Milk campaign -Initiative to promote milk drinking habits in the middle east region and spread awareness on health benefits

1. Milk
• Integrated campaign (UAE association of Milk producers)

2. Goat Milk
Dhs10= 1ltr
Approx.
Flavored
Milk
dhs6.50 =
1ltr Approx.
SITUATIONAL ANALYSIS
Industry Background:
• Milk market is oversaturated, many “Milk” and “drinking Milk alternatives”
are increasing competition. The diversification results in cannibalization
• The global market for the Milk alternatives is projected to grow globally from
$8.2 billion in 2014 to $19.5 billion in 2020, with 15.5% growth from 2015-
2020
Current scenario UAE:
• Problem : Despite of the growth opportunity: the UAE association of Milk
producers reported a decline in the sales of Milk. Decline in the population
and conscious spending by consumers are the two main reasons for the
downfall
• Insight: Declining sales
• Goal : To increase sales of Milk within UAE
Milk
http://www.pmmi.org/files/Research/ExecutiveSummaries/2013DairyExecSummary.pdf
“ Milk” and “Drinking Milk alternative” category

3. • According to Euro Monitor, drinking water makes for 60% of the total
consumption of beverages in the GCC, with 20% for juices and 17%
for soft drinks.
COMPETITORS LANDSCAPE
Juices
Diet liquids
Ice tea
Water
Milk
Soft drinks
Choices of beverages available to consumers
High market growth
Low market growth
http://www.zawya.com/story/UAEs_beverage_industry_booming_in_2016_report-ZAWYA20160111093225/
https://en.wikipedia.org/wiki/Got_Milk%3F
Analysis:
• Milk as a product is falling behind in competition to other beverages
• Leaving an opportunity for growth and scope to promote “Milk” as a
versatile beverage
• To increase the consumption of Milk. Attention needs to be given to
the consumption moments, (along with meals, on the move drink) as
water, juices, soft drinks leverage on these consumption moments and
they have a high consumption rate
• The most successful and the longest campaign (1993-2014) in the U.S. that
encouraged the consumption of Milk: “got Milk” is one such campaign that
resulted into increase of 7% sales within 1st year
• Amul an Indian brand released a commercial in 90’s to increase consumption
of Milk
Click to play the video

4. Competition:
Beverages like juice,
carbonated drinks are
consumed on the go:
whereas Milk is
considered as a more
filling drink
User Imagery:
It is for kids
Teenage / adults
Baby beverage outside
the home
Lack ok knowledge:
Milk is 90% water but
with nutrients so more
beneficialthan water
but people still prefer
drinking water
Purity:
Increase in the
concern that cows are
injected with
hormones to increase
production which
leads to cancer
Dining out:
Increase in the
number of people
dining out so less of
cooking at home
Fat:
Increase in health
conscious population:
concern with high
calorie content in Milk
Culture:
Decrease in traditional
family size
CHALLENGES TO MILK CONSUMPTION IN UAE
https://www.dairynutrition.ca/scientific-evidence/experts-summaries/barriers-to-Milk-consumption
Barriers that can convert, threat to opportunity:
• Lack of knowledge (Drive awareness)
• Purity (Build transparency)
• User imagery (Effective targeted communication)

5. CONSUMERS ASSOCIATION WITH MILK
Milk
Personality:
Dull and Boring
Functional
benefits: Rich
in vitamin A,
B12, D, Calcium
carbohydrates,
phosphorous, S
elenium, magn
esium, protein,
zinc and ribofla
vin
Product
attributes:
Tastelessness
filling drink
Lack of flavor
Harmful:
Allergic
reactions to
Milk
History and
heritage:
Nostalgia
Ritual
Health
benefits:
Muscle building
Bone health
Healthy heart
Prevents
depression
Reduces stress
http://www.medicalnewstoday.com/articles/273451.php
Key findings:
• Diminishing behavioral loyalty amongst the adults for Milk
preferences
• People are getting more health conscious and moving towards
Milk alternatives category
• Health benefits of Milk are getting ignored by the consumers and
they are less likely to purchase Milk over other beverages
Association made to Milk: Age group 18-45yrs
Implications and scope:
• Milk has more functional beneficial for women as it prevents
depressions, comforts during PMS and adequate calcium intake
prevents diseases like Osteoporosis in mid age women
• The personality association i.e. (dull and boring), calls for a
behavioral change to inspire more Milk consumption decisions of
consumers

