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Venkys chicken
Venkys chicken
Venkys chicken
Venkys chicken
Venkys chicken
Venkys chicken
Venkys chicken
Venkys chicken
Venkys chicken
Venkys chicken
Venkys chicken
Venkys chicken
Venkys chicken
Venkys chicken
Venkys chicken
Venkys chicken
Venkys chicken
Venkys chicken
Venkys chicken
Venkys chicken
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Venkys chicken

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  • 1. 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, 20111|Page
  • 2. Chicken 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 popularlyknown the world over as “Venky’s”. With a unique combination of expertise and experienceand supported by strategic collaborations, the company diversified its activities to include SPFeggs, chicken and eggs processing, broiler and layer breeding, genetic research and Poultrydiseases diagnostic, Poultry vaccines and feed supplements, vaccine production, bio-securityproducts, Poultry feed & equipments, nutritional health products, soya bean extract and manymore. Today the group is the largest fully integrated poultry group in Asia. The VH group todayplays proud parent to a number of reputed organizations under its wide umbrella andsuccessfully caters to poultry and its allied sectors. The pioneering efforts of the VH Group havebeen well rewarded with several national and international awards. By keeping Quality andTechnology as their guiding stars, VENKY’S has consistently fulfilled its commitment to QUALITYTHROUGH TECHNOLOGY by ensuring that it not only manufactures products using high-endtechnology but also delivers actual value to its customers through its products and services.2|Page
  • 3. Chicken VENKYS (INDIA) LIMITED A diversified company operating in distinct high growth segments: - Poultry - Poultry Feed and Animal - Health Products - OilseedsVenky’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 oninvestment. 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’sSpecific Pathogen Free Egg unit (in technical collaboration with SPAFAS Inc. USA) is among foursuch 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 healthcare 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 100best global small companies in the year 1999-2000.3|Page
  • 4. Chicken 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 dayMonth 5-6_ Layer hens andaccompanying roostersprocessedMonth 17-18Chicks Development:_ 21 days incubation cycle4|Page
  • 5. Chicken 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 Cut INGREDIENTS :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 SPECIFICATIONS :Colour – Pinkish Please put organoleptic Free from banned antibiotic, pesticides, residues and sanitizer residues. specifications No Preservatives / additives used PACKAGING SPECIFICATIONS: 300g, 500g, 1000g packaging2. CHICKEN LOLLIPOP CATEGORY :Heat & Serve INGREDIENTS :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 Please put organoleptic Free from banned antibiotic, pesticides, residues and sanitizer residues. specifications No Preservatives / additives used 5|Page
  • 6. Chicken PACKAGING SPECIFICATIONS : 225g, 1000g packaging3. CHICKEN MEAT BALLS CATEGORY :Fry & Serve INGREDIENTS :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 pc SPECIFIC SPECIFICATIONS :Colour – Light golden brown Please put organoleptic Free from banned antibiotic, pesticides, residues and sanitizer residues. specifications No Preservatives / additives used PACKAGING SPECIFICATIONS: 200g, 500g & 1000g packaging4. MURG MASALA CATEGORY :Heat & Serve INGREDIENTS :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 Please put organoleptic Free from banned antibiotic, pesticides, residues and sanitizer residues. specifications No Preservatives / additives used PACKAGING SPECIFICATIONS: 250g packaging5. CHICKEN PEPPER SALAMI CATEGORY :Cold Cut INGREDIENTS :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 Please put organoleptic Free from banned antibiotic, pesticides, residues and sanitizer residues. specifications No Preservatives / additives used 6|Page
  • 7. Chicken PACKAGING SPECIFICATIONS : 1000g packaging6. CHICKEN SALAMI SLICES (RED & YELLOW PEPPER) CATEGORY :Cold Cut INGREDIENTS :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+2g SPECIFIC SPECIFICATIONS :Colour – Creamish red Please put organoleptic Free from banned antibiotic, pesticides, residues and sanitizer residues. specifications No Preservatives / additives used PACKAGING SPECIFICATIONS : 200g & 1000g packaging7. CHICKEN SALAMI SLICES (BLACK OLIVES) CATEGORY :Cold Cut INGREDIENTS :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+2g SPECIFIC SPECIFICATIONS :Colour – Creamish Please put organoleptic Free from banned antibiotic, pesticides, residues and sanitizer residues. specifications No Preservatives / additives used PACKAGING SPECIFICATIONS : 200g & 1000g packaging8. CHICKEN SALAMI SLICES (GREEN PEPPERCORN) CATEGORY :Cold Cut INGREDIENTS :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+2g SPECIFIC SPECIFICATIONS :Colour – Creamish Green Please put organoleptic Free from banned antibiotic, pesticides, residues and sanitizer residues. specifications No Preservatives / additives used PACKAGING SPECIFICATIONS : 200g & 1000g packaging 7|Page
