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Describe your brands name, display the logo, slogan 

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Describe your brands name, display the logo, slogan 

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Name: The Original Oatly!

Slogan: It's Like Milk but Made for Humans!

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Prepare a 5 min pitch on how you would position the brand for the next 5 years based on all brand assesments you have executed these two days

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Prepare a 5 min pitch on how you would position the brand for the next 5 years based on all brand assesments you have executed these two days

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Describe the brand` style (color, typography, imagery music)

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Describe the brand` style (color, typography, imagery music)

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Color: The use of light, neutral colors, including various shades of white and beige, reflected the brand's commitment to simplicity and natural ingredients.

Typography: Oatly's typography was typically clean, modern, and easy to read. Sans-serif fonts were commonly used.

Image: Images were likely to showcase the product in use, such as pouring oat milk into coffee or cereal. The overall style aimed to convey a sense of modernity, health, and sustainability.

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1. consumers: Health-conscious consumers, environmentally aware individuals, vegans, lactose intolerants

2. benefit: dont harm animals

3. reason to believe: to be part of a larger, positive change in consumer habits

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Brand Vision: The goal is always to produce and deliver oat-based products that have maximum nutritional value and minimal environmental impact. The brand is driven by a constant desire to evolve and become better at what we do.

Brand Mission: The brand mission is to make it easy for people to eat better and live healthier lives without recklessly using the planet's resources.

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Describe the three most important brand values

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Describe the three most important brand values

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1. Design/aesthetics

2. Wellness

3. Connects

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Indicate the current stories as a part of the brand management, which hero profile do they use and which brand values are integrated, and could something be improved? 	

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Indicate the current stories as a part of the brand management, which hero profile do they use and which brand values are integrated, and could something be improved? 	

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Based on your research you have investigated the current brand strategy, customer fit, competitors, storytelling, but which strategic recommendations would you give the brand in order to become the best version in the next five years? Give at least 5 strategic recommendations 

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Based on your research you have investigated the current brand strategy, customer fit, competitors, storytelling, but which strategic recommendations would you give the brand in order to become the best version in the next five years? Give at least 5 strategic recommendations 

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1. Awareness

Channels: Social media, word-of-mouth, advertising, in-store displays.

Experience: Customers become aware of Oatly through its unique marketing, presence in stores, or recommendations from friends and family.

Emotions: Curiosity, interest in sustainability or plant-based diets; Fullfilment

2. Consideration

Channels: reviews, social media, in-store experience.

Experience: Comparison to other dairy alternatives, research its health and environmental benefits.

Emotions: Engagement, evaluation of personal values (health, environmental impact).

3. Purchase

Channels: Online stores, supermarkets, cafes.

Experience: Customers purchase Oatly products based on their preferences (taste, price, availability).

Emotions: Satisfaction (if the product aligns with their expectations), anticipation (to try the product).

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"Wow, No Cow!" This catchy mantra shows Oatly's identity and mission to provide plant-based, dairy-free alternatives. It communicates the idea that Oatly's products are a wow-worthy substitute for traditional cow's milk, emphasizing the absence of animal-derived ingredients.

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Make a distinctiveness / centrality (CB) map for your brand landscape and indicate the position of the brand now and elaborate on the position in 5 years and why. 

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Make a distinctiveness / centrality (CB) map for your brand landscape and indicate the position of the brand now and elaborate on the position in 5 years and why. 

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Position in 5 Years:

1. Distinctiveness:

Potentially Lower. As the market for plant-based dairy alternatives grows, more brands are likely to adopt sustainability and environmental responsibility as key tenets, which could reduce Oatly's distinctiveness unless it innovates further.

Counteraction: To maintain high distinctiveness, Oatly might need to invest in new product innovations, unique marketing strategies.

2. Centrality:

Potentially Higher. Oatly could become more central (more representative of the category norms) as the demand for oat milk and similar products increases, and as it expands its product range and market reach.

Counteraction: To increase centrality without losing its unique appeal, Oatly could focus on making its products more accessible (e.g., expanding into new markets, competitive pricing) and aligning with broader consumer trends in health and sustainability.

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Describe in one sentence which customer group you focus on and why this consumer group fits the brand 

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Describe in one sentence which customer group you focus on and why this consumer group fits the brand 

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Oatly primarily focuses on health-conscious and environmentally aware consumers, as these groups align with the brand's commitment to offering sustainable, plant-based dairy alternatives that cater to a lifestyle prioritizing wellness and ecological responsibility.

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Describe which media (online and offline), events etc., they use and if this works well. 

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Describe which media (online and offline), events etc., they use and if this works well. 

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Social Media: Oatly has maintained an active presence on platforms like Instagram, Twitter, and Facebook.

Digital Advertising: sponsored content and collaborations with influencers.

Retail Presence: Oatly products are widely available in grocery stores and supermarkets.

Creative Campaigns:

"It's like milk, but made for humans" campaign.

Collaborations and Partnerships:

Oatly has collaborated with various cafes, restaurants, and brands to expand its reach and visibility.

