1

Final Project.

Topic Retail Management.

Project Name

Kings K Eggs

Submitted to Sir Yousaf Saddique.

Group members.

Muhammad Shoaib Rasheed Roll No MBPE 12114

Muhammad Azam Roll No MBPE 12131

Muhammad Shahbaz Roll No MBPE 12138

2

Table of Contents1. Introduction of the Concept _______________________________1

2. Target Market __________________________________________3

3. Segmentation____________________________________________4

4. Positioning______________________________________________4

5. SWOT Analysis__________________________________________5

6. Marketing Mix________________________________________9

7. Retailchannel__________________________________________10

8. Distribution Type______________________________________12

9. Retail Value Chain______________________________________13

10.Basic Principles________________________________________15

11.Organizational Structure ________________________________20

12.Launching of store ______________________________________21

13.Trading Area Analysis __________________________________22

14. Business analysis. ______________________________________22

Regional Brand

Supply hain Manager

C.F.O Marketing and Sales Manager

Assistant Finance

Procurement Officer

Production Manager

3

Kings K Eggs

TaglineTrust safety and health with King k Egg

15.Introduction of the ConceptThe egg was never intended to be eaten, yet it has been used in human diets since

early times. There is evidence that wild birds eggs were included in the diets of primitive

peoples long before the development of agriculture. To d a y, eggs remain a staple food

within the human diet, consumed by people throughout the world. They are recognised by

consumers as versatile and wholesome and they have a natural balance of essential nutrients.

There is some important thing regarding concept of KING K EGG why we are going to

launching this project in the market. Because in the world there are many different types of

egg packages and boxes which vary both in technology, design and packaging material used.

The function of an egg packaging is not only to protect the product inside, but also to increase

the sale value. So don't be surprised if the price of the eggs tends to be expensive just because

it is packed with very clever interesting.

16.Target Market

Regional Brand

4

A+, A, B+, B

We are going to targeted the UPPER, upper middle, and upper lower class. Why we

choose this class because this is a premier brand in the market their price is higher than other

related products and brands of eggs. Its price should be high due to its packaging their quality

and expiry date peoples can build up trust on our brand when they use to regularly.

In the Lahore we selected A and B class whom afford easily expected demand so we

select first location to open new outlets in DHA + Gulberg + Cantonment , behria town and

johan town near expo centre. This is growing market in the Lahore and in future make very

profitable affect on the business.

17.Segmentation

5

Gender

Male and female of every age

Child especially.

Egg food is eatable for every age of gender their is no restriction to eat eggs especially for

children and women as well as men. So that’s why our segmentation is according to facts and

numeral.

18.Positioning

Customer satisfaction

Customers satisfaction is very important to promote and make a successful brand in

the market and peoples should know your brand and your product due to its brand quality and

importance of product.

Safety of eggs

Safety of eggs is very important because our brand in the market launched on the

biases of safety eggs some time brokerage of eggs during caring in home. That’s why we

launching the packaged eggs to reduce the risk of brokerage of eggs.

6

Value for money

Its premier product and expensive other then brands like open eggs are little bit

purchase on cheap rate but The function of an egg packaging is not only to protect the

product inside, but also to increase the sale value. So don't be surprised if the price of the

eggs tends to be expensive just because it is packed with very clever interesting.

Packaged eggs

Healthy eggs

Expiry date 35 days

Competitive edge

Cleanliness

Standard of quality

support of market place equity and fair competition

19.SWOT Analysis

7

Strength

Small Packages for Singles

More than anything else, size is a primary focus with new egg packaging designs.

Egg cartons for six and more eggs have been the standard for a long time. now we are

offering cartons containing four eggs. The number of one- and two-person households is

growing steadily, especially in eastern countries. Smaller packaging units are much more

appropriate to the eating and consumer habits of these households than jumbo packaging,

and as a further plus, they prevent food waste due to improved portion ability.

New Materials and Full Marketing Service 

The "egg box" we took on the development of their product of the same name with

precisely this approach. egg cartons, egg boxes are made of corrugated paperboard. This

alone should make them stand out on the egg shelf. Moreover, according to the manufacturer,

the corrugated paperboard cartons offer significantly more printable area than labels on

traditional egg cartons more space for advertising, as well as our product information., the

egg box can be printed using high resolution offset printing.

