Essays about: "marketing arla"

Showing result 1 - 5 of 13 essays containing the words marketing arla.

  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

  3. 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

    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

  4. 3. Beyond milk : framing milk and oat-drink campaigns in Sweden

    University essay from SLU/Dept. of Urban and Rural Development

    Author : Maria Eduarda Rigo Cavinato; [2018]
    Keywords : Framing Theory; Social-Media; Milk; Oat-drink; Environmental Impact;

    Abstract : The growing demand for products that cause minimal environment impact and follow a sustainable production system allow new brands and marketing concepts to compete with traditional companies and well established products on the market. Through Facebook and Instagram, companies are able to connect with their consumers and present their own point of view on many different subjects. READ MORE

  5. 4. A conversation on milk : Exploring Swedish milk history on Arla's milk panels

    University essay from Uppsala universitet/Institutionen för arkeologi och antik historia

    Author : Linnea Thörnqvist; [2018]
    Keywords : Arla; milk; dairy; food; Sweden; consumption; nationalisation; propaganda; semiotics; mjölk; mjölkpaket;

    Abstract : Sweden is one of the heaviest milk consuming countries in the world. The milk- and dairy ‘giant’ Arla, is the largest distributing company of milk- and dairy in Sweden. Since, 1975 Arla began to use the back of their own milk packages as a channel for advertisement, facts, and information. READ MORE

  6. 5. Organizational Identity in Practice? : -How theoretical concepts of Organizational Identity are perceived in the empirical setting of Arla Foods

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Louise Maritz; Sarah Jarne; [2014]
    Keywords : Organizational Identity; Perceptions; Employees; Integration; Empirical Setting; Theoretical model; Organizational Culture; Organizational Image; Mirroring; Reflecting;

    Abstract : An organization’s internal processes of identity management is argued to influence its communication, which in turn influence the perceived reputation of the organization. The aim of this study is to investigate how the organizational identity is reflected upon and perceived integrated in employees’ daily work. READ MORE