Company Mission Product Oriented Mission Market Oriented Mission

Companys Background

Four basic objectives of absolute integrity, enthusiastic diligence, continuous improvement and high quality maintenance are at the core of all operations which provide an impelling urge for attaining perfection.

Current Market Situation

STRENGTH WEAKNESS OPPORTUNITIES

THREATS

Geographic Segmentation: Include almost all urban, sub urban, and some rural areas of Pakistan. Demographic Segmentation: Gender: Male and Female also Kids. Age :10 years to on wards. Phychographic Segmentation: For those who care about their health and their familys health.

Evaluating Market Segments:

Segment size and growth Segment Structural Attractivness Companys Objective and Resources

Selecting Target Market Segments

Positioning Statement: To target the

teenagers, working women, hostilities and bachelors, we offer, a ready to eat hot and spicy chicken products, with high quality, affordability and accessibility. Positioning against Competitors: Health consious people are their ultimate focus as compared to Man-o-Salwa.

Product Positioning Choosing Positioning Strategy Competitive Advantage

Product Differentiation Service Differentiation

Channel Differentiation
People Differentiation Image Diffrentiation

PRODUCT

PRICE

4ps

PROMOTION

PLACE

Products of K&Ns consist of mainly healthy chicken items which are of many varieties such as; A. Ready to cook products

B. Processed chicken

C. Fully cooked products

D. Deli line products

There prices of products are reasonable not very expensive. Every class of people can easily afford it. Prices depend upon quantity of items packed inside the small, large packets.

They promote their organization through BILL BOARDS ADVERTISEMENTS NEWS PAPERS FLYERS VOUCHERS STREET STALLS They also promote them self by giving special offers.

Stores and other retailers are;

ISLAMABAD KARACHI LAHORE QUETTA PESHAWAR. Etc

In short its placed in all 4 provinces in Pakistan, Urban and some rural areas.

Product Development Introduction

Growth Maturity

Question Marks Burger patties

Stars Seekh Kabab

Whole chicken roaster

Qeema

Fun Nuggets

Dogs Tenders Croquettes

Cash Cows Karahi cut Kofta

The activities involved in the selling of goods to ultimate consumers for personal or household consumption. 1. Buying: A retailer buys a wide variety of goods from different wholesalers after estimating customer demand. He selects the best merchandise from each wholesaler and brings all the goods under one roof. In this way, he performs the twin functions of buying and assembling of goods. 2. Storage: A retailer maintains a ready stock of goods and displays them in his shop. 3. Selling: The retailer sells goods in small quantities according to the demand and choice of consumers. He employs efficient methods of selling to increase his sales turnover. 4. Grading and Packing: The retailer grades the goods which are not graded by manufacturers and wholesalers. He packs goods in small lots for the convenience of consumers.

K&Ns chicken products are available at K&Ns Chicken Stores and leading retailers and also delivered to quality and food-safety conscious institutions such as hotels, restaurants, airlines, clubs and international restaurant chains.

As Retailing is the last stage in the channel of distribution. It has very importance in doing business. K&Ns have its own retailing stores in 24 Cities of Pakistan. Total number of Stores are 84. Along with extra retailers.

THIS WILL ENABLE K&NS TO

oreach more customers, oreduce cost , oimprove cash flow, oincrease sale more rapidly ofocus on their area of expertise.
K&NS TOP RETAILERS. Metro Naheed Super market J.B Saeed Bin hashim etc.

K&Ns manages its own product distribution (including Pakistans most extensive company owned cold-chain distribution system) and a chain of chicken stores for its range of chicken products. The manufacturers of K&ns sell their inventory and items to retailers every area of Karachi than the consumers easily choose from variety of products and purchase in limited or in bulk form. K&Ns chicken products are available at K&Ns Chicken Stores and leading retailers and also delivered to quality and food-safety conscious institutions such as hotels, restaurants, airlines, clubs and international restaurant chains.

Retailers also contact with customers who have k&ns way to club membership cards according to their purchases. Retailers contact manufacturers about the availability of K&Ns products to maintain the brand name and make it easy for customers to get their desired products. K&ns retailers look after customer complaints and delivery delays by informing manufacturers. Products are stored at -21C to maintain freshness. Packed products are moved into K&Ns sanitized refrigerated trucks for distribution to ensure uncompromising quality control.

K&NS is using two type of strategies on its own retail stores:

1. IMPULSE PURCHASE:

K&NS has created a image in customers mind like they just go to the K&NS retail store and cant resist themselves without doing impulse purchases BECAUSE: value of in store displays -attractive store layouts - well organized stores - catalogs & websites
-

2.

Popularity of Stores: K&NS is popular due to its own 84 retail stores so company manages to contact directly with the customers in terms of purchase

Chicken products are perishable so retail stores in different cities are enables customer to reach them easily and personally touch the product and do bulk purchases on the spot.

retailers follow all the retail strategies

1. Retailers clearly define frozen products about the type of business they have conducted across the Pakistan. 2. K&Ns has also determined its target market inters of customer characteristics and needs also. Adopted a strategy in which - store location is highly focused - its availability, - pricing strategy - advertising through Billboards. They also evaluate performances on regular basis and overcome their weaknesses and problems faced by retailers and customers.

Convenience stores:
For customers its very convenient to shop K&Ns products. K&ns have provided their products to 1. 2. convenience stores outlets in every area.

In Karachi, they are located in 1. Gulshan ares, Clifton (all blocks), 2. DHA (defence housing society), 3. North Nazimabad etc. K&ns also offer financial service they accept credit cards and cash also.

Supermarkets:
K&Ns has also provided their all products in large self service retail food stores. Fresh merchandise of K&Ns is sold to customers. Some retail supermarkets in Karachi are Imtiaz store, Aghas, Chase up, metro, naheed etc

Department Stores:
K&Ns also give their products to departmental store retailers in which their products are kept in frozen food department as a displaying merchandise and easy for customers to find it also.

K&Ns provide benefit of touching and feeling of their products in terms of weight of packs and freshness/softness of products. Cash and credit payment is provided at every store of K&Ns. K&Ns also give free products to consumers along with their purchased items like recently they ran a scheme of free giving chicken STOK cubes. Consumers immediately gratify towards the products of K&Ns as a quick and easy frozen food. There are very less or no risk in buying their product from stores as they provide fresh and healthy products and update their inventory.

Product Concept Selling Concept

Discount and Allowance Pricing

Quantity Discount Segmented Pricing Time Pricing Strategy Promotional Prices Geographic Prices Frieght Absorption Strategy International prices

Sales Promotion Personal Selling Public Relations Direct Marketing Print Media Electronic Media Promotion Budget

How to Distribute our Product to Retailers a) b) Sell Directly to Retailers Sell through distributors, which sell a broad range of products to many retailers c) Sell through captive distributors, which sell a broad range of products to one chain of retailers. d) Sell through distributors, which sell to your targeted customers.

Distribution Channel of Our Product Pricing of Our Product Cost of Development of our Product

Product Our product offers consumptions, attention to satisfy desire or need in the market

Level of Product
Core Benefit: providing the good taste chicken to reduce hunger. Actual Product: our product includes all ingredients in packaging according to the core benefit. Augmented Product: our product may provide some benefits which are related to our product. Ready to cook

Marketing System (VMS)

An extension of The K&Ns Way- which is our way of bringing you safe and healthy chicken by managing and controlling all stages of poultry production under one umbrella, with over 45 years of poultry expertise and HACCP System Certification.