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
Vertraulichkeit: öffentlich
Art der Arbeit
Suisseporcs Schweizerischer Schweinezucht und Schweineproduzentenverband, Sempach
Autorinnen und Autoren
Stephanie Heller & Natalie Avila Rickli & Thang Hoang Vu & Nhi Tran Hoang Yen & Nathalie Straubinger
Betreuende Dozierende
Joachim Tillessen
Sprache der Arbeit
Business Administration International Management (Bachelor)
Standort Studiengang
Communications plan, Swiss pig farmers, Generation Z, Perceptual awareness, Gap analysis