Essays about: "Oatly"

Showing result 11 - 15 of 31 essays containing the word Oatly.

  1. 11. Is the growing demand for plant-based food disrupting the food industry?

    University essay from KTH/Skolan för industriell teknik och management (ITM)

    Author : Anna Tjernlund; [2021]
    Keywords : Sustainable transformation; plant-based; food industry; Oatly; dairy alternative; consumers; sustainability; Hållbar utveckling; industriell transformation; växtbaserat; livsmedelsindustri; mejeriindustri; mjölkalternativ; matindustri; konsumenter; hållbarhet; Oatly;

    Abstract : Many industries are following a trajectory where today’s production and consumption patterns are putting unsustainable strain on the health of our planet. One industry with particularly large impact is the animal-based food industry. READ MORE

  3. 12. 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

  4. 13. “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

    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

  5. 14. 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

  6. 15. Not a Brand but a Voice : The Advertising and Activism of Oatly in Germany

    University essay from Malmö universitet/Institutionen för konst, kultur och kommunikation (K3)

    Author : Luisa Falkenstein; [2020]
    Keywords : Advertising; Commodity Activism; Social Semiotics; Multimodal Discourse Analysis; Oatly;

    Abstract : When describing the company’s ethos and brand, the creative director of Swedish oat drink producer Oatly, John Schoolcraft, routinely declares the company’s intention to be not a brand, but a voice. As popular activist causes become utilized by companies and commodified for advertising use, identifying the ways in which communication is used to create meaning becomes a relevant skill. READ MORE