2. 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
4. 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
10. 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”
11. Promotion of special parts:
The special parts were promotioned
as,
“the parts you want are the parts
you get”
12. 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
13. Success of the Launch
The 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
14. 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
15. 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
16. Case study
issue 1:
Commenting on
the advertising
strategy adopted
previously and
currently
17. Case study
issue 2:
Commenting
on branding of
food products
and their
promotion
18. Case study issue 3:
Thinking of different creative for
products like chicken
