Got Milk Essay

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“ Got Milk?” 1. You are the California Mike Processor Board (CMPB) and your advertising agency was the originator of the successful “got milk?” campaign. Now all milk producers, including your competition are using the same advertising. How might you establish points of difference from your competitors selling milk?

* Spread a new kind of portable packaged dairy beverage. It’s mainly made from milk but with fresh taste, which is distinguished from the pure milk. Also, it has many flavors, like peanut, almond, cashew nut, coffee, blueberry, banana, apple and other fruits. Expand “Got milk?” meaning, added it with “Got Milk Today?” and “Just Drinking Milk for Fun”.

* Switching consumers’ traditional concepts that “I should” to
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2. Create your “brand image” of milk. What are the key associations of milk in the minds of consumers and how have you arrived at your answer?

* Our brand image is “Got Milk For Fun Today!”, which means consumers can drink this dairy beverage anytime and anywhere, when they want to drink something, as the same as they want to drink sodas, juice, coffee, tea or hot chocolate. The new California dairy beverage is made from milk containing rich calcium and protein, which is healthier than sodas; it is more tasty than milk itself since it has been made into various flavored beverages; and it has convenient bottled-package as other beverages which can be drunk in the fancy restaurant, at school, in the gym, in driving-car, even in a
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And usually people drink milk when they eat breakfast with cereal, lunch with sandwiches, dinner with family meal. In a word, people are seldom “willing” to drink milk itself and few people would think of milk as beverage outside home.

* Therefore, we want to change the “serious food” image into a kind of “entertainment” with the idea “Drink Milk for Fun”. We attempt to impress consumers that this flavored healthy dairy beverage is also can drink outside when you talk with friends, walk to somewhere, dine out with family, etc. The “end-users health benefits of milk” are just moderately motivation, but “have fun” can be a more effective motivator. We want to build up a new connection between fluid dairy and consumers’ interests in our brand image to remind consumers that milk is not a “forgettable” beverage in everyone’s life.

3. What is more important for the successful long—term growth of milk, “brand performance” or “brand imagery” and

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