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Real California Cheese (Essay Sample)


Code 75458619 - Real California Cheese

Real California Cheese
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6th October, 2010
Analysis of the ‘Happy Cows' Campaign
An integrated marketing strategy was mandatory to promote the sales of Real California Cheese. The campaign used was the ‘Happy Cows' developed by the California Milk Advisory Board, CMAB. After Deutsch LA advertising agency was hired, its first task was to develop a creative plan to promote California cheese. The first idea was to concentrate much on California itself other than the cheese ( The conceived idea was that California cheese was a better option because it was derived from the contented cows of the state. This agency developed a campaign with the tagline ‘Great Cheese Comes from Happy Cows: Happy Cows Come from California.' This humorous tagline plays a major of convincing the people that a healthy cow will provide healthy milk for producing quality cheese (Kaynak 12). Since California is a state enjoyed for its beautiful features and sceneries, the strategy was successful.
All new ads suggested that California milk was the best and produced by healthy and satisfied cows. All the other advertising campaigns and commercials ended with cows grazing in the beautiful pastures of California and the tagline ‘Great Cheese comes from Happy Cows' accompanied them. It was also necessary to extend this campaign to media including radio, television, and use of a website. After successful television commercials, radio ads were necessary because the people had the idea of the Californian Happy Cows in their minds. The use of website enabled consumers to link to the ‘Happy Cows' campaign and watch all television advertisements and also buy cheese online (Hartline 18). Calendars and desktop wallpapers for Happy Cows were also presented on the website. In 2004, the Happy Cows campaign was used in markets where the Californian cheese had an outstanding presence. After 2004, Real California cheese was distributed to the national level. As well, the promotional and advertising efforts were expanded to increase sales.
From the manner in which the marketing strategy was designed, the consumers were easily persuaded of the quality and sweetness of California milk used to produce Real California Cheese. The design guarantees quality of cheese from satisfied cows (Hartline 33). The tagline hence encourages more and more people to use the product hence increasing sales. Also, the use of various media to advertise the product promoted the Happy Cow strategy for Real California Cheese. The ingenuity behind this strategy has made it successful (
Importance of Real California Cheese Certification Mark
The Real California Cheese certification mark in the implementation of positioning and Integrated Market Concept (IMC) programs played a major role and importance in marketing the product. The first role was to create a compelling and distinct identity which became the focal towards an integrated communication. Due to the wide range of products promoted by the CMAB, it was necessary to create a Real California Cheese seal to act as a certification mark to be used by used by consumers in identifying California's natural cheese. This played a major role in promoting different varieties of Cheese from different markers who met the qualifications for using the seal when packing their cheese (Belch & Michael 26).
The seal created has the beautiful sceneries of California with rolling plains, a rising sun, and cheddar cheese-colored background. This seal assured the consumer that the purchased cheese in naturally Californian (Kaynak 44). Also, the sale was placed on all Real California Cheese (RCC) coupons, table tents and restaurant menus. Therefore, the designing and placement of the RCC certification mark is a very important element of communication that reinforces the marketing message while maximizing the awareness of the consumers (Paley 28). Therefore, I am persuaded that this certification of the Real California Cheese contributed a lot to the marketing of the product to the consumer. It gave it an outstanding identity making it easy to identify, pu...
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