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Girls on Fire! presentation
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Girls On Fire Group Profile
Yanjna (Business)
Zoë (Law)
Katie (Health)
Team
Juliette (Politics)
Angel
(Business)
Helen (Business)
Problem
Problem
- COVID-19 pandemic has made consumers become increasingly conscious of their health and the products they are consuming.
- Global environmental pressures encouraging consumers to make more sustainable choices.
- Detrimental environmental impacts & health implications of meat consumption
- Lack of goods & services in the Asia-Pacific region to address this problem
Environmental Implications
Animal agriculture is the 2nd largest contributor to greenhouse gas emissions (Howden, 2019)
Climate change
Beef products are responsible for methane production, resources heavy e.g. land, fertiliser, water (Borunda, 2019)
Livestock maintenance requires:
- Deforestation
- Expansion of pasture & land to grow feeding crops
Research Question
What are the opportunities for Australian businesses to grow their plant-based meat business in the Asia-Pacific region in response to sustainability, health issues and post-pandemic trends in the current and future climate?
Aims
1
Establish and grow plant-based meat industry in China
Aims
Reduce impact of meat industry on the environment through viable alternatives
2
Identify the opportunities, threats and competition for this alternative in our target market
3
Approach
Diverse group endorsing interdisciplinary collaboration
Approach
EY's Eight Forces
Marketing Analysis (4Ps)
PESTLE Analysis
4Ps of Marketing Mix
Price
Product
Value based pricing
Sustainable & Healthier
Results
Place
Promotion
Social media based
Shanghai
"
Subscription based,
plant-based meat
Demographics
Demographics
Social media account for 2/3 of total online time spent (McKinsey, 2019)
Premium lifestyle
Millennial of
Upper-Middle class
E-Commerce
Shanghai
Income
90% of customers purchasing plant-based meat are meat-eaters who believe the products are healthier and better for the environment.
NPD's analyst: "plant-based meats will have staying power because of their popularity with millennials."
(O'Connor, 2017)
Busy Betty
Introducing... Busy Betty
- An upper-middle class financial analyst
- Represents a typical consumer in our Target Market :
- A premium but time-poor lifestyle (FBI, 2017)
- Very health conscious (BCG, 2014)
- Frequent user of social media e.g. WeChat (Chozan, n.d)
Food
Preferences
What Food Preferences does Busy Betty have?
Health conscious
Meat Lover
Innovative & Customised
- Healthy
- Organic
- Non-GMO
- Locally sourced
(BCG, 2014)
- Eco-friendly
- Plant-based meat is cleaner & has similar taste and texture compared to real meat
- Variety: Skewers, patties, pork chops
- Meat types: Pork, beef, chicken
- Flavours: Szechuan chicken, sweet chilli, braised pork
Enviro.
& Health
What does she think of her Health & the Environment?
Cares about animal welfare & environmentally conscious
Busy Betty would like to consume for her health
Environmental benefits:
Health benefits
- Increased intake of nutrients intake
- Reduced intake of toxic chemicals found in meat
- Reduced risk of heart diseases from abstaining from red meat
(Tuso et.al, 2013)
Environmental benefits of plant-based meat compared with meat products:
- Produce 90% less greenhouse gas emissions (Gelski, 2019)
- 45% less energy used to produce
- Uses 93% less land
- Uses 99% less water
Supply Chain
She wants to know more about the ingredients & supply...
- QR code ensures Transparency (Ciscion, 2017):
- Ingredients:
- Protein - pea, mung bean & brown rice
- Natural flavors
- Fat - sunflower oil
- Texture provider - methylcellulose (BeyondMeat, 2020)
- Bio-degradable packaging
- Supply Chain & Distribution
- local ingredients
- Restaurants & Supermarkets
- Delivery partners e.g. MeiTuan, Ele.me
- Subscription
Limitations
Cardboard "shields" to prevent the spread of coronavirus in China (Rao, 2020)
- Unpredictable Consumption patterns post COVID-19 (Treston, 2020)
- New Industry (Splitter, 2018).
-Information from U.S. market
-Chinese perceive plant-based eating central to well-being (Ruby & Khara, 2019)
-Fears of a global trade war after China imposed 80% tariff on Australian barley exports (2020).
Limitations
Implications
Growing appetite as a result of COVID-19 (MarketsandMarkets, 2020)
Introduce new variations of the product and increase our production capacity to meet this demand (Curran, 2013)
After testing in one area we will expand into other geographical regions of China. (Hedley, 2020)
Implications
Conclusions & Recommendations
Healthy attributes of brand Australia
First mover advantage to capture market share
Makes you feel better about your health and your impact on the world
Feasibility study and business case