies, milk testing or recording) and finally, more

intangible ideas (i.e. mproving family nutrition, job creation).

The PRODUCT

In order to develop quality milk product, dairy farmers must realize the

most important problems:

• increasing milk performance of their buffaloes

• increasing herd size

• marketing of surplus milk

• improving cooperative leadership & financial performance

and that the product (value adding) is a good solution for these problems.

The PRODUCT

The role of PCC

• product - product processing technologies,

understand consumers’ preferences

• services - provides ESETS to capacitate

farmers to solve their problems (improving

production efficiencies)

The PRODUCT

Fresh Milk and Flavored Milk

Variants

YOGURT

Full Cream & Low Fat Milk

Chocolate Milk

Fruit Lacto JuiceSet yogurt

The PRODUCT CHEESE

Bococcini

Gouda cheeseMozzarella cheese

Kesong Puti

The PRODUCT

PASTILLA DE LECHE

BUTTER

CREAM CHEESE DIP

The

PRODUCTSOCIAL MEANING

The PRICE

Can be may monetary i.e. prices of product line

Can be cost i.e. corn silage (reduce cost of feed concentrate

and reduce liver fluke incidence)— value of adopting the

technology vs. the benefits.

In setting the price:

• decide on the ‘market segment’ to serve - middle class to

upper middle clas

• “nominal fee” to increase perceptions of quality and to

confer a sense of “product integrity”

The PRICE

“nominal fee”

to increase

perceptions of quality

and to confer a sense

of “product integrity”

The PLACE

PASTRIES

MILKA KREM

PCC’s Analogy

A social advocacy hub - promotes support to

smallholder dairy farmers in Nueva Ecija thru

patronage of Carabao-based products; 1liter of milk

purchased allows P5 ESET support.

The PLACE

Coffee shop

passion + koffee + milk

….. not just milk, its MILKA KREM!

PROMOTIONintegrated use of advertising, public service

announcements, billboards, mass e-mails, media

events and community outreach.

….. to sustain demand for the product and create

more partners.

PROMOTION

PROMOTION

other P’s

PROGRAM - refers to PCC as the Social Marketer — reach out to different program audiences to encourage ‘increase general well-being of its ultimate clients, the smallholder farmers”.

PARTNERS - team up with other organizations (external publics) i.e. policymakers, NGA (DBM, DA Bureaus and Agencies, ATI, DTI, DAR, LGUs and NGOs necessary for the approval or implementation of the program.

POLICY - creating favorable environment to support behavioral change in the long-run. Institutionalized Milk Feeding Program, Gatas ng Kalabaw Festival, Carabao Buy Back System, Socialized Credit Window

MILKA KREM PCC’s Analogy

A complex of product excellence, best practices in product

processing via ISO certification, promotes cooperative business

confidence thru ‘forward’ business integration.

Milka Krem Dairy Box Farm PlusCoop-managed dairy delicatessen ONE-STOP-DAIRY SHOPCoffee shop + Dairy Product Outlet

THANK YOU FOR YOUR

ATTENTION!

DR. LIZA G. BATTAD

Chief, Planning & Special Project

Philippine Carabao Center

battadliza@yahoo.com

0917.897.4610

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