Poultry International - June 2017 - 44

44 ❙ PoultryInternational

6 processed chicken marketing
strategies to boost sales
To boost sales of processed chicken, there are numerous strategies
employed in other sectors that the poultry industry could successfully adapt.
EDUARDO CERVANTES LÓPEZ

No matter how efficient poultry processing may
be, the ultimate aim of poultry producers is not simply
to process chicken, but to successfully sell it. Poultry
meat must be properly marketed, and there are numerous strategies followed in other industries that could be
applied to the chicken industry to better engage with
consumers and help to raise sales.

A universal
logo used wherever
chicken is sold might
help to catch consumer
attention.
sellingpix. Fotolia.com

1

A poultry logo

to associate with chicken each time it is heard.

2

Awaken cravings

The smell of freshly baked bread in supermarkets
is already well known to work as a stimulus for consumers to buy bread. Perhaps this is an approach that could
be followed by those supermarkets that sell rotisserie
chicken. Just as the smell of baking bread is released
into retail outlets, the smell of roasting chicken could be
released at strategic times to encourage purchase.
The power of the smell of cooking food is well illustrated by small-scale vendors that sell cooked food
in the open air at tourist spots, for example, where the
aromas of cooking food are known drive sales to visitors
whose primary purpose for visiting is not to buy food.

3

Build consumer trust

Too many companies fail to properly engage and
communicate with consumers to build trust and, in
some geographical markets, this is particularly important where chicken is concerned.
In many countries, myths about modern broilers
being treated with antibiotics persist, and individual
campaigns designed to counteract these beliefs have, on
the whole, failed.
Not only does the poultry industry need to focus on the

Initiatives with a positive emotional impact can
drive sales, and many successful food and other businesses use jingles or music, and employ logos that are
instantly recognizable.
For poultry products, a logo could
be designed for display in all outlets
Could vending machines help sell
that sell chicken and chicken prodprocessed chicken?
ucts, and exclusive music could be
www.WATTAgNet.com/articles/28069
played that the consumer will come

www.WATTAgNet.com ❙ June 2017


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Table of Contents for the Digital Edition of Poultry International - June 2017

Poultry International - June 2017
Contents
Editor’s Comment
News
Nutrition & Feed Survey: Antibiotic-free animal feed production grows worldwide
Future of poultry welfare: What producers can expect
Global food companies will control the poultry industry
VIV Turkey creates international network platform
How China’s poultry industry is changing
Controlling poultry gut health for maximum performance
Biotin for poultry: An essential but expensive vitamin
6 processed chicken marketing strategies to boost sales
Marketplace
Advertisers’ Index
Poultry International - June 2017 - Poultry International - June 2017
Poultry International - June 2017 - Cover2
Poultry International - June 2017 - Contents
Poultry International - June 2017 - Editor’s Comment
Poultry International - June 2017 - 3
Poultry International - June 2017 - News
Poultry International - June 2017 - 5
Poultry International - June 2017 - 6
Poultry International - June 2017 - 7
Poultry International - June 2017 - Nutrition & Feed Survey: Antibiotic-free animal feed production grows worldwide
Poultry International - June 2017 - 9
Poultry International - June 2017 - 10
Poultry International - June 2017 - 11
Poultry International - June 2017 - 12
Poultry International - June 2017 - 13
Poultry International - June 2017 - 14
Poultry International - June 2017 - 15
Poultry International - June 2017 - Future of poultry welfare: What producers can expect
Poultry International - June 2017 - BB1
Poultry International - June 2017 - BB2
Poultry International - June 2017 - 17
Poultry International - June 2017 - 18
Poultry International - June 2017 - 19
Poultry International - June 2017 - Global food companies will control the poultry industry
Poultry International - June 2017 - 21
Poultry International - June 2017 - 22
Poultry International - June 2017 - 23
Poultry International - June 2017 - VIV Turkey creates international network platform
Poultry International - June 2017 - 25
Poultry International - June 2017 - How China’s poultry industry is changing
Poultry International - June 2017 - 27
Poultry International - June 2017 - 28
Poultry International - June 2017 - 29
Poultry International - June 2017 - 30
Poultry International - June 2017 - 31
Poultry International - June 2017 - 32
Poultry International - June 2017 - 33
Poultry International - June 2017 - Controlling poultry gut health for maximum performance
Poultry International - June 2017 - 35
Poultry International - June 2017 - 36
Poultry International - June 2017 - 37
Poultry International - June 2017 - Biotin for poultry: An essential but expensive vitamin
Poultry International - June 2017 - 39
Poultry International - June 2017 - 40
Poultry International - June 2017 - 41
Poultry International - June 2017 - 42
Poultry International - June 2017 - 43
Poultry International - June 2017 - 6 processed chicken marketing strategies to boost sales
Poultry International - June 2017 - 45
Poultry International - June 2017 - 46
Poultry International - June 2017 - Marketplace
Poultry International - June 2017 - Advertisers’ Index
Poultry International - June 2017 - Cover3
Poultry International - June 2017 - Cover4
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