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California Milk Board Advisory

In: Business and Management

Submitted By Pontianakk
Words 7739
Pages 31
IT’S THE CHEESE – Real California Cheese

®

“Great Cheese Comes From Happy Cows”… and happy farmers: The California Milk Advisory Board’s marketing and strategic planning success story.

The actions of the California dairy industry over the past 20-plus years exemplify how an industry’s long term prospects can be dramatically transformed by 1) a well done strategic plan at a critical juncture; 2) solid ensuing marketing strategies and tactics that are creatively and consistently executed over time; and 3) additions to infrastructure (both production capacity and knowledge dissemination programs) that support the strategic plan. The many noteworthy aspects of the Real California Cheese (RCC) program include:






The research that went into development of the long-term strategy
How well the tactics implemented the strategy
The thoroughness of the plans and pervasive attention to detail
The consistency of execution over an extensive period of time
The stellar long-term results

The Strategic Plan 1
In 1982, faced with declining fluid milk consumption and a surplus of milk at the farm level, the California Milk Advisory Board (CMAB), a promotional board that is an instrumentality of the California Department of Food & Agriculture and represents all California dairy families, hired the Stanford Research Institute (SRI) to conduct a comprehensive analysis of the growth options for the California dairy industry. The CMAB executes generic promotional programs for all California dairy products made from cow’s milk through advertising and public relations programs, retail and foodservice promotions, as well as milk quality improvement and research programs. The Board is funded by dairy families through a special assessment of $.10 per hundredweight of milk produced (1 hundredweight = 100 lbs. milk). It develops marketing strategies and materials, and facilitates…...

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