Chicken

VIVEKANAND EDUCATION SOCIETY’S INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH

Product and Brand Management

Venky’s Chicken

Submitted To:Prof . Rupali Rajesh

Submitted By:Nilesh Ahuja – 62

September 19, 2011

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VH GROUP

Venky’s India Limited is a part of VH Group, recognized as the pioneer of Poultry Industry in India. The company manufactures processed chicken products, animal health products, solvent oil extraction, pellet feeds, SPF eggs apart from Nutritional health products for humans & pet food.

The VH group was established in 1971, when motivated by his wife Late Smt. Uttaradevi Rao, our founder Chairman Late Padmashree Dr.

B.V.Rao, fondly referred to as “The Father of the Indian Poultry Industry”, established Venkateshwara Hatcheries Pvt. Ltd. in Pune (India). Today the group is popularly known the world over as “Venky’s”. With a unique combination of expertise and experience and supported by strategic collaborations, the company diversified its activities to include SPF eggs, chicken and eggs processing, broiler and layer breeding, genetic research and Poultry diseases diagnostic, Poultry vaccines and feed supplements, vaccine production, bio-security products, Poultry feed & equipments, nutritional health products, soya bean extract and many more. Today the group is the largest fully integrated poultry group in Asia. The VH group today plays proud parent to a number of reputed organizations under its wide umbrella and successfully caters to poultry and its allied sectors. The pioneering efforts of the VH Group have been well rewarded with several national and international awards. By keeping Quality and Technology as their guiding stars, VENKY’S has consistently fulfilled its commitment to QUALITY THROUGH TECHNOLOGY by ensuring that it not only manufactures products using high-end technology but also delivers actual value to its customers through its products and services.

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VENKYS (INDIA) LIMITEDA diversified company operating in distinct high growth segments:

- Poultry- Poultry Feed and Animal- Health Products- Oilseeds

Venky’s (India) Limited formerly known as Western Hatcheries Limited was established in 1976, mainly to produce day-old layer and broiler chicks for the dense poultry markets of North India.

Over the years, Venky’s (India) Limited embarked upon new ventures in regular succession, adding tremendous value to the company, giving it an edge in technology and high returns on investment. The company has steadily grown to over 30 units spread across India.

Today, Venky’s impressive portfolio includes animal health products, pellet feeds, processed, and further processed chicken products, solvent oil extraction, and SPF Eggs. The company’s Specific Pathogen Free Egg unit (in technical collaboration with SPAFAS Inc. USA) is among four such units in the world and the only one of its kind in the developing world.

Diversifying from mainstream poultry products, Venkys (India) Limited has added to its credit, manufacturing facilities for nutritional health products for humans, and pet food and health care products. The company has steadily grown to over 30 units spread across India.

The Forbes business magazine of USA ranked Venky’s (India) Limited as 67th among the 100 best global small companies in the year 1999-2000.

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BUSINESS OVERVIEWBusiness Model: Company procures day old parent chicks of broiler and layer variety andgrow them at its farms located across the country. Eggs are hatched and incubated and aresold when they are day-old to the farmers, a proportion of the chicks are reared and are soldas broilers/ processed chicken.

Month 0Broiler Processing:_ Broiler ready for processing_ Layer hens start laying eggs@ an egg every other day

Month 5-6_ Layer hens andaccompanying roostersprocessed

Month 17-18Chicks Development:_ 21 days incubation cycle

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PRODUCTS PACKAGING& CATEGORIES

Venky’s (India) Limited sells its processed and further processed chicken under the Venky’s brand name. Venky’s is the first national brand in the processed chicken segment and down the years, has become synonymous with nutrition, quality, and high standards in hygiene. It is a preferred supplier to the Indian outlets of McDonalds, KFC, Pizza Hut, and Domino’s.

The product range, catered to retail as well as institutional markets, includes Fresh Chilled Chicken, Frozen Chicken (Whole, Boneless and Portions), and several Economy products. Venky’s Mintomein, an array of ready-to-cook products (freezer-to-fryer, microwaveable and cold cuts) has found wide appeal among homemakers.

1. CHICKEN FRANKS

CATEGORY :Cold CutINGREDIENTS :Chicken Meat (70.69 %), Water, Spices and seasoning, Anti-caking agent –INS 551, Corn

Starch, Isolated Soy Protein, Wheat fibre, Iodized Salt, Dextrose, Stabilizer – INS 452(i), Permitted Class II Preservative – INS 250.

