EXECUTIVE SUMMARY

SITUATIONAL ANALYSIS: FROZEN FOOD INDUSTRY ANALYSIS Pakistan is enjoying a consumer boom. Housewives are interested in ready made products because they do not want to cook. It takes a lot of time and effort to prepare shami kabas and they have to be made in minimum quantity at home. You cannot make six kebabs but you may need only six kebabs at serving. All these food are needed for entertaining guests at home, in line with the local culture. Pakistani consumers are moving towards convenience, availability, hygiene and cost reduction. It allows people to tailor their lifestyle according to availability of products. Frozen foods will be a big part of our diet in future. Pakistan has seen a tremendous growth in frozen food spearhead by the development of ice-cream segment. The frozen food ice-cream segments’ market size vastly expanded as a result of two entrants: Unilever (1998) and Engro Foods (2009). These new players increased the market of frozen food considerably. During this time many small unbranded firms entered the market. The items sold included samosa, rolls and hot dogs. With the changing lifestyle patterns of the educated class of Pakistanis and the arrival of international wholesale chains (Macro, Metro) and hypermarkets (hyperstar) the market for precooked and processed foods has expanded and has a potential to expand even more. According to data monitor, the market for frozen food non-icecream segment in Pakistan increased at 6.6% between 2004 and 2009. The frozen meat products category accounted for 75.8%. Growth in the segment is reflected in the marketing budgets of the branded read-to-cook. Ready-to-eat players who gave invested heavily in advertising, for instance Menu’s launch budget ion 2009 was Rs.20 million. Marketing Definition: The frozen food industry in Pakistan can be classified into four categories/ segments: 1. 2. 3. Milk/water based products Meat based products: raw/ processed/ cooked, value added, chicken/beef/mutton/fish Fruits and vegetable based products

. fluid and blood. Many could not afford the expensive local freezers. semi-cooked. he felt was that most consumers wanted the chicken culled in front of them to make sure its halal. poultry processing and production of ready to cook and fully cooked chicken products. Mr. K&N COMPANY SNAPSHOT During the period 1982 to 1995. Consumers were not hygiene conscious and did not mind standing around in the middle of chicken muck. The reason for this.4. pondered with the idea of setting up a processing unit to freeze chickens and make ready-to-eat and fully cooked chicken products several times but every time he backed down. rearing and processing of chicken which has helped change the mindset of consumers. With small beginnings he began his business selling chicken meat to hotels. K&N now sells its products not only through its own stores but also at regular grocery and modern retail stores. K&N consisted of layer and broiler breeding. value added chicken products to offer. They provide door to door delivery of their products to retailers and free freezers to grocery stores. cooked. The stores show videos of breeding. In areas where electricity was available most people had a small fridge at best. K&N has also invested heavily in advertising and have built primary demand for the product by positioning it as a safe and healthy chicken. It currently holds the largest share of the branded packaged chicken meat market. There was also an issue of electrification of the country. feed mill. Wheat based products: parantha. Prior to 1963 there was no poultry production on a commercial level. as he felt that the market was not ready for prepared chicken cuts in chilled or frozen form. All advertising is done in-house and they do not have an advertising agency to design the TVCs or print ads. All chicken that was available was being grown by families and Desi poultry was being produced. Sattar owner of K&N’s Poultry Farms. Owner of K&N established a small broiler farm of 1000 chicks in 1964 and called it K&N’s poultry farm. Consequently in 1999. samosa etc K&N falls in the second category as it has raw chicken. By 1970 commercial production increased to 3099 tons chicken. From 1964 onwards K&N expanded its production activities a feed mill was set up to produce feed for the chicken.

which are particularly popular among children.Between 1197 and 2011. Its category needs to be promoted and opinion leaders need to be convinced that it’s healthy. and housewives whio want to prepare quik meals for their children or for hospitality purposes. In order to launch Deli Line as breakfast a whole mindset change is required. Mr. K&N’s has become a household name because of the read-to-cook products. Sattar feels that the demand for value-added is directly linked to household income. This line has failed to appeal to the Pakistani market for a number of reasons. Products: Processed chicken/ raw meat Premium Designer cuts Boneless meat RTE Chapli kabab Tender pops Haray bharay nuggets Shami kabab Hot tenders Nuggets Crouquettes Burger Patties ChickenTempura Kofta Combo wings Fun nuggets Fully cooked Seekh kabab Kafta kababs Chunks Deli line Skinless Sausages Breakfast sausage Cocktail Sausages Frankfurter sausages Hot franks Jumbo Frank sausages Cold cuts Bologna Slices Mortadella Slices Pastrami slices Pepperoni slices Smoked meats Smoked Breast fillet stripes DELI LINE We will be discussing Deli Line of K&N only as it has been launched recently and is still struggling to capture the market. PRODUCT PERSONALITY .

