Marketing Currents - Business and Marketing Current Events

Plant-based meat sales declining, industry possibly suffering ‘perception problem’


Plant-based meats are no longer all the rage they were just a few years ago, according to Deloitte Consulting LLP.

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Discussion Questions:

  1. What is positioning?
  2. What does perception have to do with positioning?
  3. Why is positioning important in marketing?
  4. Why are plant-based meat sales declining?
  5. The headline of this story suggests it may be suffering from a ‘perception problem’. What does that mean?
  6. What is your perception of plant-based meats? Do you think they are healthy?
  7. What is market segmentation?
  8. How do you think plant-based meat brands have typically segmented the market?
  9. Based on declining sales, might those brands consider a new strategy?
  10. If you were a marketing consultant hired by a plant-based meat brand to correct the perception problem what would you do? Be prepared to share your ideas in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.