Sir Shahid Aziz Zia
MBA (HRM) 3rd Semester (2010-2012)

Allama Iqbal Open University



Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development Marketing is used to identify the customer, satisfy the customer, and keep the customer The term marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions

Strategy, a word of military origin,

refers to a plan of action designed to achieve a particular goal strategy is concerned with how different engagements are linked

The marketing logic by which the business unit hopes to create customer value and achieve profitable customer relationships
Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage

Marketing strategy process
1. Understand Customer 7. Review & Revise 2. Analyze Market

6. Financial Analysis

3. Analyze Competition

5. Define Marketing Mix

4. Research Distribution

Methods of marketing strategy
Website Design Packagin g Advertisi ng

Live Events

Marketing Strategy

Relation s

Location Pricing Social Net Working Promoti on

Four ps of marketing mix


4 P’s



Malnutrition remained a major problem

and one out of four children died before attaining the age of five 80% of the ailing children were affected with diseases caused by protein, vitamins and minerals deficiency
K&Ns was established production by a

college student Khalil Sattar in

January 1964

 K&N’s is committed to have superior products and unmatched service through devoted people and consistent development. Get more & more consumers & make an increase in profit

MARKET ORIENTED MISSION for the Providing the best hygiene and nutrition
health and happiness of the nation our very first promised makes us remain stick to our commitment to the customers rather look for what one may call better for one’s self. The increasing demand of our products all over the country explains the worth our promises are getting through our valuable customers

Goals and objectives
K&Ns has set a single minded objective for providing better health and nutrition for the nation K&N’s integrated all poultry production activities under one umbrella to ensure quality and foodsafety managing and controlling all stages of


Marketing strategy of K&N’s

Poultry Feed Hatching eggs Processed chicken Ready to cook Fully cooked products Deli line products

Day old chicks

K&N’s is only serving nation wide so they set prices of their products nationally. They cut price of the product if sales will not increase accordingly  They reduce price in order to increase sales and to capture market shares. They focus to more customers


The distribution channel of K&N’s product is indirect marketing channel because this channel contains one or more intermediary levels.
Easily accessibility to products Indirect marketing channel All products are available at departmental stores like Al- fatah,Rahat,HKB etc. Their outlets, at prominent locations

Advertisements Sales Promotions Personal Selling Public Relations Direct Marketing

Print Media
Electronic Media Promotion Budget

Halal food
 Chickens are HALAL slaughtered by hand (Islamic Zabeeha) strictly according to The

Shariah. K&N’s slaughtering procedure has been assessed by Darul-Ifta of Jamia Ashrafia & Jamia Naeemia, both authentic institutions for granting Halal certification.

Quality food
K&N’s provides quality chicken products to eat  Quality Assurance Lab monitors the whole

process,from livestock to feed and on to preparation of ready-to-cook & fully cooked products  The process is monitored and regulated to ensure K&N’s chicken products are wholesome, safe and healthy

ISO 9001:2008 certified
 Quality Management System at K&N’s is.

Through this internationally recognized quality management system K&N’s is able to control and monitor quality specific factors, which ensure consistency in its products and services while assuring customer satisfaction.

SWOT Analysis
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

SWOT Analysis
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

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

Use of the white meat will increase The people can take protein at less expensive cost More workers will get more work in poultry industry The company will extend their business in all over the world through export the products The country also get benefit in economic power through trade of foodstuffs

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.

 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.  The products are mainly focusing on the working women and the hostilities

 They may set their prices at low cost for increase their

profit  They also need to express awareness of their food in backyard areas of the country  They may hit the middle class and may get more consumers  The company may get more market shares through market condition  Many consumers could be re-attained through discounts and prize schemes

    Principles of Marketing by Kotler Arstrong  Strategic Management by Fred R.David

Questions, Answers and Comments?