Got Milk? Branding a Commodity

Question 1

Initial Decline Reasons (8)

Answer 1

1. Increase in meals eaten out
2. Shrinking family size
3. Proliferation of other beverages
4. Less portability
5. Lack variety
6. Not thirst quenching
7. Lack consumer mind share
8. Shared nature

Question 2

Campaign Objectives (3)

Answer 2

1. Change consumer behaviour
2. Increase mind share
3. Halt sales decline

Question 3

Segmentation, Target, Positioning

Answer 3

S: Behavioural (where + when occasion), Psychographic (attitude towards milk), Demographic (Hispanic), Geographic (California)
T: “regular” users of milk w/ favourable attitudes (ceiling effect), first in Cali, at the three times/places they think about milk
P: Deprivation strategy (prevention over promotion) as a call to action, mindshare prompt; timed ads (home, on way to store, at store)