Synopsis

The National Milk "got milk?" Campaign is one of the most recognized and
respected advertising campaigns, having earned a place in advertising
history. As the "umbrella" campaign for print, radio and TV advertising, as
well as public relations, promotions and other initiatives, the "got milk?"
message is one that's on everyone's lips across the U.S. Since its
inception over 10 years ago, this fun and compelling message has helped
boost awareness of the nutritional aspects of milk, and was the impetus to
expand the availability of milk to more consumers than ever before.

There had been a continuous decline in milk consumption over the

previous two decades and recently the decline was accelerating. They
CMPB observed accelerated decline of milk sales from 1990 to 1993.

In 1993 there was a fierce competition among new beverages and milk.
The beverages companies spend more than $ 2 billion for beer and soft
drink where on milk it was 10% less than of beverages in media. Soft drink
per capital consumption increased by 80% from 1975 to 1991.
Where milk market drop from 17% to 13%.

In this circumstance the CMPB launched a campaign. For this purpose

they hired Jeff Manning as executive director and raised about a 23$ for
promotion. Manning and the ad agency Goodby, Silverstein & Partners
developed the Got milk? Campaign.
The campaign was based on a milk deprivation strategy that reminded
consumers how terrible it was to be without milk with certain foods.

The consumers of California responded the campaign quickly, embrassing

the ads and also consuming more milk than if the rate of decline had
continued. But this campaign succeeded nationally only not
internationally.

Issues
•
The declining market of milk as compared to beverages
•

Got milk? Campaign succeeded nationally not internationally

•
High cost of milk as compared to its competitor beverages industry
•
Mind set of consumer
•
Lack of promotion as compared to the other beverages
•
No event promotion advertisement like cricket matches ,concerts
etc
•
Small budget ,high cost
Problem
The key or primary problem is the high price of milk as compared to
beverages. The price of milk is so high the normal consumer cannot afford
that much price for this reason the consumer would like to pick the coke
or beer as compared to milk bottle.

There is also a lack of advertisement in this sector as compared to

beverages or cigarettes etc. Even there is no promotion advertisement of
milk ever for this reason the association of milk is dying.

There is also a problem of short life of liquid milk which is also a strong
reason of consumers lack interest. Dry milk hurting the liquid milk
because of its long life.

Alternative solution
Well after seeing this situation i would suggest that first of all the price of
milk should be down as compared to the coke & beers. Its price should be
low from other beverages because a normal consumer has a choice.
Unless it is not cheap it cannot be sell. Secondly the advertisement of milk
be stronger. Milk advertisement should be shown in events.

Selected solution
•
Change consumer behaviour
•
Increase mind share
•
Joint promotions with major brands
•
Billboard ,newspaper & TV advertisement
•
Continue with the celebrity endorsement
•
Increase the number of collaboration
Expected results and rationale
If they are going to decrease the price of milk and keep on promoting the milk by different methods
and maintain the quality of product ,a uniform quality than they would more stronger than ever
expected.

Positive and negative results

Positive aspect would be , if they are going to stick the plan as reducing the price of product and
proper promotion of product then they will beat the market of beverages and increase their market
share as compared to coke, beer etc.