Got Milk Case

Attention Getter: Do you know that after a certain age dairy milk and products will no longer benefit you?

By 1990, Ontario was the home of over 9300 dairy farms with over 450,000 cows. Over 1.3 billion dollars of milk was produced resulting in a total exceeding 4 billion in dairy product sales at the retail level. We can infer that the growth in the dairy industry was due to a dramatic increase in milk production per cow over the past 10 years due to genetic screening. An emphasis on genetic screening is inevitable; for instance, researchers at the University of Guelph have successfully cloned dairy calves. As a result, approximately 30% of Ontario dairy farmers have become breeders and derive a significant amount of revenue from the sale of breeding stock. Emphasis on genetic breeding and herd management is on the rise as the Ontario Milk Marketing Board issued quotas to limit the amount of milk that can be delivered to processors. However, we see a decline in the number of dairy herds within Ontario that are a part of a milk testing program from 7100 in 1985 to 6000 in 1990. John Meek believed this trend would continue unless proper action was taken. Lastly, technological advances have allowed for electronic milk testing systems,

There is information on free stuff you can win; there are images of the new 2004 Got Milk magazine ads and even video clips of the commercials that air on T.V. There is a Got Milk club that people can join as well. One of the commercials had the video clip of a teen boy at the post office sending a package marked fragile. The package travel through the post office and into the truck, it is dropped and kicked and thrown around. The truck then proceeds to the house to deliver it, it goes over bumps and the package is again thrown all over. The truck arrives at the destination and the mail man drops the package. There is a dog outside the house shaking it and biting at it. The same boy opens the door to find his package a complete mess; he opens it and inside is his Chocolate Milk. The ad’s catch was “Shake Things Up”. This T.V. commercial would appeal to all people. It is funny for the comic lover and serious for the parent wanting their kid to drink milk. This ad has numerous emotional appeals, everything from not liking the post office for ruining the package, to loving the post office for shaking up the milk. People look for humor in their life and this ad does that while appealing to one’s logical side of needing to drink milk. Advertising companies have many different ways of selling their product, they even succeed at selling emotions such as fun, and making you think about how logical it really is to drink milk.

In 1990, there were over 9300 dairy farms in Ontario housing almost 450,000 cows. The farm-gate value of milk produced exceeded 1.3 billion dollars. At the retail level, dairy product sales in Ontario exceeded 4 billion dollars. The number of dairy herds in Ontario on a milk-testing program had declined from about 7100 in 1985 to 6000 in 1990. Moreover, a continued decrease was projected.

The powered milk became such a commodity that the local produce dairy farms couldn’t sell their milk. A memorable scene in the film was when the dairy farmers had to spill out all their surplus milk that was only a days worth to make room for new milk since it wasn’t being consumed. A dairy farm used to produce 3,000 quarts per day and after America subsidized the milk industry, dairy farms were producing only about 600 liters. Dairy farmers were run out of their businesses and it’s sad to say but some dairy farmers were forced to convert to butchering their cows in order to make profit (Black).

Analyze the “Happy Cows” campaign that was developed for the California Milk Advisory Board to promote Real California Cheese from an integrated marketing communications perspective. Why do you think the campaign has been so successful?

Throughout our lives we have been told that milk is good for our body and helps to toughen our bones. Drinking milk started when people domesticated animals for food, which happened around 7500 years ago in the central Balkans and central Europe. By that time consuming milk was not as common as it is today. It was only farmers in some specific regions that were using cow’s milk. Milk’s market grew the mass production of meat in the 15th century. Afterwards in the 17th century, the idea of eating out and going to restaurants was born and fast food industries, started using animal’s meat for producing their meals. The rate of milk users grew with the rate of meat users and milk’s market got bigger and bigger every day. Mothers

Advertisements are all over the place, whether they are on T.V, or in a magazine, there is no way to escape them. They all have their target audience who they specifically designed the ad for, and of course they are selling their product to. This is a multi-billion dollar industry and the advertisers study any and every way that they can attract the consumer’s attention. Anytime a products advertising tagline becomes incorporated into a popular culture, a pinnacle of success has been reached. The “Got Milk?” tagline has been integrated in messages across the country such as churches, “Got God?” cheerleaders, “Got Spirit?” and even universities, “Got Whoop?”. The “Got Milk?” ads have

