EGGSPERIENCE

The reference framework for the consumer

Late market research confirmed, that there is an enormous difference between the real facts in egg production and the perception of it by the consumers. Especially in the urban areas. Particularly the urban consumers don’t have a proper frame of reference to understand and to value the qualities of eggs and egg products.

It might be due to this reason that most off the egg branding in the consumer market is failing. The message of the producer doesn’t get across and doesn’t touch the tender spot of the consumer. The producer and the consumer have drifted apart. They don’t understand each other any longer.

To bridge this cognitive gap it might be absolutely necessary to let the urban society experience the simple actual facts of egg production (eggsperience). It looks a wrong inference to expect, that the egg sector just is lacking the right marketing tools to be successful. No, the marketing tools are okay, but they are missing their target.

As producer to get your message across it is absolutely essential, that your message lands within the right reference framework of the concerned consumer group. Till so far there has been hardly any attention for this important issue.

In order to be able to uplift shell eggs and/or egg products from the commodity status to a real brand the consumers are needing a strong 'eggsperience' to update their reference framework relating to the actual facts in the egg chain.

So first the egg sector might have to built up a proper 'eggsperience' reference framework with the consumers before egg branding will be effective or even wise.