  • 8. Chicken9. CHICKEN SALAMI SLICES (PISTACHIO) CATEGORY :Cold Cut INGREDIENTS :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+2g SPECIFIC SPECIFICATIONS :Colour – Creamish Please put organoleptic Free from banned antibiotic, pesticides, residues and sanitizer residues. specifications No Preservatives / additives used PACKAGING SPECIFICATIONS : 200g & 1000g packaging10. CHICKEN SALAMI SLICES CATEGORY :Cold Cut INGREDIENTS :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+2g SPECIFIC SPECIFICATIONS :Colour – Pinkish white Please put organoleptic Free from banned antibiotic, pesticides, residues and sanitizer residues. specifications No Preservatives / additives used PACKAGING SPECIFICATIONS : Colour – Pinkish white11. CHICKEN SAUSAGES CATEGORY :Cold Cut INGREDIENTS :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+2g SPECIFIC SPECIFICATIONS :Colour – Off white Please put organoleptic Free from banned antibiotic, pesticides, residues and sanitizer residues. specifications No Preservatives / additives used PACKAGING SPECIFICATIONS : 300g, 500g & 1000g packagingg 8|Page
  • 9. Chicken12. CHICKEN SHEEK KABAB CATEGORY :Heat & Serve INGREDIENTS :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+2g SPECIFIC SPECIFICATIONS :Colour – Pale Gray Please put organoleptic Free from banned antibiotic, pesticides, residues and sanitizer residues. specifications No Preservatives / additives used PACKAGING SPECIFICATIONS: 250g, 500g & 1000g packaging13. CHICKEN SMOKED SAUSAGES CATEGORY :Cold Cut INGREDIENTS :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+2g SPECIFIC SPECIFICATIONS :Colour – Creamish Brown Please put organoleptic Free from banned antibiotic, pesticides, residues and sanitizer residues. specifications No Preservatives / additives used PACKAGING SPECIFICATIONS: 1000g14. VIENNA SAUSAGES CATEGORY :Cold Cut INGREDIENTS :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+2g SPECIFIC SPECIFICATIONS :Colour – Off white Please put organoleptic Free from banned antibiotic, pesticides, residues and sanitizer residues. specifications No Preservatives / additives used PACKAGING SPECIFICATIONS : : 300g, 500g & 1000g packaging 9|Page
  • 10. Chicken15. CHICKEN SAMOSA CATEGORY :Fry & Serve INGREDIENTS :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+ 3g SPECIFIC SPECIFICATIONS :Colour – Creamish Please put organoleptic Free from banned antibiotic, pesticides, residues and sanitizer residues. specifications No Preservatives / additives used No Preservatives / additives used PACKAGING SPECIFICATIONS : 200g, 500g & 1000g packaging16. CHICKEN SALAMI ROLL CATEGORY :Cold Cut INGREDIENTS :CChicken Meat (68.00%), Water, Maida, Onion, Isolated Soy Protein, Iodized Salt, Spices and Condiments, Caseinates, Sugar, Stabilizer – (INS 452 (i)) GENERAL SPECIFICATIONS :250g SPECIFIC SPECIFICATIONS :Colour – Brown Please put organoleptic Free from banned antibiotic residues and sanitizer residues. specifications No Preservatives / additives used PACKAGING SPECIFICATIONS : 250g & 1000g packaging17. 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 10 | P a g e
  • 11. Chicken a.18. FROZEN CHICKEN Whole Chicken Full broiler chicken, with liver and gizzard prepacked inside. Cleaned and hygienically dresses without head and claws. Precut Chicken Venky’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 Chicken Chicken 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 Chicken Venky’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 Products Boti, Gizzard, Liver, Plain Kheema, Soup Pieces and Wings a.19. FRESH CHILLED CHICKEN Whole Chicken Full broiler chicken, with liver and gizzard prepacked inside. Cleaned and hygienically dresses without head and claws. Precut Chicken Venky’s full broiler chicken, pre-cut in 11 pieces for the convenience of the housewife. Easy to handle and saves time required for cutting. 11 | P a g e
  • 12. Chicken Boneless Chicken Venky’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 a.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. a.21. CHICKEN BURGER PATTY CATEGORY :Fry & Serve INGREDIENTS :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 : 93+ 2g & 50+ 2g SPECIFICATIONS SPECIFIC SPECIFICATIONS :Colour Light golden brown Texture – breaded Please put organoleptic Free from banned antibiotic, pesticides, residues and sanitizer residues. specifications No Preservatives / additives used PACKAGING SPECIFICATIONS : 180g, 450g, 900g, 250g, 500g, 1000g packaging22. CHICKEN CUTLETS CATEGORY :Fry & Serve INGREDIENTS :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 SPECIFICATIONS :Colour Light golden brown Texture – breaded Please put organoleptic Free from banned antibiotic, pesticides, residues and sanitizer residues. specifications No Preservatives / additives used PACKAGING SPECIFICATIONS  : 180g, 450g, 900g, 250g, 500g, 1000g packaging 12 | P a g e
