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How Pig Companies Implement Brand Strategy
The essence of modern enterprise competition is not only the competition of products, but the overall strength of enterprises, especially the competition of brands. Brands can help pig-breeding companies to occupy the market, expand product sales, and bring lasting benefits to pig-breeding companies. Brands can also enhance corporate cohesion and attract talents to join companies. A brand is an intangible asset of a company. Its basic characteristics are reputation, reputation (social credibility of the product), satisfaction, loyalty, high market share, and strong profitability. The brand embodies the quality, reputation and image of the company, represents the product quality, management level, staff quality and commercial credit of the company and is a comprehensive embodiment of the company's market competitiveness. First, brand and market competition awareness Commodity economy competition follows one of the most common laws: survival of the fittest and survival of the fittest. In order to make the enterprises in a competitive position, the managers of pig-raising enterprises must establish a strong sense of brand and market competition, adapt to changes in market demand in a timely manner, continuously improve product quality and service levels, and satisfy consumers' needs to the maximum extent possible. Under the market economy conditions, the company's quality consciousness must develop into a brand awareness. Through the implementation of a successful brand strategy, with the help of the dissemination of industry information and the promotion of the media, enterprises have established a good image in the minds of consumers. Only by seeking development in competition, companies can create brands in the competition and protect brands in the competition. Pig-raising companies should organically integrate the brand strategy into the overall strategy of the company and promote the development of the overall strategy. Second, the naming of the brand, the design of the trademark, and the registration of the pig brand include the concept of the name, logo, trademark, and corporate cultural connotation of the pig brand. The CIS (the unified identification mark of the company and its products) closely related to the brand strengthens the enterprise. Image and improve the overall visibility of the company is of great significance. The establishment of pig brand should begin with the emphasis on the naming of the pig brand and the registration of the brand. The brand name is the core element of the brand. It provides the brand association and is therefore the basis for forming the brand concept. A good brand name adds brilliance to the pig brand, which plays an important role in increasing brand awareness and expanding product sales. The naming of pig brands and the design of brand logos can generally follow the following principles: The principle of memorability: The brand names and trademarks of pigs should be easy for the customer to remember and familiarize with. The name of the pig brand should not only be brief but also have a smooth pronunciation. The name of the pig brand can generally use the company name and origin and other forms such as Mulberry Lake, Grand View Mountain, and “small shopsâ€. Adopting a brand naming strategy in which the company's name is the same as the product's brand name has the advantage of spending an advertising fee to establish a brand while promoting the company's image, such as PIC, Huadu, Guangming, Yufeng, and Tianhe. "," "Su Tai" and so on. The principle of meaningfulness: It can directly or indirectly convey to the customer the information of the pig's merits, performance, and benefits of using it, and gives a certain implied meaning so that the customer can get associations. As the author named the “Long Jun†breeding pig brand, “Dragon†means noble, high-grade, “Jun†is healthy, and the “Long Jun†breeding pig is passed to consumers is a kind of high overall quality, good health performance, and high growth speed. Variety. With the principle of affinity: Pig's brand name and trademark image can accurately express the brand's central connotation, so that consumers have a sense of intimacy towards pig-breeding companies and brands, leaving a deep impression. A crucial step in building a brand for a pig company is to carefully design the image of the brand and increase its affinity. The logo of the Whitehead Pig Farm as designed by the author is that three cute little pigs danced on the earth with their hands in hand, which made them feel warm and impressed and enhanced their affinity with the breeder users. In spokespersons of pig products, the cartoon image is most likely to be accepted by consumers. This has a lot to do with the affinity of cartoon animals and people. The breeding pig farm in Zhongshan City uses the pigtails designed by the author as the endorsement, which has brought people closer to the psychological distance. The principle of protection: Pork companies should start with the trademark registration of companies and products, so that the brand can be legally protected and not be imitated by other players. Third, product quality Product quality is the cornerstone of creating a brand, the brand is the first "product", followed by "card." No matter what industry brand is based on good quality as a solid foundation and