Student Name: K Anand Course : eMDP – Sales & Marketing

Road map for the launch of Beyond Meat in India

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Student Name: K Anand Course : eMDP – Sales & Marketing

What is Beyond meat?

Beyond Meat, Inc. was incorporated in Delaware on April 8, 2011 originally under the name
“J Green Natural Foods Co.” On October 5, 2011, we changed our corporate name to “Savage
River, Inc.,” with “Beyond Meat” being our “doing business as” name. On September 7, 2018,
we changed our corporate name to “Beyond Meat, Inc.
Beyond Meat is one of the fastest growing food companies in the United States, offering a
portfolio of revolutionary plant-based meats. The company was founded by Mr. Ethan Brown and
Brent Taylor in 2009 in California. The company build meat directly from plants, an innovation
that enables consumers to experience the taste, texture and other sensory attributes of popular
animal-based meat products while enjoying the nutritional benefits of eating out plant-based
meat products. The brand commitment, “Eat What You Love,” represents the strong belief that
by eating plant-based meats, consumers can enjoy more, not less, of their favorite meals, and by
doing so, help address concerns related to human health, climate change, resource conservation
and animal welfare.
The company wanted to reduce meat consumption by 25% by 2020, which stands at $1.4 trillion
globally.
To capture this broad market opportunity, they have developed three core plant-based product
platforms that align with the largest meat categories globally: beef, pork and poultry. They create
plant-based products using proprietary scientific processes that determine the architecture of
the animal-based meat they are seeking to replicate and then we assemble it using plant-derived
amino acids, lipids, trace minerals and water.

Company is listed in NASDAQ as BYND and had a huge success at the time of launch.
They had a strong sales growth increasing net revenues from $16.2 million in 2016, $32.6 million
in 2017 to $87.9 million in 2018, They has generated losses since inception. Net loss in 2016,
2017 and 2018 was $25.1 million, $30.4 million and $29.9 million, respectively, as they invested
in innovation and growth of business. They intend to continue to invest in innovation, supply
chain capabilities, manufacturing and marketing initiatives as they believe the demand for
products will continue to accelerate across both retail and foodservice channels as well as
internationally.

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Student Name: K Anand Course : eMDP – Sales & Marketing

Competitive Strengths

The following listed strengths will help Beyond Meat to generate significant growth to become a
leader in the global animal based meat Industry.

Dedicated Focus on Innovation: The Company invest significant resources to develop plant-
based meat alternatives to popular animal-based meat products. They are able to leverage they
learn about taste, texture and aroma across their platform and apply this knowledge to each of
the product offerings.

Brand Mission Aligned with Consumer Trends. Beyond meat is uniquely positioned to capitalize
on growing consumer interest in great-tasting, nutritious, convenient, higher protein content and
plant-based foods. They have also tapped into growing public awareness of major issues
connected to animal protein, including human health, climate change, resource conservation and
animal welfare.

Product Portfolio Generates Significant Demand from Retail and Restaurant

Customers. Rapidly growing sales of products by both our retail and restaurant partners have
helped those foster strong relationships in a relatively short period of time. They provide retailers
with exciting new products in the meat case, where innovation rarely occurs. Many of the retail
customers have experienced increasing levels of velocity on products, measured by units sold per
month per store, as well as repeat purchases. The restaurant customers are excited by the
opportunity to differentiate their menu offering and attract new customers by partnering with
Beyond Meat.

Growth Strategy

Pursue Top-line Growth across the Distribution Channels. There is a significant opportunity
to expand Beyond Meat well beyond the current retail and restaurant and foodservice footprint
of approximately 30,000 points of distribution across the United States and abroad.

• International: There is a significant demand for Beyond Meat products across the globe
in retail and restaurant and foodservice channels. Beyond Meat launched in Europe in
August 2018 through contracts with three major distributors. They are increasing
production for sales in Canada and Europe and have established and seek to establish
additional relationships with distributors in other geographies for future expansion.
Company have plans to unlock additional capacity both domestically and internationally in 2019.
They are continuing to hire experienced employees in sales, marketing, operations, innovation
and finance teams to support our rapid growth.

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Student Name: K Anand Course : eMDP – Sales & Marketing

WHY INDIA
Beyond Meat distribute products internationally, using distributors in Australia, Chile, the
European Union, Hong Kong, Ireland, Israel, the Middle East, New Zealand, South Korea, Taiwan
and the United Kingdom. In 2017 and 2018, the international sales represented approximately
1% and 7%, respectively, of gross revenues.
The current Indian meat industry is valued at an estimated US $2.585 Billion ( ~ Rs 20,000 crore).
India Meat Substitutes Market is expected to grow at a strong CAGR during 2019-2024. The
major factors contributing in the growth of the market are rising health concerns, growing
awareness about various diseases due to lack of proteins among consumers and increasing
vegan population in India.

