Reading Material - Beyond Meat
Beyond Meat, founded in 2009, has emerged as a leader in the plant-based meat industry. The company's mission is to offer sustainable and nutritious alternatives to animal-based meats, aiming to address health concerns, environmental sustainability, and animal welfare. By focusing on innovation and strategic marketing, Beyond Meat has expanded its presence globally, appealing to a diverse consumer base.
The objective of this case is to examine a company with a strong need to educate its customers and it's brilliant marketing strategies. You will learn
- Marketing Strategies by example
- Brand evolution and packaging
- Campaign creation
- Ethics and Sustainability
Preliminary reading:
- Beyond Meat : https://www.beyondmeat.com/en-CA
- Youtube channel: https://www.youtube.com/@BeyondMeat
To deepen understanding, students should review the following resources:
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Articles & Case Studies:
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"Beyond Meat: Analysis of a Successful Marketing Strategy" – Quinoa Marketing
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"How Beyond Meat's Marketing Strategy Set it Apart" – Indigo9 Digital
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Videos & Documentaries:
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"Beyond Meat Launches 'This Changes Everything' Campaign" – Beyond Meat
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"Beyond Meat: Go Beyond" – Known
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Social Media Analysis:
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Examine Beyond Meat's official social media channels to observe their engagement strategies and consumer interactions.
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Deliverable:
Provide a 3 slides presentation deck (individual) . You can populate your slides with effective text, colors, icons to make your main message pop. White and Black Text will not reward you with many points.
Rubric
Did the student effectively communicate the brief and engage the reader.
Slide 1: Compare Beyond Meat vs. Your own Brand.
On half of this slide, take clippings of Beyond Meat logo, branding colors, advertisements to showcase their mood board.
On the other half, showcase your ENGINUITY project mood board, take clippings of images that excite you and that you would like to integrate into the branding of your project.
what is a mood board?
Slide 2: Beyond Meat Analysis - Tell the company story
On this slide, showcase Beyond Meat's story including ( target market expansion, stereotype challenging, brand evolution, and innovative campaigns)
Slide 3: Enginuity - Tell a story
On this slide, explore how you want your company's story to be told and how you as an individual want to tell the story. This is an individual activity, there you should not consult your team, it is your view of the project. You may integrate some of it afterwards.
Tips:
- Have consistent branding, typography, primary, secondary color.
- Tell a story
- Reach out to your team's engineering in order to know the direction of the robot idea
Submit to Case 2 - Beyond Meat on Innovatank.com
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