Oatly Marketing Strategy

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OATLY MARKETING STRATEGY Fiammetta Battino, Carolina Bosco, Gisela Etter, Olivier Schorro ABOUT OATLY Sustainable oatmilk and derived products 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 Educate people through their value-based brand SHIFT REFLECTED ON THE PACKAGING Packaging as the company's own media Creative and distinguishable Storytelling food production company life-style brand ABOUT OATLY THREE LEVELS OF PRODUCT Europe Asia North America CORE CUSTOMER VALUE 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) 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 THE PRICE There are different prices depending on the type of products selected: 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 THE PRODUCT Characterized by the variety of the offer 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?.

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@switch4good Hello, and welcome to the Ditch Dairy Challenge! Whether you’re all-in or a bit skeptical, we want you to have the best experience possible, and we’re here to help. This isn’t your typical challenge—you won’t feel like you’re grinding it out to feel better once it’s complete. You’re going to feel awesome both during and after the 10 days—it’s incredible what ditching dairy can do for our bodies. Use this guide curated by our Switch4Good experts for quick tips and information to make the most of this challenge. From nutrition to recipes, OUR experts have got you covered! Don’t forget to document your journey on Instagram and tag #DitchDairyChallenge. Protein facts How Much Protein Do I Need? Recommended Daily Amount = 0.8 grams of protein per kilogram of bodyweight (or 0.4 grams per pound) FUN FACTS If you’re eating a 2,000-calories-a-day diet and only ate broccoli, you’d get 146 grams of protein per day! Even a full day’s worth of plain mashed potatoes would give you 42 grams of protein per day. TOO MUCH Too much protein can stress the liver and kidneys. PROTEIN It can also cause stomach issues, bad breath, and weight gain. Proteins are made of 22 amino acids or “building blocks.” Our bodies can produce 13 of these, and 9 we synthesize from food (like plants). What Are Complete Proteins? Complete proteins contain all 9 essential amino acids that our body cannot make. Thankfully, If you eat enough calories and a variety of plant-based foods, you don’t have to worry! But, if you’re curious: tofu, tempeh, edamame, soy milk, quinoa, hemp seeds, and chia seeds (which is really just the beginning!).
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Marketing Strategy Report
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Presentation Includes Forward-Looking Statements
This presentation includes forward-looking statements. All statements other than statements of historical facts contained in this presentation, including statements regarding our future results of operations and financial position, industry dynamics, business strategy and plans and our objectives for future operations, are forward-looking statements. These statements represent our opinions, expectations, beliefs, intentions, estimates or strategies regarding the future, which may not be realized. In some cases, you can identify forward-looking statements by terms such as “may,” “will,” “should,” “expects,” “plans,” “anticipates,” “could,” “would,” “intends,” “targets,” “projects,” “contemplates,” “believes,” “estimates,” “predicts,” “assumes,” “potential,” “position” or “continue” or the negative of these terms or other similar expressions that are intended to identify forward-looking statements, although not all forward-looking statements contain these identifying words. Forward-looking statements are based largely on our current expectations and projections about future events and financial trends that we believe may affect our financial condition, results of operations, business strategy, short-term and long-term business operations and objectives and financial needs. These forward-looking statements involve known and unknown risks, uncertainties, contingencies, changes in circumstances that are difficult to predict and other important factors that may cause our actual results, performance or achievements to be materially and/or significantly different from any future results, performance or achievements expressed or implied by the forward-looking statement. Moreover, we operate in a very competitive and rapidly changing environment. New risks emerge from time to time. It is not possible for our management to predict all risks, nor can we assess the impact of all factors on our business or the extent to which any factor, or combination of factors, may cause actual results to differ materially from those contained in any forward-looking statements we may make.
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MR NICHOLAS CADDICK Q.C. (Sitting As a Deputy High Court Judge)
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1 Full Legal Disclaimer This research presentation expresses our research opinions. You should assume that as of the publication date of any presentation, report or letter, Spruce Point Capital Management LLC (“SPCM”) (possibly along with or through our members, partners, affiliates, employees, and/or consultants) along with our subscribers and clients has a short position in all stocks (and are long/short combinations of puts and calls on the stock) covered herein, including without limitation Oatly Group AB (“OTLY”) and therefore stand to realize significant gains in the event that the price declines. Following publication of any presentation, report or letter, we intend to continue transacting in the securities covered therein, and we may be long, short, or neutral at any time hereafter regardless of our initial recommendation. All expressions of opinion are subject to change without notice, and Spruce Point Capital Management does not undertake to update this report or any information contained herein. Spruce Point Capital Management, subscribers and/or consultants shall have no obligation to inform any investor or viewer of this report about their historical, current, and future trading activities. This research presentation expresses our research opinions, which we have based upon interpretation of certain facts and observations, all of which are based upon publicly available information, and all of which are set out in this research presentation. Any investment involves substantial risks, including complete loss of capital. There can be no assurance that any statement, information, projection, estimate, or assumption made reference to directly or indirectly in this presentation will be realized or accurate. Any forecasts, estimates, and examples are for illustrative purposes only and should not be taken as limitations of the minimum or maximum possible loss, gain, or outcome.
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