Marketing

IMP – International Milk Promotion Group

Founded in 1965, the International Milk Promotion (IMP) Group is a permanent Action Team of the IDF Standing Committee on Marketing. With over 20 member countries, the IMP Group is dedicated to promoting the nutritional benefits and healthy image of dairy foods through innovative generic marketing campaigns. This year, the IMP Group is celebrating its 60th anniversary, marking six decades of excellence in dairy promotion.

Member Countries

The IMP Group includes member countries such as Canada, the United States, Chile, Norway, Denmark, France, the UK, Ireland, South Africa, China, Japan, Australia, India, New Zealand, the Netherlands, Switzerland, Israel, Belgium, Sweden, and Germany.

By leveraging the expertise and collaborative efforts of its members, the IMP Group continues to drive innovation and excellence in dairy marketing, ensuring the promotion of dairy products worldwide.

IMP Shared Global Purpose

Each year we meet to exchange insights, discuss trends, and share strategies to market and promote our industry as we work towards our shared global purpose of providing nutritious and sustainable dairy to the world today and for future generations.

IMP Group focus:

• Exchanging information about market and product developments in the dairy business.
• Identifying market trends and new consumer behaviour in the dairy sector (e.g., nutrition, sustainability).
• Seeking best practices in successful generic marketing and efficient marketing methods.
• Examining and sampling strategic tools to improve the image and consumption of dairy products.
• Exchanging information about promotional activities to add value and stimulate growth of the dairy sector.
• Communicating generic strategies regarding the advantages of the dairy sector in comparison to branded communications.
• Examining evaluation tools (metrics) for generic marketing programs.
• IMP Operations and Meetings

IMP Group convenes:

• A mid-year meeting lasting 2 to 3 days in a conference format, including general discussions on market trends, issues, opportunities, and the presentation and judging of IMP Yves Boutonnat Trophy case study submissions.
• A business meeting at the IDF World Dairy Summit in the October-November period.
• Ad hoc meetings on nutritional topics, crisis management, and other issues.
• An annual membership fee of €1000.