Oatly - Key factors that drive their success
Carp, Jennifer (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202004225664
https://urn.fi/URN:NBN:fi:amk-202004225664
Tiivistelmä
The Swedish lifestyle brand Oatly, which has been producing plant-based dairy alternatives since the 1980s, has been growing rapidly during the past decade. The aim of the research is to identify, analyze, and discuss the key factors that drive Oatly’s consumers to buy their products.
The theoretical framework of this thesis covers the topics of veganism and its economics, marketing strategies for growth with a focus on sustainability marketing and corporate social responsibility, as well as the history and marketing strategies of the case company Oatly.
In order to support the aim of the thesis, a qualitative research was conducted and implemented in the empirical research part. The qualitative research consisted of in-depth interviews with eight (8) participants.
The results showed that the key factors to why consumers are purchasing Oatly’s products were the taste of their product(s), an increased interest in plant-based alternatives, the price of their product and sustainability aspects.
The theoretical framework of this thesis covers the topics of veganism and its economics, marketing strategies for growth with a focus on sustainability marketing and corporate social responsibility, as well as the history and marketing strategies of the case company Oatly.
In order to support the aim of the thesis, a qualitative research was conducted and implemented in the empirical research part. The qualitative research consisted of in-depth interviews with eight (8) participants.
The results showed that the key factors to why consumers are purchasing Oatly’s products were the taste of their product(s), an increased interest in plant-based alternatives, the price of their product and sustainability aspects.