Al Youm ‘Brand’, Al Watania ‘Commodity’

Al Youm the Saudi Poultry brand by Al Marai Group is more relevant than any other poultry brand in the Kingdom

Why?

Because every Poultry brand in the Kingdom offers both whole chicken and chicken parts, they share the same values and benefit with the customer who eyes only for reputation and price. Al Youm decided to create its space by adding more value to its current relevance in order to strengthen their position within the category

How?

942935_608504989173836_661198441_n

Al Youm offered ready-to-cook marinated chicken (similar to al Watania) and minced chicken to be more relevant (in terms of value and emotions) thereby becoming the most preferred brand whereas Al Watania (which set the trend by offering marinated whole chicken in the first place) failed to create its space because it lacked the Brand Relevance and self-esteem which Al Youm owns

11391310_1032328720124792_3470173801805680588_n

Brands can’t be preferred if they’re treated as commodities, today Saudi and Arab consumers understand their needs and wants, they’re intelligent not to follow false advertising claims. Brand’s are about values that resonates with the promise made to the audience

Said Baaghil is the ‘Unconventional’ Branding and Marketing Adviser to reputable companies in the Middle East, author of many reputable books including the ‘The Power of Belonging’ and a Speaker. Baaghil appeared in books published by America’s experts on Branding and Marketing such as Dan Hill and Libby Gill. Most recently Baaghil was interviewed by world renown Brand Consultancy firm Siegel+Gale on Branding in the Middle East

He can be reached on AskBaaghil.com

Create Your Space logo cropped

The article was first published on Linkedin Pulse on 8th August, 2015

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s