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The National Milk "got milk?" Campaign is one of the most recognized and
respected advertising campaigns, having earned a place in advertising
history. As the "umbrella" campaign for print, radio and TV advertising, as
well as public relations, promotions and other initiatives, the "got milk?"
message is one that's on everyone's lips across the U.S. Since its
inception over 10 years ago, this fun and compelling message has helped
boost awareness of the nutritional aspects of milk, and was the impetus to
expand the availability of milk to more consumers than ever before.
In 1993 there was a fierce competition among new beverages and milk.
The beverages companies spend more than $ 2 billion for beer and soft
drink where on milk it was 10% less than of beverages in media. Soft drink
per capital consumption increased by 80% from 1975 to 1991.
Where milk market drop from 17% to 13%.
Problem
There is also a problem of short life of liquid milk which is also a strong
reason of consumers lack interest. Dry milk hurting the liquid milk
because of its long life.
Alternative solution
Well after seeing this situation i would suggest that first of all the price of
milk should be down as compared to the coke & beers. Its price should be
low from other beverages because a normal consumer has a choice.
Unless it is not cheap it cannot be sell. Secondly the advertisement of milk
be stronger. Milk advertisement should be shown in events.
Selected solution
If they are going to decrease the price of milk and keep on promoting the
milk by different methods and maintain the quality of product ,a uniform
quality than they would more stronger than ever expected.
Positive aspect would be , if they are going to stick the plan as reducing
the price of product and proper promotion of product then they will beat
the market of beverages and increase their market share as compared to
coke, beer etc.