Market dynamics of poultry farming
AFRICA remains a viable and virile market for poultry products. As of 2013, six out of 10 fastest growing economies in the world were in Africa.
It is a fact that there’s a huge gap between demand and supply.
Take Nigeria for instance with a projected population of 400 million by 2050. If our poultry population is not grown beyond its present capacity of 165 million chickens, then we are far from meeting future soaring demands.
In our country, 70 per cent of the demand for poultry meat has been consistently met by imported or smuggled frozen products.
In spite of these statistics, many livestock farmers still complain of lack of market for their products.
Market development is not a passive adventure but an active and strategic exercise.
There’s no time that broilers do not sell. To grow your business, you need a marketing plan.
The right marketing plan identifies everything from;
Who your target customers are? How you will reach them? How will you retain them so they repeatedly patronise you?
Here are a few guidelines
• Be consistent in production and supply: inconsistency indicates unreliability
• Segment your market: determine the particular aspect of the market you want to reach
Examples of segments of the broiler market are:
• Festive market for large and heavy birds
• Dressed and frozen chicken market for moderate sized birds
• Live bird market
Other guidelines are:
• Focus your production effort on the particular market of your interest
• Feed your birds at liberty to enable you to sell at the least age possible
• Be open to several market outlets
• Have buyers in excess of your capacity. This is to forestall disappointment
• Where possible avoid middlemen
• Engage in massive canvassing, explore home delivery
In addition to the points above
• Practise door-to-door community marketing
• Publicise your business in religious gatherings/meetings, social circle and clubs
• Do social media marketing
• Be innovative e.g branding and special packaging
• Value addition may distinguish you e.g grilling, roasting etc.
• Where possible acquire a freezing or cold facility e.g cold room
• Develop a Unique Selling Proposition, i.e, things that distinguish you from competition
You would not have exhausted these options before you break even.
Source: Dr Okwulu Samuel--d Wonder veterinary consult