Raising awareness on necessity of consuming milk daily through branding activations

Abstract

Arla Foods, the world's fourth largest producer of dairy products, has been the leading dairy goods firm in Scadinavia for the past 131 years. Furthermore, Arla's aim is to give the highest quality items to its customers, with a tagline of "near to nature." This group is owned by 12,700 farmers from European countries such as Denmark and Sweden. Arla has been a household name in Bangladesh for the past five decades. For the past six years, Arla's Dano has won the Best Brand Award. It has not, however, been in the forefront of market share. However, due of its quality, it has always been at the forefront of its customers' minds. Arla has a clear vision for the future of dairy, which she describes as "naturally, to offer health and impulse to the world." The company's driving Good Growth Strategy for 2021 aims to strengthen our position as a worldwide dairy leader and expand our presence in the international growth market. The company's mission is to increase the value of our farmers' milk, and the only way to accomplish that is to expand value to our consumers, and to do so in a trustworthy, natural, cooperative, and healthy manner. Bangladesh is a developing country with a dense population. Bangladesh has had a huge domestic demand for milk products for decades, which has been primarily fulfilled by subsidized milk, powder milk, and milk products imported from developed nations. Bangladesh imported milk and milk products worth 400 million taka in 1989-90 to satisfy a 40% shortfall in domestic demand. Bangladesh's milk industry has failed to meet demand for liquid milk. To alleviate the shortage, the government has taken initiatives such as importing powder milk and attempting to build dairy farms to the level of private businesses. The demand for liquid milk was so great that the only local dairy farm could not meet it. To fill this void, a slew of new enterprises has sprung up in Bangladesh to sell milk powder. One of them is DANO, a word that every household in Bangladesh, both rural and urban, is familiar with. Mutual Group is essentially a 'Toll Manufacturing & Distribution Company,' with the distinction of making two global brands, 'Horlicks' and 'Dano,' household names in Bangladesh. In 2011, it split from Mutual Group and formed a joint venture in Denmark with Arla Foods amba. Arla Foods has a variety of powder milk products in Bangladesh, including ordinary and instant milk powder, filled milk powder, and baby foods such as Deelac and Dano mom for pregnant women. Some of Bangladesh's most popular dairy brands are produced by Arla Foods. With approximately 1500 workers and a turnover of more than tk1.2 billion, we work hard to ensure that our suppliers satisfy our extraordinarily high standards of manufacturing and animal care. In Denmark, Sweden, the United Kingdom, Germany, Belgium, Luxembourg, the Netherlands, and Bangladesh, we have 19,000 workers in 30 countries and 12,700 dairy farmer owners. We all have a strong sense of identity called Good Growth, which guides our decisions as we shape the future of dairy.