Venkys Chicken

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Chicken

VIVEKANAND EDUCATION SOCIETYS INSTITUTE OF MANAGEMENT
STUDIES AND RESEARCH

Product and Brand Management

Venkys Chicken

Submitted To:
Prof . Rupali Rajesh

Submitted By:
Nilesh Ahuja 62

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 group was 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, VENKYS has 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.

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VENKYS (INDIA) LIMITED
A 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 and
grow them at its farms located across the country. Eggs are hatched and incubated and are
sold when they are day-old to the farmers, a proportion of the chicks are reared and are sold
as broilers/ processed chicken.
Month 0
Broiler Processing:
_ Broiler ready for processing
_ Layer hens start laying eggs
@ an egg every other day

Month 5-6
_ Layer hens and
accompanying roosters
processed

Month 17-18
Chicks 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.
Venkys is 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, Corn
Starch, Isolated Soy Protein, Wheat fibre, Iodized Salt, Dextrose, Stabilizer INS 452(i), Permitted
Class II Preservative INS 250.
GENERAL SPECIFICATIONS :Regular -3.5 , Medium 5 & Long 7
SPECIFIC SPECIFICATIONS
Please put organoleptic
specifications
:Colour Pinkish
Free 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 (Coriander
Paste , 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+
specifications
:Colour Brownish

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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,
Antioxidant INS 300), Textured Vegetable Protein, Spices and Condiments, Iodized Salt,
Seasonings (Antioxidant INS 300), Isolated Soy Protein, Stabilizer INS 452 (i)
GENERAL SPECIFICATIONS :11-13g+1g per pc
specifications
:Colour Light golden brown
PACKAGING SPECIFICATIONS: 200g, 500g & 1000g packaging

4. MURG MASALA
INGREDIENTS :Chicken Meat (31.19%), Water, Onion, Edible Vegetable Oil, Spices and Condiments (Coriander
Paste , 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
:Colour Brownish
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, White
Pepper Powder (0.10%), Black Pepper Powder (0.10%), Antioxidants (INS 301), Permitted Class II
Preservative (INS 250).
specifications
:Colour Creamish

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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 Yellow
Pepper (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 red
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 %), Iodized
Salt , Maida, Caseinates, Stabilizer (INS 452 (i)), Acidity Regulator (INS 330), Permitted Class II
specifications
:Colour Creamish

8. CHICKEN SALAMI SLICES (GREEN PEPPERCORN)
CATEGORY :Cold Cut
INGREDIENTS :Chicken Meat (54.70%), Water, Isolated Soy Protein, Wheat Fibre, Iodized Salt, Green
Peppercorns (1.47%), Maida, Caseinates , Stabilizer (INS 452(i)), Spices and Condiments, Acidity
Regulator (INS 330), Permitted Class II.
specifications
:Colour Creamish Green

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9. CHICKEN SALAMI SLICES (PISTACHIO)
CATEGORY :Cold Cut
INGREDIENTS :Chicken Meat (54.70%), Water, Isolated Soy Protein, Wheat Fibre, Pistachio (1.96 %), Iodized
Salt, Maida, Caseinates, Stabilizer (INS 452(i)), Acidity Regulator (INS 330), Permitted Class II
specifications
:Colour Creamish

10. CHICKEN SALAMI SLICES
CATEGORY :Cold Cut
INGREDIENTS :Chicken Meat (60.29 %), Water, Iodized Salt , Isolated Soy Protein, Wheat Fibre, Caseinates,
Breadcrumb (Antioxidant INS 300) Stabilizer (INS 452 (i)), Spices and Condiments, Antioxidants
(INS 300), Permitted Class II Preservative (INS 250)..
specifications
:Colour Pinkish white
PACKAGING SPECIFICATIONS : Colour Pinkish white

11. CHICKEN SAUSAGES
CATEGORY :Cold Cut
INGREDIENTS :Chicken Meat (58.00%), Water, Isolated Soy Protein, Onion, Maida, Rawa, Iodized Salt, Spices
and Condiments, Caseinates, Stabilizer (INS 452 (i)), Acidity Regulator (INS 330).
specifications
:Colour Off white
PACKAGING SPECIFICATIONS : 300g, 500g & 1000g packagingg

