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Licious: Marketing Plant-Based Meat
In October 2022, Licious, the market leader in India’s meat industry, launched its new brand UnCrave in the plant-based meat market segment. The launch was aligned with the company’s portfolio diversification strategy, leveraging its strong core brand equity. Unlike typical plant-meat brands that sold to vegan and vegetarian customers, Licious wanted to offer UnCrave to its core meat-consuming customers as an occasional alternative to meat options. However, several new competitors soon entered the market, while some people questioned the health benefits of plant-based meat. Was it a mistake for Licious to enter the plant-based industry at a time when a sizable portion of the organized meat business was still unexplored. Was the consumer segment Licious had targeted the right choice? Was it a good decision to increase the company’s product mix by including plant-based meat? -
Manik Distribution Agency: An Existential Challenge
Mr. Dharamdas Desai was running a distribution agency in Madhopura, a town in the state of Madhya Pradesh, India. He asked his son, Paresh, to analyze the business’s financial situation. Paresh found that the business’s post COVID compound annual growth rate was around 4 per cent and the operating profits had also declined. Paresh looked at the business situation and wanted to revamp the business strategically. Paresh came out with three alternatives to revive their business, Manik Distribution Agency: diversify into new product categories distribution; adopt a hybrid model (distribution and retailing of the products); and enter into the digital/e-commerce market. Paresh wanted to keep the business, so he needed further clarification.