Venky's is one of the largest poultry producers in Asia with 60% market share in India. Previously, they marketed different chicken products like whole birds, legs, breasts, and curried pieces. They also planned to sell pre-portioned and ready-to-cook chicken. Market research found chicken was used for special occasions and guests. Advertising initially focused on freshness and special cuts but lowered prices and expanded outlets. A new agency shifted focus back to raw chicken without differentiation. Currently, Venky's approaches chicken as a commodity rather than brand due to lack of competition.

1. VENKY’S
Submitted by,
Ritoban das-01
Pujanjali Dutta Banik-02
Sujoy Kr. Paul-03
Shabori Das-04
Nayana Paul-05

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

3. Introductory video

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

5. Advertising Strategy

6. LONG RUN OBJECTIVES

7. POSITIONING

8. Differentiation

9. Brand Name

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

19. Thank you