Beyond

Meat
 BRIEF
Beyond Meat is a producer of plant based meat substitute. It was founded by
Ethan Brown and Brent Taylor in 2009 at Los Angeles California. The main
aim is to create nutritious plant based meat that tastes delicious at the same time its healthy and
to reduce global meat consumption by 25 percentage by 2020.The key strength that offered by
beyond meat was more appealing innovation to the vegan industry based on the consumer
reviews that the taste and texture of beyond meat products were almost real comparing to the
real meat.
The companys target was on health conscious people, younger generation who is the driving
force behind using plant protein. The benefits of vegan burger were the absence of antibiotics,
genetically modified organisms, Tran’s fat and cholesterol thus helps in reducing the occurrence
of diseases. The main ingredients used were non GMO soy and pea protein.
The main competitors were another company known for its
vegetarian gardein brand chicken, Gardien protein
International. The company claimed to save more than 1.5
million chicken per year and people for the ethical treatment
of animals gave beyond meat its company of the year award in
2013.
What segmentation trends should beyond meat be
aware of?
 Their products are useful for every age groups but only
the younger generations are aware of it’s benefits. So
the company should focus on making ads targeting the
older generations showing how it benefits their health
by reducing illness such as type 2 diabetes, heart
diseases, obesity etc.
 It is for the people who is fond of meat and who
regularly eat meat, when compared to vegan people,
non-veg consumers are at the risk of having depression
and bipolar disorder. So moving to Beyond meat will
help in having meat daily without affecting their health
and there are less chances of getting sick or ill.
What should they do in order to be successful in
Indian market?
 Ads can be created featuring the products by
showing that it can be consumed by the different
communities in India without hurting their
emotions and beliefs.
 The packaging label should contain Halal
Certification and should state that the product is
made from plants. Therefore, not only for non-
vegetarians but also vegetarians can consume the
products with no hesitation.
The products should be sold at affordable prices so that
it could be purchased by all categories of people
What beyond meat can do to shape consumer behaviour and
preferences regarding eating plant-based meat?

 Collaborate with celebraties

 They can provide free samplings
 Sponsor events
 Different flavoured products
THANK
YOU