has forayed into the ready-to-cook segment with its chicken snack meal range, Godrej Yummiez. The creative duties and media duties have gone to Mudra and Madison, respectively. The size of the business is estimated to be around Rs 3 crore. Both these agencies also handle the sole other brand from Godrej Agrovet's stable, Real Good Chicken.
Says Balram Singh Yadav, vice-president, poultry business, Godrej Agrovet, "We are quite pleased with the way these two agencies have handled Real Good Chicken. In just three years' time, it has become a Rs 30 crore brand in the top five cities of Bangalore, Hyderabad, Chennai, Mumbai and Pune. It was, therefore, natural for us to align Yummiez with these two agencies."
The company is entering into the value-added chicken snacks segment with four types of products - cold cuts, breaded and coated snacks, marinated snacks and ready curries. Some of the products are Chicken Chilly Sausages, Chicken Chilly Salami, Chicken Pepper Sausages, Chicken Pepper Salami, Chicken Chilly Bites, Chicken Garlic Fingers and Chicken Spicy Cutlets. All these products are made from Godrej Real Good Chicken and do not contain any preservatives.
The Godrej Yummiez range will address its communications to women, particularly young mothers, SEC AB, who want to give their children healthy and nutritious snacks that are convenient to prepare. The range will be rolled out in 24 cities across India by March 2007.
The media mix will include press, outdoor, consumer promotions and retail branding. Television will be considered only after the product has been rolled out all over India, after which radio, too, may be used.
The company conducted extensive research for two years on the ready-to-eat segment and how consumer trends are changing in that segment. Consumers now want a blend of health and convenience in their meals.
Tanya Dubash, executive director and president, marketing, Godrej Industries, says, "Godrej Yummiez is a nutritious, high protein option for homemakers as it can be made in minutes and is ideal for snacking between meals. The ready to cook segment promises to be a potential growth area as it allows for hassle-free cooking, variety of products and, more importantly, the affordable price point at which it is available."
CK Vaidya, MD, Godrej Agrovet, adds, "We have always tried to innovate with our products. We were the first to launch branded, processed tender fresh chicken under the brand name, Real Good Chicken, in 1998."
Godrej Yummiez will be priced at Rs 35-42 for 150 grams.
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