Customer’s attention

SWOT ANALYSISSTRENGHTSWEAKNESSTHREATSOpportunities

8

Of course, the egg box is not the only packaging for our supplier who offers their

customers attractive egg-packaging design and layout solutions. our manufacturing units

working on it properly according to customer taste. As well as we are offering full marketing

service in conjunction with their egg cartons. We are also offers their customers support in

everything from custom graphic designs for their egg packaging to display stands and racks

for retail locations. After all, what's true for other products in retail also applies to food

classics such as eggs: It has to catch people's attention. This is our main motive to retain our

customers.

Packaging

While the most familiar egg package is the pulp or foam carton holding one dozen

eggs, eggs are now being packed in more different package sizes than ever before. In some

regions, cartons or other packs of 6, 8, 12 or 18 eggs are available, making it easy to buy eggs

for households of almost any size. To maintain quality, buy only as many eggs as you will

use within three to four weeks.

Making Sure Your Eggs Are Safe to Eat

Eggs should be cooked until the whites and yolks are firm or, for dishes containing

eggs, until an internal temperature of 160 degrees Fahrenheit is reached because Salmonella

is destroyed by the heat of cooking.

In addition to thoroughly cooking your eggs

Clean your hands, as well as the surfaces and utensils that come into contact with raw

eggs an important step for avoiding cross-contamination.

Separate eggs from other foods in your grocery cart, grocery bags and in the

refrigerator to prevent cross contamination.

Keep eggs in the main section of the refrigerator at a temperature between 33 and 40

degrees Fahrenheit eggs accidentally left at room temperature should be discarded

after two hours, or one hour in warm weather.

9

Weakness

High price issue

Expensive packaging

Deterioration

Opportunities

To enhance and capture the target market

To seeking the market in all over the Pakistan.

Competitive edge.

Quality Maintenance

Maintaining fresh egg quality from producer to consumer is one of the major

problems facing those engaged in marketing eggs. Proper attention to production,

distribution and point-of-sale phases are of vital importance in maintaining egg quality.

Production factors

The factors that affect egg production are discussed in Chapter 1. The main

production factors that affect quality maintenance are the following:

breed

age

feed

management

disease control

handling/collecting eggs

housing

Threats

New entrants

Lack of trust.

10

No recognition in the market.

Lack of financial resources

20.Marketing Mix

P 4s

Product

Kings K Eggs is a FMCG product that is offering 1st time in Pakistan market as a

packaged eggs with the guarantee of safety of eggs and healthy and clean eggs that provide

full customer satisfaction with 36 days expiry date. Packaged eggs are available in foreign

Marketing Mix

11

markets but we are introducing 1st time in Pakistan with international quality and standard

that provide value for money and customer satisfaction.

Price

Packaged eggs are first time introducing in Pakistan so there is a great risk in this

market. Keep in mind this risk factor we have to set a price that is purchasable and confident

by our targeted customers. We set the price of one Egg is Rs. 12 each .about 12*12 about 144

of dozen. This is an economical price in the A+ and B+ class so that’s why they can easily

affordable this price.

Placement

Placement selection for the retail outlet of our product we divide to Lahore city into

four parts. Our 1st outlet in Cavalry ground targeting the areas of Gulberg, D.H.A, Cant and

cavalry ground as well as. Our 2nd outlet will be open in johar town near expo centre targeting

the two areas of Johar town and model town. Our 3 rd outlet will be opened in bahria town and

the 4th outlet in inner city of Lahore targeting to great number of customers.

Promotion

We planned an activity for the launching of Kings k Eggs. Location selected for this

activity is Fortress Stadium, Model Town Park, and Expo Centre, Race Corce Park during

weekends and on every public holiday. I working days we visit schools to target the

children’s and make activity plan there. Activity is we me a medium size of circle with

covered sign boards of Kings k Eggs. In the circle we left a hen and make a challenge to

audience anyone who picks the hen in 30 second we give him/her a prise of packaged eggs

and a discount card for our outlet for next 10 days

21.Retail channel

12

Multi channel outlet.

3 outlets in Lahore

Cavalry ground (DHA + Gulberg + Cantonment)

Behria town.

Johar town near expo center.

