To: The California Milk Processor Board

From: Bui Thuy Duong

The Future of Got Milk Case Analysis

1. Problem 1: Shift in consumer behavior makes the campaign becomes outdated to

drive sales:
Analysis: Consumer preferences in the realm of milk consumption have seen a
significant shift over recent years. Traditionally, cow's milk was the default choice for
many households. A report from The Good Food Institute indicated that U.S. retail sales
of plant-based foods grew 27% in 2020, with plant-based milk being a significant
contributor to this growth. Almond milk, in particular, has become a popular choice, with
Statista (2020) showing that sales of almond milk in the United States increased by
14.3% in 2020. These alternatives are often preferred by individuals who are lactose
intolerant, have dairy allergies, or choose a vegan lifestyle. The "Got Milk?" campaign
needs to acknowledge and incorporate this shift by highlighting the variety of milk
products available, providing information on their benefits, and positioning traditional
dairy milk as just one of many choices.

Recommendation: Personalized Marketing:

Rationale: A research by Chandra et al. (2022) stated that personalized marketing can
increase sales by 30 percent. Leveraging data analytics enables the tailoring of the
campaign to specific consumer segments and their own needs, including for cow milk,
plant-based milk, etc. and their stories to make the Got Milk more relevant to customers
nowadays. By harnessing data and employing personalized techniques, the campaign can
establish a deeper, more individualized connection with consumers, thereby increasing
the likelihood that the campaign message resonates and translates into action. This
concept aligns with the course’s marketing concepts Maslow's hierarchy of needs to
identify desires and address unmet needs, wants, and demands when constructing diverse
marketing campaigns.
2. Problem 2: Optimizing and adjusting its online presence on contemporary social
media platforms and influencer marketing strategies.
Analysis: In a world increasingly shaped by digital technology, the traditional "Got
Milk?" campaign may encounter difficulties in optimizing and adjusting its online
presence on contemporary social media platforms and influencer marketing strategies.
The contemporary landscape is dominated by digital platforms, a terrain that was not
prominent when the "Got Milk?" campaign first emerged. Consequently, there exists a
pressing need for the campaign to adapt and excel in this digital realm. According to the
Managing for Service Excellence course’s knowledge, it is imperative to not only
establish a robust online presence but also to actively engage with consumers through
social media channels. This encompassing approach may entail the creation and
dissemination of compelling content, the execution of social media advertisements, and
partnerships with influencers who possess a substantial online following. These
measures, leveraged on platforms like Instagram, TikTok, and Twitter, can facilitate the
campaign's penetration of a younger and more digitally connected audience.

Recommendation: Establishment of a Robust Online Presence

Rationale: The Hootsuite Social Media Trends 2023 report reveals that an impressive 4.5
billion individuals across the globe are active users of social media. Concurrently,
influencer marketing stands as a burgeoning industry, with estimations from Business
Insider Intelligence (2022) suggesting that it will burgeon into a $15 billion market by
2022. In light of this evolving digital landscape, the "Got Milk?" campaign must
prioritize the establishment of a compelling presence on platforms where its target
audience habitually congregates. This involves not only connecting with consumers
through content that is interactive and shareable but also forging collaborations with
influencers capable of effectively championing the campaign's messaging within the
sphere of a digitally-connected audience. According to the theories and principles
introduced in this course, this recommendation aligns with the influence of reference
groups, individuals or entities to whom an individual looks when forming attitudes about
an object or a concept. Given the considerable diversity in individual lifestyle
characteristics, it is incumbent upon dairy brands and businesses to adapt their marketing
strategies, all while comprehensively embracing the 7Ps framework, in accordance with
shifting market dynamics.
 References
Chandra, S., Verma, S., Lim, W. M., Kumar, S., & Donthu, N. (2022). Personalization in
personalized marketing: Trends and ways forward. Psychology & Marketing, 39(8), 1529-1562.

Hootsuite Inc. (2023). Social Media Trends 2023.

https://www.hootsuite.com/research/social-trends

Influencer Marketing 2022: Industry Stats & Market Research. Insider Intelligence.
(2022, March 15). https://www.insiderintelligence.com/insights/influencer-marketing-report/

Topic: Plant-based milk in the U.S. Statista. (2020).

https://www.statista.com/topics/3072/us-plant-based-milks/

U.S. plant-based food retail sales hit $7.4 billion. The Good Food Institute. (2022, March
26). https://gfi.org/press/u-s-plant-based-food-retail-sales-hit-7-4-billion/