Beginning With the End In Mind: A CASE OF

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Beginning With the End In Mind A CASE OF GOT
MILK
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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

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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

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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

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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)

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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 dont know what you have until its gone

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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

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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

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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