In the United States, dairy farmers and milk processors are challenged with persuading teenagers and young adults to drink milk. Once a child turns 11 or 12, his or her milk consumption drops off dramatically. Although milk marketers have had some success with the "Got Milk?" and Milk Mustache marketing campaigns, attracting teens to drinking milk remains difficult.
Based on what you now know about how attitudes are formed and changed, why do you think this is a challenge? What developments occur during the teen years that may affect attitudes toward milk consumption? Which product attributes do you think might be emphasized when marketing milk to teens that may help change attitudes?
Explain how BevCo should think about attitude formation when marketing the new beverage.
FYI ONLY:
Background of BevCo company:
Your company, a large multinational food and beverage corporation, is aggressively pursuing the development of a new beverage. The fruit juice-based beverage contains ingredients that some members of the population perceived as a health benefit.
As one of BevCo company's top market research directors, responsible for consumer behavior studies, you are called upon to contribute to the marketing team that will develop the new product. In addition to creating the product and packaging, you and the marketing team will develop the advertising and promotional campaign.
Your team consists of a brand manager who leads the team in product development, an assistant brand manager, a food product engineer, and a packaging manager. The company's advertising and promotion agencies will also be anxious to hear your ideas on how to most effectively market the product and to whom.
BevCo's senior managers are eager to introduce the product into the marketplace as its major competitor is already test marketing a similar product. The competitive product is currently targeted to young, athletic-oriented males. Thus far, the competition seems to have achieved some success based on early market data. The pressure is on you and the marketing team to create a new beverage and marketing plan based on solid, tested consumer research.