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Describe at least 3 Points of Difference (POD) and Points of Parity (POP) based on 1 chosen competitor

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Describe at least 3 Points of Difference (POD) and Points of Parity (POP) based on 1 chosen competitor

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POD:

1. taste (oatly: silky, smooth, creamy)

2. oatly is specialized in oat products but alpro is also selling soy, almond and so on - diverse products

3. target market: oatly has a more specific target audience

POP:

1. minimalistic packiging

2. how they communicate with the public

3. environmentally friendliness

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Oatly is an Swedish brand.The original idea started in the early 1990s using research from Lund University to create a plant-based drink that was in tune with the needs of both humans and the planet.

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1. Sustainability: promoting a more sustainable food system; choice of ingredient sourcing, production, packaging.

2. Transparency: transparent with costumers about its production methods, ingredient sourcing, and the overall impact of its products.

3. Health and Well-being: The brand values the well-being of consumers by offering products that are free from dairy, soy, and artificial additives. The focus on health aligns with the growing consumer trend towards plant-based diets and a desire for cleaner, more natural food options.

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Develop a new brand story based on the research from your previous steps (include a hero profile, brand values and plot sequence and casting such as: 

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Develop a new brand story based on the research from your previous steps (include a hero profile, brand values and plot sequence and casting such as: 

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Indicate which brands values, emotions and senses matter per touchpoint and why? Could something be improved? 

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Indicate which brands values, emotions and senses matter per touchpoint and why? Could something be improved? 

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Describe the brands’ voice and communication styles 

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Describe the brands’ voice and communication styles 

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1. Informal: casual, friendly in their messaging, making the brand feel approachable and relatable to consumer.

2. Humor: include playful jokes which helps in creating a memorable brand personality.

3. Transparent: discussing their practices & ingredients openly

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Physique: neutral colors, white and beige, playful graphics, minimalistic;

Relationship: make consumers feel special; brand is approachable by being quirky, humorous, friendly.

Reflection: health-conscious and environmentally aware consumers

Personality: bold, brave, social, front runner, humorous, 'the friend next door'

Culture: open communication, straight forward, quirky, strange

Self-image: environmentally responsible, health-conscious

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Describe the target market(s) they address 

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Describe the target market(s) they address 

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Oatly resonates the most with Millennials.They've gained significant popularity, especially among vegans, lactarians, and people with dairy intolerances or allergies, as well as those who prefer plant-based diets for environmental reasons.

Their marketing has been distinctive, often characterized by a quirky, informal tone that appeals to a younger, environmentally conscious demographic.

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Customer Segment

1. Customer Jobs:

Seeking plant-based alternatives to dairy.

Supporting sustainable and environmentally friendly products.

2. Pains:

Difficulty finding tasty and nutritious dairy alternatives.

Concerns about the environmental impact of food choices.

Limited availability or variety of plant-based dairy options.

Fell understood consuming plant-based products

3. Gains:

Enjoying a healthy, plant-based diet without sacrificing taste.

Contributing to environmental sustainability.

Having a wide range of product choices.

Ease of incorporating into daily life (e.g., cooking, coffee), because of the range of different products they offer.

Felling of understood and making it fun to consume

Value Proposition

1. Products & Services:

A variety of oat-based dairy alternatives (milk, yogurt, ice cream, cooking cream).

Different flavors and formulations for various uses (e.g.: barista edition).

2. Pain Relievers:

Offers a delicious taste that competes well with traditional dairy products.

Reduces environmental impact

Addresses dietary restrictions with lactose-free, vegan-friendly products.

Wide availability in stores and online

3. Gain Creators:

Product development for variety and quality.

Strong brand identity

Engaging and transparent communication with customers.

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Describe the brands’ market value and industry 

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Describe the brands’ market value and industry 

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Industry: Oatly operates primarily in the food and beverage industry, with a specific focus on the plant-based and alternative dairy segments. This industry includes the production, marketing, and distribution of food and beverage products that are derived from plant sources as alternatives to traditional animal-based products.

Market Value: Oatly has been expanding its presence globally, entering markets in Europe, the United States, and Asia. Oatly's key markets are Sweden, Germany and the United Kingdom.

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The core emotions that Oatly aims to evoke in its consumers include a sense of responsibility towards the planet, a feeling of taking care of your health, the joy of inclusivity and being part of a broader community.

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Describe 5 factors infleucing the brand and the industry they are in (PEST e.g)

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Describe 5 factors infleucing the brand and the industry they are in (PEST e.g)

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Political: Oatly, as a producer of plant-based dairy alternatives, must navigate various food regulations and safety standards in different countries.

Economic: Fluctuations in the price of oats and other ingredients can impact production costs.

Social: There is a growing trend towards health-conscious eating, which favors Oatly's plant-based products. Rising consumer awareness about environmental issues can increase demand for sustainable products like Oatly’s.

Technological: Advances in digital marketing tools can provide Oatly with opportunities for advertising and engaging with customers.

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recommendations, based on your desk research and brand check what would you recommend the brand to change in terms in brand visuals and voice? 

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recommendations, based on your desk research and brand check what would you recommend the brand to change in terms in brand visuals and voice? 

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Dream vacation

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Super Bowl LV (55) Commercial: Oatly - Wow No Cow (2021)