BRAND BUILDING AND MANAGEMENT-FACTORS OF BRAND

EXTRACTED BY M.SENTHILKUMAR 1st MBA B 12MBA092

DEFINITION
In 2001 Hislop defined branding as "the process of creating a relationship 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

Quality is a vital ingredient of a good brand. Positioning is about the position a brand occupies in a market in the minds of consumers
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

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)

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

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 (Suguna Home Bites )

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

*Cont
Brand 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 brand and not the peripheral benefits of it.

Higher cost of production:

Contd

Bird flu & chick mortality.: -Due to these health related issues it is very difficult to build a brand in rural india.

Well established brands. new players in the industry such as Godrej and Pioneer.

Entry of

Local vendors.

Main Competitors

Vencobb (Venkateswara Hatcheries) Pioneer Shanti JAFA Arambagh Skylark

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

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 maximum positioning on customers minds which makes our product and Business grow.