Got Milk Analysis

racing shell Analysis of the Got Milk BRANDING A COMMODITY 1. A. The got milk? Ad campaigns was a sign of potable industry, it symbolized beverage industrys innovation. It stopped milk demand rate of decline, and created new brand of milk. allow commodity also have brand to effect consumers purchase decision. B. 1) Television Ads, the television ads gradually reinforced the tension that was so critical to the deprivation strategy. 2) Additional communications programs, the creative strategy lent itself to utilise complementary food as promotional tools for milk. ) Media strategy, According to manning there were three ideal times to circulate the milk messageat home where milk could be immediately consumed, on the way to the store, and in the store, 2. The United Dairy Industry Association (UDLA) commissioned a marketing research study to check into the reason behind the perpetual decline of per capita milk phthisis. 1) Proliferation of other beverages 2) Lack of portability 3) Lack of flavor change 3) not thirst quenching 4) Lack of consumer mind share 5) shared nature of consumption. 3.The new publicizing campaign had to satisfy three objectives 1) Change consumer behavior, the CMPBs foremost priority was to increase milk consumption by one occasion per week. To change the ways for consumers think about milk. 2) Increase mind share, although legion(predicate) people drink milk every day, milk suffered from a comp allowe lack of consumer mind share. 3) turn back sales decline, obviously, sales represented the bottom line for the CMPB. 4. Got milk Campaign used research info of California to explain dairy industry trend, then compared milk need rate of American. Gained a reasonable evidence to show advantage of drink milk.It will make consumer change their drink habit. It not hardly advertise brand, but also develop brand to consumers. Ensured target market, created campaign objectives, branding strategy, and then let it became spirit of brand integ rate into peoples life. 5. Base on strategy of case already mention, to create music about advertising of got milk, let consumer remembered brand easily, associate with beverage companies which produce milk show their logo on Got Milks advertising. Decide coupons and discount day on newspaper, printed resume or old fashion out packing to attract consumers with different age, sexuality, religion.