Essay about Got Milk? Case Analysis

823 Words Apr 24th, 2016 4 Pages
Branding a Commodity: A Case Study Analysis of got milk?

Samantha White-Hauser

I. Introduction
One will hardly ever find someone who has not seen the popular advertisements of famous actors, athletes, or musicians sporting a mustache adorned with got milk?. This campaign was an extremely recognizable, but marketers could have done more to make got milk? even more profitable. Got milk? was notable to marketing because of the complexities that come with branding a whole commodity instead of a branded product. Although the marketers were successful in increasing the sales, they were not successful in some aspects— consumers lacked mind share, the milk deprivation approach creates negative associations with consumers, the humor was
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III. Proposed Solution
The got milk? advertising campaign is very recognizable and well-known among people. It was successful but the marketers could have improved its profitability for the dairy industry. By decreasing the number of parties involved in the decision making process and shifting the focus from milk deprivation would have increased its effectiveness and the plan would have remained focused. A major problem with commodities is the number of parties involved in the decision-making process and this was not a primary focus when the marketing plan was first established. For example, GroupThink occurs when a group “makes faulty decisions because group pressures lead to a deterioration of “mental efficiency, reality testing, and moral judgment”[1]. One of the problems that the got milk? campaign had was the lack of meaning behind the commercials. Consumers did not relate to the Drysville advertisements or their advertisements that poked fun at postmenstrual syndrome. The result of the large number of decision makers and GroupThink was a marketing campaign that was not relatable to consumers. To be successful, the marketers should have kept the decision-making power limited to a few people to ensure the direction and purpose of the advertisements were not lost.

Secondly, milk deprivation should not have been the purpose of that series of advertisements because it creates a negative

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