Milk

• Integrated campaign (UAE association of Milk producers)

Goat Milk Dhs10= 1ltr

Approx.

Flavored Milk

dhs6.50 = 1ltr Approx.

SITUATIONAL ANALYSIS

Industry Background:

• Milk market is oversaturated, many “Milk” and “drinking Milk alternatives” are increasing competition. The diversification results in cannibalization

• The global market for the Milk alternatives is projected to grow globally from $8.2 billion in 2014 to $19.5 billion in 2020, with 15.5% growth from 2015-2020

Current scenario UAE:

• Problem : Despite of the growth opportunity: the UAE association of Milk producers reported a decline in the sales of Milk. Decline in the population and conscious spending by consumers are the two main reasons for the downfall

• Insight: Declining sales

• Goal : To increase sales of Milk within UAE

Milk

http://www.pmmi.org/files/Research/ExecutiveSummaries/2013DairyExecSummary.pdf

“ Milk” and “Drinking Milk alternative” category

• According to Euro Monitor, drinking water makes for 60% of the total consumption of beverages in the GCC, with 20% for juices and 17% for soft drinks.

COMPETITORS LANDSCAPE

Juices

Diet liquids

Ice tea

Water

Milk

Soft drinks

Choices of beverages available to consumers

High market growth

Low market growth

http://www.zawya.com/story/UAEs_beverage_industry_booming_in_2016_report-ZAWYA20160111093225/https://en.wikipedia.org/wiki/Got_Milk%3F

Analysis:• Milk as a product is falling behind in competition to other beverages• Leaving an opportunity for growth and scope to promote “Milk” as a

versatile beverage • To increase the consumption of Milk. Attention needs to be given to

the consumption moments, (along with meals, on the move drink) as water, juices, soft drinks leverage on these consumption moments and they have a high consumption rate

• The most successful and the longest campaign (1993-2014) in the U.S. that encouraged the consumption of Milk: “got Milk” is one such campaign that resulted into increase of 7% sales within 1st year

• Amul an Indian brand released a commercial in 90’s to increase consumption of Milk

Click to play the video

Competition:

Beverages like juice, carbonated drinks are consumed on the go:

whereas Milk is considered as a more

filling drink

User Imagery:

It is for kids

Teenage / adults

Baby beverage outside the home

Lack ok knowledge:

Milk is 90% water but with nutrients so more beneficial than water but people still prefer

drinking water

Purity:

Increase in the concern that cows are

injected with hormones to increase

production which leads to cancer

Dining out:

Increase in the number of people

dining out so less of cooking at home

Fat:

Increase in health conscious population:

concern with high calorie content in Milk

Culture:

Decrease in traditional family size

CHALLENGES TO MILK CONSUMPTION IN UAE

https://www.dairynutrition.ca/scientific-evidence/experts-summaries/barriers-to-Milk-consumption

Barriers that can convert, threat to opportunity:• Lack of knowledge (Drive awareness)• Purity (Build transparency)• User imagery (Effective targeted communication)

CONSUMERS ASSOCIATION WITH MILK

Milk

Personality: Dull and Boring

Functional benefits: Rich in vitamin A,

B12, D, Calcium carbohydrates, phosphorous, Selenium, magnesium, protein,zinc and ribofla

vin

Product attributes:

Tastelessness filling drink

Lack of flavor

Harmful:

Allergic reactions to

Milk

History and heritage:

Nostalgia

Ritual

Health benefits:

Muscle building

Bone health

Healthy heart

Prevents depression

Reduces stress

http://www.medicalnewstoday.com/articles/273451.php

Key findings:• Diminishing behavioral loyalty amongst the adults for Milk

preferences • People are getting more health conscious and moving towards

Milk alternatives category • Health benefits of Milk are getting ignored by the consumers and

they are less likely to purchase Milk over other beverages

Association made to Milk: Age group 18-45yrs

Implications and scope:• Milk has more functional beneficial for women as it prevents

depressions, comforts during PMS and adequate calcium intake prevents diseases like Osteoporosis in mid age women

• The personality association i.e. (dull and boring), calls for a behavioral change to inspire more Milk consumption decisions of consumers

