Beef burger case analysis

Veggie Delights Beef- Style Burger
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Table of Contents TOC \o "1-3" \h \z \u 1.Introduction PAGEREF _Toc71380178 \h 32.Segmentation, Targeting and Positioning PAGEREF _Toc71380179 \h 32.1.Segmentation PAGEREF _Toc71380180 \h 32.2.Targeting PAGEREF _Toc71380181 \h 62.3.Positioning PAGEREF _Toc71380182 \h 73.Marketing Mix PAGEREF _Toc71380183 \h 93.1.Product PAGEREF _Toc71380184 \h 93.2.Price PAGEREF _Toc71380185 \h 113.3.Placement PAGEREF _Toc71380186 \h 123.4.Promotion (IMC) PAGEREF _Toc71380187 \h 134.Marketing Mix Evaluation PAGEREF _Toc71380192 \h 154.1.Cohesion of the 4Ps PAGEREF _Toc71380193 \h 154.2.Alignement to the Target Market PAGEREF _Toc71380194 \h 154.3.Contribution to the Position PAGEREF _Toc71380195 \h 155.Conclusion PAGEREF _Toc71380196 \h 166.References PAGEREF _Toc71380197 \h 17
Veggie Delights Beef- Style Burger
Introduction
Veggie Delights started its operations back in 1912, is passionate about producing high-quality taste and convenient plant-based foods. Its manufacturing facility is in Berkeley Vale on the NSW Central Coast, Australia. The business acquired Sanitarium's Vegie Delights back in 2014 to meet the fast-changing demands of consumers. The sanitarium approach was improving the health and wellbeing of Australian communities. The company's mission is to share health and better life with a vision of changing our lives by offering innovative plant-based food. The food is 100% vegan friendly with Iron, B12, and Zinc that is safe for consumers' health and the environment (Vegie Delights, 2021). The report analyzes the current marketing performance of Vegie Delights- Beef Burger in relevance to the STP and marketing mix. Our core emphasis in the report is on Beef-Style Burger, made as a beef-a-licious vegan burger. Hence, segmentation, targeting, positioning, and marketing mix in the report solely relies on Vegie Delights- Beef Burger product.
Segmentation, Targeting, and Positioning
Segmentation
Market segmentation is crucial to analyze the target customers based on different dimensions, i.e., geographic, demographic, psychographic, and behavioral. For example, Veggie Delights has entirely changed the definition of meat. Currently, it offers a beef-style burger that is similar in taste and appearance to beef. The detail of segments are presented in table 1:
Table 1: Business Segmentation
Segments

Detail

Demographic

Demographic segmentation is divided into different market segments, i.e., age, gender, ethnicity, etc. Such segmentation is used to cater to individual needs (Camilleri, 2018). For example, Veggie Delights would be serving both males and females from all age groups. Therefore, the business would be catering to multiple age groups, which encourages mass marketing.

Geographic

It is the marketing strategy that serves customers in specific locations. The locations are chosen based on people's interests, values, and preferences in different states and countries (Camilleri, 2018). Veggie Delights serves customers in Australia. The company has grown the distribution networks in Australia, where the demand for vegan products is being increased.

Psychographic

The segmentation focuses on the audience and customers, which relates to the personalities and characteristics of customers. It focuses on intrinsic traits the customers possess; these traits range from values, attitudes, opinions, and interests (Camilleri, 2018). For example, Veggie Delights focuses on customers who are vegetarians or meat reducers. Such people are health-conscious and omnivores.

Behavioral

The segment considers the purchasing habits and brand interactions of customers. It focuses on specific decision-making reactions; collecting such information is similar to psychographic information. For example, a plant-based burger requires 45% less energy than traditional beef (Camilleri, 2018). These customers are conscious of the environment and animals' lives; hence, they find Vegan Delight a highly quality substitute for beef burgers.

