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VIVEKANAND EDUCATION SOCIETYS INSTITUTE OF MANAGEMENT

STUDIES AND RESEARCH

Product and Brand Management

Venkys Chicken

Submitted To:

Prof . Rupali Rajesh

Submitted By:

Nilesh Ahuja62

September 19, 2011

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VH GROUP

Venkys India Limited is a part of VH Group,recognized as

the pioneer of Poultry Industry in India. The company

manufactures processed chicken products, animal health

products, solvent oil extraction, pellet feeds, SPF eggs apart

from Nutritional health products for humans & pet food.

The VH groupwas established in 1971, when motivated by his wife

Late Smt. Uttaradevi Rao, our founder Chairman Late Padmashree Dr.

B.V.Rao, fondly referred to as The Father of the Indian Poultry Industry,

established Venkateshwara Hatcheries Pvt. Ltd. in Pune (India). Today the group is popularly

known the world over as Venkys. With a unique combination of expertise and experience

and supported by strategic collaborations, the company diversified its activities to include SPF

eggs, chicken and eggs processing, broiler and layer breeding, genetic research and Poultry

diseases diagnostic,Poultry vaccines and feed supplements, vaccine production, bio-security

products,Poultry feed & equipments, nutritional health products, soya bean extract and many

more. Today the group is the largest fully integrated poultry group in Asia. The VH group today

plays proud parent to a number of reputed organizations under its wide umbrella and

successfully caters to poultry and its allied sectors. The pioneering efforts of the VH Group have

been well rewarded with several national and international awards. By keeping Quality and

Technology as their guiding stars, VENKYShas consistently fulfilled its commitment to QUALITY

THROUGH TECHNOLOGY by ensuring that it not only manufactures products using high-end

technology but also delivers actual value to its customers through its products and services.
http://www.venkys.com/products/spf-eggs/http://www.venkys.com/products/spf-eggs/http://www.venkys.com/vaccines-and-feeds/vaccines/disease/http://www.venkys.com/vaccines-and-feeds/vaccines/disease/http://www.venkys.com/vaccines-and-feeds/vaccines/http://www.venkys.com/vaccines-and-feeds/poultry-feeds/http://www.venkys.com/vaccines-and-feeds/poultry-feeds/http://www.venkys.com/vaccines-and-feeds/vaccines/http://www.venkys.com/vaccines-and-feeds/vaccines/disease/http://www.venkys.com/vaccines-and-feeds/vaccines/disease/http://www.venkys.com/products/spf-eggs/http://www.venkys.com/products/spf-eggs/

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VENKYS (INDIA) LIMITEDA diversified company operating in distinct high growth segments:

- Poultry- Poultry Feed and Animal- Health Products- Oilseeds

Venkys (India) Limited formerly known as Western Hatcheries Limited was established in 1976,

mainly to produce day-old layer and broiler chicks for the dense poultry markets of North India.

Over the years, Venkys(India) Limited embarked upon new ventures in regular succession,

adding tremendous value to the company, giving it an edge in technology and high returns on

investment. The company has steadily grown to over 30 units spread across India.

Today, Venkys impressive portfolio includes animal health products, pellet feeds, processed,

and further processed chicken products, solvent oil extraction, and SPF Eggs. The companys

Specific Pathogen Free Egg unit (in technical collaboration with SPAFAS Inc. USA) is among four

such units in the world and the only one of its kind in the developing world.

Diversifying from mainstream poultry products, Venkys (India) Limited has added to its credit,

manufacturing facilities for nutritional health products for humans, and pet food and health

care products. The company has steadily grown to over 30 units spread across India.

The Forbes business magazine of USA ranked Venkys (India) Limited as 67th among the 100

best global small companies in the year 1999-2000.

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BUSINESS OVERVIEW

Business Model: Company procures day old parent chicks of broiler and layer variety andgrow them at its farms located across the country. Eggs are hatched and incubated and aresold when they are day-old to the farmers, a proportion of the chicks are reared and are soldas broilers/ processed chicken.

