S pure

S-PUREWe serve Premium products

BRAND AUDIT CONTENTS Objective Brand background Industries Consumer analysis Brand Inventory

Brand Exploratory Competitors SWOT Equity Evaluation Recommendation

Study the Brand and its elements Brand awareness Marketing Positioning Problem

Do survey in high-end supermarket S-Pure target’s market

Audit Objective

Brand Background

Founded in 1967 One of the forefront firm in Thailand Betagro’s guiding principle

“Let’s Make Life Better” Sub-brand of Betagro

S-Pure

Brand Background

S-Pure• Pure and delightful• Premium quality meat line• Meticulously manufactured and

excellence quality control• Deliver only Hygienic Pork

Brand Background

• The slogan means ‘the better life that you can choose’.• Emphasizes it’s strength

• Non contaminate product

Brand Background

• Consumers stated that • Logo is too plain • Not standing out to difference S-Pure from it’s

competitors.• Logo could be more creative then using plain texts.

Brand Background

member of a disco/funk band ‘Groove riders’.

appeals to be a warm heart and a family man

very successful bands during the mid 90

Brand Background

those teenagers during the mid 90s now are starting to have their own families.

S-Pure is using Burin to attract the wife’s of the modern families.

Brand Background

Brand Background

Website

Facebook Page

Brand Background

The outcome of the joint development between Central Food Retail Ltd and Sampran Farm Ltd.

‘Delicious in a natural way’. pigs in the farm will be raise in a natural

environment and not in a normal pork warehouse.

hopes to grow its market share 15 – 30%

Brand Background

Brand Background

Thailand biggest firm in agro-industry and food. The company was founded since 1921

‘To meet the world’s changing lifestyles need for affordable, nutritional, and high quality food products’

CP uses animals that are grown in such surrounding are clean and free from diseases and drug residues.

Affordable and have high awareness among Thais.

Brand Background Similar packing. all the packaging will have the ISO standard, firm’s

slogans and the meat can be easily observe.

Similar objectives, which are to provide a hygiene meat.

Brand Background S-Pure has Facebook fan page Brand figures Allows restaurant to use their products S-Pure has its own special shelf at the point of

purchase in each supermarket

Industries Data

Betagro, first company that sees the opportunity in introducing ‘Specific Pathogen Free’ pork

Since 1993, use technology from Japan Not many players in the industry,

Charoen Pokphand Group and Fresh market Meat

Industries Data

Consumers are more health conscious However, the awareness of S-Pure or

others premium meat brands is still not highBecause many consumers do not realize the different of premium meat and normal quality meat.

Family High Income

Health Concern Taste Concern

Consumer Analysis

Target Market

Consumer Analysis

Target Market

Trend

• Health Conscious

Motivation• Antibiotic-free production• Tastier Meat

Perception

• Corresponding with the brand communication

Brand Association• Expensive, High Quality, Clean• Organic, Clean, Fresh

Need

• Reduce Price

Consumer Analysis

Target Market

43%57%

Time Consume per Week

4-5 times Males4-5 times Female

Brand Inventory

Portfolio Design

Maximize market coverage Minimize cannibalization Create brand equity Plenty of cash cows to rise fund for further

development (High profitable and stable inB2B)

Re-branding (Encourage B2C)

Brand Inventory

Portfolio Design

Value-added (S-Pure) Brand Role “Organic” brand High quality and premium price high-end prestige product Improve brand image and increase brand

association

Brand Inventory

Hierarchy

Betagro Group

Feed & Livestock

Feed Product

Layer Feed

Betagro

Permpoon

Farm

Balance

Broiler Feed

Betagro

Permpoon

Balance

Master

Native Chicken Feed

Betagro

Balance

Duck Feed

Betagro

Complete Pig Feed

Betagro

Permpoon

Balance

Master

Belac

Aqua Feed

Betagro

Omeg

Bio

Balance

Master

Gro-Frog

Pet Feed

Primo

Okane

Rambo

Concentrate Feed

Betagro

Permpoon

Balance

Livestock

Pig

Betagro

Chicken

Betagro

Animal Health

Better Pharma

Food Product Other

Brand Inventory

Market Coverage

Product Code Type Description

Betagro 101 Crumble Age 1 day - 5 weeks

Betagro 102 Crumble 5-12 weeks

Betagro 103 Crumble/Mash 12 – to laying

Betagro 123 Pellet/Mash Over 16 weeks




Betagro 108 Mash Quall laying period

Betagro 199 Mash Quall starter period

Brand Inventory

Brand Hierarchy

Betagro Group

Feed & Livestock Food Product

Chicken

S-Pure

Hymeat

Pork

S-Pure

Hymeat

Egg

S-Pure

Sausage

Better

Food

Hymeat

Cooked & Frozen Product

Export (partner

ship with

Ajinomoto, etc)

Better Food

Other

Brand Inventory

Brand Hierarchy

Betagro Group

Feed & Livestock Food Product Other

Laboratory Service

BSC

Pet Business

Dog'n

Joy

Cat'n

Joy

Pertfect

a

Bingo

Rishy

Better

Diet

Resort

Pasak Hillside Resort

Farming Equipment

B-Inte

r

Corn Cob Product

B&C Polas

ki Corp

Wholesale Business

Betagro

Outlet

Restuarant

Ootoya

Brand Inventory

Strength & Weakness

Strength

100% Organic

High Safety

Low Defect

First Mover in SPF

Premium Position

High Capital Investment

Brand Exploratory

Brand association and Analysis

• Fresh Meat• Expensive• Organic, Clean, Fresh• Pork• Chicken• Egg

Brand Exploratory

Positioning

• High end Supermarkets• Five Stars Restaurants• Five Stars Hotels• Presenter in High-Class Society

Competitor Data CPF

Brand Elements Brand Name: Descriptive,

Persuasive Logos: Transferability,

Protectability URLs Slogan: “Kitchen of the World” Packaging

Current Marketing Programs Product Strategy, Premium-

Pricing, Value-added Pricing, Direct Channel Strategy

Strengths and Weakness

Competitor Data

Brand-Product Matrix

Competitor Data Product Mix Width and Depth

Competitor Data Cooking For Fun – “Natural Meat”

Brand Elements Brand Name: Descriptive,

Persuasive Logos: Likeable, Transferability URLs Slogan: “A Complete Brand with

High-Quality Pork” Packaging

Current Marketing Programs Product Strategy- “New-Brand

Strategy”, Promotional strategy, Pricing Strategy

Strengths and Weakness

Competitor Data

Brand-Product Matrix

Competitor Data

Product Mix Width and Depth

CPF Familiar to consumers Reputation on variety of products and

quality Many product line Cover low end to high end Distribute product in high-end

supermarkets

Competitor Summary

Natural Meat All-natural concept Farming process is similar to S-Pure Same distributions channel to S-Pure Same target market as S-Pure Not expose above the line marketing Less awareness

Competitor Summary

High credibility Selling Point Organic meat Premium meat Premium distribution

Equity Evaluation

Positive Perception High quality Fresh Clean Organic High brand image

Equity Evaluation

Negative Perception Pricing Does not realize the premium feeling Unclear marketing communication

Equity Evaluation

Recommendation

S pure

Business

Transcript of S pure