Study goals
The main objective of this study is to stimulate reflection on the part of students regarding possible solutions for the Incredible brand to be able to develop the plant-based market, from its leadership position.
Relevance / originality
The study is able to provide students with information regarding protein consumption (animal and alternative) in the world, reinforce the trajectory and role that Incredible played in the existence of this market, as well as the particularities of this growing market.
Methodology / approach
The teaching case methodology is adopted, which proposes to bring students closer to managerial practice, bringing the reality of business to the classroom, allowing the necessary skills to be developed for the future exercise of the profession.
Main results
The study manages to show the real situation of the brand, calling students to a managerial role within the limits of a classroom and promoting a greater relationship between theory and practice, as well as a greater relationship between reflection and action.
Theoretical / methodological contributions
Students are encouraged to understand that a leader is not only the player that holds the largest market share, but that generally leads in price variations, product launches, distribution coverage and promotional intensity (Kotler and Keller, 2019).
Social / management contributions
The case shows the Incredible brand as a protagonist in the growth movement of vegetable proteins in Brazil, as well as delegates to students the responsibility of managing a brand that must lead the development of the plant-based market.