Month 0Broiler Processing:

_ Broiler ready for processing_ Layer hens start laying eggs

@ an egg every other day

Month 5-6_ Layer hens andaccompanying roostersprocessed

Month 17-18Chicks Development:

_ 21 days incubation cycle

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PRODUCTS PACKAGING& CATEGORIES

Venkys (India) Limited sells its processed and further

processed chicken under the Venkys brand name.

Venkysis the first national brand in the processed

chicken segment and down the years, has become

synonymous with nutrition, quality, and high standards

in hygiene. It is a preferred supplier to the Indian outlets

of McDonalds, KFC, Pizza Hut, and Dominos.

The product range, catered to retail as well as institutional markets, includes Fresh Chilled

Chicken, Frozen Chicken (Whole, Boneless and Portions), and several Economy products.

Venkys Mintomein, an array of ready-to-cook products (freezer-to-fryer, microwaveable and

cold cuts) has found wide appeal among homemakers.

1. CHICKEN FRANKS

CATEGORY :Cold Cut

INGREDIENTS :Chicken Meat (70.69 %), Water, Spices and seasoning, Anti-caking agent INS 551, CornStarch, Isolated Soy Protein, Wheat fibre, Iodized Salt, Dextrose, Stabilizer INS 452(i), PermittedClass II PreservativeINS 250.

GENERAL SPECIFICATIONS :Regular -3.5 , Medium5 & Long7 SPECIFIC SPECIFICATIONS

Please put organoleptic

specifications

:Colour PinkishFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used

PACKAGING SPECIFICATIONS: 300g, 500g, 1000g packaging

2. CHICKEN LOLLIPOP

CATEGORY :Heat & Serve

INGREDIENTS :Chicken Meat (31.19%), Water, Onion, Edible Vegetable Oil, Spices and Condiments (CorianderPaste , Garlic, Ginger, Coriander Powder, Red Chilly Powder, Curry Powder, Cumin Powder,Turmeric Powder), Tomato Puree (Tomato, Sugar, Edible Common Salt), Milk Solids, Iodized Salt ,Stabilizer(INS 452 (i)) , Kasoori Methi.

GENERAL SPECIFICATIONS :250g+

SPECIFIC SPECIFICATIONS


specifications

:ColourBrownishFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used
http://www.venkys.com/products/fmcg/processed-chicken/chicken-franks/http://www.venkys.com/products/fmcg/processed-chicken/chicken-lollipop/http://www.venkys.com/products/fmcg/processed-chicken/chicken-lollipop/http://www.venkys.com/products/fmcg/processed-chicken/chicken-franks/

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PACKAGING SPECIFICATIONS : 225g, 1000g packaging

3. CHICKEN MEAT BALLS

CATEGORY :Fry & Serve

INGREDIENTS :Chicken Meat (60.49 %), Water, Breadcrumbs ( Wheat Flour, Yeast, Iodized Salt, Dextrose,AntioxidantINS 300), Textured Vegetable Protein, Spices and Condiments, Iodized Salt,Seasonings (AntioxidantINS 300), Isolated Soy Protein, StabilizerINS 452 (i)

GENERAL SPECIFICATIONS :11-13g+1g per pc



specifications

:Colour Light golden brownFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used

PACKAGING SPECIFICATIONS: 200g, 500g & 1000g packaging

4. MURG MASALA


INGREDIENTS :Chicken Meat (31.19%), Water, Onion, Edible Vegetable Oil, Spices and Condiments (CorianderPaste , Garlic, Ginger, Coriander Powder, Red Chilly Powder, Curry Powder, Cumin Powder,Turmeric Powder), Tomato Puree (Tomato, Sugar, Edible Common Salt), Milk Solids, Iodized Salt ,Stabilizer(INS 452 (i)) , Kasoori Methi.




