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Got Milk? case study solution

Got Milk? case study solution

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Published by: 9652676 on Feb 15, 2010
Copyright:Attribution Non-commercial


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 The National Milk "got milk?" Campaign is one of the most recognized andrespected advertising campaigns, having earned a place in advertisinghistory. As the "umbrella" campaign for print, radio and TV advertising, aswell as public relations, promotions and other initiatives, the "got milk?"message is one that's on everyone's lips across the U.S. Since itsinception over 10 years ago, this fun and compelling message has helpedboost awareness of the nutritional aspects of milk, and was the impetus toexpand the availability of milk to more consumers than ever before. There had been a continuous decline in milk consumption over theprevious two decades and recently the decline was accelerating. TheyCMPB observed accelerated decline of milk sales from 1990 to 1993.In 1993 there was a fierce competition among new beverages and milk. The beverages companies spend more than $ 2 billion for beer and softdrink where on milk it was 10% less than of beverages in media. Soft drinkper capital consumption increased by 80% from 1975 to 1991.Where milk market drop from 17% to 13%.In this circumstance the CMPB launched a campaign. For this purposethey hired Jeff Manning as executive director and raised about a 23$ forpromotion. Manning and the ad agency Goodby, Silverstein & Partnersdeveloped the Got milk? Campaign. The campaign was based on a milk deprivation strategy that remindedconsumers how terrible it was to be without milk with certain foods. The consumers of California responded the campaign quickly, embrassingthe ads and also consuming more milk than if the rate of decline hadcontinued. But this campaign succeeded nationally only notinternationally.
 The declining market of milk as compared to beverages
Got milk? Campaign succeeded nationally not internationally
High cost of milk as compared to its competitor beverages industry
Mind set of consumer
Lack of promotion as compared to the other beverages
No event promotion advertisement like cricket matches ,concertsetc
Small budget ,high cost
 The key or primary problem is the high price of milk as compared tobeverages. The price of milk is so high the normal consumer cannot affordthat much price for this reason the consumer would like to pick the cokeor beer as compared to milk bottle. There is also a lack of advertisement in this sector as compared tobeverages or cigarettes etc. Even there is no promotion advertisement of milk ever for this reason the association of milk is dying. There is also a problem of short life of liquid milk which is also a strongreason of consumers lack interest. Dry milk hurting the liquid milkbecause 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 below from other beverages because a normal consumer has a choice.Unless it is not cheap it cannot be sell. Secondly the advertisement of milkbe stronger. Milk advertisement should be shown in events.
Selected solution
Change consumer behaviour
Increase mind share
 Joint promotions with major brands
Billboard ,newspaper & TV advertisement
Continue with the celebrity endorsement
Increase the number of collaboration

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