Yishanyilin Organic Eggs Marketing Measurement Case Studies

Since reform and opening, the domestic egg industry in the industrial scale, the development of models and market supply and demand is gradually achieve international standards. While the domestic egg market is still focused on the demands of most brands of safety, quality, still stuck in the most basic level, there is no value system to establish a strong brand, product homogeneity serious. With the improvement of living standards and domestic food safety incidents frequently, consumers egg consumption is gradually awakening consciousness, they have to go beyond the freshness and quality attributes such basic needs level, more attention to the safety and health of such eggs added value, more yearning to return to nature, healthy lifestyle.Yishanyilin Organic Food Co., Ltd.(referred to as " Yishanyilin ", the same below) from1998began to enter the field of organic eggs, after10years of development, the ecological farming model and large-scale ecological farming technology has obvious competitive advantage. In this paper, industry, market competition, consumer demand characteristics, started to explore their own four dimensions, specific analysis of their faces opportunities and threats as well as their strengths, weaknesses, discusses in detail the development of the industry trend which followed, leading the trend of consumption, by building "ecological shepherding egg" branding this new category to category as the breakthrough point, to a little-known brands to create success for the new class champion, became the sales growth, the highest market share of the brand, the first to achieve international standards the real case.In this paper, under the guidance of the modern marketing theory, on the Yishanyilin early stage and at this stage of the marketing practice case studies Summed up the successful experience of its stage:precise market segmentation and positioning; build new class branding differentiation; adhere value marketing innovation marketing mix; clever use of integrated marketing communications branding. Also find out the current problems:discrete product line is too long brand positioning; brand worth less than a single model; channel conflict severe; team building lag, professional level is not high; internal communication mechanism is not perfect. Based on its problems, this paper gives specific suggestions for improvement should be " product line planning, try multi-brand development model, enhance team style construction to improve other aspects of this paper not only for Yishanyilin has a certain significance, while engaged in egg production and operation of enterprises are also an important inspiration and reference.