As a Supplier

Metro

Hyper star

HKB

CSD

Al fateh

Akbari departmental store

Raheem store

Fine store

Mazco

International bakers

Rahaht bakers

Shehzan bakers

13

22.Distribution Type

Intensive distribution.

Product is available to all possible retail outlets

This is an important edge for the supply to all possible retail and whole sale store in the

city so that’s why we can say that our distribution network working under our mission and

penalty this is the important factor cover up by intensive distribution.

Convenience goods

This is an important to convince the goods to every store which we are provide the supply

of eggs because our retail outlet are different points in the city that’s why there is no problem

face by company distribution management.

There are some advantages for our company to use the intensive distribution like

Increased sales through supply the maximum store cover in the city

Wider customer recognition of our brand when our brand available all the big stores

in the city so that’s why our modesty to cover whole city in 1 month

14

Impulse buying when product provide in the store at the self stand and peoples must

watch and want to buy it once if customer not come to buy the eggs but he once want

to buy the eggs and then our objective is fulfill of intensive distribution.

Exclusive distribution.

In the one area our retail outlet serves the area and covers up the customers and creates a

expansion of our brand and their recognition in the mind of customers. If we do this type of

distribution then we can give the dealer benefits and sales staff promotions and benefits. And

then we can control over the retail store in the under of company. This is help to forecasting

and control the exact inventory level which we are required.

23.Retail Value ChainBuying

15

Partnering with vendor

Partnership with vendor if required then company do agreement in future but in the start there

is no need of partnership with vendors

Buying

Our buying procedure is very important form supplier or vendor because we want only fresh

and healthy eggs for the packaging and then customer can buy our product if we give the

quality based product and food which he going to purchase from us.

Managing inventory

We are managed our inventory through extensive distribution network which can

automatically generate the stock which are required on the stores and other outlets of the

company.

Distribution network

Exclusive distribution.

In the one area our retail outlet serves the area and covers up the customers and

creates a expansion of our brand and their recognition in the mind of customers. If we do this

type of distribution then we can give the dealer benefits and sales staff promotions and

benefits. And then we can control over the retail store in the under of company. This is help

to forecasting and control the exact inventory level which we are required

Intensive distribution.

This is an important edge for the supply to all possible retail and whole sale store in

the city so that’s why we can say that our distribution network working under our mission

and penalty this is the important factor cover up by intensive distribution.

This is an important to convince the goods to every store which we are provide the

supply of eggs because our retail outlet are different points in the city that’s why there is no

problem face by company distribution management. There are some advantages for our

company to use the intensive distribution like

16

Operating store

Company sales man can operate the company outlets on the other store have hair the one

company representative who standing on our brand shelf and aware form the brand to the

customers whom coming in the store in for buying.

Marketing and sales

Marketing and sales is a important factor which we can over come through the adverting and

setting the price of the brand which we are going to launched in the market so that’s why our

marketing an sales team plan the full strategy to how we can make brand successful in the

market.

24.Basic Principles

17

Packaging of eggs according to standard

We make packing of eggs in different quantities. 2 pieces, 4 pieces, 6 pieces and

12 pieces according to the international standard of packing that is our basic

priority of safety, healthy and clean eggs which provide the customer satisfaction.

BPBPBP

18

Value for money to the customers.

Our standard or packing, cleanliness and healthy eggs with expiry date make the

value for customers. That customers we are targeting feels satisfaction in using

packaged goods. Customer’s feels that they are receiving equal amount of

satisfaction that they are paying against the product or some feel more from they

are paying.

Standard weight of eggs

We make our personal hen house for the growth of hens and then production of

eggs. So, in this way we provide a standard size and quality egg to our customers.

If we make eggs from the market it may be not an equal size and equal standard

and not ensure the quality.

10% discount on store outlet and 4% discount on other stores.

We are offering 10% discount for our all customers in our outlet and 4% discounts

on all other bakeries from where our customers can purchase our product. This

discount offer is valid for first three months of our opening.

Free home delivery

We also offer free home delivery to our customers on minimum order of 2 dozen

eggs in all areas of Lahore. For the payment process we use cash on delivery

method. Customer feels comfortable in this way of easy payment.

