To sharpen the brand positioning, we also conducted extensive nationwide quantitative and qualitative research that revealed an important truth. Although conventional wisdom suggested that natural feeding, chicken breeding conditions, and Halal slaughtering were the most decisive factors in consumer choice, the dominant driver turned out to be much simpler: taste. Consumers cared more about flavor than anything else.

At the same time, no competitor was claiming taste as their positioning. Most brands, including the leader, were competing on “natural feed” or “Halal” messaging. This presented an untapped opportunity.

Through our strategic assessment, we also advised management not to launch a direct attack on Səba, but instead to focus on the fragmented 50% of the market made up of smaller brands. Unlike Səba, these competitors lacked the advantages Siyazan already had: large-scale production capacity, nationwide distribution, and the ability to fund sustained marketing campaigns. By targeting these smaller brands rather than competing head-to-head with Səba on price or quality, Siyazan could carve out a clear, defensible position and steadily build dominance.

We redefined Siyazan’s positioning around a single, bold promise: taste. To reinforce this, we dropped the outdated word “broiler” from the logo and introduced a clear and powerful motto — “Tasty Chicken.”

Our 360-degree rebranding began with a striking new visual identity. For the first time in a category dominated by red and yellow, we chose a fresh green brand color, symbolizing quality, freshness, and a modern approach. This instantly set Siyazan apart on shelves and in consumer minds.

The rebrand was launched with an offensive communication campaign that went beyond traditional advertising. It unified Siyazan’s visual identity, product packaging, retail presence, and promotional activities under the new positioning. The message was simple, powerful, and impossible to ignore.

The results were immediate and dramatic: the brand sold out in its first couple of months post-launch. In the years since, Siyazan has grown into the dominant market leader, with a share four times larger than its nearest competitor. What began as a challenger with a weak reputation is now the undisputed leader of the Azerbaijani poultry market — built on the strength of a simple yet powerful promise: Tasty Chicken.