CASE STUDY PRESENTATION ON“ad caMPaigN gOT MiLK???” PRESENTED BY: Sumit kumar maurya Surajeet singh Vineet singh
INTRODUCTION “GOT MILK” One of the popular campaign of the 1990s. Initiated by California Milk Processor Board. (CPMB). Persons and agency involved were Manning the then newly appointed Executive Director of California Milk Processor Board. (CPMB) and Goodby, Silverstein & Partners. The Dairy industry constituted of the Farmers, Processors and Distributors. Marketing brand Vs. Commodities. How the campaign made its journey over the period.
Beverages Beverage Water Flavoured NonAlcoholic Alcoholic Milk Juices Wine Distilled Spirits Hot Beverages Soft Drinks Beer
Q.1. What associations do consumers have for milk? Consumer Associations … User Imagery Usage Imagery -Children -Taken at Home -Adults / Teenagers - Complements other food types -Baby beverage: outside the homeProduct-Related Attributes-Not thirst quenching Brand Personality-Lack of flavour - Dull & Boring-Milk is White & Sold in Gallons MILK Functional Benefits History & Heritage -Nutritious -Nostalgia -Calcium Rich -Ritual Experiential Benefits Filling Drink Harmful
Q:1. What are the implications of these associations in terms of building brand equity for and increasing the consumption of milk? Old Marketing Campaign “Milk Does a Body Good” Campaign Displayed target group drinking milk Emphasis on Nutrients and benefits Milk was shown without food Generated positive attitudes towards milk New Marketing Campaign – Building Brand Equity Change Consumer Behaviors : Increase Brand Breadth Make Consumers think about milk : Refine Brand Image Target Market Regular / Loyal users of Milk (70%) Behavioral Segmentation : When & Where consumers drink Milk Identify fresh insights of the target consumer
New Marketing Campaign – Building Brand Equity Integrated Communication Strategy Priming purchases at PoS Billboards PoP displays Bus Stop ads Got Milk stickers on bananas etc. Got Milk checkout dividers Media Strategy 3 ideal times to communicate On the way to the store In the store At home Synchronization of TV ads & consumption timings Breakfast, late afternoon, late evening
Q:2. Evaluate the CMPB marketing program now and early 90s? What doyou see as its strength & weaknesses ? What changes would you make? Evaluation - Got Milk Campaign • 6% increase in no of milk consumers. – Changing consumer behavior • 1.07% increase in Sales Volume – Sales Increase • Ads - 60% Aided Recall within 3 months – Making Consumers Think about Milk • Licensing of Got Milk? – National Dairy • Advertisement of the Year | Effie Award – 1995
Strengths & Weakness• Collaborative Marketing – Marketing with complementary foods• Right Target Customers• Partnership with ad agency• Extremely creative campaign• Integrative Marketing – Television – Billboards• Memorable and inspiring brand slogan and signature – Got Milk? – Iconic Status• Non Milk drinkers were not targeted (Weakness)
Q.3. Evaluate their Hispanic marketing initiatives. Does the CMPB risk alienatingits current consumer base?• An inhabitant of one of the countries of Hispanic America (or Spanish America)• A person of Hispanic ancestry who is citizen, resident or other in the United States.• The Ad Campaigns like La Liorona and Licuados, which were solely directed to the Hispanic demographic in California gained favor to milk sales from the Hispanic- Californians • Large Hispanic population • Heavy milk drinkers • Deprivation concept was not funny for them • Sacred ingredient: family, love & milk • Campaign was very successful • Risk of alienating current consumer base is low (2 different cultures; 2 different languages)
No CMPB does not risk alienating its current consumer base asthey had already succeeded in creating a strong brand imageand mind share with its current consumer base.
Q.4. There are several areas of growth that lay ahead of the CMPB—health, cheese, Hispanic, and new channels of distribution. Given thetrends, what should they do and how should they do it?They need to focus on their future by concentrating on these new directions, likethe Hispanic demographic and their cheese consumption for instance Health: trend that should be pursued Cheese: an opportunity among Hispanics New channels: sources of growth
• Target on Hispanic Population to increase the consumption of Milk.•• To encourage more dairies to invest in upgrading their plants for the production of flavored milk products packaged in plastic containers.• Launch more number of milk products for every category like flavored for teens, demand for the Soy & other variants like organic products would also grow.• Improved portable packaging and variety of milk flavors naturally led to the expansion of milk into vending machines.• Concentrate on the high schools where the sales of the carbonated drinks have been banned, flavored milk can very well replace that.• Tie with the fast food joints like McDonalds, Burger King would be good strategy to adopt
5. How long can the CMPB keep running the “got milk?” campaign? Whatcan they do to keep the message and strategy fresh in the consumer’s minds?Are there other examples of other successful campaigns that ran this long? • Problems relate to the weaknesses described above • Difficult to increase consumption for reasons described above • Possible Remedies: Expand flavors (Greater variety; Milk becomes less a commodity, more a beverage) Expand usage occasions (Portability leads to greater usage) Push strategy (Milk is highly profitable in retail) Expand through other channels (Half of meal occasions outside home)