Customer Requirement

• There is healthy demand of processed chicken meat in B2B market in Patna & near by areas
based on interaction with hotel operators

• Requirement : Dressed Birds (with Skin, Skinless) & Liver

• Expectations from customer:

- Hygienic Product
- Processed as per FSSAI (Food Safety and Standards Authority of India) norms
- Meets Additional Quality norms specified by hotels
- Delivery at hotel premises
- Ability to meet fluctuations in demand
- Fixed Time Delivery

• At present, Hotels are procuring from local wet market as per the requirement

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Introduction to Broiler Business

• In General, there are predominantly two types of chicken enterprises

a. Meat Production : These birds are called “broiler Chicken”
b. Egg Production: These birds are called “Layer Chicken”
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 Broiler Life cycle

Incubators at Day Old Chicks Transport

Hatchery (DOC) produced at
Hatchery

Feeding Broiler Chicken Chicks placed in Broiler

farms for Growth
4
Chicken Farming & Transport

Feeding Broiler Chicken Full Grown Chicken

5
Poultry Processing

Chicken at
Manual Slaughter Bleeding
processing unit

Manual Manual
Feet Cutting
Evisceration Deskinning

Chicken Water Portioning( if

Ice Bath Chilling
Washing Required)

Delivery Storage Packaging

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 Chicken Storage Type:
Wet Market Chilled Chicken Frozen Chicken
• Neighborhood stores • Dedicated facility where chicken • Dedicated facility where chicken is
where chicken is is slaughtered processed slaughtered processed
slaughtered in front of manually/semi automatically as automatically as per international
customer and processed per international standards standards
manually • hygienic, clean equipment & • hygienic, clean equipment &
• Unhygienic, Dirty employees (FSSAI Certified) employees (FSSAI Certified)
equipment & employees • low probability of • low probability of microbiological
• High probability of microbiological contamination contamination
microbiological • Shelf life of 5 days, Storage at 1 • Shelf life of 12 Month, Storage at -
contamination to 4 degree Celsius temperature minus 18 degree Celsius
• Shelf life of 4 Hour only • Ready to use for cooking temperature
• Storage at room • Juicier & healthier chicken meat • Requires unfreezing before
temperature consumption,Time intensive process

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Products – Tandoor Bird

Weight up to 1 Kg

8
Products – Whole Bird

Weight from 1.2-2.0 Kg

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Products – Curry Cut /9Pc Cut /KFC Cut/ Biryani

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Products – Drumstick/Leg Piece

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Products – Leg Quarter

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Products – Chicken Breast

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Products – Chicken Wings & Chicken Lollypop

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Food Square Proposal
• In order to meet customer requirement, Food Square is proposing to set up a manual
processing unit in Patna with a capacity of processing 500-1200 birds per day

• Monthly Production of chicken meat will be in range of 11000 – 40000 Kg./ Month
depending upon type of bird processed

• Processing will be done on two type of birds:

a) Type 1( Live Bird Weight of 1.1 Kg): Dressed Body Weight of 650-800 Grams
b) Type 2( Live Bird Weight of 2 Kg) : Dressed Body Weight of 1100-1400 Grams

• Capacity can be increased to meet customer requirement by

• Increasing the number of labours /shift
• Running Additional Shift on specific day/during peak demand season

• Offal (By Products ) will be disposed off in Patna/nearby towns directly or through traders

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Objective of the Project
• In order to meet customer requirement, Food Square is proposing to set up a manual
processing unit in Patna with a capacity of processing 500-1200 birds per day
• Objective
a. To evaluate potential entry options in the processed chicken market
b. Recommend an entry strategy for Food Square
c. Analyze the competitive landscape for Patna & nearby markets

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Critical Success Factors

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Deliverables of the Project
• We expect the students to conduct a primary study on food outlets in Patna (either
standalone restaurants or a chain of restaurants/QSR). The Deliverables are

1. Prepare an area wise list of restaurants serving chicken based food

2. Conduct market research to identify current procurement policies, vendor and

procurement contracts (if any) Market

3. Research to identify the target decision makers & key influencers, willingness to
pay, commonly faced problems and issues in B2B segment of food sector

4. Recommend a go to market strategy for processed chilled chicken detailing

a. Segmentation, targeting & positioning
b. Value proposal for B2B customers
c. Branding including brand names and Pre launch marketing campaign

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Indian Poultry: FMCG & Retail Presence (1/2)

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Indian Poultry: FMCG & Retail Presence (1/2)

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 Target Segment
Organized Sector Unorganized Sector

Meetings Hotels,
Incentives Convention
centers, Event
Conferencing Management
Exhibitions companies,
Parties Amusement parks,
Wedding Halls,
Wedding/Catering Wedding Planners
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Questions
Thank You