Beginning With the End In Mind: A CASE OF ‘GOT MILK’

Key Points to the ‘Got Milk’ Case In retrospect, ‘Got Milk’ was the result of a business problem Sales, per capita consumption of milk was steadily declining across the state of California

Key Points to the ‘Got Milk’ Case People already knew what the benefits of milk are “Milk is good for you” “Milk contains essential vitamins and minerals”

Key Points to the ‘Got Milk’ Case Secondary research identified important consumer perceptions about the product Milk is high in fat (which implies calories) Milk is a “kids’ drink” Milk is (comparatively) boring

Key Points to the ‘Got Milk’ Case Milk was consumed mostly at home It was a complementary beverage rather than a beverage consumed in isolation …i.e., with a food (yum-yum)

Key Points to the ‘Got Milk’ Case Primary research uncovered the way people integrated milk into their day Uncovered reactions that implied milk is a beverage taken for granted ‘you don’t know what you have until it’s gone’

Key Points to the ‘Got Milk’ Case The strategy for promoting this commodity focused on situations where there is ‘no milk’ to complement a tasty treat Deprivation strategy Concept tests (“Night,” “Brownie,” & “Cereal”) confirmed the proposition

Key Points to the ‘Got Milk’ Case The advertising campaign was expanded so that media would expose the target market to the message when they would be most receptive to it (aperture) Outdoor billboards near grocery stores Grocery point of purchase Radio

Key Points to the ‘Got Milk’ Case Success was measured in terms of results that could be traced back to the marketing objectives Stemmed the decline in milk sales …and communication objectives Generated awareness, interest in milk