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12. CHICKEN SHEEK KABAB
INGREDIENTS :Chicken Meat (65.07 %), Water, Soyabean Granules, Spices and Condiments, Eggs, Onion, Green
Chilly, Breadcrumbs (Antioxidant INS 300), Iodized Salt, Stabilizer (INS 452(i)), Antioxidant
(INS 322).
specifications
:Colour Pale Gray
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 Brown
PACKAGING SPECIFICATIONS: 1000g

14. VIENNA SAUSAGES
CATEGORY :Cold Cut
INGREDIENTS :Chicken Meat (72.60 %), Water, Corn Starch, Isolated Soy Protein, Iodized Salt, Seasonings
(Stabilizer INS 450 and INS 451, Antioxidant INS 315 and INS 316, Colour -INS 150c,
Anticacking Agent INS 551), Permitted Class II Preservative INS 250.
specifications
:Colour Off white
PACKAGING SPECIFICATIONS : : 300g, 500g & 1000g packaging

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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 Chilly
Powder), Edible Vegetable Oil, Soyabean Granules, Iodized Salt, Acidity Regulator (INS 330).
GENERAL SPECIFICATIONS :25+ 3g
specifications
:Colour Creamish
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 and
Condiments, Caseinates, Sugar, Stabilizer (INS 452 (i))
GENERAL SPECIFICATIONS :250g
specifications
:Colour Brown
Free from banned antibiotic residues and sanitizer residues.

17. CHICKEN KHEEMA
CATEGORY Heat & Serve
INGREDIENTS Chicken 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 SPECIFICATIONS 250+ 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

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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.

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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 FARM The 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,
Antioxidant INS 300), Maida, Spices and Condiments, Batter (Stabilizer INS 466), Onion, Edible
Vegetable Oil, Green Chilly, Isolated Soy Protein, Iodized Salt, Potato, Stabilizer (INS 452(i)).
GENERAL :
SPECIFICATIONS
93+ 2g & 50+ 2g
specifications
:Colour Light golden brown Texture breaded
PACKAGING SPECIFICATIONS : 180g, 450g, 900g, 250g, 500g, 1000g packaging

22. CHICKEN CUTLETS
Antioxidant INS 300), Maida, Spices and Condiments, Batter (Stabilizer INS 466), Onion, Edible
Vegetable 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

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23. CHICKEN FINGERS
INGREDIENTS :Chicken Meat (41.94%), Water, Brea dcrumbs (Wheat flour, Yeast, Iodized Salt, Dextrose,
Antioxidant INS 300), Potato, Maida, Carrot, Batter (Stabilizer INS 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 Texture breaded

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, Acidity
Regulator (INS 330).
specifications
PACKAGING SPECIFICATIONS : 200g, 500g & 1000g
packaging

25. CHICKEN POPCORN

Antioxidant INS 300), Maida, Batter (Stabilizer INS 466), Edible Vegetable Oil, Isolated Soy
Protein, Iodized Salt, Caseinates, Potato, Soyabean Granules, Wheat Fibre, Spices and
Condiments, Dextrose, Stabilizer (INS 452 (i)), Lemon Juice, Antioxidant (INS 322).
specifications
:Colour Creamish Texture Breaded

a.

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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, Acidity
Regulator (INS 330).
specifications
:Colour Brownish
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), Green
Chilli, Iodized Salt, Hing Powder, Mustard Dal, Sugar, Black Salt.
specifications
:Colour Brownish
PACKAGING SPECIFICATIONS : 200g bottle

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CORPORATE IDENTITY
Based upon the Insights, a new corporate Identity was developed integrating the essence of
company, 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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PRINT AD

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PLACE
NATIONAL 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 not
happening, the Rs 560-crore VH group is taking a relook at its processed food business. The
company 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 to
trigger off growth in the processed chicken business. This has not materialised. Consumer
preference is still for live birds as compared to frozen chicken as they are cheaper by around 10
to 15 per cent while the ready to eat products costs almost double. Despite being the largest
integrated player with intimate knowledge of the poultry industry Venky's has yet to tap its
potential.
Group company Western Hatcheries Ltd which takes care of this business and the Venky's
brand, 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 of
chicken is worth only Rs 25 crore In a bid to change the fortunes of the company, Western
Hatcheries has been rechristened to Venky's (India) Ltd. ``The change of name is in line with the
company's thrust on processed chicken products, which has been identified as a major area of
growth

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