Poultry farm "Pyshminskaya" received the rights to use two trademarks of eggs

Commerce with meaning and feeling

Under market conditions, the manufacturer independently decides what and how much to produce and how to sell. Five years ago, Lidia Lysova was invited to the post of commercial DIRECTOR of the Pyshminskaya poultry farm , previously one of the leading specialists in another broiler poultry enterprise.

LN Lysova is responsible for increasing demand and sales, creates a marketing and branding strategy, solves the problems of logistics, packaging and processing of MEAT products. She calls the experience gained over five years in Onokhino especially valuable both for herself and for the company as a whole.

Modern poultry farming is unthinkable without branding, which helps to increase product recognition in the market, forms a sense of loyalty in the consumer, taste preferences and quality requirements, which ultimately contributes to an increase in added value. One of the first steps taken by the commercial director and approved by the shareholders and top managers of the enterprise was the rebranding of egg products.

Lidia Nikolaevna talks about some aspects of her work, as well as the "secrets" of marketing technologies:

- Through the efforts of Pyshminskaya specialists, the rights to use two trademarks have been developed and obtained: Pyshminskaya Poultry Farm and Good Compound. Both brands have already been tested by the market, becoming in demand among buyers in the Tyumen region and neighboring regions. In accordance with the latest data, eggs produced by the Pyshminskaya Poultry Farm are leaders in the sales rating in the Perm Territory. Residents of this territory of the Volga District prefer white eggs of our factory, noting the natural color of the yolk and their high palatability.

The global trend of poultry farming - the active use of floor keeping of chickens - is a reflection of the humanistic moods of modern society in relation to nature and the animal world. Modern consumers want a food manufacturer to not only care about the economic performance of their company, but also to respect the source of their income. The chance of being sold in products obtained in close to natural conditions is much higher. This is how the ideological and humanitarian concept of society influences the choice of production technologies. And we cannot stay away from it.

The Pyshminskaya poultry farm has become the first and so far the only egg production enterprise in the Ural Federal District that uses the concept of "happy chicken", linking it with floor keeping technology. When the temperature, humidity and light conditions inside the production building depend on the age and needs of the birds and are regulated according to the standards, as well as a balanced feeding regime. The Dobroe Podvorye brand of the poultry farm was specially developed for products obtained by the cell-free method. At the same time, we, as it were, transmit the thought and feeling to the consumer - with good hands from a good heart. And we do it sincerely, from the heart.

An important step was the creation of a marketing department in 2017. Ekaterina Sergeeva and Aina Baigireeva have been working in it since its foundation. We updated the website of the poultry farm, which we managed to achieve on our own without attracting funding sources. We implemented the Good Compound augmented reality project by developing several multimedia stories that customers get acquainted with through social networks or through a QR code on the packaging of our products. In this way, we involve families with children among our consumers and community members, forming a circle of people who sympathize with our products in the future. The design of packaging and label products, expanding the range of packaging materials, recycling of used raw materials as a component of environmental protection are also among the concerns of the commercial director and marketers.

Automation of order acceptance minimized errors in the formation of orders in the warehouse, facilitated the work of operators, drivers, and optimized the work of transport.

The experience of creating an online store was also successful, which justified itself during the period of self-isolation of older citizens due to the CORONAVIRUS pandemic.

Advertising plots created to promote Pyshminskaya products are intended for different age categories. Responding to the consumer's demand for a healthy lifestyle and a healthy body, commercials were developed that became real hits: "It's all about the eggs", "Size matters" and others. The name of the first became a hashtag, partly due to the participation in the filming of the famous Tyumen fitness trainer Sergei Moiseev. The second was a response to the demand of the population for large eggs of category 0 and continues to cultivate this demand. This is the result of the work of the enterprise and the truth of life, which depends not only on the recommendations of nutritionists, but on the real desires of customers, which we have the right and are able to form.

Advertising, active interaction with consumers in social networks, promotions and competitions in online communities, publications in the media, participation in exhibitions and competitions are the most relevant tools for successful product promotion. The enterprise, closed from the point of view of security, but open from the point of view of information, continues to expand ties with the consumer, finding common topics, understanding moods and needs, meeting the interests and desires of different people, while receiving a positive economic effect, being in demand in the market and for each consumer.