Al Khan Chicken Project
Project idea
The live chicken market is the dominant market for most poultry producers in Iraq. This market has the following advantages: it does not require much effort or a management team, and it can recover capital quickly.
However, this market is not without its drawbacks and drawbacks, the most important of which is the fluctuation of live chicken prices and the difficulty of predicting them, as prices are not only determined by the conventional factors of supply and demand and seasonality, but also by other unpredictable factors such as government measures and political changes.
In addition, there is fluctuation in the desired selling weight, which hinders the preparation of production plans because management does not know the selling weight for each cycle and thus does not know the rearing period, which determines the production plan.
Al Khan Chicken Project
Project idea
Therefore, the company’s management decided to shift its strategy of selling its products to slaughtered and frozen chicken by registering a trade name, “Al-Khan Chicken,” and contracting with a modern slaughterhouse in the Kurdistan Region, which is considered the most modern slaughterhouse in the region.
To package and pack the chicken produced in our project gradually to reach the complete package of the produced chicken in order to ensure greater stability in the price and reduce the risk through what is provided by freezing the chicken, which reaches One year from the date of production, and also to be able to prepare a clear production plan and ensure the largest possible number of production cycles per year.
The proposed plan was for the expansion to be in stages as follows:
- The first phase: opening a direct marketing outlet in Erbil Governorate to sell products. This phase will be a test phase, and we will try to gather as much detail and information as possible about the market.
- Phase 2: Distributing the product directly to a select group of outlets in and outside the Kurdistan Region to expand the customer base and further spread the brand name.
- The third and final stage: contracting with authorized distributors after defining the product and disseminating it to reach the largest number of points of sale and ensuring the quality of distribution.
- This plan will be in conjunction with a comprehensive and intensive advertising plan that extends from establishing pages on social media sites to cooperating with celebrities and influencers, all the way to street advertisements.
Our products are of high quality.
Stages of expansion of the Khan Chicken project
The first stage
Opening a direct marketing outlet to sell products. This is a test phase, and we are trying to gather as much detail and information as possible about the market.
The second stage
Distributing the product directly to a select group of outlets in the Kurdistan Region and abroad to expand the customer base and promote the brand name further.
The thired and last stage
Contracting with authorized distributors after introducing the product and distributing it to reach the largest number of points of sale and ensuring the quality of distribution.
This plan will be in conjunction with a comprehensive and intensive advertising plan that extends from establishing pages on social media sites to cooperating with celebrities and influencers, all the way to street advertisements.
مشروع دجاج الخان
مرحلة تنفيذ المشروع
The above plan was implemented in a record time faster than expected, as the product was launched in the company’s main showroom in Erbil city in early March 2024. In May 2024, the second phase was initiated, which is the direct distribution of the product to selected points of sale. The product was distributed directly to 30 points of sale distributed in the governorates of (Erbil, Baghdad, Dohuk, Mosul, Salah al-Din, Anbar, Diyala). In the middle of August 2024, contracts were signed with 5 distributors in the above governorates. with the exception of Erbil and Dohuk, the company’s management decided to retain the distribution rights for the time being. This coincided with the signing of contracts to launch an advertising campaign in the important streets of Baghdad, Mosul and Diyala.
Al Khan Chicken Project
Today, Khan products are available in more than 250 points of sale across the aforementioned governorates, which roughly covers the project’s total production capacity.
The company relied on showing the product in the most beautiful way, which reflects the reality of its production with high quality and the latest technologies and with a distinctive taste that encourages the consumer to purchase it at a suitable price that matches the purchasing power of all classes of Iraqi society, as the strategy that we followed proved its success through the depletion of the stock within a short period, in addition to the feedback that we obtained from the market after adopting the system The above distributors, which represented that customers returned to the points of sale to request our products (Al-Khan chicken – Al-Khan cuts), in addition to the fact that the points of sale began to communicate with us directly or through communicating with the distributors directly to request obtaining the agency and displaying the product in their points of sale.
However, the transformation of the sales strategy was not without its drawbacks, namely the need for greater administrative effort. This was addressed by employing experienced personnel in this field and using administrative systems, such as the Oddo system, to manage sales and warehouses.