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VENKY'S
VENKY'S
VENKY'S
VENKY'S
VENKY'S
VENKY'S
VENKY'S
VENKY'S
VENKY'S
VENKY'S
VENKY'S
VENKY'S
VENKY'S
VENKY'S
VENKY'S
VENKY'S
VENKY'S
VENKY'S
VENKY'S
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VENKY'S

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  • 1. VENKY’S Submitted by, Ritoban das-01Pujanjali Dutta Banik-02 Sujoy Kr. Paul-03 Shabori Das-04 Nayana Paul-05
  • 2. Venkateshwara Hatcheries is one of the most modern plantsin poultry business in Asia.They hav 60% of market share of chicken marketed in thecountry.The brief given to speer was raw chicken in the form of a fullbird.Further to market legs and breast and curried pieces.The company also planned to market ready-to-fry prespieced chicken and to operate a chain of fast food outletserving chicken fast food on the lines of McDonalds
  • 3. Introductory video
  • 4. Speer did some marketing research by some Focused group studiesin Mumbai and then in Pune. The research summarizes thefollowing: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
  • 5. Advertising Strategy
  • 6. LONG RUN OBJECTIVES
  • 7. POSITIONING
  • 8. Differentiation
  • 9. Brand Name
  • 10. HEADLINES:Those which worked hard to wardoff negatives“Chicken so fresh, it simply meltsin your mouth. Reason: superiorblast freezing process”“chicken so fresh, its only minutesold”
  • 11. Promotion of special parts:The special parts were promotionedas,“the parts you want are the partsyou get”
  • 12. Execution:A simple mnemonic was used.Chicken was shown in a graphic form; one thatdid not turn off the house wife, and yet lookedmodernThe color schemes used was of yellow and redcolors, being happy and bright food colors.These colors are appetizing tooFor quick identification, a common symbol wasused on all hoardings, ad material and at POP
  • 13. Success of the LaunchThe launch created tremendous demand but thedistribution was weak. There was the problem ofspurious brandsThe company strengthened the distributionnetwork later. However consumer supplies werediverted to institutional buyers leading to non-availability and spurious brands passing offvenky’sThe agency advised premium pricing and qualitypolicy. Instead, the company lowered the prices.The number of outlets were also increased
  • 14. New ad agencyNew agency was selected. It broughtchicken again to a commodity position.Emphasis on blast freezing was droppedRaw chicken again appeared in the adBrand or product differenciation strategywas dropped
  • 15. Present thinking:Venky’s is moving closer and closer to acommodity than a brand.It is fine as long as there is no competition.The company perhaps believes that no onehas the backing or volume of production tobe a threat to themBeing a market monopoly it can afford not tohav a marketng cutting edge
  • 16. Case study issue 1: Commenting on the advertisingstrategy adopted previously and currently
  • 17. Case study issue 2: Commentingon branding offood products and their promotion
  • 18. Case study issue 3:Thinking of different creative for products like chicken
  • 19. Thank you

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