I buy whole milk every week for my family, but I never drink milk because I don't like its smell and taste. Recently, I see a marketing post talked about Oatly milk which is very popular oat milk in these years.
Unfortunately, it is too popular to buy one. It is out of stock in Target and Starbucks near me. Why is it sell so fast? What's the secret(s)?
About Oatly
Oatly is a Swedish oatmilk brand. Oatly is founded in 1994, Oatly was the first manufacturer to produce and sell oat milk. It turns fiber-rich oats into nutritional liquid food that is perfectly designed for humans.
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| From Oatly |
Marketing Strategy: BARISTA+
One Product
When Oatly was expanding to international markets, they focused to launch only one product: Barista Edition.
The Barista Edition of Oatly suddenly wins many young customers' hearts. As more and more people care about nutrition and vegetarian food, it definitely offered a new and great choice for many customers.
Moreover, for people who don't like the smell of cow milk, they can try Oatly to be their daily nutrition.
One City
In 2016, Oatly launched in New York when they entered the U.S. market. And two years later, it launched in Shanghai, China.
Both New York and Shanghai are international cities in the world. People live in there are more likely to try new things and chase new trends. Most importantly, these two cities are growing very fast and having people from everywhere. Therefore, launching new products in these two cities can reach many potential customers, and it also helps to grow the market in other cities.
One Market
When Oatly was expanding to international markets, they focused to launch only one product: Barista Edition.
The Barista Edition of Oatly suddenly wins many young customers' hearts. As more and more people care about nutrition and vegetarian food, it definitely offered a new and great choice for many customers.
Moreover, for people who don't like the smell of cow milk, they can try Oatly to be their daily nutrition.
One City
In 2016, Oatly launched in New York when they entered the U.S. market. And two years later, it launched in Shanghai, China.
Both New York and Shanghai are international cities in the world. People live in there are more likely to try new things and chase new trends. Most importantly, these two cities are growing very fast and having people from everywhere. Therefore, launching new products in these two cities can reach many potential customers, and it also helps to grow the market in other cities.
One Market
Oatly distributed barista edition majorly in coffee shops and popular supermarkets. It partners with Starbucks and many local coffee shops.
According to Fast Company Report, in the U.S. Market, the demand for baristas are quickly exploded: 2,500 coffee shops and 1,500 grocery stores carry Oatly. Between 2017 and 2018, the company's revenue grew from $1.5 million to more than $15 million. And Oatly became one of the world most innovative companies in 2019.
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| From Instagram |
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| From Fast Company |
What Do We Learn?
Focusing on one product, one city, and one market is a very smart way to expand the business globally. The advantages of "Only One" marketing strategy are:
- Test the market
It is a safe way to test the product in one market first. Since it is only one product in one market, the company can get market feedback and make a new business decision quickly.
- Take control of budgets
Promotion can cost a lot of money especially when the brand decides to enter a new country. If the company only choose to promote one product in only one city, it will definitely cost efficiency.
- Reach the target group effectively
Many brands launch so many products in the market. They think they can target different target groups at once. It may be work, but most times it won't meet the expectation because some products may target the wrong customer group. In addition, it makes customers difficult to make the choice.
Focusing on coffee shops reaches a very clear target group—coffee drinker. With only one special oat milk in the coffee shop, it can quickly grab customer attention. People can easy to make a buying decision. People love this unique product that makes Oatly grow its business so fast.
- Measure the result
It is important to measure marketing results after launching a new product in a new place. "Only One" strategy can make Oatly measure sales, ad campaigns, and revenue much effectively when they concentrate on only one product in one market. Moreover, it also helps the company to expand its market rationally.
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