Friday, March 29, 2024
Case Studies » Featured Case Studies » Case Studies » Baiada: Revitalising an Australian household name - Conclusion

Baiada: Revitalising an Australian household name - Conclusion

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. Importantly, customers’ perceptions of how chickens are farmed in Australia were becoming more aligned with the reality.Visits to the Steggles website increased by 300 percent and focus groups held in February 2011 reiterated Steggles’ positioning as a quality Australian brand.

Corporate social responsibility targets have also been improved by the revitalisation of the Steggles brand – 2010 saw a growth of approximately 200 percent. The sponsorship of the Sydney Roosters has brought featured charities to wider public attention and received an extremely positive reaction. There is a strong commitment to charity and community within the business, with a genuine compassion and support for those in need.

Steggles continues to make inroads in the poultry market, with a Steggles Family Feast whole chicken now available in all leading supermarkets, further cementing Steggles’ position as a fresh poultry provider. Over 100 local chicken shops also now display Steggles as their poultry provider.

Finally, the development of the new Steggles brand values has had a ‘halo effect’ on the Baiada business culture. Employees are proud of the brand they work with and what it stands for, with the ‘new Steggles’ uniting all people within the business, regardless of the company they commenced their employment with.

 

 
(Page 6 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 2874 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 7Buy a printed copy of Edition 7 case studies.

Subscribe nowSubscribe 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