Sunny Queen Farms Case Study: Creating Differentiation In A Highly Commoditized Category

Introduction

Introduction

This case study on Sunny Queen Farms forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how the Australian egg company achieved unprecedented success with the launch of a Natural Grain Cage Free egg, examining how it gained unique point of difference in a highly commoditized category.

Reasons to Purchase

*Gain insight into the methods used by important industry players to give them a competitive edge

*Identify specific areas for operational improvements

*Capitalize on the knowledge of experienced companies when entering a new niche or market

Table of Contents :

View 1

CATALYST 1

SUMMARY 1

Analysis 2

The Australian egg industry has benefited from consumers' growing health and value consciousness 2

Australian consumers are making concerted efforts to improve their diets 3

Growing value consciousness and time scarcity have made eggs an even more attractive meal component 5

The ethical consumerism trend has driven the market for more humane egg production methods 5

The market for free-range and barn-laid eggs has shown significant growth over the past decade 5

Higher prices for free-range eggs are a major deterrent to consumption 6

Australians are concerned about animal welfare but do not have a comprehensive understanding about different production methods 7

Research-led insights dictated both the innovation and communication strategies of Sunny Queen Farms 7

The first-to-market product launch overcame the major obstacle of high price premiums 7

A creative and informative marketing campaign ensured consumer engagement 8

Compare and contrast: The Happy Egg Co in the UK touts all-important sensory benefits 9

Conclusion and implications 11

APPENDIX 12

Case study series 12

Methodology 12

Secondary sources 12

Further reading 12

Ask the analyst 13

consulting 13

Disclaimer 13

List of Tables

Table 1: Australian Egg Industry Overview, 2009 3

List of Figures

Figure 1: Australians exceed the global average in their efforts to eat healthily 3

Figure 2: Australians are gradually incorporating more eggs into their weekly diet 4

Figure 3: Ongoing marketing efforts by industry players has swung consumer sentiment back in favor of eggs 5

Figure 4: Barn-laid eggs represent a middle ground between widely criticized caged conditions and theoretically idyllic free-range farming 6

Figure 5: Sunny Queen Farms' Natural Grain Cage Free eggs touted value for money in addition to more humane farming methods 8

Figure 6: The product launch campaign utilized cute imagery and humor to foster engagement among consumers 8

Figure 7: Sunny Queen Farms successfully leveraged social media to generate publicity and establish an emotional connection with consumers 9

Figure 8: Strategic imagery manages to convey the 'happy chicken, tasty eggs' message 10

For more information please visit :

http://www.aarkstore.com/reports/Sunny-Queen-Farms-Case-Study-creating-differentiation-in-a-highly-commoditized-category-45169.html

by: Aarkstore Enterprise

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