oatly marketing strategy - wordpress.com · 2018-12-18 · s w e d i s h b a s e d c o m p a n y f...

OATLY MARKETING STRATEGYFiammetta Battino, Carolina Bosco,

Gisela Etter, Olivier Schorro

Swedish based company founded in 1985 out of academic research

Goal: "delicious nutrition, plant-based milk made out of oats

Mission: deliver products that have maximum nutritional value and

minimum environmental impact

Shift 2014: from a food production company to a life-style brand

Sustainable oatmilk and derived products

ABOUT OATLY

Educate people through their value-based brand

Sustainable oatmilk and derived products

SHIFT REFLECTED ON THE PACKAGING

Packaging as the company's own media

Creative and distinguishable

Storytelling

food production company life-style brand

ABOUT OATLY

Europe

Asia

North America

THREE LEVELS OF PRODUCT

What the buyers really buying it?

When you buy it you feel good;

Political engagement "I am a good human thinking"

Perceivable to friends (Instagram)

CORE CUSTOMER VALUE

MARKETING SEGMENT

Heavy geographical segmentation

Light demo- and psychographic

segmentation within European countries

Young and hip city dwellers

Environmentally conscious 

Believers in the good cause

At the time also de-segmentation

THE WOW FACTOR

Offline promotion

Marketing strategy is out of the box

The message of the ads is clear and provocative

Sustainability and health

Political statement

Emotional campaign

Pull strategy

SO WHAT

   There are different prices depending on the type of products selected:

THE PRICE

  The barista edition of oat milk, the official website offers 6 packs of 32 for $25;

They can sell it in bunch (for coffees, restaurants, big families, etc.)

Regular milk in UK £1/ Oatly milk £1.45 (average price) per liter

Promotional offers (three for £3 or buy one get one half price)

Plan price

Introductory offers

They can spend more on marketing since they save on packaging

SO WHAT

Characterized by the variety of the offer

THE PRODUCT

       Oat milk, organic oat milk, chocolate oat milk, oat cream, ice cream, yogurt, crème fraiche,

       Barista collection

       Variety

       Gluten free

       Transparency of the process

THE PLACE

Supermarkets

Chain supermarkets

Specialized niche shops

Online shops: Occado, Amazon and My supermarket

Independent coffee-shops and pop-up stalls

Vegan and Vegetarian restaurants

Planned: schools, hospitals, gyms, vending machines, Liddl and Aldi

COMPETITORS

Non-dairy, plant-based product (alpro, pepsiCo’s Quackers, Rude health, Almond Breeze)

Lactose free milk

Traditional milk

THE OOMPH

Product: mainstream and limited edition of “barista collection”, more flavors for yogurt and ice-creams, butter.

Place: vending machines, school/work canteens, SAS airline, supplying for catering.

Promotion: further develop the online and offline campaigns

Price: the price is already competitive, the brand-new ones may be a bit more expensive but if consumers want

exclusive and sustainable products, this is part of the game. The price is in the end affordable to everyone.

SUSTAINABILITY

Oatly first published a Sustainability Report in

2017

Any question?