Milk is a perfect food. It is a part and parcel of the diet of all young and old. It is essential for the proper growth of the human body. It is a balanced diet.
It established how a brand can be resurrected with a creative branding strategy. In order to revive the declining sales of milk this campaign was started for California Milk Processor Board and was carried out by Goodby, Silverstein and partners. The powerful ad campaign was started in It superbly understood the minds of consumers and characteristically identified and targeted them.
Recognising that taste and health are the two benefits which people looked for it started the campaign accordingly. They applied the deprivation strategy by partnering with the other food products whose consumption cannot be imagined by the American population without milk.
This worked quite well and milk consumption increased. They targeted the consumers with a degree approach and advertisements in prints and Media complemented each other. But later recognising that parents and women also give a lot of importance to the health benefits simultaneous campaign highlighting these benefits was also aired.
Later they also targeted the Hispanic population. This change in strategy from time to time according to needs of time made this a strategy which was exemplary. A number of ad campaigns were targeted on same lines after its success.
Now the future will present them with new challenges like should CMPB keep on doing what it has been doing or should it focus on newer channels and customers to sustain the success of campaign.
Prior to launching this campaign, CMPB had launched several other campaigns that stressed on the health benefits of milk and milk products.
Secondly, consumers across different age-groups asserted that milk is a accompanying beverage with a variety of food items like cereals, cookies and sandwiches.
This campaign was a huge success as it tried to forge a new relationship by identifying milk as a domestic consumption product. The organization left no stones unturned in its attempts to increase consumption.
New flavours and campaigns were lost and the cartons were placed in strategic locations that the target group visited and the milk ads were complemented by that of other food items. It did not try to change the already existing notion that milk is mainly consumed at home.
Rather, it reinforced the idea and brought the family together. The campaign highlighted their strong family values as well as the importance of milk and was very well-received in the community. The popularity of this campaign led to it proliferating and becoming a household name. Eventually, attempts were made to launch the program both nationally as well as globally.
What do you see as is strength and weaknesses? What changes would you make? Marketing program of CMPB in early 90s: The new campaign urged consumers to change their behavior as it moved away from early campaigns like never mentioning of how milk could benefit the healthy diet and never actually showing milk in the ads.
They actually tried to convey the message that food is incomplete without milk. The television ads displayed the deprivation strategy which had a direct impact on the minds of the consumers. The ads were humorous and well received by the focus groups.
It created a positive image of milk as a necessity in the mind of consumer. The program identified three ideal times to communicate the milk message to reach the consumers.
The primary focus being television and targeting consumers when they drank most. The annual budget on the marketing campaign was doubled which provided enough muscle to compete with other beverages in the history. The impact of the program was beyond the expectation as milk consumption in California increased whereas nationally the consumption declined over same period.
It actually halted the decline in the sales. Lack of different varieties of milk affected the sales growth. New marketing program of CMPB: The introduction of flavored milk led to distribution of milk through vending machines, schools and fast food restaurants.
The vending machine sales were higher than that of other beverages. This new program tried to cover both the health aspects as well as occupying the mind share of the consumers. It led to the market for licensed merchandise as well as had an impact on marketing of other commodities as well.Got Milk?
Essay Words | 4 Pages. Got Milk? In the fast paced world of today, advertisers have to keep up with the times. One of the best ways they do this is through the Got Milk ads.
Milk is a part of everyday life and the advertisers for Milk show this through modern tactics and popular celebrities. The current total sales of non-dairy milk in the US currently total around $2bn, but Mintel predicted the category will reach nearly $3bn by with continuous year-on-year growth.
However, the growing food trend on added protein has made some consumers question the amount of protein non-dairy milk could provide compared to traditional dairy milk.
A recent Mintel report says the US dairy category will see a continuous sales decline, in contrast to its strong growth in when there was a combination of high milk prices, increased international demand, and dairy milk repositioning itself . Purpose and Background: The purpose of this report is to determine the cause of the decline in sales at Fischer & Holmes and to recommend possible solutions to the prevalent problems.
This report is in response to the declining sales of the last 8 months. By compiling data gathered from. US Milk Sales Declining Even Though ‘Got Milk’ Marketing Campaign is Praised According to a current study in Age and Aging, starting and continuing to drink milk at a young age can lead to improved physical ability and balance at .
Got Milk? Advertisement Analysis Essay; In , due to the decline in milk consumption, dairy farmers in California came together to form the California Milk Processors Board (CMPB).
In order to revive the declining sales of milk this campaign was started for California Milk Processor Board and was carried out by Goodby, Silverstein.