How Oatly Tapped into the Chinese Market by Promoting Green Diets?

Gao Wang; Yajin Wang; Ju Qiu; Lijin Lu

Product #:MKT-23-059-CE

Supplier:China Europe International Business School

Discipline:Marketing

Details:Case (PDF) • 17 pages • 2024-08-07 (Rev: 2024-08-07)

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This is a case.

Learning Objectives

This case focuses on the challenges faced by Oatly during its entry into the Chinese market and the process of building its brand. Its purpose is to assist students in understanding the general principles of establishing brand equity and to encourage them to consider consumer reactions and the social value of green consumption and ESG concepts in the Chinese market. While the case study can be used to achieve various teaching objectives, the instructor can choose which objectives to focus on and design discussion topics accordingly. 1. Help students understand the differences in strategy and tactics between acting as a supplier and engaging in co-branding partnerships: Develop the ability to select appropriate partners, determine the timing of co-branding initiatives, and understand the pros and cons of co-branding. 2. Consider how an ingredient brand motivates partners to promote the brand: Explore how the brand establishes consumer recognition in business-to-business (B2B) relationships and how pricing strategies affect partners' incentives. 3. Understand brand extension and its available strategies. 4. Consider how brands in an industry with low entry barriers manage relationships with competitors: Analyze strategies during different stages of market maturity. 5. Consider how multinational corporations manage the conflict between maintaining a consistent brand strategy globally and local adaptability. 6. Understand the relationship between brands and consumers. Reflect on the challenges of building brand resonance. Consider how consumers perceive when brands advocate green consumption and ESG concepts, and how to incorporate ESG into brand strategy to provide the value that consumers desire.