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Develop a Branding, Marketing, and Pricing Strategy for New Milk Alternative Product

Last Updated: 04/28/2026

Case Organization

Tribeca Macadamia Nut Project

Barra do PiraÌ - Santa CecÌlia, Barra do PiraÌ - State of Rio de Janeiro, Brazil

Case Contributors

Case Disciplines

Growth Strategy Marketing Marketing Reporting, Financial Planning & Analysis Sales & Business Development

Skills & Expertise

Communications Email Marketing Marketing Strategy

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Background & Objective

The challenge or opportunity you are trying to address for the organization.

Tribeca Macadamia Nut Project is a family-owned farm producing large quantities of Macadamia Nuts. They have traditionally sold those products as plain, roasted, and chocolate covered, mainly across Brazil and other areas of Latin America.
Learning Objectives

This is what students will learn as they complete the case.

This case focuses on launching a new consumer product in a competitive U.S. plant-based milk market, with an emphasis on branding, marketing strategy, and pricing. Students will develop skills in positioning a new brand, designing go-to-market strategies, and aligning pricing with both cost structure and perceived value. 
  •  Analyze the plant-based milk market and evaluate competitors’ branding, positioning, and marketing strategies 
  •  Define target customer segments and develop detailed customer personas for a new milk alternative product 
  •  Create a compelling brand identity, including mission, voice, storytelling, and visual direction aligned with consumer preferences 
  •  Develop an integrated marketing strategy across channels such as social media, email, SEO, influencer partnerships, and paid advertising 
  •  Design sample campaign concepts and messaging tailored to different stages of the customer journey 
  •  Evaluate pricing strategies (e.g., cost-plus, value-based, competitive pricing) and recommend an optimal launch price 
  •  Identify key cost drivers (production, packaging, logistics, distribution) and incorporate them into pricing decisions 
  •  Develop a go-to-market (GTM) strategy, including channel selection (retail, e-commerce), promotional tactics, and launch timeline 
  •  Define key performance indicators (KPIs) to measure marketing effectiveness, customer acquisition, and sales performance 
  •  Synthesize branding, marketing, and pricing into a cohesive strategy that supports long-term growth and market differentiation
Key Action Items

These are activities and action items you might want to complete in order to achieve the expected outcomes.

Milestones
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Milestone #3
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Milestone #4
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