Communications plan on improving perceptual awareness of Swiss pig farmers for Generation Z
In recent years, the per capita consumption of pork has steadily declined, while
overall consumption has remained constant. The aim of this project is to create a corporate
communications concept to enhance the perceptual awareness of Swiss pig farmers.
Stephanie Heller & Natalie Avila Rickli & Thang Hoang Vu & Nhi Tran Hoang Yen & Nathalie Straubinger, 2021
Projektarbeit/Praxisprojekt, Suisseporcs Schweizerischer Schweinezucht und Schweineproduzentenverband
Betreuende Dozierende: Joachim Tillessen
Keywords: Communications plan, Swiss pig farmers, Generation Z, Perceptual awareness, Gap analysis
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Suisseporcs is the Swiss Pig Breeders and Producers Association located in
Sempach. The main task of the Suisseporcs is to represent the interests of all pig
farmers vis-à-vis the market, organizations, authorities, politicians, and consumers.
According to Suisseporcs, the number of pork consumption has fallen drastically in
the past years. Suisseporcs assumes that an image improvement of the Swiss pig
breeders is required. Especially, Generation Z should be addressed. Since they are
mostly affected by the global trends of no or less meat consumption.
In the literature review, Generation Z, its values and nutritional values, Consumer
behaviour and trends, Communication behaviour and use of media, Swiss pig
farmers, and Corporate communications are thoroughly analyzed.
Primary data was collected in the form of a survey posed to Generation Z as well as
a workshop held with Suisseporcs and Proviande, the branch leader of Swiss meat.
Based on the survey data and workshop results we drew out a gap analysis.
We used this gap for our recommendations organised as a communications plan.
In our recommendations, we first emphasise the importance of having an organised
main website. Although the website is not the main channel where Suisseporcs will
interact with Generation Z, it is the landing instrument where the target audience first
knows Suisseporcs. Also, keeping in mind that SEO is also an essential tool for the
company to reach a wider audience. After the website, Suisseporcs need to have an
overall social media plan where each channel is assessed together. Social media
channels are where most of the customers will come to interact with Suisseporcs.
The influence of social media on Swiss Generation Z has been verified with the
survey result. After interacting with the target audience virtually, Suisseporcs then
needs to engage with the customers in real-time. Since Generation Z is motivated by
convenience, we also highly recommended a recipe website that would significantly
add value for the Suisseporcs. We also recommended that the company interacts
with the audience through different events and workshops. The last recommendation
would be to change the packaging of the company's products.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation