Essays about: "Oatly"

Showing result 1 - 5 of 19 essays containing the word Oatly.

  1. 1. Do You Dare to Compare? The Effects of Comparative Advertising on Consumer Responses Towards the Advertised and Attacked Brands - A Case Study of Arla Foods and Oatly

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Louise Håkansson; Ebba Norberg; [2020]
    Keywords : Comparative Advertising; Market Position; Advertising Value; Malicious Comparative Advertising; Hierarchy of Effects;

    Abstract : In 2014, a long-stretched feud began between dairy company Arla Foods and oat milk company Oatly, and is continuously ongoing. The rivalry between the two companies includes advertising where the companies target one another, in different ways. READ MORE

  2. 2. “Milk is milk” versus “Ditch milk” : A case study of consumers’ attitudes towards brands involved in brand rivalry

    University essay from Högskolan Kristianstad/Fakulteten för ekonomi; Högskolan Kristianstad/Fakulteten för ekonomi

    Author : Pernilla Lerberg; Kajsa Nilsson; [2020]
    Keywords : Consumer attitudes; brand rivalry; public conflict; buzz marketing; brand; word-of-mouth;

    Abstract : For the last five years, Sweden has seen a quite remarkable milk war between the traditional Arla serving dairy products and the innovative Oatly offering vegan milk substitutes. The purpose of this thesis was to investigate how consumers’ attitudes are affected by firms’ involvement in brand rivalry, where the conflict between Arla and Oatly served as a case. READ MORE

  3. 3. The Making of ‘Sustainable Consumerism’ - A critical discourse analysis of the discourse of sustainability found in Oatly’s product advertisements

    University essay from Malmö universitet/Fakulteten för kultur och samhälle (KS)

    Author : Lindkvist Julia; [2020]
    Keywords : critical discourse analysis; AIDA; advertising strategies; sustainability discourse; Oatly;

    Abstract : With the help of various advertising strategies this study addresses the Swedish, plant-basedfood-production company Oatly, and their advertisements to see how the discourse onsustainability is approached. By using critical discourse analysis, and primarily Fairclough’sthree-dimensional-model for analysing discourse (1989, 1995) as well as the marketingframework AIDA, these advertisements have been analysed to see how the companymanages to tempt and persuade their consumers into consumption. READ MORE

  4. 4. Circular Business Models in the Dairy Industry - Analyzing a consumer's propensity to buy a firm's product depending on the level of circularity of its business model

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Tim Becker; Mathieu Logeais; [2020]
    Keywords : circular economy; business model; business strategies; dairy industry; consumers; Business and Economics;

    Abstract : Following a brief introduction on the history of Corporate Social Responsibility (CSR) and the concept of the Circular Economy (CE), the impact of the dairy industry on the environment is introduced. This study then focuses on the gaps in research and the problem of implementing CE practices in the dairy industry. READ MORE

  5. 5. Growing Pains or Growing Gains? Investigating the Influence of Business Growth on Environmental and Social Credentials of Sustainability-driven Enterprises

    University essay from Lunds universitet/Internationella miljöinstitutet

    Author : Ekaterina Kushnir; [2020]
    Keywords : Sustainability-driven enterprise; social enterprise; business growth; growth factors; mission drift; Earth and Environmental Sciences; Business and Economics;

    Abstract : Sustainability-driven businesses combine the principles of conventional for-profit companies with a strong commitment to their social and environmental credentials. This structure enables them to address social problems in an economically sustainable manner and to capitalise on consumer demand for responsibly-made products. READ MORE