backing. Although the competitiveness of the product is represented by the competition of the brand, the brand competition depends on the inherent quality of the product. Fourth, strict enterprise management is an indispensable “software†for creating brands. Only companies with high management levels can produce first-rate, high-quality products. Enterprises must establish a modern management system, insist on the overall quality management as a central part of corporate management, from the market research, product positioning to product production, sales, have established a strict quality control system, so that the product has the brand of "quality" . It provides product foundation for customer satisfaction, continuously improves the management level of the company, and persists for a long time, so as to meet the increasing demands of consumers for high-quality breeding pigs and pork products. V. Technology and Talent Science and technology is the driving force for the development of traditional agriculture in Chaoyang. It is also a guarantee for pig-breeding enterprises to create well-known brands. The managers of pig-raising companies should carry out improvements in varieties, environmental control, feed preparation, feeding and management, and epidemic prevention and control. Technological innovation, timely use of modern animal husbandry and veterinary technology, and continuously improve the economic benefits of the farm. It is also necessary to cooperate with scientific research institutes and colleges and universities in a timely manner to carry out molecular breeding work, develop better quality breeding pigs and commercial pigs that are more marketable, and gradually form high-quality core products for enterprises. 6. Marketing Capabilities Whether the company's marketing strategy adapts to changes in the market determines the success or failure of the company's implementation of the brand strategy. Pig-raising companies should introduce new marketing concepts, establish market strategies for pig farms through careful market research, subdivide breeding pigs, commodity pigs, and meat markets, and establish a realistic target market for the technical service of breeding pig products. Formed a complete sales and service network, branded with quality trees, branded with services, and increased brand awareness, reputation, and customer satisfaction with products. 1. Increase the visibility of companies and brands through promotion and promotion. Only good quality products are still difficult to become well-known brands. With good quality products and good publicity, pig-raising companies should create good brand image through advertising, industry activities, and participating in various social charity activities. This will increase the visibility and reputation of the brand and allow more consumers to have a consistent sense of identity. Advertising is a bridge between companies and customers. Due to the specialization of breeding pig products, the output value and profits of agricultural products are not high. In general, the advertising activities of breeding pig enterprises should be highly selective within the scope of the company's ability to pay, within the industry. Large-scale, wide-ranging magazines, newspapers and periodicals, computer Internet publishing information, and advertisements; printed advertising materials through mailings, professional conferences, and other forms of propaganda; large-scale commercial pig production companies can use their pigs and meat products at major sales locations. Radio stations, newspapers, posters, postal newspapers, and other methods are used for publicity through advertising. The performance, quality, price, location, and services of pig breeders of various breeds, as well as meat quality, safety performance, and flavor of commercial pig production enterprises Such indicators as timely delivery to customers, and strive for more buyers, increase market share and price. Pig-raising companies should also offer new breeding pigs and promotional souvenirs through trade activities such as animal husbandry trade fairs, trade fairs, breeding pig auctions, and technical seminars, as well as prized sales, to customers and middlemen. Promotional tips such as discounts on goods, promotion of the company’s brands and products, and promotion of corporate and brand awareness. 2. Improve customer satisfaction and loyalty with good service and communication. The competition in the market is essentially a competition for customers. Many pig users are the basis for the existence of a pig-breeding company's brand. Services are an extension of the quality management field, which not only solves problems for consumers, but also helps producers understand the market and understand user needs. Window. Breeding companies should use the principle of “finding ways to make pig-raising companies and pig-raising households profitable†as the grounds for depositing and building the world. With customers as the center, to provide customers with excellent breeding pigs, they also provide customers with a full range of services to make customers use them. Business pig products can be profitable afterwards and achieve the ultimate goal of “win-winâ€. Through good services and communication, all kinds of concerns of pig users are eliminated, the image of products is maintained in their minds, and the credibility of the company is improved.