GENERAL SPECIFICATIONS

:Regular -3.5†�, Medium – 5†� & Long – 7†�

SPECIFIC SPECIFICATIONSPlease put organolepticspecifications

:Colour – PinkishFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used

PACKAGING SPECIFICATIONS: 300g, 500g, 1000g packaging

2. CHICKEN LOLLIPOP

CATEGORY :Heat & ServeINGREDIENTS :Chicken Meat (31.19%), Water, Onion, Edible Vegetable Oil, Spices and Condiments (Coriander

Paste , Garlic, Ginger, Coriander Powder, Red Chilly Powder, Curry Powder, Cumin Powder, Turmeric Powder), Tomato Puree (Tomato, Sugar, Edible Common Salt), Milk Solids, Iodized Salt , Stabilizer – (INS 452 (i)) , Kasoori Methi.

GENERAL SPECIFICATIONS :250g+SPECIFIC SPECIFICATIONS :Colour – Brownish

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Please put organolepticspecifications

Free from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used

PACKAGING SPECIFICATIONS : 225g, 1000g packaging

3. CHICKEN MEAT BALLS

CATEGORY :Fry & ServeINGREDIENTS :Chicken Meat (60.49 %), Water, Breadcrumbs ( Wheat Flour, Yeast, Iodized Salt, Dextrose,

Antioxidant – INS 300), Textured Vegetable Protein, Spices and Condiments, Iodized Salt, Seasonings (Antioxidant – INS 300), Isolated Soy Protein, Stabilizer – INS 452 (i)

GENERAL SPECIFICATIONS :11-13g+1g per pcSPECIFIC SPECIFICATIONSPlease put organolepticspecifications

:Colour – Light golden brownFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used

PACKAGING SPECIFICATIONS: 200g, 500g & 1000g packaging

4. MURG MASALA

CATEGORY :Heat & ServeINGREDIENTS :Chicken Meat (31.19%), Water, Onion, Edible Vegetable Oil, Spices and Condiments (Coriander

Paste , Garlic, Ginger, Coriander Powder, Red Chilly Powder, Curry Powder, Cumin Powder, Turmeric Powder), Tomato Puree (Tomato, Sugar, Edible Common Salt), Milk Solids, Iodized Salt , Stabilizer – (INS 452 (i)) , Kasoori Methi.

GENERAL SPECIFICATIONS :250g+SPECIFIC SPECIFICATIONSPlease put organolepticspecifications

:Colour – BrownishFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used

PACKAGING SPECIFICATIONS: 250g packaging

5. CHICKEN PEPPER SALAMI

CATEGORY :Cold CutINGREDIENTS :Chicken Meat (60.29 %), Water, Iodized Salt , Isolated Soy Protein , Wheat Fibre, Caseinates,

Breadcrumbs (Antioxidant INS 300) , Stabilizer – (INS 452 (i)), Spices and Condiments, White Pepper Powder (0.10%), Black Pepper Powder (0.10%), Antioxidants (INS 301), Permitted Class II Preservative (INS 250).

GENERAL SPECIFICATIONS :100g+SPECIFIC SPECIFICATIONS :Colour – Creamish

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Please put organolepticspecifications

Free from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used

PACKAGING SPECIFICATIONS : 1000g packaging

6. CHICKEN SALAMI SLICES (RED & YELLOW PEPPER)

CATEGORY :Cold CutINGREDIENTS :Chicken Meat (54.70%), Water, Isolated Soy Protein, Wheat Fibre, Iodized Salt, Red and Yellow

Pepper (1.47 %), Maida, Caseinates, Stabilizer – (INS 452(i)), Green Pepper, Acidity Regulator – (INS 330), Permitted Class II Preservative (INS 250).

GENERAL SPECIFICATIONS :22+2gSPECIFIC SPECIFICATIONSPlease put organolepticspecifications

:Colour – Creamish redFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used

PACKAGING SPECIFICATIONS : 200g & 1000g packaging

7. CHICKEN SALAMI SLICES (BLACK OLIVES)

CATEGORY :Cold CutINGREDIENTS :Chicken Meat (54.70%), Water, Isolated Soy Protein, Wheat Fibre, Black Olives (1.96 %),

Iodized Salt , Maida, Caseinates, Stabilizer – (INS 452 (i)), Acidity Regulator – (INS 330), Permitted Class II Preservative (INS 250).

