Venky's Chicken

After the launch of the Venky’s frozen chicken, a study was conducted in Mumbai among 400 housewives, from families with monthly income over Rs 1,500 revealed the brand purchase last week

Mafco | 100 |

Venky’s | 67 |

Shalimar | 46 |

Problem occurred

Mafco was almost synonymous with frozen chicken with much higher top of brand awareness than shalimar or venky’s and it was the most preferred brand.

The opinion about Venky’s chicken regarding key features which connoted “good chicken “ was not very favourable, although is was not negative.

In order to create advertising which would achieve these objectives consumers buying patterns and requirements was studied.The key considerations were:

* Convenience was generic and therefore, although venky’s chicken was fastest to cook, this could not be basis for advertising.

* Consumers were not interested in the technology of processing chicken.

* One of the crucial elements in the creative startegy was recognition of the fact that the frozen chicken was not the final product the consumers were buying.The final product they wanted was “Chicken Jehangiri” or “Chicken Korma” or any other chicken dish. It was therefore necessary to accept that frozen chicken was only the ‘raw material’.

* The link between Venky’s and what consumer wanted to enjoy, was fformulated as the central theme.

* The second important element of the strategy was the prime importancfe be given to appetite appeal in the advertising.

Advertising Objectives and Strategies

* Create an awareness of atleast 70 percent

* Establish Venky’s as offerings all the features of good chicken

* Generate trail

The guidelines for the actual creative work which emerged from this strategy were

* To keep the focus on the food and present it in an appetising form, and to achieve this objective, photography had to be of the highest quality

* Only cfolour advertisements were to be used because no one sees food in black and white.

* Use...