Master Good Ltd entered the fresh poultry market in 2002. Through purchasing the broiler division of Hajdú-Bét, it gained one of the most significant killing capacities of the country. Following the significant project, they strongly increased the quantity of the released products and soon they became one of the determinant fresh poultry stakeholders of the country.
They have much more traditions and experience in live animal breeding than competitors since the owner Bárány family has been engaged in poultry breeding for one hundred years, retrospectively to four generations. During the production, they achieve full integration extending from the arable to the consumer table thereby they can have total control over all the phases of production.
Their partners include almost all Hungarian hyper and supermarket chains. Their products are marketed in a design equipped with their own brand or under the brand name Master Good.
The company supplies significant amount of base materials to the procurement system of McDonald's in Hungary, Austria and Germany. Following the latest successful audit, their opportunities opened towards the English Tesco as well. In order to meet the system of high criteria of the already mentioned customers, they validly do not apply any genetically modified fodder base materials. As regards their responsibility for the environment, what can be a better evidence of it than that they validly do not use any soya produced in an area taken away from rain forests.
Emphasis is laid on healthy foodstuffs
By the beginning of the 2000-ies, more and more emphasis was laid on the demand for the old, traditional tastes and foodstuff. After recognising it, they entered the market with the Red Master free-range farmhouse chickens five years before. The farmhouse chicken as an old-new product on the shelves of the supermarkets was received as a novelty by the Hungarian consumers.
The initial steps were difficult, because many from the field of the retail trade did not believe that the Hungarian market is ready to receive a premium product of such high price. Fortunately, Hungarian customers met these fears. The sale which was 100kg a week initially has reached 20 tons a week by now. Their customers may purchase the farmhouse chicken in all the Hungarian and foreign supermarket chains for the present.
Following the food industry scandals of the recent times, the customers more and more turn to the branded products coming from reliable production as a result of which they can calculate with significant market development. During the past one and a half years they tried to popularize their products with significant marketing assistance / ads, store promotions, gifts, etc. /. Their product range is characterized by extension step by step even within the scope of traditional free-range poultry products. Still in year 2007, their plans include the introduction of the further processed products made of farmhouse chicken base material into the market.
Master products
The company appeared with processed products on the shelves of the supermarkets last autumn. They decided already at the start that they would not sacrifice quality on the altar of financial benefits.
Their motto is “premium quality at an affordable price”. Their first products under the brand “Master” were created under the aegis of this motto. With its 79% meat content and long expiry date, the Master poultry Vienna sausage established a new quality category on the market. The next member of the family is the Master poultry sausage marketed in paprika and cheese tastes. Their specialty comes from that they are prepared of breast meat so it can be eaten by the followers of a healthy lifestyle.
Their newest products, the Master turkey breast ham and chicken breast ham with pritamin paprika will get onto the shelves of the supermarkets at the time of publication of our article. The hams will be sold both in rods and sliced packed in protective gas. Good news for those who like sausage made with liver that two new products will be marketed under the brand name Master, flavoured with pritamin paprika and chive.
The purpose of the company is to build up a new brand name in the segment with their products. They wish to associate the brand name with tradition and affordable high quality as values.
Image building with marketing support
The determinant element of the brand is the cock included in the Master Good logo. They wish to spend significant amounts on the brand building in the following years as well. As the first step of their Marketing strategy, they renewed their web site which can be found at www.mastergood.hu. They started a national campaign built on paper ads and radio spots in the middle of March. They will propagate their products within the framework of a great prize game among their customers from the beginning of April.
The slogan of the prize game is: Search the cock!
Customers can participate in the game by collecting and sending the cocks (logos) found on the products. Valuable prize articles will be raffled among those sending the cocks.
Trade Magazine / May 2007 / Volume II, Issue no. 5