3. Study the Brand and its elements
Brand awareness
Marketing
Positioning
Problem
Do survey in high-end supermarket
S-Pure target‟s market
Audit Objective
4. 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
5. Brand Background
S-Pure
•Pure and delightful
•Premium quality meat line
•Meticulously manufactured and
excellence quality control
•Deliver only Hygienic Pork
6. Brand Background
• The slogan means „the better life that you can choose‟.
• Emphasizes it‟s strength
• Non contaminate product
7. 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.
8. 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
9. 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.
12. 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%
14. 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.
15. 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.
16. 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
17. 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
18. Industries Data
Consumers are more health conscious
However, the awareness of S-Pure or
others premium meat brands is still not
high
Because many consumers do not realize
the different of premium meat and
normal quality meat.
19. Family High Income Health
Concern
Taste
Concern
Consumer Analysis
Target Market
20. Consumer Analysis
Target Market
•Health Conscious
Trend
•Antibiotic-free production
•Tastier Meat
Motivation
•Corresponding with the brand communication
Perception
•Expensive, High Quality, Clean
•Organic, Clean, Fresh
Brand Association
•Reduce Price
Need
27. Brand Inventory
Brand Hierarchy
Betagro Group
Feed &
Livestock
Food Product Other
Laboratory
Service
BSC
Pet Business
Dog'n Joy
Cat'n Joy
Pertfecta
Bingo
Rishy
Better Diet
Resort
Pasak Hillside
Resort
Farming
Equipment
B-Inter
Corn Cob
Product
B&C Polaski
Corp
Wholesale
Business
Betagro Outlet
Restuarant
Ootoya
Acquired by
Central
28. Brand Inventory
Strength & Weakness
Strength
100% Organic
High Safety
Low Defect
First Mover in SPF
Premium Position
High Capital Investment
Weakness
High Competitive
Expensive
High production cost
Limited Raw Material
Low Exposure on Advertisement
37. 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
38. 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
39. High credibility
Selling Point
Organic meat
Premium meat
Premium distribution
Equity Evaluation
