ISM ProjectInternational sales and marketing PDF

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ISM PROJECT : IMPOSSIBLE FOODS About Impossible Foods: https://www.businesswire.com/news/home/20200714005334/en/ImpossibleFoods’-Growth-Accelerates-as-Restaurant-Sales-Rebound-and-RetailOrders-Surge Based in California’s Silicon Valley, Impossible Foods makes delicious, nutritious meat and dairy products from plants — with a much smaller environmental footprint than meat from animals. The privately held food tech startup was founded in 2011 by Patrick O. Brown, M.D., Ph.D., Professor Emeritus of Biochemistry at Stanford University and a former Howard Hughes Medical Institute investigator. Investors include Mirae Asset Global Investments, Khosla Ventures, Bill Gates, Google Ventures, Horizons Ventures, UBS, Viking Global Investors, Temasek, Sailing Capital, and Open Philanthropy Project. Impossible Foods was Inc. Magazine’s company of the year and one of Time Magazine’s 50 Genius companies. The flagship product, Impossible Burger, was named top plant-based burger by the New York Times and received the Food and Beverage (FABI) Award from the National Restaurant Association

1) Organisational profile : https://www.impossiblefoods.com/company (covers all points)  https://strategyonline.ca/2020/09/15/mission-impossible-foods/ : -

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“satisfy global demand for meat at a fraction of the environmental impact” by tackling one of the top meat-loving markets: , it’s using its celebrity-chef-inspired strategy to enter the market before seeking rapid expansion Impossible’s ultimate goal is to reach mass-market ubiquity – helping to avert an environmental catastrophe by transitioning the world away from more resourceintensive eating systems STRATEGY : “Impossible Mystery Box” – a goodie bag containing Impossible merchandise NO. 1 GOAL : enter a new market is build credibility the culinary influencers or the top restaurants drive what people look for, what’s new, what’s interesting.” STRATEGY : The idea behind Impossible’s play is to get the country’s top mealmakers to endorse and showcase the versatility of its signature product by utilizing the ingredient in their own creative dishes, Sold to restaurants as both five-pound, ground-beef-like blocks and as burger patties, it can be easily incorporated into an array of dishes, including tacos, dumplings, pizzas and, yes, even burgers. working with more prestigious eateries for its launch puts Impossible’s value proposition into perspective: it may be here to save the planet from the environmental impacts of meat consumption, but it hopes you won’t notice anything is missing from your carnivorous diet STRATEGY : reverse those perceptions, though, by claiming to be not plant-based, but rather “meat made from plants, made for meat-eaters.”

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elevator pitch focuses on “heme,” a molecule which its scientists have recreated in the lab that’s identical to the heme humans have consumed for hundreds of thousands of years in meat - Once it has established itself in the culinary culture, Impossible will use the buzz it generated early on to propel itself forward. - retail partnerships - own ecommerce site CHALLENGE : - Seeking endorsements from top chefs is inherently challenging - With every channel, every customer that we go with, there’s always a lot of skepticism that if it comes from plants it’s not going to taste as good

 https://www.businesswire.com/news/home/20200714005334/en/ImpossibleFoods’-Growth-Accelerates-as-Restaurant-Sales-Rebound-and-Retail-OrdersSurge - STRATEGY : l launch of Impossible™: The Cookbook , which features 40 Impossible dishes from some of America’s top culinary trendsetters. (EXPERIENCE) - PRODUCT BENEFITS : (i) Impossible Burger has as much protein and bioavailable iron as a comparable serving of ground beef from cows. A 4-ounce serving of Impossible Burger has 0 mg cholesterol, 14 g of total fat, 8 g of saturated fat and 240 calories. (A conventional 4-ounce “80/20” patty from cows has 80 mg cholesterol, 23 g of total fat, 9 g of saturated fat and 290 calories.) (ii) Impossible Burger contains no animal hormones or antibiotics, (iii)

and is kosher, halal and gluten-free certified And because it’s made from plants and bioengineered, it uses 96% less land, 87% less water and 89% fewer greenhouse gas emissions compared to conventional beef from cows.

 https://vegconomist.com/companies-and-portraits/impossible-foods-aims-toreplace-meat-with-plants-by-2035/ - AIM: brand’s aims to eliminate the need for animals in the food system by 2035, replacing meat with plants using a key ingredient it developed called heme, whilst discussing its latest product, Impossible Pork, - STRATEGY : partnership with Burger King. - BENEFIT TO CUSTOMER : the same flavours, the same textures, the same price point, the same health benefits, and more as well as all the sustainability aspects  SWOT ANALYSIS : - https://www.reddit.com/user/rickysheikh92/comments/g0ie3u/global_plantbas ed_meat_market_key_players_swot/ - https://ruonanmandyzhao.files.wordpress.com/2020/04/swot-analysis_beyondmeat_ruonan-zhao-1.pdf - https://theculinologist.wordpress.com/2016/09/09/analyzing-the-impossible-astrategy-and-competitive-advantage-analysis-of-impossible-foods/ - https://www.globenewswire.com/newsrelease/2020/08/18/2079689/0/en/Outlook-on-the-Plant-Based-Meat-Global-

