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BMM Project
Centurion University
AgendaAbout the caseThe companyThe product rangesPoultry categoryPoultry category branding
About the caseA study was to be done on suguna poultry(foods)An analysis of the poultry categoryUnderstanding of the unique poultry branding
concept
The companyIt was set up in 1986 by B.Sounderarajan in
UdampetBusiness concept based on poultry
integration modelThis also involve a rural marketing aspectAbout 15000 farmers supply from 800
villagesThis is in about 11 Indian states
The companyIn 25 years the company has net worth of 4200crsIt is the No.1 broiler company in IndiaAmong top 10 poultry companies world widefully 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 which includes:Suguna home bitesSuguna any timeValue added eggsSuguna daily freshSuguna chicken
Poultry category
Poultry categorySuguna provides for a variety of egg categoriesThese are of premium qualityThey are enriched with minerals & vitaminsThis provides nutritional value and functional
benefitsThey come under the brand suguna value added
eggs
Poultry categorySuguna value added eggs has four
cateogries:
Active
Suguna Active is a value-added farm fresh egg containing Docosahexaenoic acid (DHA)
It also contains Organic Selenium and Vitamin EEnrichment is done by giving special natural feed
to hensThis helps boost memory power, visual
development, physical performance and emotional stability
Nutrients MeasureProtein 13.3 g
Total Fat 8 gCarbohydrates 0.67 g
DHA 900 mgPhosphorus 240 mg
Calcium 74 mgVitamin E 10 mg
Iron 1.8 mgOrganic Selenium 36 mcg
HeartHeart 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 benefitsOmega-3 PUFA helps in the prevention and
management of various human diseases like coronary heart diseases, hypertension, type 2 diabetes, etc.
Omega-3 fatty acids decrease triglyceride levels
Lowers blood pressure slightlyCompared to ordinary eggs, there is 24%
reduction in yolk cholesterol levels
Nutrients Measure
Protein 13.3 g
Total Fat 8 g
Omega-3 fatty acids 1.27 g
Carbohydrates 0.67 g
Phosphorus 240 mg
Calcium 74 mg
Iron 1.8 mg
ProPro are farm fresh eggs rich in proteins & vitaminThe egg absorbs the nutrient properties from the
hen’s diet.Helps build and repair the cells in muscles and
other body tissuesBeneficial for healthy skin , bones and eyes
Special benefitsLutein and Zeaxanthin, two important help
in preventing macular degeneration and cataract of eyes
Calcium and Phosphorus help in formation of bones and teeth.
Nutrients Measure
Protein 13.3 g
Total Fat 8 g
Calories 135 kcal
Carbohydrates 0.67 g
Phosphorus 240 mg
Calcium 74 mg
Iron 1.8 mg
Carotenoid 345 mcg
shaktiClean, farm fresh eggs that comes from the
healthiest layer henshigh on natural Carotenoids and Pro-vitamin Alow on calories to keep you healthy and trimhelp build and repair the cells in muscles and
other body tissuestastes better and has an original flavor.tastes better and has an original flavor.
Protein 13.3 g
Total Fat 8 g
Calories 135 kcal
Carbohydrates 0.67 g
Phosphorus 240 mg
Calcium 74 mg
Iron 1.8 mg
Different product levels
Core benefit
Basic product
Expected product
Augmented product
Potential product
Different product levelsCore benefit: food to eat in the morningBasic product : eggExpected benefit: egg should be clean and
not rottenAugmented product: eggs with nourishment benefits Good for various ailments, & affordablePotential product: egg based ready to eat
health snacks
brandingSuguna has branded the egg as a multi
perspective productThe egg rather than being a simple food item,
is health beneficial item for different peopleThere are different variants for people with
different health needsThe egg is as good as the different grades of
commodity like basmati
