presented by Dr. Liza G. Battad of the Philippine Carabao Center during the 2015 AFNR Symposium held last October 1, 2015 at the AIM Conference Center, Makati City

3. 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

4. KR2 PROJECT
In 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

5. 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

6. 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

7. 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.

8. 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.

9. Impact Zone Concept
Nueva 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

10. 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

11. Supply chain management
Nueva Ecija
PROVISION OF EQUIPMENT AND VALUE-ADDING
FACILITIES

12. 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.

13. 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).

14. 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.

15. 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)

16. The PRODUCT
Fresh Milk and Flavored Milk
Variants
YOGURT
Full Cream & Low Fat Milk
Chocolate Milk
Fruit Lacto JuiceSet yogurt

17. The PRODUCT CHEESE
Bococcini
Gouda cheeseMozzarella cheese
Kesong Puti

18. The PRODUCT
PASTILLA DE LECHE
BUTTER
CREAM CHEESE DIP

19. The
PRODUCT
SOCIAL MEANING

20. 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”

21. The PRICE
“nominal fee”
to increase
perceptions of quality
and to confer a sense
of “product integrity”

22. The PLACE
PASTRIES

23. 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.

24. The PLACE
Coffee shop
passion + koffee + milk
….. not just milk, its MILKA KREM!

25. PROMOTION
integrated 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.

26. PROMOTION

27. PROMOTION

28. 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

29. 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 Plus
Coop-managed dairy delicatessen ONE-STOP-DAIRY SHOPCoffee shop + Dairy Product Outlet

31. 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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