Got Milk Case
Institute Of Business AdministrationBrand Management | got milk?branding a commodity | Written Case Analysis | | Name of group Members:ALIRAZAUMAIR AHMEDMUHAMMAD FASIEHMOHSIN ALI HASANSAJJAD AHMED | Date:28/04/2011 |
INTRDUCTION
The case deals with milk losing its appeal among the school children and the increasing preference to soft drinks in the US during the late 1980’s and early 1990’s. California people were drinking less milk every year. Milk consumption per capita in California had dropped 6 percent between 1987 and 1992. Realizing that the dairy industry is declining and needed outside assistance, the California Department of Food and Agriculture formed the California Milk Processor Board (CMPB) in 1993. A few months later the CMPB released it’s famous ‘‘Got Milk?’’ campaign.
For this purpose they hired Jeff Manning as executive director and raised a reasonable budget for promotion. The ad agency Goodby, Silverstein and Partners (GS&P) created ‘‘Got Milk?’’ with the CMPB’s $23 million annual budget. Previous campaigns had been intended at people who did not consume milk, but the agency’s research led it to target a sundry audience: people who were already milk drinkers. The consumers of California responded the campaign quickly, embracing the ads and also started consuming more milk.
In USA outside California, the milk moustache ‘Got Milk?’ campaign is jointly funded by America 's milk processors and dairy farmers: The Milk Processor Education Program (MilkPEP) and Dairy Management. The goal of the multi-faceted campaign is to educate consumers on the benefits of milk and to raise milk consumption. The campaign was founded on a milk deprivation strategy and recognized that milk is not often a stand-alone beverage. Its consumption is permanently linked to a select number of meals and food occasions. And also, perhaps, the only time anybody cares passionately about milk is when they run out. The campaign was very successful in the USA.
INTRDUCTION
The case deals with milk losing its appeal among the school children and the increasing preference to soft drinks in the US during the late 1980’s and early 1990’s. California people were drinking less milk every year. Milk consumption per capita in California had dropped 6 percent between 1987 and 1992. Realizing that the dairy industry is declining and needed outside assistance, the California Department of Food and Agriculture formed the California Milk Processor Board (CMPB) in 1993. A few months later the CMPB released it’s famous ‘‘Got Milk?’’ campaign.
For this purpose they hired Jeff Manning as executive director and raised a reasonable budget for promotion. The ad agency Goodby, Silverstein and Partners (GS&P) created ‘‘Got Milk?’’ with the CMPB’s $23 million annual budget. Previous campaigns had been intended at people who did not consume milk, but the agency’s research led it to target a sundry audience: people who were already milk drinkers. The consumers of California responded the campaign quickly, embracing the ads and also started consuming more milk.
In USA outside California, the milk moustache ‘Got Milk?’ campaign is jointly funded by America 's milk processors and dairy farmers: The Milk Processor Education Program (MilkPEP) and Dairy Management. The goal of the multi-faceted campaign is to educate consumers on the benefits of milk and to raise milk consumption. The campaign was founded on a milk deprivation strategy and recognized that milk is not often a stand-alone beverage. Its consumption is permanently linked to a select number of meals and food occasions. And also, perhaps, the only time anybody cares passionately about milk is when they run out. The campaign was very successful in the USA.