A COMPARATIVE STUDY OF MARKETING STRATEGIES ADOPTED IN ESTABLISHING AND ESTABLISHED DAIRY BRAND IN INDIAN MARKET

Abstract

The idea of dairy cooperative originated first in Switzerland in the village of Kiesen in
1815. Later on, it spread over Denmark, Europe, and the USA. In India it was started in1904 with
the first Cooperative Act. The Indian Dairy Cooperatives are based on three levels. The Primary
Milk Producers' Cooperative Societies work at the village level followed by the District Milk
Cooperative Union works at the district level and state level Cooperative Milk Federation. A state
level Federation supports and guides district unions.