  • 13. Chicken23. CHICKEN FINGERS CATEGORY :Fry & Serve INGREDIENTS :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 pc SPECIFIC SPECIFICATIONS :Colour Brownish Texture – breaded Please put organoleptic Free from banned antibiotic, pesticides, residues and sanitizer residues. specifications No Preservatives / additives used PACKAGING SPECIFICATIONS  : 200g, 500g & 1000g packaging24. CHICKEN NUGGETS CATEGORY :Fry & Serve INGREDIENTS :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, Acidity Regulator (INS 330). GENERAL SPECIFICATIONS :16+ 2g per pc SPECIFIC SPECIFICATIONS :Colour Light golden brown Texture – breaded Please put organoleptic Free from banned antibiotic, pesticides, residues and sanitizer residues. specifications No Preservatives / additives used PACKAGING SPECIFICATIONS : 200g, 500g & 1000g packaging25. CHICKEN POPCORN CATEGORY :Fry & Serve INGREDIENTS :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 pc SPECIFIC SPECIFICATIONS :Colour – Creamish Texture – Breaded Please put organoleptic Free from banned antibiotic, pesticides, residues and sanitizer residues. specifications No Preservatives / additives used PACKAGING SPECIFICATIONS : 250g, 500g & 1000g packaging a. 13 | P a g e
  • 14. Chicken26. BUTTER CHICKEN CATEGORY :Heat & Serve INGREDIENTS :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, Acidity Regulator (INS 330). GENERAL SPECIFICATIONS :250g SPECIFIC SPECIFICATIONS :Colour – Brownish Please put organoleptic Free from banned antibiotic, pesticides, residues and sanitizer residues. specifications No Preservatives / additives used PACKAGING SPECIFICATIONS : 250g27. CHICKEN PICKLE CATEGORY :Ready-to-eat INGREDIENTS :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 :200g SPECIFIC SPECIFICATIONS :Colour – Brownish Please put organoleptic Free from banned antibiotic, pesticides, residues and sanitizer residues. specifications No Preservatives / additives used PACKAGING SPECIFICATIONS  : 200g bottle 14 | P a g e
  • 15. Chicken CORPORATE IDENTITYBased upon the Insights, a new corporate Identity was developed integrating the essence ofcompany, highlighting its legacy and at the same time appealing to the moderncustomer. The Blue and Gold colors made it distinct from its competitors and added asophisticated and international feel. Appearance of a signature added a personal touch tothe brand.The seal symbolized technology and the premium nature of the Brand.The brand transformation initiative included not just redesigning the visual identity and itsvarious manifestations but also creating a comprehensive brand development program –formulating Brand Strategy, structuring Brand Architecture, and applying the brand thoughtto all consumer touchpoints.The new identity captures the new brand essence and presents the company as an expert,emphatetic, young and energetic brand.ResultThe new identity has been launched and is being applied to key brand touch points15 | P a g e
  • 16. Chicken PROMOTIONBrand venkys in Airtel CLT20: Venky’s India is one of the ground sponsors for the AirtelChampions League T20 2010. Also they are the umpire sponsors and their brand name inumpires shirts and hats gives them good visibility. Adding to that they are also in thecheerleaders 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 withthe brand as they see it during the Twenty20 match. How many Indian fans who watch thechampions league T20 daily in Tier II or Tier III cities know they are one of the leadingnational brand in the processed chicken segment. How many of the fast food loving youngIndian 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 namealone will be enough to connect with the viewers. But for a relatively unknown brand likeVenky’s, having spent crores of rupees to get the sponsorship rights, the campaign wouldhave been much more effective if they had supplemented the on-ground brand promotionswith TV ads too.16 | P a g e
  • 17. ChickenPRINT AD17 | P a g e
  • 18. Chicken PLACENATIONAL PRESENCE IN INDIAN MARKET18 | P a g e
  • 19. ChickenPRESENCE ACROSS GLOBE19 | P a g e
  • 20. Chicken CONCLUSIONWith the much-promised growth in the processed and ready-to-serve chicken foods nothappening, the Rs 560-crore VH group is taking a relook at its processed food business. Thecompany 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 totrigger off growth in the processed chicken business. This has not materialised. Consumerpreference is still for live birds as compared to frozen chicken as they are cheaper by around 10to 15 per cent while the ready to eat products costs almost double. Despite being the largestintegrated player with intimate knowledge of the poultry industry Venkys has yet to tap itspotential.Group company Western Hatcheries Ltd which takes care of this business and the Venkysbrand, 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 ofchicken is worth only Rs 25 crore In a bid to change the fortunes of the company, WesternHatcheries has been rechristened to Venkys (India) Ltd. ``The change of name is in line with thecompanys thrust on processed chicken products, which has been identified as a major area ofgrowth20 | P a g e

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