V S N Hatcheries Pvt. Ltd.was started in 1989.at.Chittoor. Address:4-2028, Durganagar Colony GreamspetChittoor, Andhra Pradesh, India. we analysis the traditional distribution system and proposed new distribution system. study of failure and solution for success of V.S.N Hatcheries. integrated marketing:It attempts to combination of all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing and social media through their respective mix of tactics methods channels media and activity so that all work together as unified force.

1. A cAse study on
IntegrAted mArketIng
Presented by: JAyAwAnt PAtIl Presented to:
PrAtAP tAndAle HArIsHcHAndrA sIngH rAtHod
sAnket PAwAr
sHubHAm suryAvAnsHI

2. Integrated marketing
• It attempts to combination of all aspects of marketing communication such
as advertising, sales promotion, public relations, direct marketing and
social media through their respective mix of tactics methods channels
media and activity so that all work together as unified force.

3. Introduction
• A hatchery is a facility where eggs are hatched under
artificial condition the young are cared , and sold or
distributed especially for poultry purpose.
• V S N Hatcheries Pvt. Ltd.was started in 1989.at.Chittoor.
• Address:4-2028, Durganagar Colony Greamspet
Chittoor, Andhra Pradesh, India.

4. Traditional marketing system

6. Failure
The individual broiler farming was forced to be abandoned primarily due to
fluctuating prices of birds and greed of traders.

8. Forward integration
.
“Its a business strategy where a firm eliminating third parties distribution or
supply channels thereby having an increased control over the flow of its
products and become a step closer to the end consumer.
Eventually, the firm can increase its potential markup and customer value”

9. Plan of action
• After examination of “Operation White Team” they came with plan.
• Company provided input ,provide supervision and advice and pay him for his
service.
• They also planned to open a chain of retail outlet through which they can sell
chicken directly to consumers.

10. Merits
• Farmer is benefited because of his job only rearing only day
old chicks.
• He also relive of the depression of selling grown-up birds.
• Consumer benefited because of he relived from clutches of
traditional traders.
• Retailer is benefited ,company offers live chicken the selling
points and they reduce mortality aspect.

11. Constraints
• Company to do so involve difficult task of opening and operating huge
chain of retail centres. unlike Bata which can one outlet medium town and
20-30 outlet in metropolis which frequented by people at one or twice in
year.
• Outlet must be more in no. and the frequency of customer are on daily
basis.
• We lack the necessary infrastructure which intails heavy investment.

12. Competitor
• V s N hatcheries is mainly targeting rural population where as other competitors are targeting
the urban market.
• The “modus operandi” one of our competitors is going to the small area and install the
machinery's and let out as a franchise.
• The other competitors is transporting large quantities to major cities and arranging smaller
vehicles to distribute the product to all the nooks and corners of the cities.

13. Implementation
• They decided to enter the market with 6 or 7 outlet to start in the rural market.
• Rural market are preferred majority population is in village and market potential is
enormous.
• The logic is “we offer the quality product at reasonable price and there by increase
in consumption in rural area ”
• Our product produce in rural area and there is no reason for shift it to urban area.

14. Distribution Channels

15. Merits
• Elimination of trader.
• Rise in farmer and hatchery income.
• Company can sale produce at low prices.
• Reduction in mortality percentage.
• Rise in consumer.

16. Demerits
• Company has to do all work by himself.
• Lack of infrastructure and investment for retail outlets.

17. Retail outlet management
We can establish our outlets in potential cities.
We will also establish one common collection point at suitable place for
20-30 outlets in a city.
From where we can distribute the produce easily to all the Retail
Outlets in the city with the help of small vehicles.
We can also go online for selling.