The focus of the study was on the Marketing management of poultry products - A case study on impact of bird flu in Dharwad district. The multistage random sampling technique was employed to get the field level data for the financial year 2003-04 through surveying 60 individual consumers and 30 bulk consumer (hotels bar and Restaurants). The techniques of tabular analysis was employed for analysis of the data. The overall consumption of chicken and egg during bird flu was decreased as compared to before bird flu i.e., 0.73 kg with a price of Rs. 32.50 per kg of chicken, which was decreased from 2.33 kg with a price of Rs. 68.90 per kg of chicken. In case of eggs, the households consumed 14.18 eggs with a price of Rs. 1.65 per egg, which was decreased from 23.53 eggs with a price of Rs. 1.70 per egg before bird flu was noticed in case of individual consumers. Where as in the case of bulk consumers it was noticed that they have consumed about 30.33 kgs of chicken with purchased price of Rs.54.50 per kg prior to the bird flu disease, which has declined to 13.66 kgs per week with a price of only Rs.48.01 per kg, where as it has marginally increased after the bird flu with higher price of Rs.59.01 per kg. The overall reduction in the consumption was mainly due to the fear and the information about bird flu from the mass media communications.