Marketing of poultry and its products

Poultry Industry in Egypt has made rapid progress in the last four decades. Its development has not only been in size but also in productivity, technology and quality of its products. The Egyptian Poultry Industry provides direct and indirect employment to over than five million people. Through a well-planned indigenization and acclimatization, the productivity has been improved systematically to the levels on par with the developed countries.

Marketing is a system to push products to the market and to highlight the relative advantages of the product that differs from other products after taking all the quality measures that make the customer buy a certain product and refrain from buying the other product.

 

The importance of marketing is evident in open societies and commercial markets that follow the market economy. The importance of marketing also appears when increasing the supply over demand, diversifying products and opening up the markets of countries to competing products. Marketing differs greatly from sales. Selling is waiting for the customer to come to you. The product is demanded, paid, received, and then passed. The policy of sale is no longer applicable in open trade communities. Sales policy succeeds only when supply is scarce, demand is over, and the number of competitors is low.

 

In the diversity of products in one market, as a result of market opening, the marketing system is no longer useful. In the volatile poultry market, the two systems can be applied together. Marketing and selling. There is a vogue in the absence of product in the market. We may not need to make great marketing efforts because supply of goods is low and demand increase in this case; the customer does not check the quality. He asks for the commodity even if its quality is low and its price is high. We note in these periods that the customers complain little and give up a lot of their conditions and accept an unacceptable product. The periods of depression show the importance of marketing policy. The company must seeking customer satisfaction and provides him with the advantages that make him prefer a product for the others such as a certain quality or financial facilities or a specific reduction in prices. The poultry and its products is not stored for long periods, making the speed of marketing is very important and requires the sacrifice to the extent of incurred significant losses in order to market the product and the company must care in dealing with customers at the time of sale as they deal in time of depression.

 

The marketing policy of food products is influenced by the rapid change in the tastes, interests and desires of customers. Consumers' tastes have become more complex than in previous generations. The consumer today is influenced by what is written in newspapers, magazines, and various media outlets. Also, they are traveling to different regions, resulting in overlapping tastes and desires of different peoples.

What is written about the effect of poultry meat on the human being affected the consumer directly. The discovery of contaminated poultry meat with salmonella microbe in one of the European countries led to panic consumers and thus quit the Minister of Health in this country.

The tastes of people vary according to their race, beliefs and traditions. For example, the Muslims prefer to slaughter the poultry through Sharia by cutting the neck with full bleeding, while the Europeans prefer to anesthetize the bird by means of electric shock before slaughter. Therefore, the producer must develop his products and adapt them to each community and to a group of people according to their wishes.

Diseases ranked first as the largest obstacle limits the start of small, medium and large enterprises of poultry in Egypt.

While the problem of raising the prices of electricity and fuel in the second place after the spread of diseases this leads to increase in the cost of production of tons of poultry meat.

Those interested in poultry marketing note that there are inverse relationships between the severity of this problem and the size of the project, where the importance of the problem decreases as the size of the projected increase and whenever the trend towards the developed system of nutrition and authorization.

In addition, the big projects have reduced the cost of feed processing by setting up their own feed mills. However, the prices of raw materials for imported fodder (corn and soybeans) increased by 30%, which greatly affected the increase in the cost of tons of poultry meat and egg production. The prices of their products remained constant, in addition to the mortality in projects, especially in projects with a semi-closed system in which the birds are subjected to many fluctuations in temperature due to exposure to the atmosphere of adaptation at times and temperatures of the normal atmosphere at other times and the lack of professional commitment to apply immunization instructions, The mortality rate is 10% for small projects and 6.5% for large projects, while the international mortality rate is within 5%. Small and medium enterprises also suffer from poor marketing. This emphasizes the need for a specialized marketing system so that the product does not engage in the marketing process. In the projects that depend on the marketing of live chickens, and when the sale of the product is delayed according to market conditions these projects will have high costs. The recent problem lies in the lack of the use of full production capacity in small and medium enterprises. These projects use only 70% of their capacity of production.

Expensive and overpriced products.

Lack of interest in customer problems.

Not responding to market variables and facing challenges.

The lack of understanding of the needs of others and therefore not being able to meet these needs.

Appear in the image of partners who do not rely on them, especially in times of crisis.

The suffering of the effects of internal contradictions within the institution and thus transfer these contradictions to the customer.

Time is lost.

We cause trouble for others.

We introduce ourselves to stresses.

We waste money.

Morale decline.

Therefore there is a need to have a way to ensure that every episode of marketing rings is followed to avoid any possible causes of failure.

Therefore, every individual in the company must be responsible for the quality of the tasks assigned to him and to achieve this, all individuals need to:

Know the required business from him with all accuracy.

Individuals should have sufficient training and experience to do their jobs.

The individuals can measure the efficiency of quality performance through their systems.

One of the most important factors in marketing is the speed of decision-making in the sense that it was before the event and not behind the event, what you get today may get half if you lag in the decision. A skilled marketer is not only the one who achieves the highest gain but the one who also achieves the least loss.