The Dannon Company is a subsidiary of Danone whose heritage dates back to 1919 and founded by Isaac Carasso in Spain. When Carasso immigrated into the United States in 1942, he established Dannon Milk Products, Inc. in New York, changing Danone into “Dannon” to make the name sound more American. Like most startup companies, Dannon faced challenges as a company until several decades after, in 1988, when Dannon capitalized on the advantages of having an FDA approval that they had one of their first most successful product launches. Since

Dairy Farmers was established in 1900 (Dairy Farmers, 2006a). It is one of Australia’s oldest food and beverage companies. It is presently headquartered in New South Wales (NSW), Australia. It is also the owner of the popular and award winning OAK brand name. According to company reports, it was originally assigned the responsibility of ensuring the freshness and quality of farmers’ produce when they reached city markets and consumers (Dairy Farmers, 2006a). However, it has grown over the years to become a major and dominant player in Australia, with a turnover of over 1.3 Australian dollars. The company obtains its milk from its own cooperative, made up of thousands of dairy farmers. These farmers are shareholders of the company. Dairy farmers also supplies both fresh and processed products the local as well as export markets. The company is reputed for its product excellence, having won a tall list of awards during its existence. In the words of the company it is “committed to using only the best and freshest ingredients, and to providing our customers with

“To bring smiles to families everywhere through the pleasure if its products made with dairy

Even in the advertising business, the lack of originality seems to be an issue, but the lack of originality needs to start somewhere. How the cycle works is, somebody has an original idea, in this case an advertisement, it booms with popularity, and then all of the other advertisers copy it! “In 1993, when Jeff Goodby of San Francisco-based ad agency Goodby, Silverstein & Partners came up with the phrase “Got Milk?” as part of a California Milk Processor Board-sponsored campaign to boost sagging milk sales. The idea behind the campaign, which was such a success that it went national in 1995, was the most people take milk for granted—till they run out of it.” (Philpot, Robert. "Got a New Idea?" Fort Worth Star-Telegram [Fort Worth, TX] 08 May 2002: n. pag. Print.) Here is the original idea, it’s the “Got Milk” advertisement, that surely everyone has seen at this point, because it’s so overused by other people. It states in the quote that “Got Milk” became very popular very quickly, this is most likely why the ad has been used by so many others, countless times. “I think one thing that will show a little difference between ‘Got milk?’ and the copycats is that ‘Got milk?’ knows the way this works is continuity and reputation for a long, long time,” Raskopf says.

Portland Drake Beverages (PDB) had acquired Crescent Pure, a non-alcoholic, all natural energy enhancing and hydrating functional beverage. Having organic ingredients as the bases of Crescent Pure beverages made the perfect acquisition for extending the PDB organic brand to more markets. These multiple attributes made the drink an attractive product for the consumer, but the necessity to position it, sparked a debate. Some people wanted to market it as an energy drink, while others wanted to market it as a hydrating drink. The VP of marketing, Sarah Ryan, thought that although Crescent Pure fit both of these categories, there was an alternative option. The third option would be to position the new beverages as healthy drinks, this would be a broader market positioning strategy, one that a transcendent product like Crescent Pure, could fulfill. The concern was to simultaneously position the drink in the most lucrative market, while also ensuring that the drinks attributes aligned with the market consumers’ needs.

According to Euromonitor International’s market report (2015), drinking milk products are experiencing strong demand from consumers due to improving health awareness as these beverages have high calcium content. Besides that, these categories are benefiting from the emergence of more imported brands which helped to boost sales. Nowadays, the demand of the dairy product is becoming higher. In addition, global dairy demand is estimated at 15 million tons of product annually. In year 2013, the world’s milk production is 635 million tons and it increased 3.02% compare to year 2011 (AHDB, 2015). Unfortunately, Dutch Lady Milk Industries Bhd continued to lead the category in 2015 with a 23% value share and sales of RM 406 million. The company’s leadership can be attributed to aggressive advertising, marketing and new product development. Therefore, we recommend that the Malaysia Milk Sdn Bhd (MMSB) should develop a new milk product which can increase the profits and improve in quality products in order to achieve higher customer satisfaction.

To investigate the factors behind the continued decline of the sales for Top Choice Milk in New York market.