Many factors at play in India

To succeed in India’s vast potential market, the companies need to develop production
systems, secure retail customers and create supply chains, for instance, a cold trucking
system that is able to transport frozen products.
Beyond meat may face difficulties as they expand operations into countries in which we
have no prior operating experience.

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Student Name: K Anand Course : eMDP – Sales & Marketing

 They are or will be subject to international regulations that could adversely affect
business and results of operations.
 Ingredient and packaging costs are volatile and may rise significantly, which may
negatively impact the profitability of our business.
 Consumer preferences for products are difficult to predict and may change, and, if
they are unable to respond quickly to new trends, the business may be adversely
affected.
 Their revenues and earnings may fluctuate as a result of our newer promotional
activities.
 The effects of increased competition from our market competitors
 Their ability to attract and retain suppliers, distributors, co-manufacturers and
customers;
 Changes in laws and government regulation affecting business, including food
department, governmental regulation and state regulation;
 The ability of suppliers and co-manufacturers to comply with food safety,
environmental or other laws or regulations;

To be successful in India – Beyond meat need to adopt the 4 P strategy of Marketing.

Product

Following are some strategies which they can adopt for making their brands outstanding
in India.

(i) Multi-brand Strategy:

Beyond meat should nurture a number of brands in the same category. The rationale
behind this strategy is to capture as much of the market share as possible by trying to
cover as many segments as possible, as it is not possible for one brand to cater to the
entire market.

(ii) Product Flanking:

Product flanking refers to the introduction of different combinations of products at

different prices, to cover as many market segments as possible. It is basically offering the
same product in different sizes and price combinations to tap divers e market
opportunities.

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Student Name: K Anand Course : eMDP – Sales & Marketing

(iii) Brand Extensions:

Beyond Burger, Beyond Beef, and Beyond Sausage products for retail and foodservice.

(iv) New Product Development:

Beyond meat should have a continuous inhouse R & D to launch new products as per the
market preferences. If they fail to develop new products would expose themselves to
great risk and might face stagnation in future.

The existing products are good to be in markets of US and European countries. The taste
preferences of Indians are different. The company should launch new products to cater
to changing taste, Indian climatic conditions ( products which can have more shelf life)
and supply chain.

v) Taking advantages of wide distribution network:

A very simple way of increasing a Beyond Meat Company’s market share is by developing
a strong distributions network, preferably in terms of more locations. An extensive
distribution system can be developed over time, or the company may acquire another
company which has an extensive distribution network.

Vi) Strategic tieups with food chains in India which is offering Pizza, burgers etc.

Pricing
Since Beyond meat is entering the non-explored market they have to be very conscious of
how they price there product. India is a very price sensitive market and the correct pricing
will make or break the entry strategy.

 Pricing at a premium: Since Beyond meat is a unique & have competitive

advantage in India they can set a higher price. They can lower rates once they
see new competitor is entering the market with a similar or near similar product.
 Bundle pricing: Bulk discount, if you buy more products the price is lower.
 They can also have psychological pricing ( 99.99 instead of 100) to show that
the product is sub 100.
 Credit Policy & payment terms to dealers and stockist will help them attract
more dealers, which will help them reach out to customers.

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Student Name: K Anand Course : eMDP – Sales & Marketing

Promotion

The primary means by which they can drive consumer awareness and interest in products
is via (i) social media, (ii) digital newsletter, (iii) website,.

They should replicate the same promotional strategy as US in which they had over 242,000
subscribers for new letters as of March 2019 and website visit of average approximately
297,000 unique monthly visits from April 2018 to March 2019.

They can extensively use social media platforms such as Facebook, Instagram and Twitter
for online collaboration. These platforms are fundamentally changing the way companies
engage with the consumers and allow them to directly reach desirable target
demographics such as millennials and “Generation Z.”

Celebrity Endorsement: They can partner with Indian celebrities to endorse the product.
Their organic involvement and interest are helpful to promoting our overall mission.

Placement
They can have 5 different formats like:
1. Kiosks
2. Food trucks placed near shopping malls, parks and railway station.
3. Brick and mortar exclusive shops.
4. Food Courts and Single Independent restaurants
5. Delivery through ecommerce sites.