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...
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OATLY MARKETING STRATEGYFiammetta Battino, Carolina Bosco,
Gisela Etter, Olivier Schorro
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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
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SHIFT REFLECTED ON THE PACKAGING
Packaging as the company's own media
Creative and distinguishable
Storytelling
food production company life-style brand
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ABOUT OATLY
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Europe
Asia
North America
THREE LEVELS OF PRODUCT
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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
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MARKETING SEGMENT
Heavy geographical segmentation
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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
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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
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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
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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
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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.
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SUSTAINABILITY
Oatly first published a Sustainability Report in
2017
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Any question?