K&n's

PROJECT OF K&NS

SAFE AND HEALTHY CHICKEN

HISTORY The year 1964; Pakistan a young independent nation forging

ahead towards a dream: self sufficiency in food production. Malnutrition remained a major problem and one out of four

children died before attaining the age of five. 80% of ailing children were affected with diseases caused by protein, vitamin and mineral deficiency.

January 1964, a young man, Khalil Sattar, still a college student, had the vision to force a need to establish a poultry farm. His interest led him to start a small broiler farm of 1,000 chicks.

Little had he known this flock was to become the foundation stone of K&N’s. This was the simple, inspired and nationalistic beginning of K&N’s with a single-minded objective of providing better nutrition for Health and Happiness of the Nation.

PRODUCT OF K&NS

• K&NS CHICKEN • SHAMI KABAB• CHICKEN TEMPURA• DELI LINE SANDWICHES• DELI LINE BREAKFAST SAUSAGE• DELI LINE EASY LUNCH• K&NS BREAD• HOT TENDERS• KOFTA KABAB• MUGHLAI TIKKA• CHICKEN BURGER• CHAPLI KABAB BURGER• QEEMA

LINE EXTENSION OF READY TO COOK

LINE EXTENSION OF READY TO COOK

LINE EXTENSION OF READY TO COOK

BRAND EXTENSION

SALES PROMOTION

Marketing Mix

K&N’s markets layer and broiler hatching-eggs, layer and broiler day-old chicks, poultry feed, processed chicken, and ready-to-cook & fully cooked chicken products

PLaCe

• K&N’s chicken products are available at K&N’s 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.

PriCe

PRICING

K&N’s more competitive as the fluctuations in the market prices will be absorbed in the final selling price

PrOMOtiOn

• K&N’s Advertising – Through TV, Sign boards, Bill boards, Radio and Newspaper, Broachers, Posters Dummies and display stands

TAG LINE FOR COMMERCIAL

• K&N's Deli Line - Healthy & Happy

• K&N's Deli Line - Routine Ko Dey Protein

• K&N's Deli Line - Skinless Sausages, Cold Cuts, Smoked Meats

• K&N's Kabab Temptation

• K&N's Shami Kabab - Ghar Jesi Lazzat... Laajawab

• K&N's Kafta Kabab - A Unique Taste of Lebanon

• K&N's Fun Nuggets - Din Din, Dazel Aur Delma Ke

• K&N's Safe & Healthy Chicken

StrengtHS

K&N s has shown sensitivity to the Muslim ‟requirements of halal food products and introduced its Del Line so that the people have no more doubts and are comfortable consuming the skinless sausages, cold cuts and smoked meat.

The products of Del Line are easy to use, reliable and easily available with great taste and reasonable prices.

The company implements the marketing strategy with immense skill and understanding about the Pakistani society

WEAKNESSES

The problem which is faced by K&N’s currently is difficulty in capturing new target market and diversification of consumers.

Sales is decreasing due to competitors offerings at ‟low price.

Competitors 1) Simply Sufi (chicken products only) 2) Menu (chicken & sea food) 3) Mon Salwa (chicken & sea food) 4) PK (chicken, beef & mutton products)

CRITICAL EVALUATION

• Customers prepare to get more things in less prices

• Del line products should also be available for middle class.

• Fluctuating in their prices gradually prefer.

• Points on purchasing their products should be modified.

• Products related to patients

• Non-availability of products----sub-urban & rural areas

SUGGESTIONS

• Prices of products should be less and quantity

of product should enhance, so it is easy for every one or every class can buy.

• Recipes of making the products should be given which help those peoples who use K&N’s products first time.

• K&N’s should introduce their products in rural areas.

• Discount should be given to all customers.

• Placement of products in separate deep freezers.