specifications


PACKAGING SPECIFICATIONS: 250g packaging

5. CHICKEN PEPPER SALAMI

CATEGORY :Cold Cut

INGREDIENTS :Chicken Meat (60.29 %), Water, Iodized Salt , Isolated Soy Protein , Wheat Fibre, Caseinates,Breadcrumbs (Antioxidant INS 300) , Stabilizer(INS 452 (i)), Spices and Condiments, WhitePepper Powder (0.10%), Black Pepper Powder (0.10%), Antioxidants (INS 301), Permitted Class IIPreservative (INS 250).




specifications

:Colour CreamishFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used
http://www.venkys.com/products/fmcg/processed-chicken/chicken-meat-balls/http://www.venkys.com/products/fmcg/processed-chicken/murg-masala/http://www.venkys.com/products/fmcg/processed-chicken/chicken-pepper-salami/http://www.venkys.com/products/fmcg/processed-chicken/chicken-pepper-salami/http://www.venkys.com/products/fmcg/processed-chicken/murg-masala/http://www.venkys.com/products/fmcg/processed-chicken/chicken-meat-balls/

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PACKAGING SPECIFICATIONS : 1000g packaging

6. CHICKEN SALAMI SLICES (RED & YELLOW PEPPER)

CATEGORY :Cold Cut

INGREDIENTS :Chicken Meat (54.70%), Water, Isolated Soy Protein, Wheat Fibre, Iodized Salt, Red and YellowPepper (1.47 %), Maida, Caseinates, Stabilizer(INS 452(i)), Green Pepper, Acidity Regulator (INS 330), Permitted Class II Preservative (INS 250).

GENERAL SPECIFICATIONS :22+2g



specifications

:Colour Creamish redFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used

PACKAGING SPECIFICATIONS : 200g & 1000g packaging

7. CHICKEN SALAMI SLICES (BLACK OLIVES)

CATEGORY :Cold Cut

INGREDIENTS :Chicken Meat (54.70%), Water, Isolated Soy Protein, Wheat Fibre, Black Olives (1.96 %), IodizedSalt , Maida, Caseinates, Stabilizer(INS 452 (i)), Acidity Regulator(INS 330), Permitted Class II

Preservative (INS 250).GENERAL SPECIFICATIONS :22+2g



specifications

:Colour CreamishFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used


8. CHICKEN SALAMI SLICES (GREEN PEPPERCORN)

CATEGORY :Cold Cut

INGREDIENTS :Chicken Meat (54.70%), Water, Isolated Soy Protein, Wheat Fibre, Iodized Salt, GreenPeppercorns (1.47%), Maida, Caseinates , Stabilizer (INS 452(i)), Spices and Condiments, AcidityRegulator (INS 330), Permitted Class II.




specifications

:Colour Creamish GreenFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used

http://www.venkys.com/products/fmcg/processed-chicken/chicken-salami-slices-red-yellow-pepper/http://www.venkys.com/products/fmcg/processed-chicken/chicken-salami-slices-red-yellow-pepper/http://www.venkys.com/products/fmcg/processed-chicken/chicken-salami-slices-black-olives/http://www.venkys.com/products/fmcg/processed-chicken/chicken-salami-slices-black-olives/http://www.venkys.com/products/fmcg/processed-chicken/chicken-salami-slices-green-peppercorn-2/http://www.venkys.com/products/fmcg/processed-chicken/chicken-salami-slices-green-peppercorn-2/http://www.venkys.com/products/fmcg/processed-chicken/chicken-salami-slices-green-peppercorn-2/http://www.venkys.com/products/fmcg/processed-chicken/chicken-salami-slices-black-olives/http://www.venkys.com/products/fmcg/processed-chicken/chicken-salami-slices-red-yellow-pepper/

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12.CHICKEN SHEEK KABAB


INGREDIENTS :Chicken Meat (65.07 %), Water, Soyabean Granules, Spices and Condiments, Eggs, Onion, GreenChilly, Breadcrumbs (AntioxidantINS 300), Iodized Salt, Stabilizer(INS 452(i)), Antioxidant(INS 322).




