Meat marketing in foreign countries
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Meat marketing in foreign countries
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Meat marketing in foreign countries
- 2. Important factors In Meat Marketing Capital Place Resources Feeding Storage Transportation Labour and equipment Distribution
- 3. MEAT SECTOR IN EUROPEAN UNION 13% 25% 0.90% 50% 1.50% 9% BREAKDOWN OF EU LIVESTOCK POULTRY PIGS GOATS BOVINE EQUIDAE SHEEP
- 5. Consumption EU consumers eat roughly 35 million tonnes each year of the various meat types. • This amounts to around 92 kgs per head per year on average • Pig meat accounts for 44 kg, • beef and veal 20 kg and • poultry meat 23 kg per head
- 6. Strategy •Where and how you have your meat processed will determine where and how you can market it. •Place of livestock is selected in such a way to reduce transport cost •High prices are charged depending upon the feed and labour cost •More importance is given to PIG MEAT •Speed with service •Easy access to the consumers •Good storage systems during transportation •Reducing the prices for Bovine •Healthy feeding of the livestock •Continuous supply to the restaurants and hotels
- 8. KFC Communication Strategies : • Direct Marketing • Sales Promotion • New Product Development Promotion Strategy : • Direct Marketing • Sales Promotion • Public Relation
- 9. KFC Building customer relation by: • “Meals on Wheels” • KFC Kids‟ Chicky Club • The Chicky Hour • Membership for old customers • Speed Delivery • Internet orders • Combo offers
- 10. CHAMPS CHAMPS‟ is the soul culture for KFC in the world: 1) Cleanliness, 2) Hospitality, 3) Accuracy, 4) Maintenance, 5) Product Quality, and 6) Speed with Service.
- 11. JAPANESE MEAT PROCESSING MODEL
- 12. MEAT TRADE The three most important meats in world trade are • Poultry meat, • beef, and • pork Leading exporters Leading importers The United States Russia The European Union, Japan Australia The United States Canada Mexico Brazil China (including Hong Kong) Argentina
- 13. Presentation done by V.Santhosh 15blb1035 THANK YOU
Editor's Notes
- Where and how you have your meat processed will determine where and how you can market it.
- Direct Marketing KFC should collect customer database through the registration of member cards for KFC usage. This is to enable KFC to collect customers‟ information especially regarding the email. When there is new promotion or new meals, KFC could send these exciting 1st -hand news to the customers‟ email with relative cheap cost and convenience. This could both inform and remind customers to dine or take away in KFC restaurants. Sales Promotion KFC should organize more events such as sweepstakes, lucky draw etc. As customers tend to be attracted with free lucky draws and sweepstakes, KFC should behold the opportunity to attract more customers to dine in or take away in KFC restaurants in order to participate in the particular lucky draw or sweepstakes. Moreover, KFC could organize event like drawing competition in restaurants. This could be done by giving a drawing paper to the children to draw and fill colour after customers purchased meal, and the list of winners would be informed after the due date. This could attract more children to participate as children are tending to like drawing and filling colour. Public Relation KFC should endorse famous singer or celebrity to promote KFC meals through advertisement. It also could be done through the singing concert that would be sung by the famous singers. KFC could search opportunity by collaborating among the rising-famous singers in Malaysia and it New Product Development New KFC product should be introducing to public on May to July, and November to December as these periods are school holidays thus can attract more customers. The intermittent period between will enable the operation department to have time to design new product. This need to be supervised by both operation manager and marketing manager, by looking at the quality of the product offered, and the customers‟ response.. KFC should launch a website that specially designed to cater for online order and speed delivery. KFC should implement this website in 2 months time which is from September to October which is sufficient time to launch a success website. Moreover the website should launch prior to cater the increasing demand during school holidays on November and December. This should be supervised by Public Relation Manager. Promotion Strategy : Direct Marketing In conjunction with the launch of KFC cards from July onward, new members would register and fill up their contact details. Thus KFC should utilize the customer contact details to persuade, inform and remind customers to purchase KFC meals especially internet direct marketing. This implementation period is ongoing as it is priority to update customers with news every month. Sales Promotion KFC should launch its sales promotion conjunction with the new products launching. As new products launching would certainly attract customers to come, hence the sales promotion like lucky draw, sweepstakes, drawing competition etc would certainly grab the customers‟ mind to revisit KFC again. Thus, it would increase the repeat sales for KFC. The implementation period is May to July and November to December. This should be supervised by Marketing Manager. Public Relation KFC should held singing concert during school holiday that is November and December. As this is the peak period of customers to visit KFC restaurants. Thus KFC should give concert ticket with half price to customers who purchase up to a required amount. This should be implanted during November to December and supervised by Public Relation Manager
- Kentucky Nuggets was conceived in Malaysia, and found its way to KFC worldwide today. “Meals on Wheels”, was also developed in Malaysia, creating and bringing opportunity for people to taste where KFC might not available. KFC Kids‟ Chicky Club was also developed to suite for kids. Chicky and Friends, the character in the KFC, bring pleasure and fun to all children, a good example would be television program sponsored, The Chicky Hour, which broadcast on every Saturday morning at TV3
- Cleanliness :Make it shine! As referred to KFC RGM Manish Patel tells his team, they spend the first two hours of each day keeping his restaurant sparkling, with the program called “Cleaning Captain”. In 2006, he was named KFC‟s RGM of the year. Hospitality :Letting the customer know that they come first. As referred to how LJS/A&W RGM Kris Jaccard defines hospitality. Kris has been keeping the customer top of mind for 15 years with franchisee BNC Food Group, she is designated a “training restaurant”. She scored 90% for CHAMPS in 2006. Accuracy :KFC RGM Liu Bing Zhi, defines accuracy as serving delicious food the right way every time with smiles, and making sure their orders are correct. In-store surveys help the team stays focused on their customers‟ needs and keep their CHAMPS scores in 90% plus range, while growing sales. Maintenance: Displaying a high-energy attitude. As referred to Pizza Hut RGM Don Bryant keeps his eye on all parts of the business. Making sure customers don‟t have a bad experience because something is not working right is very important that contribute to the customers‟ satisfactions. He scored 95% in 2006. Product Quality: Perfect tacos every time. As referred to Taco Bell company RGM of the year, Ramona Ureda. Customer coming in because they know they will get great food, she knows customers expect their orders to be perfect and the quality of the product as high as possible. She scores 97% for CHAMPS in 2006. Speed with Service: Things move fast in the five restaurants that Mejid Mamdouh oversees in Paris. Prioritize people capability first, then satisfied customers and profitability will follow! This veteran started as a crew member in 1993, and his outstanding coaching skills and CHAMPS showed that he was an unique leader. All the information above extracted from Yum! Brands‟ annual report. SBU Resources