Examen type / pratique 16 Décembre 2020, questions PDF

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About Oatly Oatly, a Swedish company established in 1994, spent 20 years trying to get their oat milk established in the plant-based milk industry. But they kept running into a big problem: getting people to choose oat milk on the grocery store shelves when they didn’t even know oats could be milked. Rickard Öste, a food scientist at Lund University Sweden, founded the company in Sweden. He has developed a patented enzyme technology to copy nature’s own process and turn fiber rich oats into nutritional liquid food. Going Dairy-free Considering that 70% of the global population don’t produce the enzyme lactase to properly break down lactose - the sugar found in dairy products - cow milk’s rise to become one of our staple food items has been appalling. Further, as consumers grow increasingly aware of cow’s milk nutritional shortcomings, demand for dairy milk has been declining. For instance, in the United States, plant-based milk sales rose to more than $2 billion in 2017, up 61% from 5 years earlier. The myriad health benefits of oat milk make it a clear winner among the many milk alternatives available on the market. It is low in overall calories, cholesterol and saturated fat while being rich in dietary fiber, which is almost nonexistent in cow milk. What makes Oatly a standout, however, is its rich and smooth texture resembling that of actual whole milk. The addition of canola oil, a plant-based fat that holds foam like dairy milk, gives Oatly a full and delicious texture that is normally absent in other plant-based alternatives. As a result, Oatly became an instant hit among baristas in the café scene and among health-conscious individuals who are also regular coffee drinkers. Products & Distribution Oatly quickly won the hearts of consumers with its creamy consistency and taste akin to cow’s milk. The current product line includes not only oat milks but oat yogurts (“oatgurts”), as well as oat ice creams, which, as of this summer, are available in the US in seven flavors. One of them is oat. By the brand’s rough count, Oatly is now available at about 5,000 cafes in the US, plus about 2,500 retail stores, including Target and Whole Foods. If you would like to find some, you can use the brand’s handy Oat Finder to locate the Oatly nearest you. Those who have been Oatly fans from the very beginning probably remember the first time they saw one of those iconic cartons. For most, it was actually in a coffee shop — not in a grocery store aisle. That's because Oatly had an interesting and innovative method of introducing its product into the U.S. market. While you could always use oat milk as a non-dairy alternative for your usual morning bowl of cereal or granola, or you could even drink it on its own, Oatly was aware that there was one setting in which its product would really shine: in a cup of coffee. Oatly is creamy and has a

nice, light flavor, which makes it perfect for a latte (unlike almond milk, which sometimes has a less-than-delicious flavor and consistency). So why not show the oat milk off where it was going to make the best impression? Oatly marketed itself to baristas at first. It made a special oat milk blend just for coffee, and the company started selling its product to coffee shops. Customers would come in, try the milk, and decide that they liked it. This led to a customer base that was already excited to see the products in stores. This brilliant marketing idea is largely responsible for the brand's success so far. Quirky Approach to Marketing Oatly is not the only oat-milk manufacturer in the U.S. market. It has spawned a flurry of rival brands such as Pacific Foods, Minor Figures, Elmhurst 1925, Planet Oat, Silk hoping to get a slice of the pie. But what makes Oatly different from the others? The appeal lies in its brilliant marketing strategies with tongue-in-cheek advertisements and taglines. Veering from conventional marketing, Oatly focuses on outdoor ads which are productfocused and self-deprecating humour that pokes fun at run-of-the-mill ads, such as “ Posters don’t have feelings so you don’t have to pretend that you’re interested”, “ You actually read this? Total Success”. The ads are reminiscent of guerrilla campaigns to stand out from the crowd.

Your Task: Oatly is planning to Introduce its products in Canada. 1. Based on the information provided in the case, conduct a SWOT analysis for Oatly (SWOT table). 2. Suggest a consumer segment to target for Oatly. Include at least three segmentation variables in the target segment description and explain why each variable should be included in the target segment definition using the information provided in the case. 3. Based on the target consumer segment how would you position Oatly? Write a positioning statement, based on a positioning map that you will use for this purpose. 4. In order to make Oatly available to consumers in Canada, what should distribution intermediaries should Oatly use? Based on the case, as well as your learnings in this class, propose an optimal distribution strategy to make this future launch successful. Justify your answer. 5. Propose a price strategy for Oatly in Canada. Explain the important elements to consider in your pricing strategy. 6. You are in charge of marketing for Oatly. What marketing communication tactics (any 2) will you suggest? Explain....