Corporate Brand Book

Oat milk

presented by: Jana AbdelwahedCarlotta Mele Naya Al Khoury Malek Ben Haj Yahia

1. Introduction

Contents

04

07

01

Sustainable sourcing , logistic efficiency distribution

Market Growth and trends

Introduction and brand value

05

08

02

Competetion and target consumer profiles

SWOT analysis

Logo and advertising

06

09

03

Ingredients, production cost and labour modeling

The creation of the product

Deposit-system and commercial spot

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Brand values

2. Sustainability: We are committed to reducing our carbon footprint

1. Youth to Youth: ChouFan isn’t just a product; it’s a movement. Students are at the heart of everything we do

3. Affordability Without Compromise: Premium quality that doesn’t break a student’s budget.

4. Inclusivity: Catering to diverse dietary needs, from lactose intolerance to veganism. .

That is why sharks we are asking for your help

We’re seeking 300000 € in exchange for 15% of ChouFan.

to ?

1. Scale our production to meet growing demand.
2. Expand our reach to more universities and retail stores.
3. Amplify our marketing to build ChouFan into a household name for students worldwide.

2. Market Study

The Creation of our Choufan Milk

We thought this product could find its place in the plant-based milk market, which is experiencing growing demand. An increasing number of consumers are looking to adopt environmentally responsible habits, particularly due tothe high environmental impact of cow milk production. Additionally, this market also caters to the needs of vegans, lactose-intolerant individuals, or simply those who enjoy the taste of oat milk, especially with their coffee.

The Creation of our Choufan Milk

We also noticed that plant-based milks, such as oat milk or similaralternatives, are often quite expensive, which can be a barrier for students or People with limited budgets. Moreover, the quality of these products is notalways guaranteed. So, we thought: why not produce a high-quality plant-based milk while offering it at a reasonable and accessible price

2.1 Market Size and Growth

•Global Market: The plant-based milk market is estimated to reach €22 billion in 2024 and is expected to grow by 10% annually until 2030.•French Market: Plant-based milk accounts for 15% of total milk sales, with an annual growth rate of 6–8%. Oat milk is the second most consumed alternative after almond milk.

2.1 Market Size and Growth

2.2 Market trends

•Ecological Preference: Consumers are opting for oat milk, which has a lower environmentalimpact than almond or soy milk. •Vegan Lifestyles and Health: 5% of French consumers identify as vegan or vegetarian, and 17% are reducing their consumption of animal-based products. •Price: Plant-based milks often cost between €1.80 and €3.50 per liter,which can be a barrier forstudents or families.

2.3 Competition

•Main Players: •Multinationals: Alpro (Danone), Oatly, Bjorg, and especially oat Who started Theo company for giving lactose intolérante people an alternative but turnips their good taste is privileged over thequality and ingredients of their oat milk . •Private Labels: Carrefour, Leclerc Bio, Lidl. •Competitive Analysis: •Strengths: Established products with strong brand recognition. •Weaknesses: High prices, perceived as “premium” and less accessible, lack of differentiation in terms of eco-responsibility and quality which is our strength.

2.3 Competition

•1.Students and Young Professionals (18–30 years old) •Motivations: Limited budget, interest in trends and ethical products. •Current Challenges: High prices of plant-based alternatives.

2.Families with Children •Motivations: Children’s lactose intolerance, search for healthier and more natural products. •Current Challenges: Need for affordable, consistently high-quality products.

3.Environmentally Conscious Consumers •Motivations: Reducing carbon footprint and supporting sustainable practices. •Current Challenges: Lack of truly affordable and accessible alternatives.

3. Strategic Positioning and Competitive Advantage in the Oat Milk Market

ChouFan's unique position in the emerging oatmilk trend:

Production Costs & Packaging Comparison

While Oatly remains a dominant player, emerging market trends present opportunities for differentiation

ChouFan's Oat Milk Ingredients & Nutrients

ChouFan offers:

• Cost-efficiency
• Competitive Pricing
• Sustainability
• High Quality

Logistics Efficiency: Reducing Costs and Carbon Footprint

PROXIMITY (EU)

• no customs duties
• streamlining the supply chain
• reducing overhead

• ChouFan benefits from significant logistical advantages
• ensuring premium ingredient quality
• maintaining competitive costs

Expanding Distribution Channels

ChouFan is also building a strong online presence, offering direct-to-consumer delivery via e-commerce platforms for customers who prefer the convenience of shopping online.

ChouFan want to reach key sectors such as supermarkets (Lidl, Auchan, ecc), cafés, restaurants, and coffee chains, where the demand for dairy alternatives is rapidly growing

http://choufan.wegic.app/

ChouFan’s innovative labor model leverages the power of local student talent to keep operational costs low

In France, where students earn a minimum wage of €11.27 per hour, this model allows us to maintain competitive pricing while investing in the workforce of tomorrow, while offering them valuable professional development opportunities

Sustainable Sourcing for High-Quality, Ethical Ingredients

OATS FROM ITALY

• strict agricultural standards and minimal pesticide use
• healthier product
• appeals to ethically-minded consumers

https://www.farmcollector.com/farm-life/harvesting-oats-zm0z16novzhur/

4. Communication

We wanted a logo that would have been :

• memorable
• simple
• descriptive

The Logo

We wanted a logo that would have been :

• memorable
• simple
• descriptive

We wanted a logo that would have been :

• memorable
• simple
• descriptive

oat ear inside to emphasize the plant-based milk

shape of glass bottle

Easy to appeal to everyone

Advertising

We created various billboards to display on :

• the streets
• subways
• supermarkets

We target the "millenials" and "gen Z" generations that are both familiar with new technologies and "old-style advertising".

The posters have been digitalized for websites and social media.

Deposit-system :

We collaborate with different supermarket chains and independent stores that propose "deposit-refund machines" in their store.

You just have to drop the bottles in the machines, and collect your 30 % off voucher for our brand products !

This system permits us to cleaning and refilling the bottles ad infinitum : It's the better way to contribute to saving the planet !

Commercial spot :

Here, the storyboard of our commercial spot

We created a commercial spot to broadcast on :

• television
• youtube
• social media
• cinema
• stadiums

The commercial spot highlights our main values.

Social media and collaborations :

We want to be closer to costumers : follow us on Facebook, Instagram and Tiktok ! We publish some posts about our products.

We collaborate with "eco-friendly" and "food" influencers who share the same values.

They promote our brand with our supervision, reaching primarly the 13-35 age group, the main consumers of plant-based milks, but also they help us to reach people all around the world.

THANK YOU !

Storyboard