STUDENT NOTES (2 OF 2) | ACTIVITY 2 – MARKETING CAMPAIGN

EXAMPLE MARKETING MESSAGES / CAMPAIGNS FROM THE RESEARCH PACKS

Encourage potentially reluctant users of plant-based milk to give the

Humour
product a try (Oatly); using sponsored features and advertising

Linking consumption of plant-based milk to a “better planet” (Alpro); again,

Environmental benefits
mainly targeted at people who don’t currently buy plant-based milk (75%)

Focusing on how plant-based products can still taste great (perhaps even
Taste better than dairy). Reinforces the choices made by existing customers +
encourages people to try plant-based
NOTES ON POTENTIAL MEDIA SELECTION (WHICH MIGHT BE EFFECTIVE FOR THIS PRODUCT / MARKET)

Students – fit the profile of most likely customers and perhaps less loyal to
Promotional vouchers existing plant-based brands? Would really help boost sales in supermarket
stores if there are lots of students living nearby.
A good option to build customer awareness in retail outlets. Best for larger
Product sampling supermarkets where there is more space. Would be useful for also gaining
customer feedback on new product ideas (e.g., new flavours)
Close fit with the profile of the 25% of people who already buy plant-based
Instagram products + very visual. Can be used to link directly to Calmsun’s Facebook
shop too
FROM THE RESEARCH PACK, WHICH CUSTOMER AUDIENCES MIGHT BE GOOD FOR PROMOTIONAL CAMPAIGNS?

Product interests Vegans, flexitarians, plant-based diet

Competitor fans /
Alpro, Oatly, Rude Health, Plenish, Innocent, Califia Farms, Koko etc.
followers

Age, gender, education 16-35 age range, women, students

Other interests Environmental issues, opposition to dairy farming