Beef burger case analysis

Veggie Delights Beef- Style Burger
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Table of Contents TOC \o "1-3" \h \z \u 1.Introduction PAGEREF _Toc71380178 \h 32.Segmentation, Targeting and Positioning PAGEREF _Toc71380179 \h 32.1.Segmentation PAGEREF _Toc71380180 \h 32.2.Targeting PAGEREF _Toc71380181 \h 62.3.Positioning PAGEREF _Toc71380182 \h 73.Marketing Mix PAGEREF _Toc71380183 \h 93.1.Product PAGEREF _Toc71380184 \h 93.2.Price PAGEREF _Toc71380185 \h 113.3.Placement PAGEREF _Toc71380186 \h 123.4.Promotion (IMC) PAGEREF _Toc71380187 \h 134.Marketing Mix Evaluation PAGEREF _Toc71380192 \h 154.1.Cohesion of the 4Ps PAGEREF _Toc71380193 \h 154.2.Alignement to the Target Market PAGEREF _Toc71380194 \h 154.3.Contribution to the Position PAGEREF _Toc71380195 \h 155.Conclusion PAGEREF _Toc71380196 \h 166.References PAGEREF _Toc71380197 \h 17
Veggie Delights Beef- Style Burger
Introduction
Veggie Delights started its operations back in 1912, is passionate about producing high-quality taste and convenient plant-based foods. Its manufacturing facility is in Berkeley Vale on the NSW Central Coast, Australia. The business acquired Sanitarium's Vegie Delights back in 2014 to meet the fast-changing demands of consumers. The sanitarium approach was improving the health and wellbeing of Australian communities. The company's mission is to share health and better life with a vision of changing our lives by offering innovative plant-based food. The food is 100% vegan friendly with Iron, B12, and Zinc that is safe for consumers' health and the environment (Vegie Delights, 2021). The report analyzes the current marketing performance of Vegie Delights- Beef Burger in relevance to the STP and marketing mix. Our core emphasis in the report is on Beef-Style Burger, made as a beef-a-licious vegan burger. Hence, segmentation, targeting, positioning, and marketing mix in the report solely relies on Vegie Delights- Beef Burger product.
Segmentation, Targeting, and Positioning
Segmentation
Market segmentation is crucial to analyze the target customers based on different dimensions, i.e., geographic, demographic, psychographic, and behavioral. For example, Veggie Delights has entirely changed the definition of meat. Currently, it offers a beef-style burger that is similar in taste and appearance to beef. The detail of segments are presented in table 1:
Table 1: Business Segmentation
Segments

Detail

Demographic

Demographic segmentation is divided into different market segments, i.e., age, gender, ethnicity, etc. Such segmentation is used to cater to individual needs (Camilleri, 2018). For example, Veggie Delights would be serving both males and females from all age groups. Therefore, the business would be catering to multiple age groups, which encourages mass marketing.

Geographic

It is the marketing strategy that serves customers in specific locations. The locations are chosen based on people's interests, values, and preferences in different states and countries (Camilleri, 2018). Veggie Delights serves customers in Australia. The company has grown the distribution networks in Australia, where the demand for vegan product...