TARGET SEGMENTATION

Target market

Demographic:• Age:34-54 UAE resident women • Ethnic origin: all expats/nationals

Psychographics:• Working single women with a busy

lifestyle, they could be mothers or working mothers

• Generally conscious about the beauty, fashion, health and wellbeing

• Housewife with kids always focus on children health

• More money to spend compared to millennials

• They are present on social media and are active but not completely digital savvy

Demographic:• Age:18-34 UAE-millennials • Ethnic origin: all expats/nationals• Gender: All

Psychographics:• Health conscious: wellness is a daily,

active pursuit• Exercising more, eating smarter• Using apps to track training data, and

online information to find the healthiest foods

• Socially very active • Dining out most of the times • Influencers to the parents and baby

boomersAnalysis:• Communication should be multi lingual as UAE consists

of 80% expats • Social and digital platform are essential as the TA spends

more time online • Communication needs influencers: as influencers play a

key role in bringing behavioral changes

• Functional benefits of Milk is more for women, targeting women to communicate with families. As they are the purchase decision makers

• Communication to millennials (Millennial men, son, mother, single women and men) are essential to change user imagery and they make of 48% of Dubai population alone

MillennialsWomen

http://gulftoday.ae/portal/e5fd30a6-31df-48ee-8dfb-af5d4c6427b2.aspxhttps://en.wikipedia.org/wiki/Demographics_of_the_United_Arab_Emirates

KEY COMMUNICATION STRATEGY

Communication Goal:

• Health benefits

• To position Milk as a versatile beverage.

• To educate the consumer that it can be consumed at anytime i.e.(while at work, along with meals, mix with substitutes, protein intake etc.)

Key communication message:

• DRINK MORE Milk !

How do we communicate :

Instore selling Personalized

communication campaign

Campaign: “Glass of Goodness”

Insight: Personalized communication persuades and brings behavioral change and are more convincing

Concept : To influence and activate the consumption of Milk within the target audiences and promote influencers within the consumers

Idea: Consumer inclusivity and giving special experience as it would boost actions

Implementation: To launch a microsite by UAE Milk association along with a Facebook page “Glass of Goodness” giving consumers a chance to appear as a lead on the print campaign

All they need to do is share a picture posing with a glass full of ‘their choice of Milk’ and write about reason’s why they drink it anytime, anywhere. Then selected pictures and stories, become consumer “influencers": activating a trend for drinking more Milk

The #glassofgoodness has legs to extend into social media in several ways, it can also be extended to VR/AR experiences for consumers in many ways

PERSONALIZED COMMUNICATION CAMPAIGN

Illustrative purpose only (these are not the creatives)

Reference Video: Lidl Milk campaign

INSIDE STORE SELLING STRATEGY

Concept 2: To create a mascot and educate the consumers on health benefits, and emphasize Milk can be consumed at any point of day and anyway

Implementation: The static mascot could be placed at the exit counters, and emphasize on how Milk can be consumed at anytime and anyway

• It could also be in a form of table top at the exit counters driving awareness and inspiring consumers to drink more Milk. The mascot can also help in activations and engage in selling (reference video)

Reference Video: The cow mascot mexico

Insight: Point of purchase, when consumers are inside the store they are already in a mind frame of making a purchase, hence sales can be pushed with inside store marketing efforts

Concept 1: Association of Milk producers UAE, should collectively launch a trademark: highlighting benefits of Milk, how much is adequate daily consumption. It would act as a tool for quality, transparency and promote more Milk consumption

Implementation: It would appear on the packaging of all Milk and Milk alternatives brands in UAE. The trademark (name or icon) has legs to extend into a forum/ website (English/Arabic) and can share multiple Milk preparation, benefits etc.

Illustrative purpose only

MARKETING STRATEGY

Objective: To activate more consumption and increase sales

Strategy: Integrated communications across multiple platforms

Communication mix:

Print advertising Social media engagement

Radio selling Digital video Cinema advertising Sponsorships at

marathons and events Instore selling

• Timeline: Q1 from Jan 2017

MARKETING PLAN

Phase 1 :Launch stage

Social/PR/Radio/ Instore

Phase 2: Reveal the real life celebrities

Print/Radio/Social/ Instore

Phase 3:Promote and generate reminders Activations/Cinemas/Sponsorships/

Influencers/ Bloggers reach

Thank You Meghna VyasSenior Account Manager – BPG