Reference no: EM133339177

Topic: According to a recent article by Guardian, "Cultured meat, produced in bioreactors without the slaughter of an animal, has been approved for sale by a regulatory authority for the first time. The development has been hailed as a landmark moment across the meat industry. The "chicken bites", have passed a safety review by the Singapore Food Agency and the approval could open the door to a future when all meat is produced without the killing of livestock, the company said."

Now imagine, you have produced these lab-grown/cultured/cell-based "Chicken Bites" that exactly replicate the experience and biology of conventional meat (in terms of taste, texture, nutritional information etc.) except for the high-tech production process.

Questions: Design a basic marketing mix (using each of the 4 ps) for two different versions of this product to target two different consumer segments-

1) Ethically vegan consumers (i. e. consumers who became vegan because of ethical reasons such as Animal Rights or Environment).

2) Conventional meat-eating consumers (i.e. those with carnivorous/omnivorous diets)

Start by richly defining each target segment using the appropriate segmentation variables and label what type of segmentation variable you are using (in terms of demographic, psychographic, behavioral etc.). Then based on the target market you've defined, describe the appropriate positioning, describe why the chosen positioning would be appealing to that particular target market, and what the marketing mix would look like for each version of this product