Got Milk Branding a Commodity

Madhukar Kashyap Shreerajavel Pankaj Mayank

Got Milk Branding a Commodity

Presentation flow .
1. 2. 3. 4. 5.

Issue at hand Few facts (overview ) The Plan .(Campaign Concept ) (Who did it ) Execution strategy Outcome Key take aways / Moving Forward..

The marketing challenge Milk consumption in gallons has declined in California over last 15 years !!

What forces contributed to the decline Changes in consumer lifestyles, Changes in consumer attitudes toward milk Not thirst quenching Lack of portability Lack of flavors Shared nature of drink.

Consumer Associations of Milk : Healthy Consumed at home Goes well with certain other foods Commodity product

Consumers knew the health benefits a new tack was necessary. A new and compelling pointpoint-of of-difference was needed.
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Jeff Manning - executive director of the California Milk Processor Board ( CMPB ) and its ad agency Goodby , Silverstein & Partners developed the Got Milk? campaign.

The Got Milk campaign was launched in November 1993

Budget $23 Mio

Milk Deprivation strategy

The strategy for promoting this commodity focused on situations where there is no milk to complement a tasty treat

Objectives
Change Consumer Behaviour : Increase Brand Breadth Make Consumers think about milk : Refine Brand Image Halt Sales Decline

Target Market
Regular / Loyal users of Milk (70%) Behavioral Segmentation : When & Where consumers drink Milk Identify fresh insights of the target consumer

Integrated Communication Strategy

Priming purchases at PoS Billboards Bus Stop ads

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

Reversed decline & increased sale for 12 years !!

Target the right consumers. Thoroughly study target market to find fresh insights. Find competitively unique, but also consumerrelevant market positions. Know what to say, as well as how to say it. Create memorable and inspiring brand slogan .

Invest in R&D
Extend expiration date Expand number of Flavors

Target Latino Market

Heavy Users with +ve attitude Largest growing section

Licensing
National Dairy Program Other Countries

Co-Branding
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Got Questions ?

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A Tribute to Dr Verghese Kurian

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