82831937 suguna revisied 1 copy

7/27/2019 82831937 Suguna Revisied 1 Copy

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BRAND BUILDING AND MANAGEMENT-FACTORS OF BRAND

EXTRACTED BY

M.SENTHILKUMAR

1stMBA B

12MBA092


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DEFINITION

In 2001 Hislop defined branding as "the process of creating arelationship or a connection between a company's product and

emotional perception of the customer for the purpose of generation

segregation among competition and building loyalty among

customers

HISTORY

The origination of branding can be traced to ancient times, when

specialists often put individual trademarks on hand-crafted goods.

The branding of farm animals in Egypt in 2700 BC to avoid theft may

be considered the earliest form of branding, as in its literal sense

HOW TO BUILD A BRAND Identification of key customer groups or segments.

Understanding customer expectations, needs and aspirations.

Assessing competitive offering including substitutes


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Quality is a vital ingredient

of a good brand.

Positioning is about the

position a brand occupies in

a market in the minds ofconsumers

Repositioning occurs when a

brand tries to change its market

position to reflect a change in

consumers tastes Communications also play a

key role in building a

successful brand


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SUGUNA POULTRY

INDIA

Largest livestock population in world. Contribute 4% to national GDP & 27% to agriculture

GDP.

Poultry industry has been the key contributor in

livestock sector.

Total poultry industry- 200billion.

Production- 2.3million ton meat & 47 billion eggs.

Produces 2 billion poultry birds on 200000 farms.

India is the 3rd largest egg producer and 5th largest

poultry meat producer in the world. Eggs and broilers has been rising at a rate of 8 to 10 per

cent per annum.

(According to Ministry Of Agriculture, GOI)


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SUGUNA Started in 1984 in Coimbatore(Suguna poultry farm ltd)

Annual Turnover 2030 crore Present in 11 states with 15,000 + farmers,

25,000 channel partners & 4,800 employees

More than395million chickens produced per annum

36 hatcheries and 50 feed mills. 1.56 million tons feed production per annum

Suguna stands 1st in broiler production in India

(and 4th in the world by volume).

MD- Mr. B Soundararajan


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PRODUCT LINE Live chicken

Frozen & chilled chicken (Brand Suguna

ANYTIME)

Special fortified eggs (Suguna HEART,

ACTIVE, SHAKTI, PRO)

Ready to cook chicken (Suguna Daily

Fressh )

Home Meal Replacement foods (SugunaHome Bites )


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Challenges in Brand

Building

Quality issues:Adoption of food safety

and quality assurance mechanisms

such as TQM including ISO 14000,

ISO 22000, HACCP, GMP, GHP and

preparing them to face global

competition in post WTO regime.

Lack of education and awareness in

consumers of rural India: They cannot

able to differentiate the brands


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*ContBrand stickiness: Consumer in rural India

is satisfied with the brand he uses, then

he is reluctant to change that brand .

Moreover, rural consumers are still

deriving the core benefits of the brandand not the peripheral benefits of it.

Higher cost of production:


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Contd

Bird flu & chick mortality.:-Due to these health related issues it isvery difficult to build a brand in ruralindia.

Well established brands.

Entry of new players in the industry such

as Godrej and Pioneer.

Local vendors.


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Main Competitors

Vencobb (Venkateswara Hatcheries)

Pioneer

Shanti JAFA

Arambagh

Skylark


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Porters Analysis

Threat of new entrants Low

Bargaining power of the buyers High

Bargaining power of the supplier Low

Threat of substitutes Low

Competitive Rivalry Medium

OVERALL Medium to low


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CONCLUSION

Thus Brand Building plays a vital role in the

markets as well as customer minds. So brand

building helps the products to attain its maximumpositioning on customers minds which makes our

product and Business grow.

82831937 suguna revisied 1 copy

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