Exam (elaborations)
Unit 2: Developing a marketing campaign D* (Calmsun)
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- PEARSON (PEARSON)
Related to the Pearson sample assessment material about Calmsun. Done under exam conditions and graded D*.
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CALMSUN case studyINTRODUCTION
Calmsun is a UK-based company that manufactures and sells plant-based milk products. The
company has been rapidly expanding in recent years. Plat-based milk is almost 75% of the market for
alternative dairy products. Plant-based ice cream, yoghurt, cheese, and butter for the remaining 25%
of the market. Coffee shops such as Starbucks, Costa, and other coffee shops have helped to grow
the market for plant-based milk.
Plant-based milk has been gaining popularity over the last few years. It began with the production of
soy milk, but today offers a diverse range of plant-based milks. People's favourite plant-based milks
are coconut milk, oat milk, almond milk, and soya milk.
Plant based is growing rapitadely in the market. In 2020 25% were using plant-based milk, and it is
estimated that plant-based milk is expected to double its growth with 5 years in the UK with an
estimated £363 million was spent on plant-based milk.
Calmsun is experiencing an increase in competitions as the popularity of plant-based milk grows.
Competitors such as Alpro, Rude Health, Plenish and innocent produce plant based which are made
of plants, almond coconuts, and oats.
AIMS and OBEJECTIVES
o Increase brand awareness by 50% within 6 months in the UK, by advertising on social media
(Instagram ads).
o Gain new followers on social media (40,000 followers) within 7 months.
o To make a 15% net profit by April 31.
o To create 20% income from internet sales by December 20.
MARKET STRUCTURE, SIZE, SHARE
Calmsun is a mass market as it offers enormous quantities of goods to a wide range of customers at
a reasonable price.
The demand for plant-based milk is rapidly increasing. By 2020, 25% of the population would be
drinking plant-based milk. It is anticipated to be spent £363 million on plant-based milk in the UK,
with growth expected to double in the next five years.
MARKET TRENDS
In the United Kingdom, oat milk is presently the most popular plant-based milk. Oat milk's popularity
increased in a year, with sales reaching £146 million in 2020. Almond milk is the second most
popular plant-based milk, with sales of around £105 million in 2020, a little rise of £9 million from
2019. Cow’s milk is still quite popular, with £3.2 billion sales in 2020.
Furthermore, the survey of 2,000 people aged 16 and older discovered that nearly 44% of those
aged 25 to 44 are plant-based milk consumers. The main motivation for drinking plant-based for
people, are the concerns about the environment and health. As they believe, manufacturing cow's
milk generates three times the amount of greenhouse gases compared to plant-based milk. Many
dairy farmers, however, now use energy efficient methods to produce cow’s milk, and they protect
, the environment by avoiding polluting rivers or canals, as well as managing woods, soil, and
hedgerows.
The data shows that, while plant-based milk is becoming more popular, it still does not have the
same level of popularity as cow's milk. Many people still choose to consume cow's milk over plant-
based milk. According to the research, people aged 16 and older do not consume as much plant-
based milk compared to people aged 25 to 44. This could be because cow's milk has more calcium
than plant-based milk. Calcium helps in the development of the bones for the growth young people
and the prevention of osteoporosis. Cow’s milk contains vitamins such as vitamin B12, and vitamin
D.
TARGET MARKET
Plant based milk its very popular for a vegan diet. Plant based milk is popular more among women
then men as women are more conscious about their health and physics compared to men. Women's
bodies are built to accumulate fat more easily than men. The use of cow's milk has decreased while
plant-based milk has grown in popularity among people aged 16 to 24. The reason why young
people choose to drink plant-based milk, may be related to the growing concerns about their health,
the environment, and animal welfare.
Although plant-based milk has become popular among young people aged 16 to 25, however the
research shows that they are least likely to consume plant-based milk, compared to the 56+ age
group, which are the greatest consumers of plant-based milk. The research also shows that this age
group are the most common people to consume plant-based milk everyday with the majority of
them being women. People aged 56 and over are most likely to consume plant-based milk, because
it can cause osteoporosis, which causes their bones to become brittle and break easily. Additionally,
drinking a lot of cow's milk can cause them cancer.
MARKETING SEGMENTATION
Demographic – Calmsun target market are all genders, young people of age 16-25 and adults age of
56+.
Geographic – Calmsun is based in the UK the products will be served to people all across UK.
Behavioural – older people are more likely to stay loyal to the brand as cows milk harms their
health.
Psychographic – Young people are very concerned of their appearance, so they attempt to eat and
drink healthy in order to keep their bodies in good and healthy form. For those aged 56 and over,
plant-based milk is the ideal alternative because cow's milk can cause a lot of damage to their
bodies.
COMPETITORS
Calmsun's main competitors are Alpro, Rude Health, and Plenish, these competitors produce and sell
the same products as Calmsun does.
In 2021, Alpro developed a campaign called "eat your way to a better planet"! The campaign is
considering ways to help the environment, such as wearing thick wool jumpers instead of turning on
the heat. By 2025, their goal is to encourage individuals to eat a plant-based diet.
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