For class on Monday, 7/19, please read and analyze the Launching Krispy Natural case and the Impossible Foods/Beyond Burgers case. Please come to class prepared to discuss both of these cases.

LAUNCHING KRISPY NATURAL: CRACKING THE PRODUCT MANAGEMENT CODE
Please consider the following questions in analyzing the case:
1. What is the problem in this case?
2. What do you think of the Pemberton strategic priorities? Do Krispy Natural crackers “fit” with these priorities?
3. How do you read the test market data? Are we looking at the right indicators? What are the advantages and disadvantages of running this type of test market?
4. Should we go national? What share would you project, based on test results? Would you change the plan (price? push/pull money? Krispy reps?)?
5. What is the likely competitive reaction? What would you do then?
IMPOSSIBLE FOODS, BEYOND BURGERS, AND PLANT-BASED MEAT
In addition to reading this case, please review the material on the Impossible Foods website at https://impossiblefoods.com/ and the Beyond Meat website at https://www.beyondmeat.com/. Please consider the following questions in analyzing the case:
1. What are the opportunities and challenges facing the plant-based meat category?
2. Which customer segments should Impossible Foods and Beyond Meat target? How should each company position its products and what benefits should be emphasized? To what extent should they emphasize that their product is like meat?
3. Plant-based meats can be made available to consumers through either grocery stores or restaurants (including fast food restaurants). Which channel should be emphasized in generating trial and acquiring customers and why? Which channel should be emphasized in generating repeat purchase and retaining customers and why?
4. Compare and contrast the products, marketing approaches, and websites of Impossible Foods and Beyond Meat. What are the similarities versus differences in each company’s approach? What are the strengths and weaknesses of each company’s approach?
5. What marketing recommendations would you make to Impossible Foods and Beyond Meat? How can these company’s get new customers to try their products? How can they get customers to repeat purchase their products?
CASE MEMOS
If you’d like, you may submit a memo on the Launching Krispy Natural or Impossible Foods/Beyond Burgers case as one of your four case memos this semester (or you may submit both cases as two of your four memos) – for these memos, please address the issues in the case preparation questions for each case. Please note that each memo cannot be more than two pages (single- spaced; if you need more pages for exhibits that is fine, as the exhibits are not part of the two-page limit).