Got Milk Case Essay Example for Free

Got draw Case EssayThe case deals with draw losing its appeal among the school children and the increasing preference to soft drinks in the US during the late 1980s and too soon 1990s. atomic number 20 people were drinking slight draw every year. mesh out go forthlay per capita in calcium had dropped 6 percentage between 1987 and 1992. Realizing that the dairy industry is declining and needed outside assistance, the California Department of viands and Agriculture formed the California Milk Processor Board (CMPB) in 1993. A few months by and by the CMPB released its famous Got Milk? bleed. For this purpose they hired Jeff Manning as executive director and raised a reasonable budget for promotion. The ad agency Goodby, Silverstein and Partners (GSP) created Got Milk? with the CMPBs $23 million annual budget. preliminary campaigns had been intended at people who did not consume draw, but the agencys research guide it to target a sundry audience people who were alr eady take out drinkers. The consumers of California responded the campaign quickly, comprehend the ads and also started consuming more draw.In USA outside California, the milk moustache Got Milk? campaign is jointly funded by Americas milk processors and dairy farmers The Milk Processor Education Program (MilkPEP) and Dairy Management. The determination of the multi-faceted campaign is to educate consumers on the benefits of milk and to raise milk consumption. The campaign was founded on a milk deprivation strategy and recognized that milk is not a great deal a stand-alone beverage. Its consumption is permanently linked to a select number of meals and diet occasions. And also, perhaps, the only time anybody cares passionately to the highest degree milk is when they run out.The campaign was very successful in the USA. BRIEF OVERVIEW AND FACTS * According to the Exibit1 from 1980 to 1993 annual milk consumption in California dropped from around 29 to 24 gallons of milk per pers on. * Milk industry spends less than 10 percent what beer spent on media. * The turn in school district policy in 1982, which increases the options for children in lunch further reduce the milk consumption. * Two major reasons for declining in milk consumption are the modern family size was shrinking and the number of working women had sort magnitude.* Hispanic population was increasing in USA (California in particular) and they drank significantly more whole milk than the rest of the population. MAJOR ISSUES AND PROBLEMS * Got milk? streak was a huge success in California resulted in quick increase in milk consumption but it was not equally successful nationally or internationally. National sales lapse to decline for approximately time and then stables up to many extent but didnt increased like in the California. * The milk market was declining market as compared to beverages market.Consumer study revealed that there are some reasons behind the continuous decline like prolif eration of other beverages, lack of portability, lack of flavor variety, not propensity quenching, lack of consumer mind share and shared nature of consumption. * High price of milk in California during 1999 as compared to the rest of the country was another major issue as compared to its competitor beverages industry. Positioning milk as cool refreshing and energy boosting drink suffered due to its increasing prices also results in declining in sales. * Mind set of consumer.Although many people drink milk everyday, but still milk suffered a complete lack of consumer mind share. Milk has always been a somewhat forgettable beverage. * Media spending in the beverage categories approached $ 2 billion with half of the total accounted for beer and soft drinks but still Milk organism a commodity suffered from lack of promotion as compared to the other beverages. Budget is also very subaltern as compared to other similar category products. * Marketing expenditures are more or less conce ntrate on television advertising and billboards.Lack of BTL activities, experiential marketing and social event promotion were limpid which can be one of the reasons of low recall and decline in consumption. * Considering the nature and storage demarcation of milk the consumer attitude towards milk was wobbly and strong reasons to change the attitude were required. * Lack of support from the farmers and topical anaesthetic milk processor results in small budget. Considering the size of the milk industry and high promotional monetary value running a successful nation wide campaign in small budget is seldom possible. Where Got Milk? Went wrong?* Hispanics were the major milk consumers in California there population was increasing at a constant rate tally to the US census. Initially when the ads were made it was found that running out of milk or rice in Hispanic family is not considered funny also the translation of got milk in Spanish is quite weird. * Got milk? took a step away f rom its deprivation formula in October 1997 and launched a new campaign of Drysville. But research revealed that Drysville campaign was unable to effect consumers ready consumption or purchase decision. ANALYSIS OF PROMOTIONAL STRATEGY The Got Milk?Promotional campaign has some objectives, Manning begin a grass root campaign keeping in mind the following objectives. * To change the publics behavior about the consumption of milk and other milk products * To create the paper of milk occasions by associating the product with certain foods, recognizing that milk is not often a stand-alone beverage. * To control the decline in sales by persuading people to buy milk more often and in larger quantities. To achieve each of the objectives Manning carefully designed strategies, like changing behavior, in rundown to attitudes, was done with carefully placed media.A consumption strategy focused on organizing the appropriate food with the time of day that a commercial was telecast (for exampl e, a cereal commercial in the morning or late at night), because most milk drinking occurred at home. Beside the TVC, in 1998 CMPB launched a gravitation tour. In this tour they travelled throughout the state high schools and featured top professionals and insisted on the importance of milk to young athletes and there bone density. In 2003 the CMPB took milks health message to a new take aim and developed the theme strength comes from within.They also signify and highlight the importance of research on milk benefits including how to increase bone mass in teens and adult and prevent them from osteoporosis. PROMOTIONAL STRATEGY UPSHOTS The Got Milk campaign was very successful and worked more than the expectations. Following are some of the upshots of the campaign. * The original objectives of the campaign were exceeded. * Got Milk? had overtaken the long-running Does a Body Good campaign in top-of-mind awareness by mid-1994. * The campaign objective to change behavior and incre ase milk consumption was also met.* Household penetration had increased from 70 percent in 1993 to 74 percent in 1995. * Results showed that, except for the first two months of the campaign, milk consumption in California increased over the previous year, while it declined nationally * Dairy Management, Inc. s decided to take the California Got Milk? campaign nationwide in 1995 * The Got Milk? campaign made its mark in advertising by collecting nearly every industry award * The CMPB reported that the campaign had a 97 percent awareness rate in California.HOW TO INCREASE AWARENESS AND DO BETTER IN FUTURE * As we can see in many of the commercials, individuals find themselves in an uncomfortable home with a mouth full of dry or sticky food without a glass of milk. In print advertizings, celebrities are featured with the signature white mustache and got milk? in text. For an international advertisement we must create an appeal in the advertisement and ads should also involve a famil y environment or give a sense of oneness so that international user should associate themselves with advertisement according to their culture.* Number of collaboration with other brands should be increased to cover the issue of low budgets. Got Milk take a leak has itself a huge equity, CMPB can effectively use it to increase the awareness. * Social media is another cheap parentage of creating awareness. CMPB can also use YouTube channels, face book page and twitter to increase the awareness about milk consumption and spread the benefits of milk usage. * To increase brand recall brand persona should be created and endorsement through celebrities can be useful in communicating the awareness in advertising.* As it can be seen the increase in price results in the decline of sales. Therefore, pricing should be free-enterprise(a) considering the other competing beverage industries. Also the flavored milk which is sold through vending machine must be priced bearing in mind the other be verages sell through vending machines. * Currently the BTL activities are on the lower side while experiential marketing was not used to create the awareness. Experiential activities at school and college levels to create awareness and product trial for new dairy product would be useful.