Analysis of Marketing Strategies of Plant-Based Food Companies in Nordic Countries and Proposition of a Sustainable Marketing Approach: a multi-case study

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bachelor_Le_Huong_Ly_2023.pdf (1.15 MB)

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School of Business | Bachelor's thesis
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Date

2023

Department

Mikkelin kampus

Major/Subject

Mcode

Degree programme

(Mikkeli) Bachelor’s Program in International Business

Language

en

Pages

68 + 3

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Abstract

The main objectives of this study were to understand and analyze marketing strategies of Nordic plant-based food companies. Besides, it aimed to identify opportunities and threats that the food trend is posing to marketing strategies. Lastly, it proposed a potential sustainable marketing approach for the companies in question. Using the 5Ps marketing mix model and sustainable marketing framework, data collected from the qualitative study indicate how Nordic plant-based food companies execute their marketing approaches in terms of product, price, place, promotion, and people. Sustainability efforts in marketing are also evaluated based on three sub-principles of the mentioned framework: green marketing, social marketing, and critical marketing. After all, the research discusses the need for a sustainable marketing approach for plant-based food brands. Most companies in question share some common characteristics in developing and marketing their products, such as focusing on taste and texture, pricing plant-based products higher than animal-based options, attempting to reduce transportation costs as much as possible, and communicating the image of high-quality products to consumers. While plant-based food, which is perceived as a sustainable product, is the core of the business, sustainability efforts in other aspects of the marketing mix are necessary for long-term operations.

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Thesis advisor

Rikkonen, Pasi

Keywords

marketing, sustainable marketing, plant-based, Nordic plant-based food companies, 5ps marketing mix

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https://urn.fi/URN:NBN:fi:aalto-202305213186

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[kand] Kauppakorkeakoulu / BIZ (Open Access)