Saturday, December 15, 2018
Case Studies » Featured Case Studies » Case Studies » Baiada: Revitalising an Australian household name

Baiada: Revitalising an Australian household name

Revitalising an Australian household name

Baiada Poultry is Australia’s market leader in fresh chicken and poultry products. This Case Study discusses the revitalisation of the Steggles brand, examining the various steps in the process and the development of a Corporate Social Responsibility (CSR) strategy as part of the brand relaunch.

As a result of reading this Case Study, students should be able to:
  • Discuss the importance of brand positioning and brand values and how Baiada utilised these in their marketing campaign
  • Identify the stages of effective brand development 
  • Explain how Baiada embedded and promoted their corporate social responsibility strategy within the brand.

Introduction

It’s very likely that at some point in your life you’ll have eaten a product created by Baiada Poultry.

Revitalising the brand

Baiada’s aim was to define Steggles as a distinguishable industry leader. This was achieved by designing and implementing a brand revitalisation strategy encompassing four key drivers.

Developing a creative campaign

The next step was to create a strong and distinguishable brand identity. Brand identity is the outward expression of a brand, including its name, communications, and visual appearance.

Corporate social responsibility as part of the brand

Corporate social responsibility (CSR) is a form of corporate self regulation integrated into a company’s business model.

Conclusion

The revitalisation of the Steggles brand was a great success. Unaided awareness (asking people to name a poultry brand, without providing them with any written or visual clues) of the brand increased, as did customer perception of the quality of Steggles products. 

To download this case study as a free pdf, click the button below:

 

 

(Page 1 of 6)
Associated with:
Learning Area(s):
  • Business Environment | Measuring business performance
  • Business Environment | Mission and Objectives
  • Change Management | Managing change effectively
  • Change Management | Sources of change
  • Change Management | Strategic planning
  • Communication | Effective communication models
  • Ethics and Social Responsibility | Socially responsible programs and approaches
  • Marketing | Market research methods/analysis
  • Marketing | Marketing evaluation including use of KPIs
  • Marketing | Product development
  • Public Relations | PR Tactics and their application
From: Edition 7

Leave a comment

Make sure you enter the (*) required information where indicated.
Basic HTML code is allowed.

Subscribe today!

Purchase a subscription today!

We are delighted to offer you a subscription to access over 80 additional case studies, learning activities, teacher notes and downloadable content!
 
Click here to log-in if you already have an account.

Order the print version!

Order a hard copy!

SPECIAL OFFER - LAST STOCK CLEARANCE
Purchase a print version of Edition 7 for yourself or additional copies for your school! 
 

Commission a case study for your business

If your company or organisation would like to be part of Australia & New Zealand's best case study resource, apply for a case study online or phone us on 
02 4991 5577 in Australia and 0800 990 999 in New Zealand.

What's New?

 

New Edition 7 case studies available now!

Buy a printed copy of Edition 7 case studies.

Subscribe now to get access to over 80 additional case studies and support material.

Teaching Resources

Learning Resources

Useful Resources
Need to contact a teaching association?
Or get ideas for class?
Check out our useful links.

Teaching Hints & Strategies
Share your lesson plans with other
professionals or search for ideas here.
 

Tell us your favourite case study?

What Is your Favourite Edition 7 Case Study?

Log in / log out