subject: Sunny Queen Farms Case Study: Creating Differentiation In A Highly Commoditized Category [print this page] 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
