{"id":4680,"date":"2024-11-13T16:17:10","date_gmt":"2024-11-13T16:17:10","guid":{"rendered":"https:\/\/www.conceptmarketing.al\/?p=4680"},"modified":"2026-02-12T10:10:55","modified_gmt":"2026-02-12T10:10:55","slug":"oatly-si-ribrandimi-e-shnderroi-nga-marke-modeste-ne-fenomen-global","status":"publish","type":"post","link":"https:\/\/conceptmarketing.al\/sq\/oatly-si-ribrandimi-e-shnderroi-nga-marke-modeste-ne-fenomen-global\/","title":{"rendered":"Oatly: Si ribrandimi e shnd\u00ebrroi nga mark\u00eb modeste n\u00eb fenomen global"},"content":{"rendered":"
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\n\t\t\t\t\t\t\t\t\tN\u00eb vitin 2010, Oatly, kompania suedeze q\u00eb prodhon qum\u00ebsht t\u00ebrsh\u00ebre, p\u00ebrballej me nj\u00eb sfid\u00eb t\u00eb madhe: edhe pse produkti i saj ishte vegan, pa laktoz\u00eb dhe nj\u00eb alternativ\u00eb e sh\u00ebndetshme p\u00ebr konsumator\u00ebt, ai nuk ishte duke arritur nivelin e njohshm\u00ebris\u00eb q\u00eb firma d\u00ebshironte. Kjo e detyroi mark\u00ebn t\u00eb rimendoj\u00eb dhe ristrukturoj\u00eb gjith\u00eb strategjin\u00eb e saj t\u00eb marketingut dhe identitetin e vet\u00eb.\n\nNj\u00eb nga l\u00ebvizjet m\u00eb t\u00eb guximshme t\u00eb Oatly ishte transformimi i paketimit t\u00eb produkteve. \u00c7do paket\u00eb qum\u00ebshti u shnd\u00ebrrua nga nj\u00eb objekt i thjesht\u00eb p\u00ebr produktin n\u00eb nj\u00eb mjet komunikimi t\u00eb drejtp\u00ebrdrejt\u00eb me konsumator\u00ebt<\/b>. Disa prej mesazheve t\u00eb p\u00ebrdorura n\u00eb paketimet e Oatly p\u00ebrfshinin shprehje humoristike si:\n
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  • \u201cWow no cow!\u201d<\/b><\/li>\n \t
  • \u201cIt\u2019s like milk, but made for humans\u201d<\/b><\/li>\n \t
  • \u201cWe promise to be a great company or at least a company that tries to be great\u201d<\/b><\/li>\n \t
  • \u201cNo dairy. No soy. No… eh, whatever\u201d<\/b><\/li>\n \t
  • \u201cKeep Refrigerated. Don’t mind us. We’re just chilling.\u201d<\/b><\/li>\n<\/ul>\nK\u00ebto mesazhe nuk ishin vet\u00ebm arg\u00ebtuese, por gjithashtu ofronin m\u00ebnyra t\u00eb reja p\u00ebr t\u00eb komunikuar vlerat e mark\u00ebs. Ato p\u00ebrmbanin qasje t\u00eb drejtp\u00ebrdrejt\u00eb<\/b>, autentike dhe t\u00eb sinqert\u00eb<\/b>, duke i dh\u00ebn\u00eb mund\u00ebsi konsumator\u00ebve t\u00eb lidheshin me mark\u00ebn jo vet\u00ebm p\u00ebr produktin q\u00eb ajo ofronte, por edhe p\u00ebr personalitetin dhe angazhimin e saj ndaj stilit t\u00eb sh\u00ebndetsh\u00ebm t\u00eb jetes\u00ebs. \u00c7do element i paketimit e b\u00ebri Oatly-n t\u00eb dalloj\u00eb nga konkurent\u00ebt dhe t\u00eb krijonte lidhje t\u00eb fort\u00eb me konsumator\u00ebt q\u00eb k\u00ebrkonin produkte autentike, ndryshe nga ato tradicionale.