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Real California Cheese

A case study of the success experienced by California Milk Advisory Board
by

Geng Wang

on 23 March 2011

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Transcript of Real California Cheese

A Case Study
by Yvonne Cheng
and Geng Wang 1982 Declining milk consumption
Surplus of milk production = $$$ Goal Replace Imported Cheese Aim Retail Grocery
Specialty Stores Food
Service Restaurants Food Manufacturing Frozen Foods Seal used to identify natural cheese made in California from CMAB Represent a wide range of products from different cheese makers 89% California consumers reported
intent to purchase milk and other
dairy products with seal 1995 "California cheese is great cheese" No cheese superiority claims
Created emotional based affinity to product Tone Human Intelligent Humorous 2000 "Great cheese
comes from
Happy Cows.
Happy Cows
come from
California" Carefree California
cows that talk and
think like people SUCCESS! overwhemingly popular with the public Funny Clever Cute Questions? Integrated
Marketing
Campaign $33 million budget
identity building ad campaign
retail promotion program
Consumer
Promotion Create and maintain top of mind awareness Cross Promotions
Coupons Instantly redeemable
Highly succesful, redemption rates of up to 21% Bread crackers Tortillas Pizza Wine Lunch meats Most Succesful Tactic Stimulate awareness and purchase interest
in Real California Cheese In-Store Sampling Samples 5 different cheeses on a rotating basis 4 times a year in grocery stores
Accompanied by cents-off coupons Merchandise "Happy Cow Merchandise" talking plush cows
T-shirts with cows
cook books
neckties
watches Website -www.realcaliforniacheese.com
-Reinforces the “Happy Cows” campaign
-Cheddar cheese background
-25,000 visitors per month Interactive Watch TV ads
Buy cheese online Download coupons
Games for kids Pragmatic Recipes for foodservice professionals
-Provides information on merchandising, wine and cheese pairings, recent articles Public Relations $1.7 million budget
Enhance the image of California cheese with groups including consumers, culinary professionals and food influentials
Food section of major newspapers
Magazines such as Food & Wine and Wine Spectator-Stories about the industry’s success in business publications
Industry trade publications such as The Cheese Reporter, Pizza Quarterly and Adweek Success!! Nurtured California’s nascent artisan and farmstead cheese industries, (cheeses made by skilled craftspeople using old world techniques)
Sparked great interest among the national and regional food media in these small farmer success stories. 1,279 newspaper articles
2 hours and 45 minutes of national and major market TV coverage
91.9 million print impressions (based on circulation)
10.2 million TV viewers 2004 Publicity efforts Results Campaign has won numerous creative awards
Ads established an emotional bond between consumers and the product
3 our of 4 Californians reports having seen the RCC seal
95% report purchasing cheese that carry the seal 2004 National
Distribution Advertising and promotional efforts expanded to a national level Nation’s leading dairy state and the country’s leading cheese producer
Cheese production increased more than 600% over the past 20 years
One out of every five U.S. cows lives in California Another Success Where Do They Go From Here? Sustain growth trend?
Continue to focus on the cheese business or should emphasize other dairy product areas? Our recommendation: Cheese Increased consumption of meals away from home such as cheese-intensive foods like pizza, other Italian foods and Mexican cuisine
Increased snacking and on-the-go consumption such as single-serve, portable snack packaging (cheese sticks and individually wrapped slices)
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