GENERAL SPECIFICATIONS :22+2gSPECIFIC SPECIFICATIONSPlease put organolepticspecifications

:Colour – CreamishFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used

PACKAGING SPECIFICATIONS : 200g & 1000g packaging

8. CHICKEN SALAMI SLICES (GREEN PEPPERCORN)

CATEGORY :Cold CutINGREDIENTS :Chicken Meat (54.70%), Water, Isolated Soy Protein, Wheat Fibre, Iodized Salt, Green

Peppercorns (1.47%), Maida, Caseinates , Stabilizer – (INS 452(i)), Spices and Condiments, Acidity Regulator (INS 330), Permitted Class II.

GENERAL SPECIFICATIONS :22+2gSPECIFIC SPECIFICATIONSPlease put organolepticspecifications

:Colour – Creamish GreenFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used

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PACKAGING SPECIFICATIONS : 200g & 1000g packaging

9. CHICKEN SALAMI SLICES (PISTACHIO)

CATEGORY :Cold CutINGREDIENTS :Chicken Meat (54.70%), Water, Isolated Soy Protein, Wheat Fibre, Pistachio (1.96 %), Iodized

Salt, Maida, Caseinates, Stabilizer – (INS 452(i)), Acidity Regulator – (INS 330), Permitted Class II Preservative (INS 250).

GENERAL SPECIFICATIONS :22+2gSPECIFIC SPECIFICATIONSPlease put organolepticspecifications

:Colour – CreamishFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used

PACKAGING SPECIFICATIONS : 200g & 1000g packaging

10. CHICKEN SALAMI SLICES

CATEGORY :Cold CutINGREDIENTS :Chicken Meat (60.29 %), Water, Iodized Salt , Isolated Soy Protein, Wheat Fibre, Caseinates,

Breadcrumb (Antioxidant INS 300) Stabilizer (INS 452 (i)), Spices and Condiments, Antioxidants (INS 300), Permitted Class II Preservative (INS 250)..

GENERAL SPECIFICATIONS :22+2gSPECIFIC SPECIFICATIONSPlease put organolepticspecifications

:Colour – Pinkish whiteFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used

PACKAGING SPECIFICATIONS : Colour – Pinkish white

11. CHICKEN SAUSAGES

CATEGORY :Cold CutINGREDIENTS :Chicken Meat (58.00%), Water, Isolated Soy Protein, Onion, Maida, Rawa, Iodized Salt, Spices

and Condiments, Caseinates, Stabilizer – (INS 452 (i)), Acidity Regulator – (INS 330).GENERAL SPECIFICATIONS :40+2gSPECIFIC SPECIFICATIONSPlease put organolepticspecifications

:Colour – Off whiteFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used

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PACKAGING SPECIFICATIONS : 300g, 500g & 1000g packagingg

12. CHICKEN SHEEK KABAB

CATEGORY :Heat & ServeINGREDIENTS :Chicken Meat (65.07 %), Water, Soyabean Granules, Spices and Condiments, Eggs, Onion,

Green Chilly, Breadcrumbs (Antioxidant – INS 300), Iodized Salt, Stabilizer – (INS 452(i)), Antioxidant – (INS 322).

GENERAL SPECIFICATIONS :50+2gSPECIFIC SPECIFICATIONSPlease put organolepticspecifications

:Colour – Pale GrayFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used

PACKAGING SPECIFICATIONS: 250g, 500g & 1000g packaging

13. CHICKEN SMOKED SAUSAGES

CATEGORY :Cold CutINGREDIENTS :Chicken Meat (76.00 %), Water, Breadcrumbs (Antioxidant -INS 300), Isolated Soy Protein ,

Spices and Condiments , Iodized Salt , Antioxidants – (INS 322, INS 301), Thickener – (INS 1422), Maida, Permitted Class II Preservative – (INS 250).

GENERAL SPECIFICATIONS :40+2gSPECIFIC SPECIFICATIONSPlease put organolepticspecifications

:Colour – Creamish BrownFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used

PACKAGING SPECIFICATIONS: 1000g

14. VIENNA SAUSAGES

CATEGORY :Cold CutINGREDIENTS :Chicken Meat (72.60 %), Water, Corn Starch, Isolated Soy Protein, Iodized Salt, Seasonings

(Stabilizer – INS 450 and INS 451, Antioxidant – INS 315 and INS 316, Colour -INS 150c, Anticacking Agent – INS 551), Permitted Class II Preservative – INS 250.