\n\nNj\u00eb nga fushatat m\u00eb t\u00eb suksesshme q\u00eb Oatly nisi ishte ajo e vitit 2019, n\u00eb Suedi, e cila inkurajonte njer\u00ebzit t\u00eb kalonin nga qum\u00ebshti i kafsh\u00ebve n\u00eb alternativat bimore. Kjo fushat\u00eb p\u00ebrdori kombinimin e reklamave tradicionale me p\u00ebrdorimin e medias sociale<\/b> dhe billboard-eve<\/b> p\u00ebr t\u00eb arritur audienc\u00ebn. Oatly shfryt\u00ebzoi fuqin\u00eb e mesazheve t\u00eb thjeshta dhe t\u00eb drejtp\u00ebrdrejta<\/b>, duke p\u00ebrdorur humorin dhe kreativitetin<\/b> si mjete p\u00ebr t\u00eb kaluar mesazhin.\n\nKjo fushat\u00eb pati ndikim t\u00eb madh n\u00eb perceptimin e konsumator\u00ebve. Deri n\u00eb vitin 2020, 36% e suedez\u00ebve<\/b> po konsideronin kalimin te alternativat bimore, nj\u00eb rritje e konsiderueshme q\u00eb mund t\u00eb lidhet drejtp\u00ebrdrejt me marketingun e guximsh\u00ebm t\u00eb Oatly. Kjo d\u00ebshmoi se Oatly kishte arritur t\u00eb sillte ndryshim n\u00eb m\u00ebnyr\u00ebn se si konsumator\u00ebt shihnin produktet bimore dhe alternativat p\u00ebr qum\u00ebshtin.<\/b>\n\nSuksesi i marketingut dhe ribrandimit t\u00eb Oatly u pasua nga nj\u00eb rritje e konsiderueshme financiare. Kompania arriti nj\u00eb vler\u00eb prej m\u00eb shum\u00eb se 2 miliard\u00eb dollar\u00ebsh<\/b>, duke t\u00ebrhequr investitor\u00eb t\u00eb njohur si Oprah Winfrey<\/b> dhe Jay-Z<\/b>. Ky sukses u pasua nga rritja e besueshm\u00ebris\u00eb dhe njohshm\u00ebris\u00eb s\u00eb mark\u00ebs, duke i mund\u00ebsuar Oatly forcimin e pozitave n\u00eb treg dhe rritjen e investimeve t\u00eb saj.\n\nNj\u00eb tjet\u00ebr moment unik dhe q\u00eb i dha mark\u00ebs nj\u00eb dimension tjet\u00ebr ishte p\u00ebrfshirja e CEO-s\u00eb, Toni Petersson<\/b>, n\u00eb reklama dhe performanca live. N\u00eb vitin 2020, ai performoi nj\u00eb k\u00ebng\u00eb origjinale, duke k\u00ebnduar p\u00ebr avantazhet e qum\u00ebshtit t\u00ebrsh\u00ebre n\u00eb nj\u00eb reklam\u00eb televizive, nj\u00eb qasje q\u00eb \u00ebsht\u00eb shum\u00eb ndryshe nga ajo q\u00eb shohim zakonisht nga lider\u00ebt e kompanive. Ky angazhim i drejtp\u00ebrdrejt\u00eb dhe kreativ p\u00ebrfaq\u00ebsoi angazhimin e mark\u00ebs p\u00ebr transparenc\u00eb dhe guxim, dhe i dha dimension t\u00eb fuqish\u00ebm personal mark\u00ebs Oatly.\n\nNj\u00eb prej element\u00ebve m\u00eb t\u00eb r\u00ebnd\u00ebsish\u00ebm t\u00eb marketingut t\u00eb Oatly ka qen\u00eb angazhimi i drejtp\u00ebrdrejt\u00eb dhe i vazhduesh\u00ebm me konsumator\u00ebt. Oatly \u00ebsht\u00eb shum\u00eb aktiv n\u00eb rrjetet sociale, duke ju ofruar mund\u00ebsi t\u00eb drejtp\u00ebrdrejt\u00eb ndjek\u00ebsve q\u00eb t\u00eb lidhen me mark\u00ebn. Kjo ka b\u00ebr\u00eb q\u00eb marka t\u00eb krijoj\u00eb nj\u00eb komunitet t\u00eb besuesh\u00ebm dhe t\u00eb angazhuar<\/b>, i cili e sheh Oatly-n jo vet\u00ebm si mark\u00eb, por si pjes\u00eb t\u00eb stilit t\u00eb jetes\u00ebs dhe t\u00eb filozofis\u00eb s\u00eb saj.