specifications

:Colour Pale GrayFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used

PACKAGING SPECIFICATIONS: 250g, 500g & 1000g packaging

13.CHICKEN SMOKED SAUSAGES

CATEGORY :Cold Cut

INGREDIENTS :Chicken Meat (76.00 %), Water, Breadcrumbs (Antioxidant -INS 300), Isolated Soy Protein ,Spices and Condiments , Iodized Salt , Antioxidants(INS 322, INS 301), Thickener(INS 1422),Maida, Permitted Class II Preservative(INS 250).




specifications

:Colour Creamish BrownFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used

PACKAGING SPECIFICATIONS: 1000g

14.VIENNA SAUSAGES

CATEGORY :Cold Cut

INGREDIENTS :Chicken Meat (72.60 %), Water, Corn Starch, Isolated Soy Protein, Iodized Salt, Seasonings(StabilizerINS 450 and INS 451, AntioxidantINS 315 and INS 316, Colour -INS 150c,Anticacking Agent INS 551), Permitted Class II Preservative INS 250.




specifications

:Colour Off whiteFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used

PACKAGING SPECIFICATIONS : : 300g, 500g & 1000g packaging
http://www.venkys.com/products/fmcg/processed-chicken/chicken-sheek-kabab/http://www.venkys.com/products/fmcg/processed-chicken/chicken-smoked-sausages/http://www.venkys.com/products/fmcg/processed-chicken/vienna-sausages/http://www.venkys.com/products/fmcg/processed-chicken/vienna-sausages/http://www.venkys.com/products/fmcg/processed-chicken/vienna-sausages/http://www.venkys.com/products/fmcg/processed-chicken/chicken-smoked-sausages/http://www.venkys.com/products/fmcg/processed-chicken/chicken-sheek-kabab/

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15.CHICKEN SAMOSA


INGREDIENTS :Chicken Meat (38.39%), Maida, Onion, Water, Spices and Condiments (Coriander leaves, Garlic,Ginger, Red Chilly Powder, Coriander Powder, Curry Powder, Turmeric Powder, Green ChillyPowder), Edible Vegetable Oil, Soyabean Granules, Iodized Salt, Acidity Regulator (INS 330).

GENERAL SPECIFICATIONS :25+ 3g



specifications

:ColourCreamishFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used No Preservatives / additives used

PACKAGING SPECIFICATIONS : 200g, 500g & 1000g packaging

16.CHICKEN SALAMI ROLL

CATEGORY :Cold Cut

INGREDIENTS :CChicken Meat (68.00%), Water, Maida, Onion, Isolated Soy Protein, Iodized Salt, Spices andCondiments, Caseinates, Sugar, Stabilizer(INS 452 (i))

GENERAL SPECIFICATIONS :250g



specifications

:ColourBrownFree from banned antibiotic residues and sanitizer residues.

No Preservatives / additives used


17.CHICKEN KHEEMA

CATEGORYHeat & Serve

INGREDIENTSChicken Meat (56.55%), Onion, Tomato Puree (Tomato, Sugar, Edible Common

Salt), Edible Vegetable Oil, Spices and Condiments (Coriander Paste, Garlic, Red Chilli Powder,

Ginger Paste, Coriander Powder, Turmeric Powder, Cumin Powder, Curry Powder), Tomato Paste,

Textured Soya, Iodized salt, Acidity Regulator(INS 330)

GENERAL SPECIFICATIONS250+ 5g

SPECIFIC SPECIFICATIONS Please put organoleptic

specifications Colour Dark brown Free from banned antibiotic, pesticides, residues and

sanitizer residues. No Preservatives / additives used

PACKAGING SPECIFICATIONS: 250g
http://www.venkys.com/products/fmcg/processed-chicken/chicken-samosa/http://www.venkys.com/products/fmcg/processed-chicken/chicken-samosa/http://www.venkys.com/products/fmcg/processed-chicken/chicken-salami-roll/http://www.venkys.com/products/fmcg/processed-chicken/chicken-salami-roll/http://www.venkys.com/products/fmcg/processed-chicken/chicken-kheema/http://www.venkys.com/products/fmcg/processed-chicken/chicken-kheema/http://www.venkys.com/products/fmcg/processed-chicken/chicken-salami-roll/http://www.venkys.com/products/fmcg/processed-chicken/chicken-samosa/

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a.

