Sunny Queen Farms Case Study: creating differentiation in a highly commoditized category

June 25, 2010 - PRLog -- 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-S...

# # #

Aarkstore Enterprise specialize in providing online market business information on market research reports, books, magazines, conference booking at competitive prices, and strive to provide excellent and innovative service to our customers.