Beyond Meat marketing consulting proposal

1. The Future of Protein
Marketing plan for Beyond Meat
Prepared by Joseph Flores
12.10.2017

2. Overview
 For my product I am choosing to consult a better marketing strategy
to the company Beyond Meat:
 “Our mission is to create mass-market solutions that perfectly
replace animal protein with plant protein. We are dedicated to
improving human health, positively impacting climate change,
conserving natural resources and respecting animal welfare.”
 The company has done well gaining a presence with major food
retailers across the country using their sustainable competitive
advantage. However, their product is still fairly unknown to the
general public and mostly resonates with the vegetarian/vegan
community. Therefore, I’m proposing a market development strategy
that will gain greater product awareness and reach newer/larger
audiences.

3. Target segment
 The ideal market segment for this product are millennials
within health conscious states across the U.S.
 Customers of this market segment are often seeking to
change or enrich their current lifestyles.

4. Perceptual map
0
5
10
15
20
25
0 1 2 3 4 5 6 7
Beyond Meat
Tyson
Hormel
Coleman
Protein
Price

5. Product
 Beyond Meat is 100%
plant-based protein with the
taste and texture of actual
meat
 Offers a healthier
alternative to animal meat
 Can be purchased at major
supermarkets such as
Ralph’s, Kroger’s, and
Albertson’s

6. Promotion
 Social media plan: our target audiences are millennials
giving the company a cost-effective opportunity to reach out
to younger consumers via social media - generating exciting,
informative posts, gaining positive testimony in blogs and
engaging with customers through social media cites like
twitter and instagram.
 Relationship marketing plan: Beyond Meat has had
success with their food truck in D.C.; however, a more
effective route can be coupling the food truck with surveys
and samples in major food truck locations across the country
to raise awareness of the product.

7. Closing statement
 By targeting millenial consumers in health conscious states,
Beyond Meat will gain a greater presence and help offer an
alternative product to those seeking a dietary change or just
something new. We can accomplish this with a strong social
media presence and a direct promotional strategy that
involves a face-to-face endorsement of our brand followed by
feedback via surveys. With my marketing consulting, Beyond
Meat can become a more profitable and recognizable
company/product in the food industry.