Alpro is a company with a long history, which is committed to environmental protection. Based on the principle of healthy diets, it also promises "Sustainability, part of our DNA (Alpro, 2021a)." and provides consumers with a wide selection of high-quality plant-based products. Launched in line with these brand promises, the new products are a Super-functional plant-based beverage series that are enriched with probiotics, calcium and vitamins while maintaining high quality and sustainability. By integrating previous advantages with new features, the product may provide health and environmentally friendly solutions for a wider consumer group, such as urban millennials, Generation Z consumers, and fitness enthusiasts seeking nutritional benefits and eco-friendly choices. This essay intends to develop an effective marketing strategy for this new Alpro product range. After analyzing the enterprise environment, it will use the 4C's framework (Lauterborn, 1990) to strategically develop a marketing plan that will satisfy the demands of the target consumer group and ensure a successful promotion of the range of Super-functional plant-based beverage series. Finally, the implementation process will be mapped out using a Gantt chart and several criteria will be provided to assess the effectiveness of the implementation.
Alpro 是一家历史悠久的公司，致力于环境保护。在健康饮食原则的基础上，它还承诺 "可持续性，我们 DNA 的一部分（Alpro，2021a）"，并为消费者提供多种优质植物产品选择。根据这些品牌承诺推出的新产品是超级功能植物饮料系列，富含益生菌、钙和维生素，同时保持高品质和可持续性。通过将原有优势与新功能相结合，该产品可为更广泛的消费群体提供健康和环保解决方案，如城市千禧一代、Z 世代消费者以及寻求营养益处和环保选择的健身爱好者。本论文旨在为这一新的 Alpro 产品系列制定有效的营销战略。在对企业环境进行分析后，将利用 4C 框架（劳特伯恩，1990 年）战略性地制定营销计划，以满足目标消费群体的需求，确保超功能植物饮料系列产品的成功推广。最后，将使用甘特图对实施过程进行规划，并提供若干标准来评估实施的有效性。
By analyzing the internal and external environment of the company, opportunities and challenges for the company are recognizable. The most significant opportunity provided by macro-external conditions is the increase in the number of people pursuing traditional dairy alternatives, with plant-based beverages becoming trendy. According to an industry report provided by Grand View Research (2023), The worldwide dairy alternatives market scale is estimated at USD 29.18 billion and is expected to grow at a compound annual growth rate (CAGR) of 12.6% to USD 66.2 billion by 2030. The factors driving this growth are mainly the increase in the lactose intolerant population, which has been reported to be very common in Asian populations, especially in East Asia, where approximately 90-100 % of individuals are affected to a more or lesser extent, and many Asians experience discomfort when consuming traditional dairy products (Bapat, 2021). As a result, traditional dairy alternatives are becoming increasingly popular in Asia. These alternatives such as soya, almond and oat milk are naturally lactose-free and offer a suitable option for those who are lactose intolerant. In addition, although the tolerance level of lactose among European and American populations is higher than that of Asians, the dairy substitute market in Europe is also predicted to grow significantly due to the growing requirement for healthier products. Over 20% of Germans says they would pay a higher price for non-dairy ice cream (Grand View Research, 2023). This is also support by a report released in the British Medical Journal (2021), a plant-based diet was linked with lower rates of medium to serious COVID-19.
