California Milk Processor Board (Branding a Commodity)

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California Milk Processor Board (Branding a
Commodity)

• Presented By
• Namrata Dutt 25
• Narayan Kumar 26
• Preetika Anand 28
• Puneet Puri 30
• Rahul Soni 32

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Presentation Flow .

• Backdrop
• Problems Challenges
• Consumer Association with milk
• Implications on Brand Equity
• Got Milk Campaign
• CMPB Marketing Program
• Evaluation
• Strengths Weaknesses
• Next Steps

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Backdrop

• Dairy Industry Stakeholders
• Farmers
• Processors
• Retailers
• CMPB Formation (1993)
• Milk consumption declined (70s 80s)
• Beverage Category
• Total growth of 18 (70s 80s)

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(Q.1) Problems Challenges

• Stakeholders
• Conflicting Objectives
• Competitive nature of Processors
• Fund Raising

• Decline
• In Milk Consumption
• In Profit
• In Milks market share in beverages market

• Competitors
• Bigger Campaign budgets
• Brand focused Marketing
• Strong Brand Associations
• Coke
• Snapple

• Commodity Marketing
• Mostly Pull Strategy
• Changing Category Attitudes
• Cross Elasticity of Demand
• Target of Community Activist
• Limited Budgets

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Beverages
Beverage
Flavoured
Water
NonAlcoholic
Alcoholic
Distilled Spirits
Juices
Milk
Wine
Hot Beverages
Soft Drinks
Beer
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Question 2

• A. What associations do consumers have for milk?
• B. What are the implications of these
  associations in terms of building brand equity
  for and increasing the consumption of milk?

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Consumer Associations

• User Imagery
• Children
• Adults / Teenagers
• Baby beverage outside the home

Usage Imagery -Taken at Home - Complements other
food types

• Product-Related Attributes
• Not thirst quenching
• Lack of flavour
• Milk is White Sold in Gallons

Brand Personality - Dull Boring
MILK

• History Heritage
• Nostalgia
• Ritual

• Functional Benefits
• Nutritious
• Calcium Rich

Experiential Benefits Filling Drink
Harmful
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Implications of Associations
Resonance
Feelings
Judgments
Imagery
Performance
Brand Salience
Salience
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Question 2

• A. What associations do consumers have for milk?
• B. What are the implications of these
  associations in terms of building brand equity
  for and increasing the consumption of milk?

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Old Marketing Campaign

• Milk Does a Body Good Campaign
• Displayed target group drinking milk
• Emphasis on Nutrients and benefits
• Milk was shown without food
• Generated positive attitudes towards milk

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New Marketing Campaign Building Brand Equity

• Objectives
• Change Consumer Behaviour Increase Brand
  Breadth
• Make Consumers think about milk Refine Brand
  Image
• Halt Sales Decline
• Target Market
• Regular / Loyal users of Milk (70)
• Behavioral Segmentation When Where consumers
  drink Milk
• Identify fresh insights of the target consumer
• FGDs / Experiential Results

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New Marketing Campaign Building Brand Equity

• Got Milk Campaign Creativity at its Best
• Deprivation Strategy Food was shown without Milk
• Sell ? Food MILK
• Entertain but sell (FunnyRelevant)
• Treat the consumer with respect Get Milk or GOT
  MILK !
• Brand Signature Got Milk ?
• Longevity of the Campaign
• Making Milk look cool
• Co-branding

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New Marketing Campaign Building Brand Equity

• Integrated Communication Strategy
• Priming purchases at PoS
• Billboards
• Bus Stop ads
• Got Milk checkout dividers
• PoP displays
• Got Milk stickers on bananas etc.
• Media Strategy
• 3 ideal times to communicate
• On the way to the store
• In the store
• At home
• Synchronization of TV ads consumption timings
• Breakfast, late afternoon, late evening

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Question 3

• A. Evaluate the CMPB marketing program ?
• B. What do you see its strength weaknesses ?
• C. Would you do anything differently ?
• D. What would be their next steps ?

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Evaluation - Got Milk Campaign

• 6 increase in no of milk consumers. Changing
  consumer behavior
• 1.07 increase in Sales Volume Sales Increase
• Ads - 60 Aided Recall within 3 months Making
  Consumers Think about Milk
• Licensing of Got Milk? National Dairy
• Advertisement of the Year Effie Award 1995

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Brand Value Chain

• Marketing Program Investment
• Integrated Campaign
• Got Milk
• 23m Investment

• Customer Mindset
• Aided Recall 60
• SFUs Assoc
• ? Brand Breadth

• Market Performance
• Growth 1.07
• MoM Growth 6
• ? in weekly household consumption

• Shareholder Value
• 1 Bn
• (Brand Goodwill)

Program Quality
Marketplace Conditions
- Clearly Communicated (Clarity) - Relevance -
Deprivation Strategy (Distinctive) - Consistency
Investor Sentiment
-Market Dynamics -Growth Panel -Risk
Profile -Brand Contributions
-Competitive reactions -Channel Support -Customer
size Profile
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Strengths Weakness

• Collaborative Marketing
• Marketing with complementary foods
• Right Target Customers
• Partnership with ad agency
• Extremely creative campaign
• Integrative Marketing
• Television
• Billboards
• Memorable and inspiring brand slogan and
  signature
• Got Milk? Iconic Status
• Non Milk drinkers were not targeted (Weakness)

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Next Steps

• Invest in RD
• Extend expiration date
• Expand number of Flavors
• Channel Expansion
• Target Latino Market
• Heavy Users with ve attitude
• Largest growing section
• Licensing
• National Dairy Program
• Other Countries
• Co-Branding
• Brand Extension

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Thank You