KK Foods (Pvt.

) Limited
An Integrated Marketing Communication & Distribution Plan

Prelude
KK Masala comes from a renowned business conglomerate with experience in mass production , marketing & exhibitions of industrial products and machineries related to chemicals & petrochemicals related items. The company after extensive market research and taste trials is all geared up to enter into recipe spice category by the name KK Masala In the aromatic world of KK Foods, you get an experience of an appetizing feast like never before. Our wide range of tasteful readymade traditional and continental cuisines presents you with a tempting sensation to your desire of delicious food.

Understanding the Spice Industry

The spice industry of Pakistan is a very difficult industry to compete in. The main reasons of this difficulty are: Price competition Involvement of many unbranded / mushroom brands & suppliers High level of loyalty and taste sensitivity

Besides that established brands, retailers brand, lose spices and ready to cook, ready to eat, canned / processed foods directly & indirectly compete against one another.

Buying Behavior

Because the price sensitive buyers prefer to buy unbranded spices as they provide a local touch, it becomes difficult for major players of the industry who deal in branded spices, to attract more buyers. A major factor that creates competition in this industry is brand loyalty because certain taste attitudes can only be satisfied with certain brands Apart from this, some of the major driving forces in the Pakistani spice industry are : o Changes in societal concerns o Lifestyles and attitudes o Product innovation & usage pattern

Challenges to Address

Taste: If it does not suits my taste; it is not for me furthermore, its not just a packits a main ingredient of my expensive meal Handi, especially at night when all the main people / head of the family and associates are there on the table. Pricing: Though most of the mushroom brands try to bring price parity in the market but there is a huge price fluctuation, particularly amongst smaller brands, resulting in same products with multiple price option. End result, lower perception , confused positioning. Distribution: There is a big issue in terms of distribution for smaller / mushroom brands, in majority of the case the product is not available on a wider scale where it is promoted.

Promotion: Unplanned generalized promotion in national media, which is damaging at the initial phase . The element of strategically planned promotion is mostly missing

Main Competitors

National Foods Shan Habib Mehran Laziza

The aggressive players in terms of communication and planed promotion are only National and Shan Spices, where as Mehran and Habib also show occasional presence in National media and outdoor. The above four operate with proper distribution setup throughout Pakistan operates with planned distribution and marketing setup.

Key Insights

Target Audience: SEC B, B-

Keeping into consideration the localities and areas where the product is going to be or is distributed during launch phase

Psychograph: loving caring, upwardly mobile to an extent. Her lifes major span revolves around her family particularly husband and children. A good majority of such also lives under joint family system , hence, extended family like Saas, Susar, and Nand also have influence in her life. She believes in the notion that the passage to the heart of a man passes through his stomach and therefore, she puts extra efforts in her cooking to ensure that no stone left unturned

Its a women resides in middle and lower middle class setting

Key Insights

Psychograph - She adopts different methods and combination as follows: o Complete use of packaged masala as the main recipe o Mixture of household and packaged recipe masala o Loose recipe masala + packaged recipe masala combination o Recipe masala + some additional special ingredients (solid spices + saffron water ) to enhance the quality and taste

These different combinations are used by different women in different scenario, however on every special occasion only preferred packaged masalas are used and the dish is treated as a special Dawat item

Key Insights
Behavioral Pattern - Being born Pakistani, loving food is in our blood.Spicy and delicious food is a main part of our lives. Be it the celebrations of Eid or marriage ceremony of a beloved, it is the food that give colors to the events and that bring the relatives for a quality time. Another behavioral factor is related to the double income phenomenon that is growing every day. Both the man and the woman of the house are earning to support the family and they require ease and convenience when it comes to cooking factor. The same is the case with most of the modern day women

Identifying Consumer Sweat Spots that drive our campaign

Communication Strategy
Product Perception- Taste comes from pure ingredients and right blends of spices to create the authentic taste Desired Brand Perception - It is the expertise of our blenders who know the art of culinary craft and hence bring to you the ultimate taste thats reflection of our pure ingredients and strict quality standard Core Brand Promise

This is the secret of getting into the hearts

Competitors Communication T hemes

Habib Masala Mix Lazawal Dhun ki tarah..lajawab khanay (tasty-perfect blend of spices) Mehran Masala Zaika Aisa Jo Dil Main Bus JayeMehran jisay dunya janti hay aab apkay shahar main(legacy + taste) emotional ground Shan Recipe Just Perfect (ultimate blend for ultimate taste) National Foods Humaray khanayHumara Pyar

Lets rationalize our strategy with creative thought

Packaging

Promotional Plan

Product Placement Plan at Launch

Sindh Karachi, Hyderabad, Nawabshah, Thatta, Larkana Punjab Lahore, Faisalabad, Multan, Islamabad, Sargodha KPK Peshawar, Mansehra Balochistan Quetta

Key Consumer Touch-points

Home Fashion, cooking , lifestyle , In-paper Magazines , Digests , Radio & TV (National Channels & Movie Specific-Cable Channels) Out-of-Home Hoardings, Pole signs , Back-Lit Vans , Streamers drive PoP Standees, Gondolas, Shelf Talkers, Wobblers, Product Cutouts, Posters & Stickers, Buntings Extended Channels Sunday bazaar Activation with branded stall and relevant giveaways like recipe books, Ingredients dictionaries weekly menu planner etc.

How to reach
THE CONSUMERS AT HOME o Advertising on TV: Most popular cable channels on all the defined target areas will be selected and bombarded with our TVC for a period of 30 days at least (a compromise on budget might not lead to desired results) o Support activities on regional channels which are extremely efficient in terms of airtime cost while provide us respectable ad reach on the desired localities)

Contact Us
KK FOODS (PVT) LTD.
Head office Address Tel Nos. Fax No. Email Website Contact Persons:
Name Mr. Khurram Kamran (CEO) Mr. Atif Rizvi (Director Operations) Ms. Iqra Akhlaq (AM-Export Sales) Mr. Azeem Azad (ASM) Email khurram.kamran@kkfoods.pk atif.rizvi@kkfoods.pk iqra.akhlaq@kkfoods.pk azeem.azad@kkfoods.pk Contact Nos. +92 300 8231251 +92 300 2212180 +92 321 2140786 +92 312 3491060

: : : : :

LC - 39, Scheme No. 3, Landhi Industrial Area, Karachi, Pakistan. +92 21 35002944, +92 21 35002966, +92 21 35002977, +92 2135016858 inquiry@kkmasala.com , inquiry@kkfoods.pk www.kkfoods.pk

T hanks for your time

Lets make it big!