The birdslook so cute, as they are young. Just a minute ago, they were alive. It is so awful. Those poor creatures! Imagine them alive one minute, and then being eaten the next. It is so difficult to get used to this process. Advertising Strategy It is not necessary to remind about live chicken. It is not necessary to see and think about raw chicken, dressedor otherwise. The communication strategy should be to treat chicken as a vegetable. They are not to be shownalive or in their ugly raw dressed form. The client was led step-by-step and was supportive. Long-run Objective
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Though chicken has high standing as a special food, we have to make it an almost twice or thrice a week fooditem. Positioning It was necessary to overcome the negative barrier to frozen food. In the market, fresh chicken was in factfrozen chicken vulnerable to bacterial contamination. The answer was a fact frozen chicken product. Venky’schickens were chilled by a special process: blast freezing. The position taken was that of technologicalsuperiority. Venky’s unique freezing process makes it taste better and cook faster and melt quickly. Differentiation It was a special breed of chicken, that was extra delicious to eat.
It scores over ordinary frozen chicken andeven the freshly killed chicken. Brand NameIn spite of the Agency’s reservations, the Venky’s was chosen as brand name, since it was the name of theM. D. ’s son. The Agency had considered fifty other optional brand names. Marketing research showed Venky’s connoted a South Indian image and was associated with vegetarian food. There were also connectionswith Lord Venkateshwara. Headlines These worked hard to ward off negatives:‘Chicken so fresh, it simply melts in your mouth. Reason: Superior blast freezing process. ”“Chicken so fresh, it’s only minutes old. ” Promotion of Special Parts
The special parts w ere promoted as:“The part you want are the parts you get. ” ExecutionA simple mnemonic was used. Chicken was shown in a graphic from; one that did not turn off the house wife,and yet looked modern. The colour scheme used was of yellow and red colours, being happy and bright food colours. These coloursare appetising too. For quick identification, a common symbol was used on all hoardings. ad material and at POP. 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 toinstitutional buyers leading to non-availability and spurious brands passing off as Venky’s . The Agency advised premium pricing and quality policy. Instead, the company lowered the price. So many persons dealt with the Agency. Each questioned and disagreed with the thinking of earlier persons. Gulam,their E. D. left Venky’s. The number of out left were increased dramatically. New Ad Agency New agency was selected. It brought chicken again to a commodity position A good chicken that makes tastychicken dishes). Emphasis on blast freezing was dropped.
Emphasis on blast freezing was dropped. Rawchicken again appeared in the ads, contrary to research findings. Brand or product differentiation strategy wasdropped. Instead, emphasis was on different recipes. 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. It issatisfied with a marginal price premium. Being a chicken monopoly, it can afford not to have a marketingcutting edge. The following is their present ad copy: Questions (A)(a)
Comment on the advertising strategy adopted previously and currently. (b) Comment on branding of food products, and their promotion. (c) Can you think of a different creative strategy for a product like chicken? Lip-sticks with permitted colours can also damage the lips since the stainers are tetra-bromo-fluorosine. When rubbed against the palm, darkness of the stain will indicate the quantity of stainer present. Darkening of lip colour also depends upon the bio-chemistry of individual’s lips. Questions (B)(a) The complete product knowledge is given in the above write-up. What do you think should be the copy platform for these products?
