The document discusses the "Got Milk?" branding campaign for milk by the California Milk Processor Board (CMPB). It evaluates the CMPB's marketing programs from the 1990s to current times. The 1990s program focused on health benefits but was less attractive. Current programs show food and humor to grab more attention. The CMPB risks alienating no one with initiatives like targeting Hispanics, and should focus on strengthening current segments and exploring new demographics. The "Got Milk?" campaign can run forever if it keeps introducing new creative ads.

1. Got Milk?:
Branding a commodity
Made by:-
Khyati Patel MB023
Mubin Saiyed MB040

2. Q1(a)What associations do customer have with MILK ?
Milk
Good for health
Accomplishment
to sweets
Necessity with
cereal, cookies, etc
Ingredient in
coffee, milkshake,
etc.
Baby primary food

3. Q1(b) Implication of these associates in terms of building brand
equity for and increasing the consumption of milk?
 The associations shown in previous slide can help in building brand equity
and increasing consumption by increasing
 Commodity awareness and increased the mind share of its consumers by
showing various ads regarding various ways the milk can be consumed.
 Promotion of new recipes to use milk.
 Creating an emotional angle rather than a rational angle about milk as people
buy things based on emotions and justify their purchase by rational arguments.
 Showing more ways of using milk will ultimately increase the consumption.

4. Q2(a) Evaluate theCMPB marketing program now and back
90’s
90’s Marketing Program Current Marketing Program
Focused on health benefits of milk Focused on changing consumption pattern
Targeting whole population and urging them to
consume milk because of its benefits.
Targeting the 70% of current regular milk
consumers
Showing Milk and no food (created less
attractiveness and was not able to attain much
attention as well as result)
Showing Food and no milk (the ads were attractive
and the flavour of humour helped in grabbing
attention)

5. Q2(b) what do you see its strength and weakness ?
 Strengths
 Creative approach ginning more attraction.
 Well planed strategy.
 Creating bond with various brands and helps in growing both milk consumption as
well as awareness of usage.
 Weakness
 The targeted audience was less as a result cost per person view was high.
 Using brands may overshadow milk promotions.

6. Q3 Evaluate the Hispanic marketing initiative. Does theCMPB
risk alienating its current consumer base.
 The various advertisement Campaigns like La Liorona and Licuados,
targeting solely to the Hispanic demographic in California attracted the
people and helped increase the milk sales from the Hispanic-Californians.
 No CMPB had not risked any alienating as its current consumer base was
already increased its consumption as they had had already succeeded in
creating a strong brand image as well as mind share.

7. Q4Given the trends, what should they do ?
 Observing the treads CMPB should focus on their future by concentrating on
these new directions, like the Hispanic demographic and their cheese
consumption for instance by targeting various other segments as well as
strengthening its current segments.

8. Q5 How long canCMPB keep running ‘Got milk?” campaign?
 They can run the campaign for forever as the ads are hilarious and people
would love to have such ads.
 They could come up with new creative ads to further gain attention.
 They should show more and more items were food is used and show various
dishes where milk is very essecial.