\n\nRibrandimi dhe strategjit\u00eb e marketingut t\u00eb Oatly jan\u00eb shembull se si mund t\u00eb p\u00ebrdoren kreativiteti dhe guximi<\/b> p\u00ebr t\u00eb nd\u00ebrtuar marka t\u00eb fuqishme q\u00eb rezonojn\u00eb me konsumator\u00ebt. P\u00ebrdorimi i mesazheve t\u00eb drejtp\u00ebrdrejta, p\u00ebrfshirja e lider\u00ebve t\u00eb kompanis\u00eb dhe angazhimi i konsumator\u00ebve p\u00ebrmes mediave sociale jan\u00eb element\u00eb q\u00eb kan\u00eb ndihmuar Oatly t\u00eb krijoj\u00eb nj\u00eb lidhje t\u00eb fort\u00eb dhe autentike me audienc\u00ebn. Ky rast tregon se, n\u00eb nj\u00eb treg konkurrues, kreativiteti dhe angazhimi i drejtp\u00ebrdrejt\u00eb<\/b> jan\u00eb \u00e7el\u00ebsat p\u00ebr t\u00eb t\u00ebrhequr v\u00ebmendjen dhe p\u00ebr t\u00eb krijuar nj\u00eb mark\u00eb q\u00eb jo vet\u00ebm konkurron, por gjithashtu \u00e7on n\u00eb sukses t\u00eb q\u00ebndruesh\u00ebm dhe t\u00eb fuqish\u00ebm.<\/b>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

    Ne vitin 2010, Oatly, kompania suedeze qe prodhon qumesht tershere, perballej me nje sfide te madhe: edhe pse produkti i saj ishte vegan, pa laktoze dhe nje alternative e shendetshme per konsumatoret, ai nuk ishte duke arritur nivelin e njohshmerise qe firma deshironte. Kjo e detyroi marken te rimendoje dhe ristrukturoje gjithe strategjine e saj te marketingut dhe identitetin e vete. <\/p>","protected":false},"author":3,"featured_media":5262,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[20],"tags":[],"class_list":["post-4680","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-100ditemarketing"],"_links":{"self":[{"href":"https:\/\/conceptmarketing.al\/sq\/wp-json\/wp\/v2\/posts\/4680","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/conceptmarketing.al\/sq\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/conceptmarketing.al\/sq\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/conceptmarketing.al\/sq\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/conceptmarketing.al\/sq\/wp-json\/wp\/v2\/comments?post=4680"}],"version-history":[{"count":3,"href":"https:\/\/conceptmarketing.al\/sq\/wp-json\/wp\/v2\/posts\/4680\/revisions"}],"predecessor-version":[{"id":5265,"href":"https:\/\/conceptmarketing.al\/sq\/wp-json\/wp\/v2\/posts\/4680\/revisions\/5265"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/conceptmarketing.al\/sq\/wp-json\/wp\/v2\/media\/5262"}],"wp:attachment":[{"href":"https:\/\/conceptmarketing.al\/sq\/wp-json\/wp\/v2\/media?parent=4680"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/conceptmarketing.al\/sq\/wp-json\/wp\/v2\/categories?post=4680"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/conceptmarketing.al\/sq\/wp-json\/wp\/v2\/tags?post=4680"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}