Poultry International - June 2017 - 46

46 ❙ PoultryInternational
6 PROCESSED CHICKEN MARKETING STRATEGIES TO BOOST SALES
benefits of poultry meat consumption, but in some markets,
campaigns need to be made permanent, not only emphasizing
the meat's nutritional value but also its safety profile.
Running such campaigns across large audience media
channels, and perhaps with a focus toward women, who
tend to be the decision-makers where food purchases are
concerned, may help to dispel these myths and lift poultry
meat sales to newly educated consumers.

4

Celebrity endorsement

Celebrity endorsement has been used for everything
from watches to cars, but has rarely been employed in the
poultry industry. Celebrities have large followings and their
followers listen to what they have to say.
An option may be to select a celebrity on a country-bycountry basis, or to choose someone with a global reputation, perhaps from the fields of sport or science. National
and international poultry associations would be well-placed

to select a celebrity and to take responsibility for any largescale campaigns involving celebrity endorsement.

5

Product engagement

Poultry companies could do more to create strong
links with consumers through greater engagement, not only
strengthening existing relationships but attracting new consumers. Slogans have been used with a great degree of success in the automobile industry, and emotionally engaging
messages could be similarly applied to the poultry industry.
There is no reason why the chilled or frozen cabinets of
supermarkets and other outlets that sell poultry meat could
not be adorned with slogans along the line of, "Try me for
an unforgettable taste experience."

6

Target niche groups

As well as marketing to the mass market, poultry
companies would do well to consider niche groups, and

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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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