VENKY'S

4,704 views

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
4,704
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

VENKY'S

  1. 1. VENKY’S Submitted by, Ritoban das-01Pujanjali Dutta Banik-02 Sujoy Kr. Paul-03 Shabori Das-04 Nayana Paul-05
  2. 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. 3. Introductory video
  4. 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. 5. Advertising Strategy
  6. 6. LONG RUN OBJECTIVES
  7. 7. POSITIONING
  8. 8. Differentiation
  9. 9. Brand Name
  10. 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. 11. Promotion of special parts:The special parts were promotionedas,“the parts you want are the partsyou get”
  12. 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. 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. 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. 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. 16. Case study issue 1: Commenting on the advertisingstrategy adopted previously and currently
  17. 17. Case study issue 2: Commentingon branding offood products and their promotion
  18. 18. Case study issue 3:Thinking of different creative for products like chicken
  19. 19. Thank you

×