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Green Monday: Flexitarianism, Innovation, and Endorsement
內容大綱
The Green Monday Group was co-founded in 2012 by Hong Kong entrepreneur David Yeung. Capitalizing on the developing global sustainability movement and the market opportunity from growth in flexitarianism, Yeung acquired a research and development company to innovate a plant-based pig meat product, OmniPork. Through product innovation, global distribution, and celebrity endorsement, Yeung was determined to bring OmniPork to global markets. He announced in 2020 that Green Monday Holdings had raised US$70 million of equity investment, the largest funding of its kind in Asia. In 2021, the question left was how those funds could be used to expand flexitarianism globally and capture new consumers of OmniPork.
學習目標
This case is suitable for marketing principles courses at the undergraduate level and global marketing and marketing communication courses at the senior undergraduate or postgraduate level. Students can make use of the case to evaluate the global market environment; 4Ps (product, price, place, and promotion); segmenting, targeting, and positioning of consumers; and celebrity endorsement. After working through the case and assignment questions, students will be able to<ul><li>assess the global market environment for plant-based meat;</li><li>investigate product innovation, distribution channels, price, and promotion of plant-based meat;</li><li>identify target customers; and</li><li>evaluate the effectiveness of using celebrity endorsement.</li></ul>