6. TARGET SEGMENTATION
Target market
Demographic:
• Age:34-54 UAE resident women
• Ethnic origin: all expats/nationals
Psychographics:
• Working single women with a busy
lifestyle, they could be mothers or
working mothers
• Generally conscious about the
beauty, fashion, health and wellbeing
• Housewife with kids always focus on
children health
• More money to spend compared to
millennials
• They are present on social media and
are active but not completely digital
savvy
Demographic:
• Age:18-34 UAE-millennials
• Ethnic origin: all expats/nationals
• Gender: All
Psychographics:
• Health conscious: wellness is a daily,
active pursuit
• Exercising more, eating smarter
• Using apps to track training data, and
online information to find the
healthiest foods
• Socially very active
• Dining out most of the times
• Influencers to the parents and baby
boomers
Analysis:
• Communication should be multi lingual as UAE consists
of 80% expats
• Social and digital platform are essential as the TA spends
more time online
• Communication needs influencers: as influencers play a
key role in bringing behavioral changes
• Functional benefits of Milk is more for women, targeting women to communicate with families. As they are the purchase decision makers
• Communication to millennials (Millennial men, son, mother, single women and men) are essential to change user imagery and they make of 48% of
Dubai population alone
MillennialsWomen
http://gulftoday.ae/portal/e5fd30a6-31df-48ee-8dfb-af5d4c6427b2.aspx
https://en.wikipedia.org/wiki/Demographics_of_the_United_Arab_Emirates

7. KEY COMMUNICATION STRATEGY
Communication Goal:
• Health benefits
• To position Milk as a versatile beverage.
• To educate the consumer that it can be consumed at anytime i.e.(while at work, along with meals, mix with substitutes, protein intake etc.)
Key communication message:
• DRINK MORE Milk !
How do we communicate :
Instore selling
Personalized
communication
campaign

8. Campaign: “Glass of Goodness”
Insight: Personalized communication persuades and brings behavioral
change and are more convincing
Concept : To influence and activate the consumption of Milk within the
target audiences and promote influencers within the consumers
Idea: Consumer inclusivity and giving special experience as it would
boost actions
Implementation: To launch a microsite by UAE Milk association along
with a Facebook page “Glass of Goodness” giving consumers a chance to
appear as a lead on the print campaign
All they need to do is share a picture posing with a glass full of ‘their
choice of Milk’ and write about reason’s why they drink it anytime,
anywhere. Then selected pictures and stories, become consumer
“influencers": activating a trend for drinking more Milk
The #glassofgoodness has legs to extend into social media in several
ways, it can also be extended to VR/AR experiences for consumers in
many ways
PERSONALIZED COMMUNICATION CAMPAIGN
 Illustrative purpose only (these are not the creatives)
 Reference Video: Lidl Milk campaign

9. INSIDE STORE SELLING STRATEGY
Concept 2: To create a mascot and educate the consumers on health
benefits, and emphasize Milk can be consumed at any point of day and
anyway
Implementation: The static mascot could be placed at the exit counters,
and emphasize on how Milk can be consumed at anytime and anyway
• It could also be in a form of table top at the exit counters driving
awareness and inspiring consumers to drink more Milk. The mascot
can also help in activations and engage in selling (reference video)
 Reference Video: The cow mascot mexico
Insight: Point of purchase, when consumers are inside the store they are
already in a mind frame of making a purchase, hence sales can be pushed
with inside store marketing efforts
Concept 1: Association of Milk producers UAE, should collectively launch
a trademark: highlighting benefits of Milk, how much is adequate daily
consumption. It would act as a tool for quality, transparency and promote
more Milk consumption
Implementation: It would appear on the packaging of all Milk and Milk
alternatives brands in UAE. The trademark (name or icon) has legs to
extend into a forum/ website (English/Arabic) and can share multiple
Milk preparation, benefits etc.
 Illustrative purpose only

10. MARKETING STRATEGY
Objective: To activate more consumption and increase sales
Strategy: Integrated communications across multiple platforms
Communication mix:
Print advertising
Social media
engagement
Radio selling Digital video Cinema advertising
Sponsorships at
marathons and events
Instore selling

11. • Timeline: Q1 from Jan 2017
MARKETING PLAN
Phase 1 :Launch stage
Social/PR/Radio/ Instore
Phase 2: Reveal the real life
celebrities
Print/Radio/Social/ Instore
Phase 3:Promote and generate
reminders
Activations/Cinemas/Sponsorships/
Influencers/ Bloggers reach

12. Thank You
Meghna Vyas
Senior Account Manager – BPG