The perceived value of Galician milk

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Quoting Jean-Claude Juncker , President of the European Commission, something is wrong in the market when the price of a litre of milk is lower than that of a litre of water. In Spain, this is a reality that can be seen in any supermarket and that Galician producers have been denouncing in recent weeks, but what is the reason? Partly due to communication strategies and product positioning .

Private label milk accounts for 62% of milk sales in Spain (data from IRI Group). But things are different in the mineral water market. The percentage of private label sales is reduced to 30%, with the rest of sales distributed among numerous brands.

The perceived value of Galician milk
As you can see, the manufacturer brands at the top of both tables have spent decades honing their names with communication and advertising campaigns to win over consumers.

It is no coincidence that Font Vella , which has been a pioneer in launching advertising campaigns associating the product with healthy consumption habits since the early nineties, is the el salvador mobile database leading brand in the water market and that Central Lechera Asturiana and Pascual have been for years some of the most important advertisers at a national level.

The Galician dairy sector has not been able to provide a perception of value to its product, playing for decades at competing on price and delegating its efforts on brand image in short-range and low-budget advertising campaigns such as Galega 100×100 .

The opposite of the successful Got Milk? case , one of the most effective marketing campaigns of all time in the USA, which managed to boost and maintain milk sales . This campaign has been sustained since 1993 thanks to a multi-million dollar investment and the image provided by ALL the famous influencers in the American market (artists, models, sportsmen, etc.).

Got milk? campaign
Got milk? campaign
Another example of good practice is that of Plátano de Canarias, which has been making us think for thirty years about the 'specks' and the value of the national product compared to imported bananas, marketed mainly by huge multinationals such as Dole or Chiquita. Plátano de Canarias maintains its prestige and dominates the Spanish market. Not only because of its marketing campaigns, of course.

Canary Island Banana
These are just a sample of the many success stories of products or brands that have managed to change the perception in the mind of the consumer thanks to investment in advertising. Why not try it with the Galician dairy industry? But on a large scale, involving manufacturers and farmers with a strategy that positions the product in the quality vector and not in the price vector. Impacting the large national markets with prescribers and significant investment. Because for the consumer to be willing to pay a little more for milk, and thus reward those who produce it, they must perceive its quality. And for them to perceive it, it must be communicated.