Marketing rationale for Calmsun
Activity 1
Market for plant-based Milk Products in the UK.
Plant-based milk has become increasingly popular in recent years. Soya milk was the first mass-
produced plant-based milk, but now there is a wide variety of plant-based milk available. Almond,
coconut, oat, and soya milks are the most frequent. The alternative dairy product market for plant-
based milk is almost 75%, the other 25% of the market is plant-based ice cream, yoghurt, cheese and
butter.
An estimated £363 million was spent on pant-based milk in the UK, with sales predicted to double in
the next five years. Furthermore, around 25% of people used plant-based milk in 2020, and the
market is rapidly expanding.
Because there are so many competitors, the goal of the business owner is to increase sales, and I will
advise the business to raise its awareness. The plant-based milk sector is becoming increasingly
competitive. Alpro, Rude Health, Plenish, and Innocent are examples of almond, oat, coconut, and
other plant-based products.
Plant-based milk is increasingly more popular with women than with males, particularly young
people aged 16 to 24. Furthermore, according to the survey, people (mainly women) aged 56 and up
use plant-based milk. The majority of respondents (45 out of 100) preferred to buy branded
products, whereas 63 people chose ice cream as a non-dairy food.
Aims and objectives
- To increase brand awareness by 10% within the 6 months.
- Gain 100,000 followers on Instagram and Facebook by the end of January 2022.
- Make £100,000 from online sales with 12 months of campaign launch.
The importance of knowing and understanding marketing aims and objectives.
Knowing marketing goals and objectives is critical since without them, the company will struggle to
carry out its plans because it won't know what it wants to do. It also helps for marketing decision-
making and effort. Furthermore, being more specific about what needs to be done, as well as having
defined aims and objectives, can help the business meet its objectives.
Primary research – Field
It involves first-hand research, which is often conducted for a specific purpose.
Surveys and questionnaires:
Calmsun uses a sample size of 100 customers who have used plant-based milk or other products in
the previous year to conduct surveys and questionnaires. From a total of 100 persons, 38 were
males, 60 were females, and 2 were others, indicating that females utilise more plant-based milks
than males and others. The second question were about the ages, most people aged 56 and up used
plant-based milk from the 100, while those aged 46 to 55 were also picked more frequently.
Moreover, when asked how often they use plant-based milk or other non-dairy products, 32 people
said several times a week, while 27 said every day. Question 4 asked customers why they buy plant-
based milk or other products, and 54 out of 100 said dairy farming is bad for the environment, 45
said they enjoyed the flavour, and the least one in five indicated they are vegan. 45 of the people
, answered the survey were chose that they often buy branded products and 34 of them said that
they usually buy from one brand, the 27 of them said that they rarely buy branded products as they
are preferring the supermarket own brand.
Question 6 asked if you had purchased any additional non-dairy products except basic plant-based
milk. Flavoured milk was chosen by 81 people out of 100, ice cream by 63, and yoghurt by 59. Lastly,
92 participants said they prefer products sold in sizes because they are more fit for their needs, and
84 of the 100 said discounts improve their relationship with the brand.
Secondary research – Desk
Plant-based milk has become increasingly popular in recent years. It accounts for over 75% of the
market for alternative dairy products. Plant-based ice cream, yoghurt, cheese, and butter account
for the remaining 25% of the market. By 2020, almost a quarter of the population would be drinking
plant-based milk. Plant-based milk was estimated to cost £363 million in the UK, with growth
expected to double in the next five years.
People who follow a vegan diet have always preferred plant-based milk. Veganism is believed to be
practised by 3% of the population in the United Kingdom. If the estimate is true, it shows that the
number of vegans has increased significantly in the last ten years, with the trend expected to
continue.
Additionally, some people believe that dairy farming is bad for the environment, although statistics
show that making cow's milk produces three times the amount of greenhouse emissions as any
plant-based milk.
Target market/audience
Calmsun is a plant-based company that mostly targets to women aged 56 and up. Furthermore, the
establishment has always been popular with vegans. Plant-based milk is also popular among young
people, with a decrease in the use of cow's milk among those aged 16 to 24, and more than a third
of them claiming to drink it.
I will advise Calmsun to enhance the product further by adding calcium or making the milk more
useful for women to feel confident in the kitchen by attracting and bringing more customers to the
business.
Size and structure
Since plant-based milk has become increasingly popular in recent years, there is a significant
opportunity for the industry to grow, with operators profiting from increased demand for the
products.
Market segmentation
Geographic/Demographics – Calmsun business is targeting both genders, specifically women aged
from 56+ and also young people from age 16-24. Plant-based milk will be also available for the
people on a vegan diet.
