Got Milk Study Essay

Got take out? 1. You ar the calcium Mike Processor Board (CMPB) and your advertize agency was the originator of the successful got take out? ravel. Now all draw producers, including your competition are victimization the same advertising. How might you establish points of difference from your competitors selling take out? * Spread a saucily considerate of portable packaged dairy beverage. Its mainly made from milk but with new taste, which is secern from the pure milk. Also, it has m all flavors, like peanut, almond, cashew nut, coffee, blueberry, banana, apple and other fruits. Expand Got milk? meaning, added it with Got draw forthwith? and Just Drinking Milk for Fun. * Switching consumers traditional concepts that I should to I want. The bare-assed message aims to remind customers the possibility of make merrying milk when you just want a drink kind of of regarding milk further as a necessity with caryopsis, an accompaniment with cookies and sandwiches or an chemical element in coffee, milkshakes and soup. * Launching a new campaign to persuade consumers that the new milk beverage foot be drunk not only in the breakfast, but also in any do quite a little want to have a drink. Also, this kind of new dairy drink is suitable for any age, not specific for the youth or children.* Expand the distribution channels that consumers can easily main course to this dairy beverage, oddly in the restaurant, fast forage chains, convenient stores, vender machine, etc. 2. Create your post kitchen stove of milk. What are the key associations of milk in the minds of consumers and how have you arrived at your answer? * Our brand image is Got Milk For Fun Today , which means consumers can drink this dairy beverage anytime and anywhere, when they want to drink something, as the same as they want to drink sodas, juice, coffee, teatime or hot chocolate.The new California dairy beverage is made from milk containing rich calcium and protein, which is healt hier than sodas it is more tasty than milk itself since it has been made into various flavored beverages and it has convenient bottled-package as other beverages which can be drunk in the tenderness restaurant, at school, in the gym, in driving-car, even in a bar. * According to the UDIA national consumer survey results, close people think milk is a healthy drink, a good arising of calcium, a guide for youth, as intimately as adults.And usually people drink milk when they eat breakfast with cereal, luncheon with sandwiches, dinner with family meal. In a word, people are seldom willing to drink milk itself and a couple of(prenominal) people would think of milk as beverage outside home. * Therefore, we want to change the good food image into a kind of entertainment with the idea Drink Milk for Fun. We attempt to affect consumers that this flavored healthy dairy beverage is also can drink outside when you talk with friends, walk to somewhere, dine out with family, etc.The end-u sers health benefits of milk are just moderately motivation, but have sportswoman can be a more effective motivator. We want to build up a new connection between fluid dairy and consumers interests in our brand image to remind consumers that milk is not a forgettable beverage in everyones life. 3. What is more important for the successful long marches growth of milk, brand performance or brand imagery and why? * Brand performance describes how well the crossway or service meets customers more functional needs.* Brand imagery depends on the extrinsic properties of the product or service, including the ways in which the brand attempts to meet customers psychological or social needs. * Brand imagery is more important for the long-term success of milk growth. * Since milk is a kind of product which owns risque sentience among end-users, everyone knows its healthy, but it doesnt mean that they have desire to consume it, especially for its old-fashion and serious image. Therefore, it s more important for us to change the traditional brand imagery in customers mind, especially the purchase and usage situations.As most customers consume milk only with other food and only at home for breakfast, to increase the purchase and consume of milk, the first thing is to increase the possible do for milk consume in customers mind. * In addition, customers know milks brand performance well, so it wont be that helpful for long-term growth if we focus on the functional needs. However, consumers who are high self-monitors and sensitive to how others see them are more likely to choose brands whose personalities fit the consumption situation.So its more effective to advertise psychological and social needs, to establish the associations with fun, and provide customers with unspoilt feelings and ideas about milk, like what Got Milk? have done years ago. 4. What are the Points of Parity and the Points of difference for milk versus other beverages consumed at breakfast? * Since th ere are various beverages, we discuss the parity and difference found on the different kinds of beverage. * Point of Parity of milk versus other beverage Fruit juice, coffee, tea & Milk necessary for people at breakfast Fruit juice & Milk contain rich nutrition.Coffee, tea & Milk various flavors * Point of difference of milk versus other beverages First, milk is a necessity with cereal and some other food in the breakfast. Unlike fruit juice, milk can be an ingredient in the morning coffee and tea. Second, its a healthy benefit for growth and good source of calcium, which cannot be replaced by any other beverage. In addition, comparing with addiction to caffeine by intoxication coffee, milk drinking for years only benefits peoples health. Last but not least, milk is relatively cheaper than other beverage. 5. The Got milk? advertising campaign in some form has run for everywhere ten years. What can the California Milk Processors Board do to keep the message and strategy fresh in t he consumers minds? * In this more than-ten year campaign, the Got Milk and Milk Mustache are quiesce fun but not enough to catch consumers eyes. No matter how wonderful the Got Milk? campaign is, year after year, people will be fed up with the same message and strategy. * To imagine the energy of advertising, we deliver some new messages and strategy to bring some fresh air into Got Milk? campaign. Adding the new element Drink Milk for Fun in the Got Milk? means changing the milk is as boring as a beverage could possibly be image in consumers minds. As a result, it appeals consumers to keep the interests in consuming more milk. * Engage consumers in the new campaign. Increase consumers awareness of drinking more milk by lunching promotion include the free sample-drinking on the business district street, direct mail with coupon, social activity like dairy fan club etc. * eventual(prenominal) goal is to remind consumers to think of milk as a kind of beverage and to drink milk it self, or better, drink more. The new element in advertise will also recall peoples good memory of the Got Milk? in the past.