LICIOUS: MARKETING PLANT-BASED MEAT
CASE STUDY SOLUTION
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SYNOPSIS
Sa
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
n
some people questioned the health benefits of plant-based meat. Was it a mistake for Licious to enter the
tio
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?
lu
So
OBJECTIVES
• Analyze current market trends and consumer preferences in the plant-based meat industry.
• Investigate consumer attitudes toward plant-based meat and the factors that influence purchasing
decisions.
• Examine a company’s positioning in the market compared to traditional meat products and other plant-
based alternatives.
• Investigate how a company addresses the issue of plant-based food being highly processed and
produced in factories, after promoting the product as a healthy option.
The Case Solution Starts From page 6
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ASSIGNMENT QUESTIONS
1. What are some of the socio-cultural factors that impact meat buying in India?
2. What are some reasons for Licious’s success as a brand and as a business? Using the 5C framework,
explain how Licious defines its market in India.
3. Is plant-based meat a good segment to be in? Does the segment have enough traction, or are other
segments more viable? Estimate the market potential for the UnCrave product.
4. Discuss the brand positioning of UnCrave. How should Licious fit in and differentiate itself in the plant-
based meat category?
5. How should Licious respond to questions about its food being highly processed and created in factories,
making it far from healthy?
The Case Solution Starts From page 6
,2. What are some reasons for Licious’s success as a brand and as a business? Using the 5C
framework, explain how Licious defines its market in India.
Licious has experienced success in the Indian market for several reasons:
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• Licious has positioned itself as a high-quality, fresh meat and seafood product provider. This
commitment to quality sets it apart from traditional markets and has resonated well with consumers
pl
who prioritize freshness and hygiene.
• Licious exercises significant control over its supply chain, from sourcing raw materials to processing
m
and delivering the final products. This vertical integration allows the company to maintain quality
standards and traceability throughout production.
•
Sa
The company leverages technology effectively, providing a user-friendly online platform for customers
to place orders. The use of technology not only enhances the customer experience but also streamlines
operations, contributing to efficiency in logistics and inventory management.
• Licious has built a reputation for trust and safety by focusing on hygienic processing and packaging.
n
tio
lu
So
The Case Solution Starts From page 6
,5. How should Licious respond to questions about its food being highly processed and created in
factories, making it far from healthy?
Licious has been facing questions and criticism about its plant-based food being highly processed and
produced in factories, which is perceived as having health concerns. To address and respond to these
questions, Licious can use the following arguments:
• Licious can emphasize transparency in communication and provide detailed information about sourcing
ingredients, manufacturing processes, and quality control measures.
• Licious may highlight its commitment to quality assurance and adherence to food safety standards,
e
which includes using fresh, high-quality ingredients and rigorous quality control processes to ensure
pl
the nutritional integrity of their products.
• Licious can respond to concerns about ultra-processing by emphasizing “clean labelling,” which
•
m
Sa
•
n
•
tio
•
lu
So
The Case Solution Starts From page 6
, EXHIBIT -2: PORTER’S FIVE FORCES ANALYSIS OF THE PLANT-BASED MEAT INDUSTRY
Non-Vegetarian Segment Vegan segment
This is a relatively new category but
There is low rivalry because no highly competitive because many
Intensity of
competitor is targeting or has companies are targeting this
competition
positioned its brand in this segment. segment, including FMCG giants (e.g.
ITC Limited, TATA Group).
Threat of New Any company can position its product Any company can position its product
Entrants in this open market segment. in this open market segment.
Bargaining power
of Buyers
e
pl
m
Sa
n
tio
lu
So
The Case Solution Starts From page 6
CASE STUDY SOLUTION
e
pl
m
SYNOPSIS
Sa
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
n
some people questioned the health benefits of plant-based meat. Was it a mistake for Licious to enter the
tio
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?
lu
So
OBJECTIVES
• Analyze current market trends and consumer preferences in the plant-based meat industry.
• Investigate consumer attitudes toward plant-based meat and the factors that influence purchasing
decisions.
• Examine a company’s positioning in the market compared to traditional meat products and other plant-
based alternatives.
• Investigate how a company addresses the issue of plant-based food being highly processed and
produced in factories, after promoting the product as a healthy option.
The Case Solution Starts From page 6
, e
pl
m
Sa
n
tio
lu
So
ASSIGNMENT QUESTIONS
1. What are some of the socio-cultural factors that impact meat buying in India?
2. What are some reasons for Licious’s success as a brand and as a business? Using the 5C framework,
explain how Licious defines its market in India.
3. Is plant-based meat a good segment to be in? Does the segment have enough traction, or are other
segments more viable? Estimate the market potential for the UnCrave product.
4. Discuss the brand positioning of UnCrave. How should Licious fit in and differentiate itself in the plant-
based meat category?
5. How should Licious respond to questions about its food being highly processed and created in factories,
making it far from healthy?
The Case Solution Starts From page 6
,2. What are some reasons for Licious’s success as a brand and as a business? Using the 5C
framework, explain how Licious defines its market in India.
Licious has experienced success in the Indian market for several reasons:
e
• Licious has positioned itself as a high-quality, fresh meat and seafood product provider. This
commitment to quality sets it apart from traditional markets and has resonated well with consumers
pl
who prioritize freshness and hygiene.
• Licious exercises significant control over its supply chain, from sourcing raw materials to processing
m
and delivering the final products. This vertical integration allows the company to maintain quality
standards and traceability throughout production.
•
Sa
The company leverages technology effectively, providing a user-friendly online platform for customers
to place orders. The use of technology not only enhances the customer experience but also streamlines
operations, contributing to efficiency in logistics and inventory management.
• Licious has built a reputation for trust and safety by focusing on hygienic processing and packaging.
n
tio
lu
So
The Case Solution Starts From page 6
,5. How should Licious respond to questions about its food being highly processed and created in
factories, making it far from healthy?
Licious has been facing questions and criticism about its plant-based food being highly processed and
produced in factories, which is perceived as having health concerns. To address and respond to these
questions, Licious can use the following arguments:
• Licious can emphasize transparency in communication and provide detailed information about sourcing
ingredients, manufacturing processes, and quality control measures.
• Licious may highlight its commitment to quality assurance and adherence to food safety standards,
e
which includes using fresh, high-quality ingredients and rigorous quality control processes to ensure
pl
the nutritional integrity of their products.
• Licious can respond to concerns about ultra-processing by emphasizing “clean labelling,” which
•
m
Sa
•
n
•
tio
•
lu
So
The Case Solution Starts From page 6
, EXHIBIT -2: PORTER’S FIVE FORCES ANALYSIS OF THE PLANT-BASED MEAT INDUSTRY
Non-Vegetarian Segment Vegan segment
This is a relatively new category but
There is low rivalry because no highly competitive because many
Intensity of
competitor is targeting or has companies are targeting this
competition
positioned its brand in this segment. segment, including FMCG giants (e.g.
ITC Limited, TATA Group).
Threat of New Any company can position its product Any company can position its product
Entrants in this open market segment. in this open market segment.
Bargaining power
of Buyers
e
pl
m
Sa
n
tio
lu
So
The Case Solution Starts From page 6