Market-to-2025-Featuring-Amy-s-Kitchen-Beyond-Meat-Impossible-FoodsAmong-Others.html  TARGET MARKET : INDIA / Beef Ban - https://www.forbes.com/sites/leezamangaldas/2017/06/05/indias-got-beefwith-beef-what-you-need-to-know-about-the-countrys-controversial-beefban/?sh=3254fbd653c2 - https://www.latestlaws.com/articles/beef-ban-in-india-legal-perspective-byaayush-akar/ - https://www.hindustantimes.com/india/meat-of-the-matter-how-beef-banaffects-leather-exports-and-chemical-industry/storyq6qLCPfV2hpijG0xSHQNGJ.html - POLITICAL ENVIRONMENT OVER VEGANISM/MEET BAN https://frontline.thehindu.com/the-nation/article24441317.ece - Challenges, trends & rise of vegan market in India http://www.fnbnews.com/Top-News/challenges-trends--rise-of-vegan-marketin-india-61671 -

COMPETITOR’S : https://www.pureecoindia.in/scope-of-vegan-foodbusiness/

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MARKETING CAMPAINGS : # https://sustainabilitymattersdaily.com/10-creative-marketing-campaigns-forvegan-products/ # https://insights.digitalmediasolutions.com/articles/vegan-options-marketingcampaigns VEGANUARY # VEGANISM IN INDIA https://www.intrepidtravel.com/adventures/indiavegan-food-guide/

COSUMER PROFILES: https://www.statista.com/statistics/1071722/india-plant-based-food-consumption-rate-byage/#:~:text=According%20to%20a%20survey%20conducted,years%20old%20at %2058.5%20percent. https://www.foodnavigator-asia.com/Article/2020/09/29/Making-plant-based-everydayLocalisation-taste-and-NPD-crucial-for-success-in-India https://www.frontiersin.org/articles/10.3389/fsufs.2019.00011/full https://faunalytics.org/the-market-potential-of-meat-alternatives-in-india/ https://punemirror.indiatimes.com/others/you/roll-it-right/articleshow/80912919.cms

REFERENCES : - https://fortune.com/2020/10/20/impossible-foods-meat-on-sale-outside-usinternational-hong-kong-singapore-china/#:~:text=Impossible%20Foods %20enters%20grocery%20stores%20outside%20the%20U.S.%20for%20the %20first%20time&text=Impossible%20Foods'%20plant%2Dbased %20meat,Kong%20and%20Singapore%20on%20Tuesday. - https://vegconomist.com/food-and-beverage/impossible-foods-announcesexpansion-across-in-asia-will-enter-canadian-market-next-month/ - https://strategyonline.ca/2020/09/15/mission-impossible-foods/#:~:text=Like %20most%20plant%2Dbased%20companies,more%20resource%2Dintensive %20eating%20systems. -

https://www.mckinsey.com/industries/agriculture/our-insights/an-incredibleyear-for-impossible-foods#

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https://impossiblefoods.com/blog/inside-impossible-foods-our-shared-values https://outsideinsight.com/insights/impossible-foods-leverages-real-time-datafor-market-expansion/ https://www.businesswire.com/news/home/20190926005828/en/ImpossibleFoods-Wins-UN-Global-Climate-Action-Award-in-%E2%80%9CPlanetaryHealth%E2%80%9D-Category https://www.mckinsey.com/business-functions/mckinsey-digital/ourinsights/scaling-a-start-up-launching-innovative-products-in-internationalmarkets https://auromaglobal.com/plant-based-food-industry.php https://www.livekindly.co/eu-protects-bees-50-drop-pesticides/ https://www.nytimes.com/2019/10/14/business/the-new-makers-of-plantbased-meat-big-meat-companies.html https://www.pureecoindia.in/scope-of-vegan-food-business/ https://fortune.com/2020/10/20/impossible-foods-meat-on-sale-outside-usinternational-hong-kong-singapore-china/#:~:text=Impossible %20Foods'%20plant%2Dbased%20meat,in%20restaurants%20in%20both %20regions. https://uproxx.com/life/fast-food-chains-serving-plant-based-meat-2021/

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https://www.businesswire.com/news/home/20210202005413/en/ImpossibleFoods-Cuts-Suggested-Grocery-Store-Prices-20 https://www.forbes.com/sites/briankateman/2019/09/13/religious-groups-aregiving-plant-based-eating-a-boost/?sh=4873e2ca2ec5 https://www.ukessays.com/essays/business/business-socio-economic-andcultural-environments-of-india-business-essay.php#citethis https://vegconomist.com/market-and-trends/india-sees-huge-growth-in-veganoptions-as-plant-based-eating-continues-to-rise/ https://www.just-food.com/analysis/its-going-to-be-a-marathon-and-its-goingto-be-worth-it-weighing-up-the-prospects-for-plant-based-meat-inindia_id144506.aspx https://www.forbes.com/sites/leezamangaldas/2017/06/05/indias-got-beefwith-beef-what-you-need-to-know-about-the-countrys-controversial-beefban/?sh=3254fbd653c2...