WEL-COME

VARALAKSHMI. HR MBAL1028

Cases in Rural marketing

y Edited by;-

C G S krishnamacharyalu lalitha ramakrishnsn

CASE STUDY ON
Devil or angel

Introduction
y The general manager of Sri Hatcheries Ltd .

Is presented by an article that appeared in one of the leading ,Tamil weakly , Kumudam. y It is dubbed broiler chicken as a devil . y Already the industry is hit by recession, foul play of traders and heavy compitation. y What should be our reaction to this propagation of negative attitudes ? Is this an academic exercise in public interest or a bad publicity by competition (of substitute products)?

ABOUT INDUSTRY
y POULTRY sector is one of the fatest growing

sector s in country .

y India is 4th lorgest produser of eggs and 8th

lorgest producer of poulry broiler in the world. 15-20% per annum .

y The poultry industry over all growing at a rate of

y The broiler farming started in1970s. y In2000,750million broilerers were reared at

various farms across the country.

y Presently, Poultry industry in toto has set a

target of achieving a total turnover of rs27000 core by 2005. Major states in production of eggs and broilers are  Andra Pradesh  Tamil Nadu  Maharastra  Punjab

Influencing factor

y1.Feed prices y2.Less support from govt y3.Growing consumtion y4.To words processing y5.To wards intigral farming

1.Feed Prices : The poultry industry is highly dependent on feed industry. so any price moment in the feed industry directly offeccts the prices in the prices in the poultry industry. Also ,any shortfall in the indian supply of feed leads to an import of feed . The prices of birds also get affected in a cyclical way due to periods of excess suply . Unfortunately ,the quality of feed in india its still far below than that of intrnational standars.

2.Less support from govt

y Poultry sector is neither considerd as an

agricultural sector nor as an industrial sector. Thus ,the govt support is very less as compared to the 2 sector, Hower, th govt does fund research activities related to the sector either directly for poultry breeding and health maintence or indirectly through APEDA for providing infrastructural support& subsidy for poultry exports. y The govt also support this sector by assisting the NECC for promotion of egg marketing and consumption. y govt support for the sector has incresead from Rs55 million in 1998-99 to 62 million 1990-00

3.Growing consumtion ;The per capita egg consumtion is in the range of 36 & that of poultry meat around 850gms .in urbon areas, the per capita consumtion is 100eggs &120gms of of poultry meat per annum while in rural ares it is 15eggs &150gms per annum. But with an increase in the income at disposal ,the per capita consumtion is expected to rise .NECC has et a torget of incresing the per capita consumtion to 180 by 2015

4.To wards processing ;y >than 90%of poultry is sloughterd at the

delivery shops to give fresh products to consumers ,but with fast growing fast chains, the concept of processed meat has started picking up & this will lead to, a grater amount of poultry meat sold in processed form .there are 5 major poultry processing modren plans that are catering to this processed poulry market . These plants belong to

Cot y Venkys y Agri tech hatcheries y Peninsula processed foods y Shiraz foods y Swift foods

5.Towards intigrated farming

y Most of the poultry meat is sold by un

organised & intigrated working has started gaining momenttum with establishment of modren abattoires . indias broiler industry is highly unorganised specialy in NI though in south india the players of the industry have come togather for intigrated operation .however,layer industry is totally in the hands of unorganised sector.

ETHICAL ISSUES INVOLVED IN THE POULTRY INDUSTRY

y Some of the major ethical issues involved

in the poultry sector are related to the tretment of spent hens . These issues are feeder space debaking fatty liver syndrome osteoporosis molting crushing /trash canning

Feeder space;-putting more number of hens in small cage leading to business on theire body &feather loss Debeaking ;-cutting theire beaks which involves cutting theire bones ,cortilage and soft issues Fatty liver syndrome;- making hens work to lay more number of eggs makes theire body extremly weak leading to accumulation of fats in theire liver Osteoporosis;-laying of large num of eggs leads to to loss of a lot of calcium from the body leading to bone breakage, parlysis and death

y Spent hens ;-after a year egg

protection,hens are sent to slatughter houses for theire meat. y Molting ;- this involves starving hens for 18 days in dark lading to a loss in weight &they enter in to another egg laying cycle due to shock leading to theire death. y Crushing;-this involves crushing of live chickens

The adverse publicity

y Accorording to the article published by

kumudhan ,senoiour rereseacher and scientist of natural sciences , prf nammalwr absorved that Broiler chicken can be called mobile killer rather than mobile proteine becouse, the broiler chiken is given injections to make it desease resistant due to this many chemical reactions take place in its body.

y A few years ago , egg powder was exported from

india . It was rejected in the foreign markets saying that it is adultred . y It is not safe to eat broiler chicken which are given heavy antibiotics .even the feed of the broiler is not natural and contains chemical mixes which contaminates is flesh . y For this resoans many comertial advertisements are given to reduse impotency

What to do
y In the genaral manager , is toying with the fallowing

ideas to counter the ideas ;1.publish a counter article in the same m magazine . 2.Relese advertisement highlighting how safe broiler consumtion is 3.Refer the matter to industry association . 4.File a suite in the court of law for damages as the companys sales may be adversly affected . 5.Ignore the article

y Mean while , he has gathered the option of a few

doctors to substantiate his view that broiler birds are mini angels and devils .he listed the fallowing points ;y Broilers cannot attain a marketing age in 10 days . it makes 38-45 days to grow them to the market .they are given 3 injection only . y Hormones are not used to broilers y Amoebiosis is not a result of consuming chicken since it is a protozoran disease & Indians consume chiken after full boiling it. This denatures chicken & it is left with only an edible protein.

Cont.
y Sex hormone are secreted only after

18-20 wks of age .broiler are sold in the age 6-7 wks.since the birds are sexualy immature , thre is no chance of impotency . y Girls attaining pubertyat an early age is also nt true . y Cartisones are never given to birds .if they were administerd ,broiler chicken would cost 300 Rs a kg.

yTHANK -U