18.FROZEN CHICKEN

Whole Chicken

Full broiler chicken, with liver and gizzard prepacked inside. Cleaned and hygienically dresses

without head and claws.

Precut Chicken

Venkys full broiler chicken, pre-cut in 11 pieces for the convenience of the housewife. Easy to

handle and saves time required for cutting.Portion Chicken

Chicken Breasts: Two halves of Venkys chicken breast, cut along the sternum and arm joint.

Available in two piece packs. Superb for continental dishes, chicken steaks.

Chicken Legs: Legs of Venkys broiler chicken, cleaned, cut at the hip joint. Available as two

piece packs. Excellent for recipes requiring only legs, like Tandoori Chicken, Tangadi Kababs,

Grilled Chicken, Chicken Korma, etc.

Boneless Chicken

Venkys whole chicken completely deboned with skin removed. Available in 200 g and 500 g

packs. A boon for all recipes requiring boneless chicken such as chicken makhanwala, chinese

chicken dishes, excellent garnish for chicken soups or just plain chicken sandwiches.

Economy Products

Boti, Gizzard, Liver, Plain Kheema, Soup Pieces and Wings

a.

19.FRESH CHILLED CHICKEN

Whole Chicken

Full broiler chicken, with liver and gizzard prepacked inside. Cleaned and hygienically dresses

without head and claws.

Precut Chicken

Venkys full broiler chicken, pre-cut in 11 pieces for the convenience of the housewife. Easy to

handle and saves time required for cutting.
http://www.venkys.com/products/fmcg/processed-chicken/frozen-chicken/http://www.venkys.com/products/fmcg/processed-chicken/fresh-chilled-chicken/http://www.venkys.com/products/fmcg/processed-chicken/fresh-chilled-chicken/http://www.venkys.com/products/fmcg/processed-chicken/frozen-chicken/

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Boneless Chicken

Venkys whole chicken completely deboned with skin removed. Available in 200 g and 500 g

packs. A boon for all recipes requiring boneless chicken such as chicken makhanwala, chinese

chicken dishes, excellent garnish for chicken soups or just plain chicken sandwich

a.

20.BROILER FARMThe plant receives its broiler stock from the companys own broiler rearing farm at

Karla, located just 40 km away. This farm has a capacity to rear 300,000 broilers and is equipped

with environment control systems.

a.

21.CHICKEN BURGER PATTY


INGREDIENTS :Chicken Meat (51.54%), Water, Breadcrumbs (Wheat Flour, Yeast, Iodized Salt, Dextrose,AntioxidantINS 300), Maida, Spices and Condiments, Batter (StabilizerINS 466), Onion, EdibleVegetable Oil, Green Chilly, Isolated Soy Protein, Iodized Salt, Potato, Stabilizer(INS 452(i)).

GENERAL :

SPECIFICATIONS

93+ 2g & 50+ 2g



specifications

:Colour Light golden brown TexturebreadedFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used

PACKAGING SPECIFICATIONS : 180g, 450g, 900g, 250g, 500g, 1000g packaging

22.CHICKEN CUTLETS

CATEGORY :Fry & ServeINGREDIENTS :Chicken Meat (51.54%), Water, Breadcrumbs (Wheat Flour, Yeast, Iodized Salt, Dextrose,

AntioxidantINS 300), Maida, Spices and Condiments, Batter (StabilizerINS 466), Onion, EdibleVegetable Oil, Green Chilly, Isolated Soy Protein, Iodized Salt, Potato, Stabilizer(INS 452(i)).