GENERAL SPECIFICATIONS :40+2gSPECIFIC SPECIFICATIONSPlease put organolepticspecifications

:Colour – Off whiteFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used

PACKAGING SPECIFICATIONS : : 300g, 500g & 1000g packaging

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15. CHICKEN SAMOSA

CATEGORY :Fry & ServeINGREDIENTS :Chicken Meat (38.39%), Maida, Onion, Water, Spices and Condiments (Coriander leaves,

Garlic, Ginger, Red Chilly Powder, Coriander Powder, Curry Powder, Turmeric Powder, Green Chilly Powder), Edible Vegetable Oil, Soyabean Granules, Iodized Salt, Acidity Regulator – (INS 330).

GENERAL SPECIFICATIONS :25+ 3gSPECIFIC SPECIFICATIONSPlease put organolepticspecifications

:Colour – CreamishFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used No Preservatives / additives used

PACKAGING SPECIFICATIONS : 200g, 500g & 1000g packaging

16. CHICKEN SALAMI ROLL

CATEGORY :Cold CutINGREDIENTS :CChicken Meat (68.00%), Water, Maida, Onion, Isolated Soy Protein, Iodized Salt, Spices and

Condiments, Caseinates, Sugar, Stabilizer – (INS 452 (i))GENERAL SPECIFICATIONS :250gSPECIFIC SPECIFICATIONSPlease put organolepticspecifications

:Colour – BrownFree from banned antibiotic residues and sanitizer residues.No Preservatives / additives used

PACKAGING SPECIFICATIONS : 250g & 1000g packaging

17. CHICKEN KHEEMA

CATEGORY Heat & Serve

INGREDIENTS Chicken Meat (56.55%), Onion, Tomato Puree (Tomato, Sugar, Edible Common

Salt), Edible Vegetable Oil, Spices and Condiments (Coriander Paste, Garlic, Red Chilli Powder,

Ginger Paste, Coriander Powder, Turmeric Powder, Cumin Powder, Curry Powder), Tomato Paste,

Textured Soya, Iodized salt, Acidity Regulator – (INS 330)

GENERAL SPECIFICATIONS 250+ 5g

SPECIFIC SPECIFICATIONS Please put organoleptic

specifications Colour – Dark brown Free from banned antibiotic, pesticides, residues and

sanitizer residues. No Preservatives / additives used

PACKAGING SPECIFICATIONS : 250g

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18. FROZEN CHICKEN

Whole ChickenFull broiler chicken, with liver and gizzard prepacked inside. Cleaned and hygienically dresses without head and claws.

Precut ChickenVenky’s full broiler chicken, pre-cut in 11 pieces for the convenience of the housewife. Easy to handle and saves time required for cutting.Portion ChickenChicken Breasts : Two halves of Venky’s chicken breast, cut along the sternum and arm joint. Available in two piece packs. Superb for continental dishes, chicken steaks.Chicken Legs : Legs of Venky’s broiler chicken, cleaned, cut at the hip joint. Available as two piece packs. Excellent for recipes requiring only legs, like Tandoori Chicken, Tangadi Kababs, Grilled Chicken, Chicken Korma, etc.Boneless ChickenVenky’s whole chicken completely deboned with skin removed. Available in 200 g and 500 g packs. A boon for all recipes requiring boneless chicken such as chicken makhanwala, chinese chicken dishes, excellent garnish for chicken soups or just plain chicken sandwiches.

Economy ProductsBoti, Gizzard, Liver, Plain Kheema, Soup Pieces and Wings

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19. FRESH CHILLED CHICKEN

Whole ChickenFull broiler chicken, with liver and gizzard prepacked inside. Cleaned and hygienically dresses without head and claws.Precut ChickenVenky’s full broiler chicken, pre-cut in 11 pieces for the convenience of the housewife. Easy to handle and saves time required for cutting.

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Boneless ChickenVenky’s whole chicken completely deboned with skin removed. Available in 200 g and 500 g packs. A boon for all recipes requiring boneless chicken such as chicken makhanwala, chinese chicken dishes, excellent garnish for chicken soups or just plain chicken sandwich

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20. BROILER FARM The plant receives its broiler stock from the company’s own broiler rearing farm at

Karla, located just 40 km away. This farm has a capacity to rear 300,000 broilers and is equipped

with environment control systems.