通过分析公司的内部和外部环境，可以认识到公司面临的机遇和挑战。宏观外部环境提供的最重要机遇是，随着植物饮料成为时尚，越来越多的人开始追求传统的乳制品替代品。根据 Grand View Research 提供的行业报告（2023 年），全球乳制品替代品市场规模估计为 291.8 亿美元，预计到 2030 年将以 12.6% 的复合年增长率（CAGR）增长至 662 亿美元。推动这一增长的因素主要是乳糖不耐受人群的增加，据报道，乳糖不耐受在亚洲人群中非常普遍，尤其是在东亚，约有 90%-100% 的人或多或少受到影响，许多亚洲人在食用传统乳制品时会感到不适（Bapat，2021 年）。因此，传统乳制品替代品在亚洲越来越受欢迎。大豆、杏仁和燕麦奶等替代品天然不含乳糖，为乳糖不耐症患者提供了合适的选择。此外，虽然欧美人对乳糖的耐受程度高于亚洲人，但由于对健康产品的要求不断提高，预计欧洲的乳制品替代品市场也将大幅增长。超过 20% 的德国人表示，他们愿意为非乳冰淇淋支付更高的价格（Grand View Research，2023 年）。英国医学杂志》（2021 年）发布的一份报告也支持这一观点，该报告指出，以植物为基础的饮食与较低的中重度 COVID-19 发病率有关。
On the other aspect, although consumers can choose lactose-free milk to cope with lactose intolerance, plant-based beverages are usually cholesterol-free and contain less saturated fat than regular and lactose-free milk, which contributes to heart health and is in line with dietary recommendations to reduce saturated fat intake (Sethi et al., 2016). Furthermore, the production of plant-based beverages Tends to use fewer natural resources, including water and land, and emit fewer greenhouse gases (GHG) than dairy products, making them more environmentally friendly and popular among vegetarians and environmentalist populations (Emergen Research, 2023).
另一方面，虽然消费者可以选择不含乳糖的牛奶来应对乳糖不耐症，但植物饮料通常不含胆固醇，与普通牛奶和不含乳糖的牛奶相比，所含饱和脂肪更少，这有助于心脏健康，也符合减少饱和脂肪摄入量的膳食建议（Sethi 等人，2016 年）。此外，与乳制品相比，植物饮料的生产往往使用较少的自然资源（包括水和土地），排放较少的温室气体（GHG），因此更加环保，受到素食主义者和环保主义者的青睐（Emergen Research，2023 年）。
Alpro's 40-year long brand history gives it an outstanding reputation and a pioneering position in the European market that is difficult for competitors to copy, providing a significant advantage in the dairy alternatives market. Additionally, the diverse product line of the organization offers a wide range of plant-based options, including soya, almond and oat milks. This broad product line further enables it to meet different consumer preferences and dietary needs.
Alpro 长达 40 年的品牌历史使其在欧洲市场享有盛誉，并占据了竞争对手难以模仿的先锋地位，从而在乳制品替代品市场上占据了显著优势。此外，该公司多样化的产品线提供了多种植物性选择，包括豆奶、杏仁奶和燕麦奶。丰富的产品线进一步满足了不同消费者的喜好和饮食需求。
Through investigation of current Alpro awareness shows a weak point is that although Alpro is a leader in Europe (Technavio, 2024), its awareness in the Asian market falls behind competitors such as Oatly more notably (FBIF Food et al., 2024). As for example, Alpro has declared its entry into the Chinese market in 2021, and to presently has only carried out some collaborations with selected premium coffee shops (Qin, 2021), and it is still difficult for consumers to purchase Alpro's products on mainstream platforms. With more and more brands entering the plant-based food market, the competitive pressure in the market is increasing rapidly, and Alpro will lose a lot of benefits if it maintains its current slow-growing or even slightly stalled market (Tan, 2016). However, Alpro has an advantage over its competitors in having a broader plant-based product range, and the new product launch could be an opportunity for Alpro to further expand into the sizable Asian market.
通过调查目前 Alpro 的知名度可以发现一个弱点，即虽然 Alpro 在欧洲处于领先地位（Technavio，2024 年），但其在亚洲市场的知名度却明显落后于 Oatly 等竞争对手（FBIF Food 等，2024 年）。例如，Alpro 已宣布于 2021 年进入中国市场，但目前仅与部分高端咖啡店开展了合作（Qin，2021 年），消费者仍然很难在主流平台上购买到 Alpro 的产品。随着越来越多的品牌进入植物性食品市场，市场竞争压力迅速增大，Alpro 如果继续保持目前缓慢增长甚至略有停滞的市场，将会失去很多利益（Tan，2016）。不过，与竞争对手相比，Alpro 的优势在于拥有更广泛的植物性产品系列，新产品的推出可能成为 Alpro 进一步拓展可观的亚洲市场的契机。
After analyzing the business environment, the most attractive segment for the new product is young adults between the ages of 18 and 40, including urban workers and fitness enthusiasts. These groups typically have freer available incomes and are health-conscious while also concerned about the brand's contribution to environmental protection (Deloitte, 2024). The new beverage range for Alpro will cover the demands of this population.