GENERAL SPECIFICATIONS :93+ 2g & 50+ 2g



specifications


PACKAGING SPECIFICATIONS : 180g, 450g, 900g, 250g, 500g, 1000g packaging
http://www.venkys.com/products/fmcg/processed-chicken/broiler-farm/http://www.venkys.com/products/fmcg/processed-chicken/broiler-farm/http://www.venkys.com/products/fmcg/processed-chicken/chicken-burger-patty/http://www.venkys.com/products/fmcg/processed-chicken/chicken-burger-patty/http://www.venkys.com/products/fmcg/processed-chicken/chicken-cutlets/http://www.venkys.com/products/fmcg/processed-chicken/chicken-cutlets/http://www.venkys.com/products/fmcg/processed-chicken/chicken-cutlets/http://www.venkys.com/products/fmcg/processed-chicken/chicken-burger-patty/http://www.venkys.com/products/fmcg/processed-chicken/broiler-farm/

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23.CHICKEN FINGERSCATEGORY :Fry & Serve

INGREDIENTS :Chicken Meat (41.94%), Water, Brea dcrumbs (Wheat flour, Yeast, Iodized Salt, Dextrose,

Antioxidant INS 300), Potato, Maida, Carrot, Batter (StabilizerINS 466), Edible Vegetable Oil,Spices and Condiments, Iodized Salt, Caseinates, Isolated Soy Protein, Stabilizer(INS 452 (i)),Sugar, Milk Solids, Mint Leaves, Acidity Regulator(INS 260, INS 330), Coconut.

GENERAL SPECIFICATIONS :12+ 2g per pc



specifications

:Colour Brownish TexturebreadedFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used


24.CHICKEN NUGGETS


INGREDIENTS :Chicken Meat ( 58.76%), Water, Breadcrumbs ( Wheat Flour, Yeast,Iodised salt, Dextroze, Antioxidant INS 300), Maida, Batter( Stabilizer-INS 466), Edible Vegetable oil , Casienates, Iodized salt,Spices and condiments, Stablizer (INS 452 (i)), Sugar, AcidityRegulator (INS 330).

GENERAL SPECIFICATIONS :16+ 2g per pc



specifications


PACKAGING SPECIFICATIONS : 200g, 500g & 1000g

packaging

25.CHICKEN POPCORN


INGREDIENTS :Chicken Meat (50.08%), Water, Breadcrumbs (Wheat Flour, Yeast, Iodized Salt, Dextrose,AntioxidantINS 300), Maida, Batter (StabilizerINS 466), Edible Vegetable Oil, Isolated SoyProtein, Iodized Salt, Caseinates, Potato, Soyabean Granules, Wheat Fibre, Spices and

Condiments, Dextrose, Stabilizer (INS 452 (i)), Lemon Juice, Antioxidant (INS 322).GENERAL SPECIFICATIONS :7+ 2g per pc



specifications

:ColourCreamish TextureBreadedFree from banned antibiotic, pesticides, residues and sanitizer residues.No Preservatives / additives used


a.
http://www.venkys.com/products/fmcg/processed-chicken/chicken-fingers/http://www.venkys.com/products/fmcg/processed-chicken/chicken-fingers/http://www.venkys.com/products/fmcg/processed-chicken/chicken-nuggets/http://www.venkys.com/products/fmcg/processed-chicken/chicken-nuggets/http://www.venkys.com/products/fmcg/processed-chicken/chicken-popcorn/http://www.venkys.com/products/fmcg/processed-chicken/chicken-popcorn/http://www.venkys.com/products/fmcg/processed-chicken/chicken-nuggets/http://www.venkys.com/products/fmcg/processed-chicken/chicken-fingers/

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26.BUTTER CHICKEN


INGREDIENTS :Chicken Meat ( 58.76%), Water, Breadcrumbs ( Wheat Flour, Yeast,Iodised salt, Dextroze, Antioxidant INS 300), Maida, Batter( Stabilizer-INS 466), Edible Vegetable oil , Casienates, Iodized salt,Spices and condiments, Stablizer (INS 452 (i)), Sugar, AcidityRegulator (INS 330).




