A Case Study of Branding Management for a Silky Fowl Farm after Implementing Electric Slaughter
Date Issued
2014
Date
2014
Author(s)
Chang, Jui-Fen
Abstract
Chicken is one of the common meat in diet, and Colorful Broiler is about 36% of Taiwan’s chicken market share. Among these Colorful Broiler, Silky Fowl is a unique breed which accounting for 3.7% in total consumption of Colorful Broiler. Silky Fowl is an excellent tonic ingredient in concept of traditional Chinese medicine and is unique for masses. Due to Silky Fowl’s production and marketing channels is relatively closed in traditional and it is the non-mainstream breed, there are less research literatures which are relevant to Silky Fowl industry in the past. Actually it is indeed worthy of in-depth research for Silky Fowl industry’s uniqueness and marketing potential. After May 17, 2013 the government enforces comprehensive electric slaughter, the chicken industry changed substantially. If Silky Fowl breeders want to possess the new competitive advantage in the market, they must found their own brands and create brand images to make segmentation from their competitors and to generate added value. In the end, they can enhance per unit of output. Therefore, this article aims to give breeder cases assistance in establishing effective brand marketing mode. Hope the cases to overcome the current challenges and create new profit, and the effectiveness of the cases can be expected to promote the restructuring and upgrading of industry.
Under the assistance of the researched cases, this research aims to go deep into analyzing the industry of Silky Fowl. In order to survey the impact of comprehensive electric slaughter, the researched cases would be requested to provide their sales data. Then refer to numerous literature and reference about marketing and brand management materials which are from domestic as well as international. On the other hand, according the characteristics of the case’s industry, to develop a brand management and marketing mode which is easy to implement and make the case with correction mechanism. And then give researched case proposal in marketing plan and bring out possible difficulties and challenges encountered in implementation according to this mode.
In conclusion, in order to make Silky Fowl product be branding successfully, in addition to scheme of Marketing Planning personnel, it should also have correct brand position, excellent product quality, continuous improvement of the marketing plan, and pay attention to the consumers’ opinion and requirement. The last but the most important thing is, to bring the traditional price competition transform into operation which is paying much attention to the brand value.
Subjects
烏骨雞
品牌
市場區隔
品牌定位
行銷組合
Type
thesis
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