经过对商业环境的分析，新产品最吸引人的细分市场是 18 岁至 40 岁的年轻人，包括城市工人和健身爱好者。这些群体通常收入较为宽裕，注重健康，同时也关注品牌对环境保护的贡献（德勤，2024 年）。Alpro 的新饮料系列将满足这些人群的需求。
On the basis of analyses of the environment and market segments, three strategy objectives have been set for the new product:
根据对环境和细分市场的分析，为新产品设定了三个战略目标：
Capture 10 % of the plant-based market within 2 years
在两年内占据 10% 的植物基市场份额
Increase brand awareness in the market (especially in Asia) by 30 % within one year
一年内在市场（尤其是亚洲市场）上将品牌知名度提高 30
Collaborate with farmers in more countries and regions to reduce costs while increasing sustainability
与更多国家和地区的农民合作，在提高可持续性的同时降低成本
The 4C’s
4C
Consumer Wants and Needs
消费者的愿望和需求
Analyzing the Alpro Super-functional beverage line based on the product layer overview provided by Levitt (1986), the core of the product offerings are health functions and nutritional value. Since the fast-paced urban lifestyle of modern times is also driving consumers to seek convenient nutritional supplements (BevSource, n.d.), the ''actual'' benefits provided by this product are a wide range of beverages in environmentally friendly packages and available in a variety of packages and sizes. The product satisfies the consumer's quest for both health and convenience while meeting the brand's promise of nutrition plus sustainability.
根据 Levitt（1986 年）提供的产品层概述分析 Alpro 超级功能饮料系列，其产品的 核心是保健功能和营养价值。由于现代快节奏的都市生活方式也促使消费者寻求方便的营养补充（BevSource，n.d.），该产品提供的 "实际 "利益是以环保包装提供多种饮料，并有各种包装和规格可供选择。该产品既满足了消费者对健康和便利的追求，又实现了品牌对营养和可持续发展的承诺。
The augmented benefits of Alpro's new line of plant-based beverages will enhance the nutritional value of the original plant-based beverages with the addition of vitamin-rich, Calcium-rich, and probiotic-rich beverages, making them a multi-functional beverage. The nutritional offering is more satisfying to the modern demand for convenience nutrition in a speedy form (BevSource, n.d.). The probiotics in the product line are able to support gut health, while the calcium and vitamins added fill common nutritional gaps, features that meet the daily dietary needs of urban workers and fitness enthusiasts who focus on health benefits (Technavio, 2024). Furthermore, Alpro's own extensive product range will further differentiate the brand from its competitors in this area, which has a wide market potential.
Alpro 的新植物饮料系列增加了富含维生素、钙和益生菌的饮料，从而提高了原有植物饮料的营养价值，使其成为一种多功能饮料。这种营养产品更能满足现代人对方便快捷营养的需求（BevSource，n.d.）。该产品系列中的益生菌能够支持肠道健康，而添加的钙和维生素则填补了常见的营养空白，这些特点满足了注重健康的都市工作者和健身爱好者的日常饮食需求（Technavio，2024 年）。此外，Alpro 自身丰富的产品系列将使该品牌在这一市场潜力巨大的领域进一步区别于竞争对手。
The potential offerings of the Super-functional plant-based line of products are sustainability. The modern consumer, especially Millennials and Generation Z, prioritizes sustainability. According to a survey by Deloitte (2024), about two-thirds of Gen Z (64 %) and Millennials (63 %) are more likely to spend more on environmentally sustainable products or services. By using eco-friendly packaging and responsibly sourcing raw materials (Alpro, 2024b), Alpro can demonstrate its commitment to reducing its environmental footprint in the new series. This will resonate with consumers who align their purchasing decisions with environmental values.