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21. CHICKEN BURGER PATTY

CATEGORY :Fry & ServeINGREDIENTS :Chicken Meat (51.54%), Water, Breadcrumbs (Wheat Flour, Yeast, Iodized Salt, Dextrose,

Antioxidant – INS 300), Maida, Spices and Condiments, Batter (Stabilizer – INS 466), Onion, Edible Vegetable Oil, Green Chilly, Isolated Soy Protein, Iodized Salt, Potato, Stabilizer – (INS 452(i)).

GENERAL : SPECIFICATIONS

93+ 2g & 50+ 2g

SPECIFIC SPECIFICATIONSPlease put organolepticspecifications

:Colour Light golden brown Texture – breadedFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used

PACKAGING SPECIFICATIONS : 180g, 450g, 900g, 250g, 500g, 1000g packaging

22. CHICKEN CUTLETS

CATEGORY :Fry & ServeINGREDIENTS :Chicken Meat (51.54%), Water, Breadcrumbs (Wheat Flour, Yeast, Iodized Salt, Dextrose,

Antioxidant – INS 300), Maida, Spices and Condiments, Batter (Stabilizer – INS 466), Onion, Edible Vegetable Oil, Green Chilly, Isolated Soy Protein, Iodized Salt, Potato, Stabilizer – (INS 452(i)).

GENERAL SPECIFICATIONS :93+ 2g & 50+ 2gSPECIFIC SPECIFICATIONSPlease put organolepticspecifications

:Colour Light golden brown Texture – breadedFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used

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PACKAGING  SPECIFICATIONS  : 180g, 450g, 900g, 250g, 500g, 1000g packaging

23. CHICKEN FINGERS CATEGORY :Fry & ServeINGREDIENTS :Chicken Meat (41.94%), Water, Brea dcrumbs (Wheat flour, Yeast, Iodized Salt, Dextrose,

Antioxidant INS 300), Potato, Maida, Carrot, Batter (Stabilizer – INS 466), Edible Vegetable Oil, Spices and Condiments, Iodized Salt, Caseinates, Isolated Soy Protein, Stabilizer – (INS 452 (i)), Sugar, Milk Solids, Mint Leaves, Acidity Regulator – (INS 260, INS 330), Coconut.

GENERAL SPECIFICATIONS :12+ 2g per pcSPECIFIC SPECIFICATIONSPlease put organolepticspecifications

:Colour Brownish Texture – breadedFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used

PACKAGING  SPECIFICATIONS  : 200g, 500g & 1000g packaging

24. CHICKEN NUGGETS

CATEGORY :Fry & ServeINGREDIENTS :Chicken Meat ( 58.76%), Water, Breadcrumbs ( Wheat Flour, Yeast,

Iodised  salt, Dextroze, Antioxidant INS 300), Maida, Batter( Stabilizer-INS 466), Edible Vegetable oil , Casienates, Iodized salt,Spices and condiments, Stablizer (INS 452 (i)), Sugar, AcidityRegulator (INS 330).

GENERAL SPECIFICATIONS :16+ 2g per pcSPECIFIC SPECIFICATIONSPlease put organolepticspecifications

:Colour Light golden brown Texture – breadedFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used

PACKAGING  SPECIFICATIONS : 200g,  500g  & 1000g

packaging

25. CHICKEN POPCORN

CATEGORY :Fry & ServeINGREDIENTS :Chicken Meat (50.08%), Water, Breadcrumbs (Wheat Flour, Yeast, Iodized Salt, Dextrose,

Antioxidant – INS 300), Maida, Batter (Stabilizer – INS 466), Edible Vegetable Oil, Isolated Soy Protein, Iodized Salt, Caseinates, Potato, Soyabean Granules, Wheat Fibre, Spices and Condiments, Dextrose, Stabilizer (INS 452 (i)), Lemon Juice, Antioxidant (INS 322).

