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

2. 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

3. 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”

4. 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

5. 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)

6. 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’

7. 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

8. 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

9. 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