超功能植物产品系列的潜在优势在于可持续性。现代消费者，尤其是千禧一代和 Z 世代，将可持续性放在首位。根据德勤（2024 年）的一项调查，约三分之二的 Z 世代（64%）和千禧一代（63%）更愿意在环境可持续产品或服务上花费更多。通过使用环保包装和负责任地采购原材料（Alpro，2024b），Alpro 可以在新系列中展示其减少环境足迹的承诺。这将引起消费者的共鸣，因为他们的购买决策与环境价值相一致。
Cost
费用
The pricing strategy for super-functional ranges has to emphasize the long-term value of the product , with Value-based pricing demonstrating that although the up-front cost may be higher than for a regular plant-based beverage, the additional functional benefits of the product (e.g. probiotics, vitamins, and calcium) provide a greater return on health, which can enhance the perceived value for the consumer and engage a population willing to invest in quality and wellness (Bloomenthal, 2024). Underlying this pricing strategy, Alpro will also demonstrate the cost and quality of its products through transparency, a study by Mohan et al. (2019) from Harvard Business School examines how disclosing production costs could increase consumer trust and interest in purchasing. The study shows that when a company discloses its costs, consumers will consider the company to be more honest and are more likely to purchase products from the company. Alpro is able to help consumers perceive value for money by being transparent in communicating about the origin of ingredients, the production process and nutritional benefits. Explaining the environmental benefits and high-quality ingredients further strengthens the notion that consumers are paying for more than just a bottle of beverage.
超级功能系列的定价策略必须强调产品的长期价值，以价值为基础的定价表明，虽然前期成本可能高于普通植物饮料，但产品的额外功能优势（如益生菌、维生素和钙）提供了更大的健康回报，这可以提高消费者的感知价值，吸引愿意在质量和健康方面投资的人群（Bloomenthal，2024 年）。在这一定价策略的基础上，Alpro 还将通过透明度来展示其产品的成本和质量，哈佛商学院 Mohan 等人（2019 年）的一项研究探讨了披露生产成本如何提高消费者的信任度和购买兴趣。研究表明，当一家公司披露其成本时，消费者会认为该公司更加诚实，更有可能购买该公司的产品。Alpro 通过透明地宣传原料来源、生产过程和营养价值，帮助消费者认识到物有所值。对环境效益和优质成分的解释进一步强化了消费者的观念，即他们购买的不仅仅是一瓶饮料。
Responding to the requirements of the portability-seeking consumer group, the products will also be available in different sizes or in bulk packs, allowing consumers to choose the option that suits their budget. For example, the smaller single-serve packs fulfill the desires of consumers who need to take the product anywhere, anytime (e.g., urban professionals), as well as attracting new customers to try the product without pressure. In contrast, the bulk option caters for loyal and high-frequency purchasers.
为了满足追求便携性的消费群体的需求，产品还将提供不同规格或散装，让消费者可以根据自己的预算进行选择。例如，较小的单份包装满足了需要随时随地携带产品的消费者（如城市专业人士）的愿望，同时也吸引了新顾客，让他们在没有压力的情况下尝试产品。相比之下，散装产品则适合忠实的高频购买者。
Convenience
便利性
The increasing importance of convenience is obvious in consumer behavior, with modern consumers expecting to be able to access products without too many difficulties. A report by Smart Insights (2020) states that 83% of consumers believe convenience is more important at present than it was in five years' time, and with 97% of people abandoning a purchase due to inconvenience. Convenience is a key driver of purchasing decisions currently, Alpro's marketing strategy should ensure that the Super Functional range is accessible to consumers anytime, anywhere through multiple channels. E-commerce has become a key distribution channel as people increasingly prefer to do their shopping online. Collaborating with platforms such as Amazon will ensure a wide market reach.