GENERAL SPECIFICATIONS :7+ 2g per pcSPECIFIC SPECIFICATIONSPlease put organolepticspecifications

:Colour – Creamish Texture – BreadedFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used

PACKAGING  SPECIFICATIONS : 250g, 500g & 1000g packaging

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26. BUTTER CHICKEN

CATEGORY :Heat & ServeINGREDIENTS :Chicken Meat ( 58.76%), Water, Breadcrumbs ( Wheat Flour, Yeast,

Iodised  salt, Dextroze, Antioxidant INS 300), Maida, Batter( Stabilizer-INS 466), Edible Vegetable oil , Casienates, Iodized salt,Spices and condiments, Stablizer (INS 452 (i)), Sugar, AcidityRegulator (INS 330).

GENERAL SPECIFICATIONS :250gSPECIFIC SPECIFICATIONSPlease put organolepticspecifications

:Colour – BrownishFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used

PACKAGING  SPECIFICATIONS : 250g

27. CHICKEN PICKLE

CATEGORY :Ready-to-eatINGREDIENTS :Chicken Meat (27.27%), Edible Vegetable Oil, Spices and Condiments (Red Chilli Powder,

Garlic, Coriander Powder, Aniseed, Ginger, Turmeric, Onion Seeds), Acidity Regulator – (INS 260), Green Chilli, Iodized Salt, Hing Powder, Mustard Dal, Sugar, Black Salt.

GENERAL SPECIFICATIONS :200gSPECIFIC SPECIFICATIONSPlease put organolepticspecifications

:Colour – BrownishFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used

PACKAGING  SPECIFICATIONS  : 200g bottle

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CORPORATE IDENTITY

Based upon the Insights, a new corporate Identity was developed integrating the essence of

company, highlighting its legacy and at the same time appealing to the modern

customer. The Blue and Gold colors made it distinct from its competitors and added a

sophisticated and international feel. Appearance of a signature added a personal touch to

the brand.The seal symbolized technology and the premium nature of the Brand.

 

The brand transformation initiative included not just redesigning the visual identity and its

various manifestations but also creating a comprehensive brand development program –

formulating Brand Strategy, structuring Brand Architecture, and applying the brand thought

to all consumer touchpoints.

 

The new identity captures the new brand essence and presents the company as an expert,

emphatetic, young and energetic brand.

 

 

Result

The new identity has been launched and is being applied to key brand

touch points

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PROMOTION

Brand venkys in Airtel CLT20: Venky’s India is one of the ground sponsors for the

Airtel Champions League T20 2010. Also they are the umpire sponsors and

their brand name in umpires shirts and hats gives them good visibility. Adding

to that they are also in the cheerleaders dancing stage. So the brand name

visibility is quite high during the match.

However how many young Indians know about the brand Venky’s and can

associate with the brand as they see it during the Twenty20 match. How many

Indian fans who watch the champions league T20 daily in Tier II or Tier III

cities know they are one of the leading national brand in the processed chicken

segment. How many of the fast food loving young Indian cricket fans know they

are the preferred supplier to the Indian outlets of McDonalds, KFC, Pizza Hut,

and Domino’s.

Well, for entrenched brands like Pepsi, Hero Honda or Kingfisher having a

brand name alone will be enough to connect with the viewers. But for a

relatively unknown brand like Venky’s, having spent crores of rupees to get the

sponsorship rights, the campaign would have been much more effective if they

had supplemented the on-ground brand promotions with TV ads too. 

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PRINT AD

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PLACENATIONAL PRESENCE IN INDIAN MARKET

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PRESENCE ACROSS GLOBE

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CONCLUSION

With the much-promised growth in the processed and ready-to-serve chicken foods not happening, the Rs 560-crore VH group is taking a relook at its processed food business. The company is working out new strategies to expand this market and get in a foot in the door.

International chains such as the KFCs, Pizza Huts, McDonalds and Dominos were supposed to trigger off growth in the processed chicken business. This has not materialised. Consumer preference is still for live birds as compared to frozen chicken as they are cheaper by around 10 to 15 per cent while the ready to eat products costs almost double. Despite being the largest integrated player with intimate knowledge of the poultry industry Venky's has yet to tap its potential.

Group company Western Hatcheries Ltd which takes care of this business and the Venky's brand, has been making losses. The was mainly due to glut in supply and rise in feed prices. Retail expansion has been limited to the availability of deep freezers. Today the Venky brand of chicken is worth only Rs 25 crore In a bid to change the fortunes of the company, Western Hatcheries has been rechristened to Venky's (India) Ltd. ``The change of name is in line with the company's thrust on processed chicken products, which has been identified as a major area of growth

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