specifications


PACKAGING SPECIFICATIONS : 250g

27.CHICKEN PICKLE

CATEGORY :Ready-to-eat

INGREDIENTS :Chicken Meat (27.27%), Edible Vegetable Oil, Spices and Condiments (Red Chilli Powder, Garlic,Coriander Powder, Aniseed, Ginger, Turmeric, Onion Seeds), Acidity Regulator(INS 260), GreenChilli, Iodized Salt, Hing Powder, Mustard Dal, Sugar, Black Salt.




specifications


PACKAGING SPECIFICATIONS : 200g bottle
http://www.venkys.com/products/fmcg/processed-chicken/butter-chicken/http://www.venkys.com/products/fmcg/processed-chicken/butter-chicken/http://www.venkys.com/products/fmcg/processed-chicken/chicken-pickle/http://www.venkys.com/products/fmcg/processed-chicken/chicken-pickle/http://www.venkys.com/products/fmcg/processed-chicken/chicken-pickle/http://www.venkys.com/products/fmcg/processed-chicken/butter-chicken/

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CORPORATE IDENTITY

Based upon the Insights, a new corporate Identity was developed integrating the essence ofcompany, highlighting its legacy and at the same time appealing to the modern

customer. The Blue and Gold colors made it distinct from its competitors and added a

sophisticated and international feel. Appearance of a signature added a personal touch to

the brand.The seal symbolized technology and the premium nature of the Brand.

The brand transformation initiative included not just redesigning the visual identity and its

various manifestations but also creating a comprehensive brand development program

formulating Brand Strategy, structuring Brand Architecture, and applying the brand thought

to all consumer touchpoints.

The new identity captures the new brand essence and presents the company as an expert,

emphatetic, young and energetic brand.

Result

The new identity has been launched and is being applied to key brand touch points

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PROMOTION

Brand venkys in Airtel CLT20:Venkys India is one of the ground sponsors for the Airtel

Champions League T20 2010. Also they are the umpire sponsors and their brand name in

umpires shirts and hats gives them good visibility. Adding to that they are also in the

cheerleaders dancing stage. So the brand name visibility is quite high during the match.

However how many young Indians know about the brand Venkys and can associate with

the brand as they see it during the Twenty20 match. How many Indian fans who watch the

champions league T20 daily in Tier II or Tier III cities know they are one of the leading

national brand in the processed chicken segment. How many of the fast food loving young

Indian cricket fans know they are the preferred supplier to the Indian outlets of McDonalds,

KFC, Pizza Hut, and Dominos.

Well, for entrenched brands like Pepsi, Hero Honda or Kingfisher having a brand name

alone will be enough to connect with the viewers. But for a relatively unknown brand like

Venkys, having spent crores of rupees to get the sponsorship rights, the campaign would

have been much more effective if they had supplemented the on-ground brand promotions

with TV ads too.

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PLACENATIONAL PRESENCE IN INDIAN MARKET

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PRESENCE ACROSS GLOBE

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CONCLUSION

With the much-promised growth in the processed and ready-to-serve chicken foods nothappening, the Rs 560-crore VH group is taking a relook at its processed food business. Thecompany is working out new strategies to expand this market and get in a foot in the door.

International chains such as the KFCs, Pizza Huts, McDonalds and Dominos were supposed totrigger off growth in the processed chicken business. This has not materialised. Consumerpreference is still for live birds as compared to frozen chicken as they are cheaper by around 10to 15 per cent while the ready to eat products costs almost double. Despite being the largestintegrated player with intimate knowledge of the poultry industry Venky's has yet to tap itspotential.

Group company Western Hatcheries Ltd which takes care of this business and the Venky'sbrand, has been making losses. The was mainly due to glut in supply and rise in feed prices.Retail expansion has been limited to the availability of deep freezers. Today the Venky brand ofchicken is worth only Rs 25 crore In a bid to change the fortunes of the company, WesternHatcheries has been rechristened to Venky's (India) Ltd. ``The change of name is in line with thecompany's thrust on processed chicken products, which has been identified as a major area ofgrowth

69458971 venkys chicken

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