便利性的重要性在消费者行为中显而易见，现代消费者希望能够在没有太多困难的情况下获得产品。Smart Insights（2020 年）的一份报告指出，83% 的消费者认为目前的便利性比五年前更重要，97% 的人因不便而放弃购买。目前，便利性是购买决策的关键驱动因素，Alpro 的营销战略应确保消费者随时随地都能通过多种渠道购买到超级功能系列。随着人们越来越喜欢在网上购物，电子商务已成为一个重要的分销渠道。与亚马逊等平台合作将确保广泛的市场覆盖率。
However, while the online channel is vital, maintaining a strong presence in offline retailers is equally important. The new range should still engage with supermarkets, health food shops and specialist retailers to ensure its visibility in high-traffic areas. Since Alpro is a major brand with a wide range of plant-based products, supermarkets such as Tesco and Sainsbury's typically will integrate the same branded products in-store. The new series can thus be promoted by setting up a special area with product descriptions in these supermarkets, providing consumers with a dedicated space to explore the product line.
不过，虽然网络渠道至关重要，但在线下零售商中保持强大的影响力也同样重要。新产品系列仍应与超市、健康食品店和专业零售商合作，以确保其在人流密集区的可见度。由于 Alpro 是一个拥有多种植物产品的大品牌，Tesco 和 Sainsbury's 等超市通常会在店内整合相同品牌的产品。因此，可以在这些超市设立一个专门的产品介绍区来推广新系列，为消费者提供一个探索产品系列的专门空间。
In terms of offline sales, the new range can also be sold in cross-promotional partnerships with gyms, yoga studios and wellness centers. These organizations may provide health-conscious customers with convenient access to healthy products, helping Alpro's products to reach and attract people who are already interested in health and fitness. For instance, gyms can provide joint communities or nutritive counseling to demonstrate how exercise and healthy diets can complement each other (Irwin, 2023). Creating a comprehensive approach to total wellness through cross-promotion services. This type of collaborative marketing allows for excellent opportunities to expand the potential customer population, bring in more long-term users and diversify revenue streams for both parties. (Marketing Ideas 101, n.d.)
在线下销售方面，新系列产品还可以通过与健身房、瑜伽馆和健康中心的交叉推广合作进行销售。这些机构可以为注重健康的顾客提供获取健康产品的便利，帮助 Alpro 的产品接触并吸引那些已经对健康和健身感兴趣的人。例如，健身房可以提供联合社区或营养咨询，展示锻炼和健康饮食如何相辅相成（Irwin，2023 年）。通过交叉推广服务，创建全面健康的综合方法。这种合作营销方式为扩大潜在客户群、带来更多长期用户以及使双方收入来源多样化提供了绝佳机会。(营销理念 101，未注明出处）。
Communication
交流
Based on the existing basic understanding of plant-based products (Grand View Research, 2023), Alpro can simplify the process of promoting the concept of plant-based offerings. Communications should focus on the functional benefits and convenience of the new product, particularly the support of probiotics for gut health, calcium for bone strength and vitamins for overall health. Promotional content could use taglines like "Better Wellness through Drinking" or "Nutrition and Health in Every Sip" and deliver these through product packaging, digital marketing and in-store promotions.
基于现有的对植物性产品的基本认识（Grand View Research，2023 年），Alpro 可以简化植物性产品概念的推广过程。宣传重点应放在新产品的功能优势和便利性上，尤其是益生菌对肠道健康的支持、钙对骨骼强度的支持以及维生素对整体健康的支持。宣传内容可使用 "喝出健康 "或 "每一口都是营养和健康 "等标语，并通过产品包装、数字营销和店内促销等方式进行传播。
Meanwhile, the communication process should also emphasize the sustainability of new products in its efforts to be aligned with the values of the target consumers. Alpro have practical achievements in working with farmers to promote sustainable and regenerative agricultural practices, ensuring the responsible sourcing and production of its plant-based products. Moreover, during the past decade plus, Alpro has reduced its direct carbon emissions per product by more than 35 per cent through plant energy improvements (Alpro, 2021a). Visual content such as short videos, animations and information maps can be used to demonstrate the ingredients and production processes of the super-functional range of products, from the sourcing of sustainable raw materials, the collaboration with farmers in different regions and even the realization of the environmentally friendly packaging planned in 2024 (Alpro, 2024b). The content will be shared on the mainstream media platforms such as Instagram, TikTok and YouTube to appeal to a younger audience that enjoys visual content.
