1. 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? The RCC website has links to the “happy cows” campaign where the consumers can watch the TV ads and order merchandise; a shopping section where they can buy cheese online, download coupons and view a map showing locations of the cheese producers; and many other things. The campaign was successful because through it the website gets more than 25,000 visitors per month and very popular among consumers. 2. What was the role and importance of the Real California Cheese certification mark in implementing the positioning and IMC program elements? How and where was it implemented? Do you think it made a difference to the program? The RCC seal or mark could be used to identify natural cheese made in California from California milk. The mark depicts the image of California with a rising sun and rolling plains, on a golden, cheddar cheese-colored background. It made a difference as it helped CMAB to be able to promote many varieties of cheese from makers who qualify for and use the seal on their packaging. 3. What was the role of advertising in establishing the Real California Cheese brand personality? What were the constraints the advertising agency had to work around in developing the campaign? How would you describe the personality that was created? What are the pros and cons of the advertising approach? Can the campaign be continued indefinitely? If not, how might it be changed or adapted going forward? The role of advertising was to promote Real Californian cheese since 1985. The const... ... middle of paper ... ...as links to the “happy cows” campaign where consumers can watch the TV and order merchandise. 7. Which marketing metrics did the CMAB use to evaluate their programs? Are there any others you feel they should focus on? Which do you feel are most important? The marketing metrics are advertising, campaign awareness and recognition. Advertising is the most important. 8. In light of consumer trends (demographics, food trends, and media “consumption”), are there other advertising or promotion opportunities that should be pursued by the California Cheese industry? Yes, the adverting and promotion opportunities that should be pursued by the California cheese industry are the social networks such as twitter, facebook, google+, whatsapp, skype, and many others. The use of these networks will help the industry to go international and thus expanding its territories.
In the world of party chips and zesty dips, the Sensational Salsa company has created a new brand of salsa flavor. Having believe that they have created a culinary masterpiece, the company has already produced a mountains worth of their new salsa flavor. However, when they begin selling the salsa, they were shocked when the statistic showed that many children and adults did not enjoy the taste of their new flavor. Devastated by the news, the Sensational Salsa company deployed a questionable tactic to persuade more people into buying their salsa and change their attitude towards their product: they plan to pay off parents to lie on Facebook about how much they enjoyed the salsa. By employing this method of persuasive communication, the Sensational Salsa company will try to change the attitude the public has of their product both cognitively and affectively.
In Chuck E. Cheese's Latest Tune: an Ode to Millennial Moms, the author, Craig Giammona, describes how Chuck E. Cheese is using target-marketing skills to reach a certain demographic. Giammona illustrates how the firm must reach the parents as well as the children because it is the parents who are actually taking their children to the facilities. Chuck E. Cheese’s new target market is based on age and family lifecycle, as discussed in lecture for chapter eight. Our generation, Millennials, is just recently becoming parents, and marketing to them is still a learning process.
Despite this, they infrequently promote health, freshness, or taste of their products. They fail to launch new items to their menu or update recipes. In 2012 their goal was to restore fun to the brand and to pizza. But with competitors such as Pizza Hut and Domino's adding new and healthier menu products and reaching more customers that Little Caesar is losing. To maintain level ground with competitors in the Australian market it is advised to conduct market research to see if renovating Little Caesar brand will increase sales and extend their target
The Specialty Cheese Company is a dynamic, small company that has thought about its future. The company has been around since 1839. It has survived when there were over 4000 cheese companies, The Great Depression and over 150 years of leadership. With less than 150 cheese companies in the United States, the Specialty Cheese Company has three United States Department of Agriculture approved functioning companies.
“Using strategically placed fruits and vegetables sold by gawking vendors at the farmers market, the ad gives every
The target audience for the “Got Milk?” ads was very simple to determine: anyone who drank milk. To try to convince people who didn’t like milk to drink it would be not only expensive, but unsuccessful. The idea was that an increase in consumption would mean an increase in sales. Since 70% of Californians reported drinking milk regularly, marketing teams had to take all personality types into consideration (Holt). This included researching the idealistic thinkers and believers, the self expressive experiencers and makers, as well as the impulsive strivers and achievers.(VALs) With the findings of their research teams, Manning and Goodby came up wit...
The campaign for milk appeals to people’s emotions, ethics and their logic, it works because, people continue to buy milk. There are so many ads for milk out there that people just see them and believe that milk is right for them because it says so. People will continue living like this, buying the product without really knowing who sells it because it works, they get money for it and we get milk.
They thrive to deliver the core value of serving the food with high quality and freshness, known as “food with integrity.” In their promotion mix strategies, Chipotle concentrates on direct marketing, as creating the one-to-one relationship directly to their customers. Most of marketing efforts are managing digital media and online presence. Targeting millennials generation, the company understand the customers’ demand and behaviors. The new generation prefers connecting in digital media and online community, rather than traditional ways of marketing. Therefore, Chipotle creates interactive experience with youngsters through integrated marketing and multi-channel strategies. In 2013, Chipotle successfully launched their animated video commercial on Youtube called “The Scarecrow.” (usatoday.com) The video bring up the health danger and inhumanity of industrial food giant. It leverage the appeal to emotion, and emphasize on their message of “eat fresh, eat local.” Following the video, they launched their interactive video game that users can join in the scarecrow's journey in providing healthy alternative food to people. Chipotle’s marketing campaign indeed attracts their targeted young audience with nearly 14 Million views and also involve them in the next stage of program. The main objective of this campaign is distinguishing Chipotle branding from other giant fast-food competitors such as McDonald and Burger King, as they care about organic food supply chains. They also leverage different social media channels and mobile applications to create an online Chipotle
In the United States, food advertising has molded the way americans eat, lived and dined as a family and as consumers for years and has molded the in the wake of changing businesses and their demands, of the media, communication technologies, and cultural american history. Advertising, print media as well as television has been made to intrigue the minds throughout amaerican history and cause people to try new foods, to help spread the various types of cuisine throught the United States.
Currently, the company lacks of focus as it has a diverse product line with too many varieties of cheese products. With so many products it cannot be sure to decide as to which market segment to target in order to take the advantage of the growing market.
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with the London Dairy brand and since people belonging to this customer segment are generally
Variety is another "more" I found on my trip to the supermarket. In the refrigerator case alone I found over thirty kinds of cheese. ...