Got Milk Study Essay

Got draw? 1. You be the atomic number 20 Mike Processor table (CMPB) and your advertising agency was the originator of the masteryful got draw? campaign. Now precisely draw producers, including your competition are using the resembling advertising. How might you break points of difference from your competitors selling take out? * Spread a new lovable of portable packaged dairy crapulence. Its mainly make from draw but with overbold taste, which is distinguished from the pure take out. Also, it has many flavors, like peanut, almond, cashew tree nut, coffee, blueberry, banana, apple and another(prenominal) fruits. Expand Got take out? meaning, added it with Got Milk Today? and except Drinking Milk for diversion. * Switching bring inrs traditional concepts that I should to I compliments. The new message aims to remind customers the possibility of imbibition milk when you just want a drink ins afternoon tea leafd of regarding milk only as a necessity with ce real, an accompaniment with cookies and sandwiches or an portion in coffee, milkshakes and soup. * Launching a new campaign to act upon consumers that the new milk beverage send word be drunk not only in the breakfast, but also in any cause hatful want to have a drink. Also, this benign of new dairy drink is suitable for any age, not specific for the youth or children.* Expand the distribution channels that consumers can easily access to this dairy beverage, especially in the restaurant, fast fare chains, convenient stores, vender machine, and so on 2. Create your brand image 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, tea or hot chocolate.The new California dairy beverage is made from milk containi ng rich calcium and protein, which is healthier 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 fancy restaurant, at school, in the gym, in driving-car, redden in a bar. * According to the UDIA national consumer survey results, most battalion think milk is a healthy drink, a in force(p) point of reference of calcium, a need for youth, as well as adults.And usually people drink milk when they eat breakfast with cereal, lunch with sandwiches, dinner with family meal. In a word, people are seldom willing to drink milk itself and few people would think of milk as beverage alfresco home. * Therefore, we want to change over the serious food image into a kind of entertainment with the idea Drink Milk for Fun. We attempt to shine consumers that this flavored healthy dairy beverage is also can drink removed when you talk with friends, walk to somewher e, dine out with family, etc.The end-users health benefits of milk are just moderately motivation, but have variation 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 unmemorable beverage in everyones life. 3. What is more important for the successful retentiveterm offset of milk, brand performance or brand resource and why? * Brand performance describes how well the production or answer 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 high sensation 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, its more important for us to change the traditional brand imagery in customers mind, especially the purchase and consumption 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 starting line thing is to increase the possible occasions 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 concentre 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 fresh feelings and ideas about milk, like what Got Milk? have through grades ago. 4. What are the Points of Parity and the Points of differe nce for milk versus other beverages consumed at breakfast? * Since there are various beverages, we discuss the parity and difference based 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 drinking 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 over ten years. What can the California Milk Process ors Board do to keep the message and strategy fresh in the consumers minds? * In this more than-ten year campaign, the Got Milk and Milk Mustache are still fun but not adequate 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 retrieve the energy of advertising, we deliver some new messages and strategy to bring some fresh air into Got Milk? campaign. Adding the new segment Drink Milk for Fun in the Got Milk? means ever-changing the milk is as boring as a beverage could perhaps 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 accept the free sample-drinking on the downtown street, direct mail with coupon, social natural action like dairy fan club etc. * Ultimate object is to remind consumers to think of milk as a kind of beverage and to drink milk itself, or better, drink more. The new element in advertise will also recall peoples good memory of the Got Milk? in the past.