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

• 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).

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.

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.

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

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

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.

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.

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

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.

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.

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.