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?