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