VALS Model is the acronym of values and lifestyles that group people based on psychological and sociological theories and influence the purchase decision process (Kendal et al., 2015). The analysis depends on the following motivations for Vegie Delights:
Table 2: VALS Model
Motivation

Description

Innovators

They want quality, taste, and value independence. The taste is adaptable to beef taste; however, the vegan quality is not compromised.

Thinkers

Vegan Delights emphasize knowledge and creativity.

Experiencers

Customers value their moods, emotions, and inner expressions for a smooth experience with the brand.

Believers

They believe in social bonding with the environment and value communities.

The most critical segmentation with business-to-business and business-to-consumer are psychographic and behavioral segmentation. Here, the consumers would believe that they are getting highly nutritious veggie burgers.
Targeting
The targeting strategies are differentiated, mass, one-to-one, local, and niche. The businesses have to choose the targeting marketing depending on the product and service offerings. Veggie Delights is a high-quality product that develops a strong position in the market. The company focuses on the mass marketing strategy (Lessmann et al., 2019). Awareness of climate change encourages the reducetarian movement and pays attention to dietary choices. Technology advancements transform food into medicine (Deloitte, 2020). Growing environmental ad ethical concerns improve consumer behavior for nutritious food consumption; it lends the idea that the burger should offer traditional tastes.
Fig 1: Customer Persona
The customer persona in figure 1 highlights the detail of one of the customers of VegieDelights. The person was the CEO of a small-scale business, and he is both vegan and health-conscious. He enjoys innovatively eating organic products. He prefers VegieDelights over the competitors because of its price competitiveness and team's expertise in delivering high-quality services and prompt delivery. He is interested in the business because, VegieDelights got awards, expertise, and testimonials; Steve found the business through social media and the referral of his friend. The values delivered to the persona are quality services, assistance in group decision-making, competitive price, and expertise.
The identified target (mass marketing) is an attractive one because it attracts many audiences. One of the most significant advantages is that it encourages scope and cost-efficiency on a larger scale. Every single advertisement deploys a variety of channels to reach thousands of customers. The production would be cheaper as compared to smaller and niche targeted audience. Another advantage of mass marketing is that it increases brand awareness used in the marketing efforts for decades. The strong brand image discourages competitors and new entrants from entering the market.
Positioning
Product positioning is defined as how consumers look at the brand and its essential attributes. The positioning consists of the product offered, the price charged, and the message communicated. The founder of Vegan Delights turns traditional meat lovers into beyond meat disciples. The product is sold in the meat section at grocery stores in the refrigerators with other alternative protein options for shoppers. The perceptual map is presented in figure 1, which has considered the price and quality. The Beyond Meatcost is $12 a pound, 365 by Whole Food $6.40 a pound, and the ground beef is $5 a pound in the same store at the local Amazon (Szejda & Parry, 2020). The company is positioned in a very competitive market that substitutes meat products at local restaurants. In addition, the industry replicates entire cuts of meat because of environmental concerns.
Fig 1: Perceptual Map
The company believes in uncovering the blueprint of meat which rebuilds the structure from plant-based sources. Our positioning statement is:
"We promise to offer center-of-plate solutions to conflicted carnivores. We enable our customers to eat what they love. Our products are enriched with plant-based protein but taste like meat."
Marketing Mix
Product
The core product fits the fundamental need that the customer satisfies. In this case, our core product is the plant-based beef burger. The objective is to meet the demands of vegetarians or try healthy food options. The actual product is packed in the packaging where it serves four people. The net weight is 300g, with an average serving size is of 75g. The product is protein-based with a good source of protein and iron. The product packaging is green and white with clear cooking instructions are written on it. An augmented product is the actual product that might make the product offering to speed up the purchase decisions (Kim, Kim & Choi, 2019). The company believes in instant delivery, customer care, warranties, and finance. The type of consumer goods for the Vegan Delights beef style burger is the speciality good. The speciality product is the product with unique characteristics where a significant group of consumers makes a special purchase effort. The speciality product would attract vegan lovers and do not prefer purchasing meat. The product description is in table 3:
Table 3: Product Specifications
Features

Detail

Name

Beef-Style Burger

Quality