VENKY’SSubmitted by,

Ritoban das-01

Pujanjali Dutta Banik-02

Sujoy Kr. Paul-03

Shabori Das-04

Nayana Paul-05

Venkateshwara Hatcheries is one of the most modern plants in poultry business in Asia.They hav 60% of market share of chicken marketed in the country.

The brief given to speer was raw chicken in the form of a full bird.Further to market legs and breast and curried pieces.

The company also planned to market ready-to-fry pre spieced chicken and to operate a chain of fast food outlet serving chicken fast food on the lines of McDonalds

Introductory video

Speer did some marketing research by some Focused group studies in Mumbai and then in Pune. The research summarizes the following:

Occasion to use chicken: On special occasions

On sundays

On special treat

Cook it for guests

For first non veg food to which vegetarian

graduated

Each mother cherishes her own special recipe

for a chicken dish

Advertising Strategy

LONG RUN OBJECTIVES

POSITIONING

Differentiation

Brand Name

HEADLINES:Those which worked hard to ward off negatives

“Chicken so fresh, it simply melts in your mouth. Reason: superior blast freezing process”

“chicken so fresh, its only minutes old”

Promotion of special parts:

The special parts were promotioned as, “the parts you want are the parts you get”

Execution:A simple mnemonic was used.

Chicken was shown in a graphic form; one that did not turn off the house wife, and yet looked modern

The color schemes used was of yellow and red colors, being happy and bright food colors.

These colors are appetizing too

For quick identification, a common symbol was used on all hoardings, ad material and at POP

Success of the LaunchThe launch created tremendous demand but the distribution was weak. There was the problem of spurious brands

The company strengthened the distribution network later. However consumer supplies were diverted to institutional buyers leading to non-availability and spurious brands passing off venky’s

The agency advised premium pricing and quality policy. Instead, the company lowered the prices.

The number of outlets were also increased

New ad agency

New agency was selected. It brought chicken again to a commodity position.

Emphasis on blast freezing was dropped

Raw chicken again appeared in the ad

Brand or product differenciation strategy was dropped

Present thinking:

Venky’s is moving closer and closer to a commodity than a brand.

It is fine as long as there is no competition.

The company perhaps believes that no one has the backing or volume of production to be a threat to them

Being a market monopoly it can afford not to hav a marketng cutting edge

Case study issue 1:

Commenting on the advertising

strategy adopted previously and

currently

Case study issue 2:

Commenting on branding of food products

and their promotion

Case study issue 3:

Thinking of different creative for products like chicken

Thank you