Introduction
I have been asked by a plant-based milk company named Calmsun to create a marketing
plan of the goal it is increasing the companies’ sales. The budget for this campaign is
£200,000 and the campaign is going to be run for a minimum of 30 weeks.
Competitors
There are many companies which operate in the plant-based milk industry some of these
may include companies such as Lilk, Alpro, Califa, Innocent, Elmhurst, Malk. These
companies are going to the competitors to Calmsun as they are the companies which own a
large stake of the market share in the plant-based milk industry. The competitors are going
to affect the marketing decision which is going to be made at the end as we may use some
of their techniques to help us develop a plan for Calmsun.
The Market
The plant-based milk market is a growing market and many sub sections of the market such
as Oat milk has been particularly popular in the last few years. According to the information
sheet “Oat milk is the most popular plant-based milk in the UK with sales reaching around
about £146 million in 2020”, which shows that there is a large market for Calmsun to
explore as the owner wants to increase their sales of their oat milk products this has shown
us that there is a huge opportunity for them to achieve a large market share of the oat milk
industry. Another figure which could back this up could be that “oat milk has doubled in
popularity from 2019 to 2020, which could show that the product is in the growth stage in
the product life cycle as it is increasing year on year, compared to other product of plant
based milk such as Almond milk which has only had an increase of 9 million in sales from
2019 which still shows that there is an increase but there is lower increase compared to Oat
milk which is the UK’s favourite plant based milk.
Market leader
The market leader in the plant- based milk industry are Alpro who are the market leader of
the who plant based milk market, this could be due to the large amount of product range
which can be supported through some primary research which can be found on the
information sheet, as of 100 people who were asked 67% said that they would have a better
relationship with a brand if they had a large choice of plant based milk which Alpro have
done well at, they have a variety of different flavoured plant based milk from flavours such
as vanilla, macchiato, mango, hazelnut chocolate, chocolate, almond salted caramel and
coconut. On the other hand, Alpro are not the market leader of oat milk industry as Oatly
milk are the market leader of oat milk industry this is because they are a business which
focus mainly on selling oat milk which allows them to have an advantage other company
such as Alpro as they have many different products which they sell, and they have many
different flavours which they sell.
Target Market
, For plant-based products the target market has to be specific as there could be a lot of
money wasted on advertising to the wrong target market especially when the product is
considered as a niche product. According to the information sheet “plant-based milk is more
popular with Women than Men”. This depicts that there are more women who are vegan,
who are health conscious, who are lactose intolerant and who are against dairy farming as
these are the most comment reasons why people would choose to drink plant-based milk
compared to cow’s milk. However, the target market is going to be aimed at ages 16 -24 and
are female with a low to middle income and has an interest in healthy lifestyle. This is going
to the target market we are likely to aim for, as we are trying to get Calmsun more sales in
the oat milk department.
Trends
A trend which has affected the sales of plant-based milk could be the trend to become
vegan. Over the years there has been an increase in people becoming vegan as there are
many health benefits which many people want to acquire this has negatively affected sales
of cow’s milk and has positively affected sales of plant-based milk. According to the
information sheet “3% of people in the UK are vegan” this allows us to work out how many
potential customers we may attract.
SWOT
Strengths Weaknesses
The business is operating in a They haven’t been able to create
growing market. many products.
The business has quick delivery Their product is at the higher prices
times in which they deliver their for their products which could be
products to their customers within higher than already established
24 hours. brands.
Their milk is gluten free and They haven’t been able to target the
unsweetened. younger audience as most of their
customers are between the ages of
35 and 65.
Opportunities Threats
Pay for better places of Competitors may undercut the
advertisements on the magazine to businesses prices.
get more attention to the product. There crops may get damaged
which could mean that there Is a
They could create more products so loss in profits.
that they have a larger product Competitors may have a bigger
I have been asked by a plant-based milk company named Calmsun to create a marketing
plan of the goal it is increasing the companies’ sales. The budget for this campaign is
£200,000 and the campaign is going to be run for a minimum of 30 weeks.
Competitors
There are many companies which operate in the plant-based milk industry some of these
may include companies such as Lilk, Alpro, Califa, Innocent, Elmhurst, Malk. These
companies are going to the competitors to Calmsun as they are the companies which own a
large stake of the market share in the plant-based milk industry. The competitors are going
to affect the marketing decision which is going to be made at the end as we may use some
of their techniques to help us develop a plan for Calmsun.
The Market
The plant-based milk market is a growing market and many sub sections of the market such
as Oat milk has been particularly popular in the last few years. According to the information
sheet “Oat milk is the most popular plant-based milk in the UK with sales reaching around
about £146 million in 2020”, which shows that there is a large market for Calmsun to
explore as the owner wants to increase their sales of their oat milk products this has shown
us that there is a huge opportunity for them to achieve a large market share of the oat milk
industry. Another figure which could back this up could be that “oat milk has doubled in
popularity from 2019 to 2020, which could show that the product is in the growth stage in
the product life cycle as it is increasing year on year, compared to other product of plant
based milk such as Almond milk which has only had an increase of 9 million in sales from
2019 which still shows that there is an increase but there is lower increase compared to Oat
milk which is the UK’s favourite plant based milk.
Market leader
The market leader in the plant- based milk industry are Alpro who are the market leader of
the who plant based milk market, this could be due to the large amount of product range
which can be supported through some primary research which can be found on the
information sheet, as of 100 people who were asked 67% said that they would have a better
relationship with a brand if they had a large choice of plant based milk which Alpro have
done well at, they have a variety of different flavoured plant based milk from flavours such
as vanilla, macchiato, mango, hazelnut chocolate, chocolate, almond salted caramel and
coconut. On the other hand, Alpro are not the market leader of oat milk industry as Oatly
milk are the market leader of oat milk industry this is because they are a business which
focus mainly on selling oat milk which allows them to have an advantage other company
such as Alpro as they have many different products which they sell, and they have many
different flavours which they sell.
Target Market
, For plant-based products the target market has to be specific as there could be a lot of
money wasted on advertising to the wrong target market especially when the product is
considered as a niche product. According to the information sheet “plant-based milk is more
popular with Women than Men”. This depicts that there are more women who are vegan,
who are health conscious, who are lactose intolerant and who are against dairy farming as
these are the most comment reasons why people would choose to drink plant-based milk
compared to cow’s milk. However, the target market is going to be aimed at ages 16 -24 and
are female with a low to middle income and has an interest in healthy lifestyle. This is going
to the target market we are likely to aim for, as we are trying to get Calmsun more sales in
the oat milk department.
Trends
A trend which has affected the sales of plant-based milk could be the trend to become
vegan. Over the years there has been an increase in people becoming vegan as there are
many health benefits which many people want to acquire this has negatively affected sales
of cow’s milk and has positively affected sales of plant-based milk. According to the
information sheet “3% of people in the UK are vegan” this allows us to work out how many
potential customers we may attract.
SWOT
Strengths Weaknesses
The business is operating in a They haven’t been able to create
growing market. many products.
The business has quick delivery Their product is at the higher prices
times in which they deliver their for their products which could be
products to their customers within higher than already established
24 hours. brands.
Their milk is gluten free and They haven’t been able to target the
unsweetened. younger audience as most of their
customers are between the ages of
35 and 65.
Opportunities Threats
Pay for better places of Competitors may undercut the
advertisements on the magazine to businesses prices.
get more attention to the product. There crops may get damaged
which could mean that there Is a
They could create more products so loss in profits.
that they have a larger product Competitors may have a bigger