19

Packaging process

Eggs enter the packing/storage facility

Temporary store room

Candling room

Weighing/cleaning room

Packaging area

Long-term storage

Eggs ready for transport

1. Eggs enter the packing/storage room. Eggs from production are brought into the

packing/storage facility. Eggs can be brought in by hand or by conveyor belt. In intensive egg

production, the birds lay eggs that roll out of the cage onto conveyor belts, which transport

the eggs directly to the packing/storage facilities. This can be seen in Photograph 22.

Photograph 23 shows how eggs could be stacked for manual movement if brought in by hand

from production to the packing/storage facilities.

2. Temporary storage room. Here eggs are stored temporarily before they are moved to the

candling room.

3. Candling room. Eggs are brought into the candling room, where candlers verify the

interior and external quality of eggs. The small squares (see Figure 11, No. 3) represent

candling benches. The candling machine in Photograph 24 is used in fully mechanized or

semi-mechanized systems, where the eggs are brought onto the candling machine by a

conveyor belt.

4. Cleaning/weighing room. After candling, eggs are transported by conveyor belts to the

cleaning/weighing room. Here eggs are cleaned with abrasives, where possible, and sorted by

weight. Usually the size indicates which category eggs should fall into - small, medium or

large. This can be done by hand; however, automated weighing machinery is available.

5. Packaging area. After weighing, the eggs are taken to the packaging area. Packaging can

be done either by hand (see Photograph 25) or automatically by machinery. As seen in

Photograph 26 the eggs arrive at machine No. 1. If we look at Photograph 27, there are three

20

weighing machines numbered one to three. Each machine is set to pack only predetermined

egg weights. For example, machine No.1 (see Photograph 26) packs only 60-gram eggs. If

the eggs are below that weight, they will be conveyed to machine No. 2 (see Photograph 28).

The eggs are then packed automatically.

Value for money to the customers

Standard weight of eggs

10% discount on store outlet and 4% discount on other stores.

Free home delivery

21

25.Organizational Structure

Managing Director

C.E.O

Director

Production Manager

Procurement Officer

C.F.O

Assistant Finance

Account Officer

Sales Manager

Sales Staff in Stores

Stock In charge

Regional Sales Manager

Supply Chain Manager

Brand Manager

Marketing and Sales Manager

Loaders

Transport Manager

Ware House In Charge

22

Investment

Out initial investment is Rs. 8 Million

Selection of location

Location selection for the retail outlet of our product we divide to Lahore city into

four parts. Our 1st outlet in Cavalry ground targeting the areas of Gulberg, D.H.A, Cant and

cavalry ground as well as. Our 2nd outlet will be open in johar town near expo centre targeting

the two areas of Johar town and model town. Our 3 rd outlet will be opened in bahria town and

the 4th outlet in inner city of Lahore targeting to great number of customers.

Activity for launching and advertising of brand

We planned an activity for the launching of Kings k Eggs. Location selected for this

activity is Fortress Stadium, Model Town Park, and Expo Centre, Race Corce Park during

weekends and on every public holiday. I working days we visit schools to target the

children’s and make activity plan there. Activity is we me a medium size of circle with

covered sign boards of Kings k Eggs. In the circle we left a hen and make a challenge to

audience anyone who pick the hen in 30 second we give him/her a prise of packaged eggs

and a discount card for our outlet for next 10 days.

First 30 days 20% discount on company outlet.

Investment8 MillionActivity for launching and advertising of brandSelection of locationFirst 30 days 20% discount on company outlet.

23

We will offer discount for 1st 30 days from our outlets opening. Every customer can

get 20% discount from our company outlet on our all packing sizes of eggs. This amazing

discount offer remains our targeting customers in touch in purchasing or product.

26.Trading Area Analysis Primary 50-80% of customers (less than 10 min.)

Secondary 15-25% of customers (less than 20 min.)

Fringe/Tertiary Remainder of customers (15-50 mi. away)

27.Business Analysis

Income statement.

Sales (N- A) Per Month 8250000    Cost of Goods Sold. P.M   4700000    Gross profit   3550000All expenses:  

 

Coupon money for rented outlet 3 outlet

150000

Monthly rental fee @ Rs. 20000/- per month 60000Periphery of outlet and fixture and fitting

250000

Salaries 25000

0Utility bills 30000

Advertisement and promotion50000

0Total Expenses 1240000Income Before Tax 2310000   Tax (18%) 415800   Net Profit. PM 1894200

24