Beyond Meat - A Marketing Plan Beyond the Sales
Notice bibliographique
Résumé
Launched in 2009, Beyond Meat is one of the world leading producers of plant-based meat substitutes, operating in a highly dynamic market of alternative meats that is projected to steadily grow over the coming years and is predicted to reach the value of $31 billion by 2026. As such, Beyond Meat is one of the players in this market, competing directly with companies such as Impossible Foods and MorningStar Farms. Despite being one of the pioneers of the product and one of the major industry players, Beyond Meat has not been reaching the desired profit and market share. They are still largely relying on investment funds to grow, and have only had one profitable quarter in Q3 2019, after which the company reported negative profits again. Additionally, despite being one of the most prominent alternative protein producers, Beyond Meat has been seeing a decline in consumer awareness, as Google searches have been persistently falling since its IPO in June 2019. Furthermore, brand awareness is quite low amongst consumers. Beyond Meat failed to reach even top 9 meat substitute brands most often used by consumers in 2019; they have a 39% cued, and only 13% uncued brand recall value; and just a 1.2% social media engagement rate, falling below the industry standard. To increase market share as well as raise brand awareness and consumer loyalty, a marketing strategy has been developed that exploits Beyond Meat’s strengths and opportunities. Beyond Meat is particularly recognized for their environmental friendliness and has a strong brand reputation as the industry pioneer. Additionally, they have strong partnerships and are operating in a highly dynamic promising market. To exploit these, Beyond Meat should engage in the following marketing activities, to ensure their thriving success on this market: Highlight their USP as a non-GMO plant-based and gluten free product, that is good for the environment and delivers great taste; Introduce offers and promotions to increase market share. New packaging and promotion tactics (such as special Earth Day offers or different packaging bundles); Consumer loyalty and new customer inclusion should be promoted through the new proposed “Beyond Expectation” loyalty programme; Enter Asia for market share growth and strengthen their position in the USA and Europe by exploiting existing partnerships and engaging in new ones; Increase their YouTube presence and exceedingly collaborate with Instagram influencers to promote new recipe ideas and cooking experiences to increase consumer engagement and awareness; Increase collaborations with tangent brands to expand consumer reach. By engaging the above strategies, within 5 years Beyond Meat will reach: 20% market share in the USA; Reach 25% uncued recognition and social media engagement of 5%; Increase customer loyalty and the perceived value of the brand.
Récupéré en direct depuis OpenAlex et désinversé. Les résumés ne sont pas conservés dans cette base de données : les index inversés représentent 8,6 Go des 9,3 Go de texte de la base, et le serveur dispose de 13 Go libres.
Comment cette classification a été obtenuedéplier
Prédiction machine sur la base complète
Imitation des enseignantsNi prévalence calibrée, ni vérité terrain. Validation humaine à venir. Le volet Gemma est une étiquette directe du modèle pour chaque travail de la base, lue sur la notice réduite au titre. Le volet Codex est un classifieur appris des 10 348 étiquettes directes de Codex et calibré sur les taux pondérés de l'échantillon; les champs sans appui suffisant ne portent aucun appel Codex. Le mode candidate est l'union des deux volets; le consensus est leur intersection. Ces sorties portent le statut machine_predicted_unvalidated et ne sont pas des étiquettes humaines.
Scores du classifieur distillé par catégorie (deux têtes)
| Catégorie | Codex | Gemma |
|---|---|---|
| Métarecherche | 0,001 | 0,001 |
| Méta-épidémiologie (sens strict) | 0,000 | 0,000 |
| Méta-épidémiologie (sens large) | 0,000 | 0,000 |
| Bibliométrie | 0,001 | 0,001 |
| Études des sciences et des technologies | 0,001 | 0,000 |
| Communication savante | 0,004 | 0,003 |
| Science ouverte | 0,001 | 0,002 |
| Intégrité de la recherche | 0,002 | 0,003 |
| Charge utile insuffisante (le modèle a refusé de juger) | 0,073 | 0,025 |
Scores machine (provisoires)
Les deux têtes enseignantes du modèle étudiant, lues sur ce travail. Un score ordonne la base pour la relecture; il n'affirme jamais une catégorie, et le statut de validation accompagne chaque rangée tel quel.
Scores de référence d'un modèle non mature (critères de maturité non atteints, 7 itérations). Un score ordonne; il n'affirme jamais une catégorie.
score_only:v0-immature-baseline · tel quel depuis la passe de notation : score_only signifie que le nombre peut ordonner les travaux, et qu'aucune étiquette de catégorie n'en découleClassification
machine, non validéePrédiction automatique; un appel candidat d’une seule source (Gemma direct ou Codex distillé), pas un consensus.
Le détail, modèle par modèle et score par score, se trouve en fin de page sous « Comment cette classification a été obtenue ».