Business Case Studies & Business Publications

Just: Positioned to Target Mainstream Ta...

Cian, Luca, Yemen,...

Case

Just: Positioned to Target Mainstream Tastes? (B)

Cian, Luca; Yemen, Gerry; Boichuk, Jeff

M-0957 | Published April 19, 2018 | 3 pages Case

Collection: Darden School of Business

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Product Details

Well suited for MBA and undergraduate marketing programs, this case uses product positioning and placement during the early growth stages of a start-up's brand in the food industry to unfold circumstances that allow for an analysis of the firm's positioning and food marketing decisions. All products are plant-based foods distributed nationally in the United States. Seeking to target mainstream tastes and low price, tensions among the three pillars of the brand's marketing strategy, which are quality, accessibility, and sustainability, leave the case open to explore uncertainty, positioning, marketing mix, and consumer behavior. The B case brings in another twist as Just announces plans to publicly launch a meatless product line.

- Examine external influences around consumer behavior on brand position - Explore the effects of consumer bias on marketing efforts (perceived quality and perceived healthiness) - Understand food marketing frameworks