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EXECUTIVE SUMMARY – JUST PROTEIN MARKETING PLAN I am proud to present a marketing plan for an exciting new product for Hampton Creek Food Group (Just, Inc.) that will allow the company to disrupt the alternative protein market, called Just Protein. HCFG, for short, has a foot in the door of an extremely exciting industry, that of alternative food solutions, many of which offer environmentally conscious ways to provide healthy meals without compromising the integrity of the increasingly fragile ecosystem in which we live. Just Protein is a lentil-based protein alternative that mimics the taste and texture of hamburger, allowing for individuals from all lifestyles and cultures to enjoy the hearty taste and health benefits of protein without the negative effects of animal-based substance. Below, a detailed market analysis and strategy are outlined. Alternative food product is a blossoming and growing industry, with immeasurable positive benefits for the consumer and for the environment. Based on the information found in analysis and strategy planning, Just, Inc. will implement an aggressive marketing strategy, aimed specifically at millennial consumers in the domestic U.S. market, using social media influencer campaigns promoting a new and exciting protein alternative, Just Protein, as well as contracting advertising and creative agencies to provide short ad videos that will coincide with paid marketing in online video channels. SITUATION ANALYSIS WORLDWIDE MARKET FOR NEUTRAL ALTERNATIVE PROTEIN $4470M USD IN 2019 – EXPECTED TO REACH $6620 USD BY 2024 “The growth of the global alternative protein market is mainly attributed to growing urbanization with new consumer aspiration, rising venture investments in alternative protein companies, innovation in food technology, and environmental sustainability with production and consumption of alternative protein” Exclusive Report by Meticulous Research
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HCFG (JUST, INC) - SWOT ANALYSIS Strengths Substitute protein provides nearly all the health benefits while eliminating nearly all the risks associated with normal protein consumption Environmentally beneficial, both in production and consumption Meets dietary recommendations for many different lifestyles Weaknesses Will likely be labeled or perceived as a vegan only product Limited product line Limited storefront distribution Opportunities In negotiations with several leading fortune 500 companies to increase distribution Large market opportunity for the conscientious consumer, especially millennials Opportunities for new product lines Threats Egg Board has started an aggressive counter-campaign Many other plant-based companies making waves in food industry Negative press surrounding Salmonella scare
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