同时，在传播过程中还应强调新产品的可持续性，努力与目标消费者的价值观保持一致。Alpro 在与农民合作推广可持续再生农业实践方面取得了实际成果，确保了其植物产品的负责任采购和生产。此外，在过去十多年中，Alpro 通过改进工厂能源，将每件产品的直接碳排放量减少了 35% 以上（Alpro，2021a）。视频短片、动画和信息地图等可视化内容可用于展示超级功能系列产品的成分和生产过程，包括可持续原材料的采购、与不同地区农民的合作，甚至是计划于 2024 年实现的环保包装（Alpro，2024b）。这些内容将在 Instagram、TikTok 和 YouTube 等主流媒体平台上分享，以吸引喜欢视觉内容的年轻受众。
Partnering with fitness influencers, nutritionists, and sustainability advocates will boost Alpro's messaging and achieve influencer marketing (Leung et al., 2022). Influencers can share real-life stories of how they integrate the super-functional line into their daily lives, creating relevant content. For instance, a fitness blogger could post a video on TikTok showing how to combine Alpro beverages with their fitness program or healthy diet. Alternatively, a barista could be posting coffee-making videos, using Alpro's new product series to prepare coffee and posting recipes. These mainstream media-based marketing efforts also make it more convenient for Alpro to collect click-through rate data to assess product awareness.
与健身影响者、营养学家和可持续发展倡导者合作，将促进 Alpro 的信息传播，实现影响者营销（Leung 等人，2022 年）。影响者可以分享他们如何将超级功能产品线融入日常生活的真实故事，从而创造相关内容。例如，健身博主可以在 TikTok 上发布视频，展示如何将 Alpro 饮料与健身计划或健康饮食相结合。另外，咖啡师也可以发布咖啡制作视频，使用 Alpro 的新产品系列制作咖啡并发布食谱。这些基于主流媒体的营销活动也为 Alpro 收集点击率数据以评估产品知名度提供了更多便利。
The implementation of the main part of the strategic marketing plan will take place over a period of one year (Appendix 1) and will be followed by a repeated process of monitoring the effects and making adjustments and control.
战略营销计划主要部分的实施将历时一年（附录 1），随后将反复监测效果，并进行调 整和控制。
In order to ensure that the strategic objectives set are successfully achieved, three Key Performance Indicators (KPIs) will be used to monitor how well the implementation was carried out during the program and the opportune applying of corrective measures of control. The first metric is revenue market share, which will be calculated by dividing the revenue from sales of Alpro's range of Super-Functional Plant-Based Drinks by the total revenue of the market, which is a hard metric to judge the competitiveness of the product in the market. The second metric is click-through rates in mainstream media, which we use to assess the recognition of the new product in the marketplace.
为确保成功实现既定战略目标，将采用三个关键绩效指标（KPI）来监测计划实施期间的执行情况，并适时采取纠正控制措施。第一个指标是收入市场份额，计算方法是用 Alpro 超级功能植物饮料系列的销售收入除以市场总收入，这是判断产品市场竞争力的硬指标。第二个指标是主流媒体的点击率，我们用它来评估新产品在市场上的认可度。
In case these metrics detect something out of the ordinary, we can take action. One of the adjustments for market share could be to optimize coverage of channels and try to expand the market, leading with Asia China. The other possible adjustment program for the metrics is to strengthen promotional advertising and social media marketing.
一旦这些指标发现异常，我们就可以采取行动。针对市场份额的调整方案之一是优化渠道覆盖面，努力扩大市场，以亚洲和中国市场为首。另一个可能的指标调整方案是加强促销广告和社交媒体营销。
Appendix1: Gantt Chart
附录 1：甘特图
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