Just Inc Case Study

The truths were that billions of people have been left with poor or no diet by the conventional food system and that a lot of mainstream consumers rejected veganism running contrary to their identities. The company focused on focused on positioning its brand in manner that would attract mainstream consumers due to its high quality, sustainability, and accessibility. Tetrick along with his team chose these three as the pillars of their marketing strategy rather than positioning the Just brand as one that is plant-based or one that would cause no unnecessary harm to consumers. The company, however, faced a challenge to the accessibility pillar when Target removed all its products from its shelves after being anonymously misinformed that Just products were mislabeled and unsafe.

Tetrick and his team had to meet and determine the ways to steer the company past the positioning challenges. Problem statement Just Inc. is currently facing the challenge of entering a mainstream food market with its plant-based products. There is intense pressure from current large egg product competitors to push the out of the mainstream market due to market share loss. Just hopes to avoid being perceived as a vegan products company and also wants to strike up comparisons with market share leaders as opposed to niche companies. Josh Tetrick therefore needs to find a way to brand his company to feature in mainstream market rather than stick to a niche market which greatly limits his current mission of developing more sustainable and healthier foods from plants and distribute them widely at an affordable price.

The third recommendation includes changing the language used to describe the product with more focus on the aspects of high impact and low cost strategy. Mainstream consumers usually perceive eating plant based foods as a socially abnormal activity which is reserved for individuals who identify as Vegan or Vegetarian. Research has shown that segregating plant based foods as vegetarian could minimize consumer ordering by 56% and could also suppress perceptions of tastes. Tetrick correctly points out that rather than be viewed as a Vegan company forcing people to consume vegan food as a way of saving the world, Just Inc. need to brand its products with names that mainstream consumers are deeply familiar with such as mayonnaise. Even though a number of studies have focused on evaluating the effect of increasing plant food and decreasing animal food on land use and GHGEs, there have been minimal data on their probable impact on nutritional intake.

One research indicated that there would be a 40% reduction in saturated fat intake, 23% less land use, 25%-40% reduction in GHCGE, and 40% reduction in nitrogen emissions if there was a replacement of 24%-50% of animal-derived foods with plant-based foods (Westhoek et al. The World Resources Institute published a working paper along those line showing that the estimated food gap which is proposed to take place in 2050 could be closed through the reduction of protein consumption from animal-based foods (Ranganathan et al. Just Inc. mission is precisely to develop more sustainable, healthier, and better tasting foods derived from plants and then distribute these plants widely at affordable prices. Another advantage is that consumers are increasingly becoming health conscious and as a result, there is a tailwind for companies that are entering this plant based or vegan market.

Disadvantages One challenge of this alternative is the recent negative publicity from the FDA and Target which will need to be addressed before they can partner with such grocery chains. The other disadvantage is that the large grocery will likely will put downward pressure on pricing of product thus preventing the company form meetings its goal of making its products affordable. Entering the global market place Just Inc. can focus on entering global market place including Europe and Asia. Encompassing appropriate language Employing the suitable language to market its vegan products is a crucial and subtle alternative. Consumer perception plays a huge part in buying behaviour. The idea behind increased sustainability of food is that people should slowly start making adjustments to their current eating habits.

This directional movement is not to turn meat eaters into complete omnivores, but rather to introduce great tasting substitutes that will make a seamless positive impact in not only the consumers’ health, but the environment as a whole. For instance, although Just’s products do not contain eggs, the marketing materials and pitches used should not contain the word ‘vegan’. As Tetrick notes, mainstream consumers adopt en masse to healthy foods if they taste better than non-health foods. Sustainability is another area to consider in improving the product. As Tetrick points out, manufacturing the company’s products requires less carbon and water, and the products last 5 times longer compared to those of its competitors. In order to nudge customers toward purchasing Just products, sustainability information should be added to the products marketing messages and labels.

Displaying the sustainability information may change existing customer’s purchasing patterns and also drive new-customer acquisition. Distribution In addition to making its product affordable, Just Inc. should also focus on making sure that its products are easily accessible and readily available to potential buyers in the both the niche and mainstream markets. The company already faces a challenge having had its products withdrawn from Target’s shelves. In order to boost its distribution, Just In. should continue to collaborate with the various small natural-food grocers, Fresh Market, and Whole Foods who are already established distributors. The language used in promoting the brand must be one that the customers can relate with rather than one that turns them away since they cannot identify with it.

Marketing materials should not, for instance, contain the word ‘vegan’ although the company’s products do not contain eggs. The company can use various tools to promote its brand including creating a distinct brand image or logo; networking through related business and distributors; advertising through signs, prints, commercials, advertisements, direct mail, public relations, internet and social media; building business collaboration and partnership with other organizations, developing a relationship with the customers; and encouraging customers to talk about their experience when using the product. References Bryngelsson, D. , Wirsenius, S. L. Increasing plant based foods or dairy foods differentially affects nutrient intakes: Dietary scenarios using NHANES 2007–2010.  Nutrients, 8(7), 422. Clegg, S. Strategy: Theory & practice. Kuzminov, I. , Bakhtin, P. , Khabirova, E. , Kotsemir, M. , & Lavrynenko, A. C.