Got Milk-Marketing Strategy Analysis

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Got Milk Kantawit Khantha 4129040 Consumer associate milk with others foods product. CMPB has used this association to establish milk campaign called “Got Milk” in order to increase milk sale in California and after its success, “Got Milk” are promoted all over USA and some of other country as well. “Got Milk” uses “milk deprivation” strategy to remind people to drink milk with other food product such as cookies, cereal, or sandwich. CMPB marketing program now and back in early 90s is considerably different. In early 90s CMPB milk advertising delivered the message about nutrients in each glass of milk, image that will reflect if they are milk consumer and how milk is good for health and body. The strength of traditional promotional campaigns is that the advertising immediately point out the key benefit which consumer will gain after drinking a glass of milk. Ironically, around 90% of target audiences are already acknowledged about its benefit before the campaign has started. And it seems to be time wasting to deliver information that they are already known. As a result advertising did not attract customer attention. Also the program did not focus on all of marketing mix strategy (4P) but only one which is promotion by using media. Differently from the old campaign “Got Milk” campaigns has applied all 4P into their strategy. Milk product itself has attached with other product such as cereal, cookie or sandwich. Furthermore it is produced in many favored which aim to reach varies of targeted audience. The milk vending machines have been used for convenience. The promotion is not only used through media but at schools and grocery stores. However in my opinion despite there is development of their strategy but the milk itself should not be attached with other products. As it has mentioned in the case study that if consumption of product that has

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