Agenda About the case The company The product ranges Poultry category Poultry category branding
About the case A study was to be done on suguna poultry(foods) An analysis of the poultry category Understanding of the unique poultry branding concept
The company It was set up in 1986 by B.Sounderarajan in Udampet Business concept based on poultry integration model This also involve a rural marketing aspect About 15000 farmers supply from 800 villages This is in about 11 Indian states
The company In 25 years the company has net worth of 4200crs It is the No.1 broiler company in India Among top 10 poultry companies world wide fully integrated operations cover broiler and layer farming Including hatcheries, feed mills, processing plants, vaccines& exports. Modern chain of retail outlets has been set up recently
Product rangeSuguna has an well synchronized product range whichincludes: Suguna home bites Suguna any time Value added eggs Suguna daily fresh Suguna chicken
Poultry category Suguna provides for a variety of egg categories These are of premium quality They are enriched with minerals & vitamins This provides nutritional value and functional benefits They come under the brand suguna value added eggs
Poultry category Suguna value added eggs has four cateogries:
Active Suguna Active is a value-added farm fresh egg containingDocosahexaenoic acid (DHA) It also contains Organic Selenium and Vitamin E Enrichment is done by giving special natural feed to hens This helps boost memory power, visual development,physical performance and emotional stability
Heart Heart eggs have been developed for the health conscious It is meant for those who prefer low cholesterol It has the benefits of omega 3 and vitamin e
Health benefits Omega-3 PUFA helps in the prevention andmanagement of various human diseases like coronaryheart diseases, hypertension, type 2 diabetes, etc. Omega-3 fatty acids decrease triglyceride levels Lowers blood pressure slightly Compared to ordinary eggs, there is 24% reduction inyolk cholesterol levels
Pro Pro are farm fresh eggs rich in proteins & vitamin The egg absorbs the nutrient properties from the hen’s diet. Helps build and repair the cells in muscles and other bodytissues Beneficial for healthy skin , bones and eyes
Special benefits Lutein and Zeaxanthin, two important help in preventingmacular degeneration and cataract of eyes Calcium and Phosphorus help in formation of bones andteeth.
shakti Clean, farm fresh eggs that comes from the healthiest layerhens high on natural Carotenoids and Pro-vitamin A low on calories to keep you healthy and trim help build and repair the cells in muscles and other bodytissues tastes better and has an original flavor. tastes better and has an original flavor.
Different product levelsCore benefitBasic productExpected productAugmented productPotential product
Different product levels Core benefit: food to eat in the morning Basic product : egg Expected benefit: egg should be clean and not rotten Augmented product:eggs with nourishment benefitsGood for various ailments, & affordable Potential product: egg based ready to eat health snacks
branding Suguna has branded the egg as a multi perspectiveproduct The egg rather than being a simple food item, is healthbeneficial item for different people There are different variants for people with differenthealth needs The egg is as good as the different grades ofcommodity like basmati