Got Milk Analysis

Case Analysis of the Got draw BRANDING A COMMODITY 1. A. The got take out? Ad campaigns was a signboard of beverage industry, it symbolized beverage industrys innovation. It stopped milk regard rate of decline, and created new brand of milk. Let commodity also consume brand to effect consumers purchase decision. B. 1) Television Ads, the television ads gradually construct the tension that was so critical to the deprivation strategy. 2) Additional communications programs, the originative strategy lent itself to using complementary food as promotional tools for milk. ) Media strategy, According to manning there were triad ideal times to communicate 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) accredited a marketing research study to investigate the reason lav the perpetual decline of per capita milk using up. 1) Proliferation of other beverages 2) Lack of portabilit y 3) Lack of piquantness variety 3) not thirst quenching 4) Lack of consumer mind pct 5) shared nature of consumption. 3.The new advertising 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(predicate) milk. 2) Increase mind share, although many people drink milk both day, milk suffered from a complete lack of consumer mind share. 3) Halt gross revenue decline, obviously, sales represented the bottom line for the CMPB. 4. Got milk Campaign utilise research data of California to explain dairy industry trend, hence compared milk need rate of American. Gained a credible evidence to state advantage of drink milk.It will make consumer change their drink habit. It not only advertise brand, but also develop brand to consumers. Ensured betoken market, created campaign objectives, branding strategy, and then let it became spirit of br and integrate into peoples life. 5. Base on strategy of case already mention, to create music about advertising of got milk, let consumer remembered brand easily, class with beverage companies which produce milk show their logo on Got draws advertising. Decide coupons and discount day on newspaper, printed cartoon or old fashion out packing to attract consumers with different age, sexuality, religion.