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.
logo used wherever
chicken is sold might
help to catch consumer
A poultry logo
to associate with chicken each time it is heard.
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.
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
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
played that the consumer will come
www.WATTAgNet.com ❙ June 2017