Strategic Marketing Management

Project on K&N’s Presented to: Miss Nadia Rahim

Presented By:

Mudassar Iqbal

Company history

K&N’s, a founding pillar and beacon for Pakistan’s Poultry Industry started in 1964 with a single minded objective of providing better nutrition for health and  happiness of  the nation.

Building on years of poultry expertise and commitment to food-safety, K&N’s integrated all poultry production activities under one umbrella to bring you safe and healthy chicken by managing and controlling all stages of production.

Market Research

Market is changing Working communities struggle with possibilities for their lunch Needs healthy alternatives for daily consumption Economic alternatives for daily consumption

Two Offers Option 1: Freshly made home food delivered at work place Option 2: Category expansion in frozen food market

Market Research We conduct a market research & fill Questionnaire

from working men & women.And our Result shows an Individual average spending of money on food.

Market ResearchQ: If there was a service available to deliver freshly made home food to your work place

How frequently would you avail it

Market ResearchQ: If frozen meals were available in market place to be microwave and consumed

How frequently would you avail it

Marketing competence

Market share of K&N’s is almost 70% (on average) in ready to cook food category.

At Hyper Star almost 80% people buy K&N’s products.

At CSD almost 60% people buy K&N’s products.

at Macro almost 75% people buy this brand. 

This is the highest market share and at this time it is the leading brand in this category.

Market share

Positive points of its productFrom the customer view point K&N’s is providing healthy food. It is easy to cook especially it facilitates the working women because they don’t have much time to make all those things in home. They are targeting the children as well through fun nuggets so women are using for their children lunch.  This brand provides the hygienic food to its customer that build trust in the customer. Moreover the taste of K&N’s food is superior then others. These attributes are increasing its’ market share and this brand is growing.

  Strengths

• Easily availability of all products• K&N’s is recognized as a brand name

• Less time consuming

• Full nourishment diet

• Halal food 

• ISO 9001:2008 certified • Best Distribution Structure in urban areas. • Best Expertise In R&D

Weakness

• Expensive food • Target only working women•  presented in only posh areas’ markets•  Non presence in country side• Lack of awareness in people• Their discount only for their regular customers

Market AnalysisStrength

•K&N’s is recognized as a brand name• Easily availability of all products• Less time consuming• Full nourishment diet• Halal food • ISO 9001:2008 certified • Best Distribution Structure in urban areas. • Best Expertise In R&D

Weakness

• Expensive food • Target only working women• presented in only posh areas’ markets•  Non presence in country side• Lack of awareness in people• Their discount only for their regular customers

Market AnalysisOpportunities

• Ready To Eat Product• The company will extend their business in allover the world through export the products• The country also get benefit in economic power through trade of foodstuffs• Door to Door Delivery•Emerging female Professionals Market• Increase Domestic Sale

Market AnalysisThreats

• There is a big threat from competitors like Menu, Man-o-Salva, Dawn food etc• Increase in inflation rate in the country• Diseases in the poultry like bird flu, Influenza , Hydro pericardium syndrome etc.• Growing prices of equipments• Rising rates of poultry related things such as; day old chicks, feed etc.• Electricity Failure

TOWSStrength – Opportunities

• Door to Door Delivery of Full Cooked Meal to the Offices as well Homes.

• Using the perception of Safe & healthy chicken invest into global market for halal product in adjacent countries.

TOWS

Opportunities – Weakness

• Give Expert Opinion to the general stores Owner how to manage frozen food.

• Increase Outlet’s of K&ns

TOWSThreats – Opportunities

•Due to increase new entrants K&Ns target Rural areas.

• Make more efficient distribution structure.

TOWSThreats - Weakness

• Better Management of food in stores to retain the customers

ACM MatrixASSETS & COMPETENCIES

     

 WEAK

 MEDIUM

     STRONG

  

   LOW 

     

 Product line refocus 

 MEDIUM 

Retail outlets

Management of frozen foods in general stores• Cold chain management 

 

 HIGH 

  Diseases control• Staff expertise

-Brand-Safe and healthy chicken-Halal-Reliable-High quality-Technology 

 

MARKET

A TTRACT IVENESS

Marketing Strategy

MARKETING STRATEGYK&N’s: is using the marketing concept as its current marketing technique stating that “the organization should be

aware of the needs and wants of the target markets and should be delivering the desired satisfaction better then the competitors do in order

to achieve the organizational goals.”

Product Concept:This concept says that “consumer will favor products that offer the most

quality performance and features and that the organization should therefore devote its energy to making continuous product

improvements.”K&N’s from the very beginning has focused on providing better nutrition for the health and happiness of the nation and we will be keeping the words as they were before. Quality is our very first priority

that will make us build strong and profitable customer relationships.

Conclusion • In today’s fast moving the major issues related to society is the TIME• More people were found to be careful about contents and taste of products they consume• They prefer easy to use and quick to serve products in their meals.• K&N’s has opportunity to expand our business