DPO targets 500 ‘Milk Land’ shops in five years, eyes 10 per cent boost in sales
The Dairy Farming Promotion Organisation (DPO), a state enterprise under the Agriculture and Cooperatives Ministry and producer of Thai-Danish milk, is planning to open 500 branches of “Milk Land” nationwide within the next five years to sell its milk products.
“After DPO had appointed Tea Story Rama IX to manage its subsidiary -- Thai-Denmark Milk Land -- in May 2020, the number of Milk Land branches has jumped from 102 to 132 in less than a year,” said DPO’s acting director, Suchart Jariyalertsak.
“We aim to open at least 70 new branches yearly and hope to achieve 500 in five years and will increase DPO’s revenue from milk sales by 10 per cent.
“DPO’s Milk Land is distinguished from other brands because we use 100 per cent fresh milk and no powdered milk,” he added.
“We aim to open new branches in community areas, schools and universities, shopping malls, office buildings, and hospitals both in Bangkok and upcountry.”
Thai-Denmark Milk Land will also employ integrated marketing strategy to maximise target coverage, including advertising on digital billboards, BTS Skytrain, mobile media and bus media.
“We aim to attract new generation consumers by using 'Ma Ma Milk' music video by popular idol group BNK48, who is also Milk Land’s brand ambassador,” added Suchart.
DPO had been managing Milk Land franchise since its establishment in 2018 before subcontracting to Tea Story, who will be managing the franchise for the next five years.