Deli line is fully cooked 2. Pakistani consumer cannot relate to the product names e.g. Hygiene: .K&N Deli line is easy-to-make-dishes/recipes and hence. Basically. Saves Time: . 4. Green chillies are added to minimize the bland taste. bologna.High Quality: Feed mills that enable K&N to make their own chicken feed which ensures the food is of highest quality. masses find K&N bland. Supports active lifestyle. 2.Calorie count is available on each box which is again an advantage for people who lead health-conscious’ active lifestyle. Healthy: .Chicken is culled in clean hygienic areas and is frozen immediately thus protecting it from bacteria WEAKNESSES: 1. The products are being made keeping the consumer’s preference in mind. Frankfurter 3. . The segment which has exposure to the global food trends and is acclimatized with various tastes.Strong supply chain through its distribution channels. . . 3. saves time. Introduction of Hot Franks with green chillies makes the consumer’s feel included in K&N’s marketing strategy. It appeals taste bud of a very small segment in Pakistan.e. sausages.A healthy option compared to traditional breakfast of ‘oil-drenched-paratha n egg’ .SITUATIONAL ANALYSIS SWOT STRENGTH: 1. It caters to a niche in terms of pricing i. . not everybody can afford K&N’s products.

The current communication strategy focuses on ‘routine ko de protein’ which completely ignores the primary advantage of deli-line which is ‘quick & healthy’ food. There are few unbranded sausages available in retail outlets but they don’t have the advantage of having big marketing departments i. 6. K&N’s Deli line was introduced in 2010 but it is still in its introductory stage which is worrisome. The need gap exists: Family structure is increasingly shifting from joint to nuclear. Brand awareness is quite less. 2. modern families are looking for a healthy and efficient alternative to breakfast.4. Although K&N’s tagline is ‘safe and healthy chicken’. 3. 5. Political instability and electricity issues in Pakistan COMPETITIVE ENVIRONMENT ANALYSIS DIRECT COMPETITORS 1) Traditional breakfast . Consumers consider frozen/packaged food unhealthy. bread and butter is near to impossible. And double-income households are increasing. they can’t communicate their message to consumers.e. Breaking the engraved tradition of anda-paratha. 2. In all. THREATS: 1. Product category awareness is needed: K&N’s is trying to shift the paradigm from traditional breakfast to the protein-rich Deli line. marketing efforts by K&N’s hasn’t been able to persuade consumers or induced trial. These households tend to be health-conscious and can ‘afford’ the deli line products. Diseases spread amongst broiler chickens. they haven’t yet been able to change the mindset of consumers. OPPORTUNITIES: 1. No direct competitors in market: They don’t have many direct competitors as far as Deli line is concerned. it is related to product category awareness. 4.

however up till now it has not been able to bank on it.Bread.Dunkin Donuts INDIRECT COMPETITORS PK meat by PK foods PK meat is the only strong competitor making sausages.Major competition for Deli Line is home cooked traditional food as it is a part of our culture. jam . cold cuts and smoked meat Branded competition of Deli Line does not exist.Espresso . ready to eat/ ready to fry market for all brands is about Rs300 million. paratha .Halwa poori 2) Unbranded Sausages. several small entrants are making sausages. Traditional breakfast includes: . Deli Line enjoys the backing of a strong well established brand name.Chatkharey . MARKET SHARE The size of the current chicken based. cold cuts and smoked meat but they are reltively unknown. 3) Breakfast cafes .Egg. Breaking that tradition and moving towards Deli Line which is an unconventional option of breakfast is a difficult task. Year 1999 1997 2009 Company K&N Mon Salwa Seasons Foods Brand Name and Market Share Nationally 75% 5% 10% Geographic coverage National Regional Regional . butter. Its two variants are available in the market. However these sausages are not positioned as breakfast food.

Consumers prefer egg and paratha (traditional breakfast) over sausages. cold meat or sausages. She doesn’t care if sausages are skinned or not because she isn’t aware of its advantage and not many will log onto the website to get to know it. The perception that frozen food is not healthy has to be broken.e. So. trial can only take place if consumer is confident about WHAT they’ll do with the product once they buy it.2011 2011 1989 Dawn Foods PK Foods Icepac Ltd Others 5% 1% 4% 5% Regional Regional Regional Local Deli Line’s market share is almost non-existent and therefore we need to revitalize the ad. the opinion leader for food-related purchases in a household is the mother. We need to induce trial to reach their taste buds. salami etc) amongst the masses BUYER ANALYSIS BRAND LOYALTY (K&N’S DELI LINE) K&N’s enjoys a strong customer base and consumers have high brand loyalty for K&N’s product but Deli line has very low brand awareness and hence. EXISTING MARKET OF D ELI LINE Demographics . \ MARKET GAP: None of the frozen food companies is offering Deli line i. Consumers. K&N’s Deli line can fulfill this need without any direct competition. fully cooked products like bologna. in most cases aren’t even aware of these products and its usage. cold cuts and smoked meat. Deli line is to be promoted as a healthy and easy-to-serve food. A Pakistani mother (even the one who can afford the product) needs to be educated about Deli line and its usage. quite low brand loyalty. Acceptance of Deli Line (sausages. Consumers who are ready to accept this modern concept of breakfast has a need to fulfill.

Big idea: Active and healthy lifestyle Campaign Idea: A family living a healthy active life as they use K& Ns deli line products and its fulfilling the requirements of a healthy daily ingredients intake Primary Target Audience: Families and housewife’s belonging to SEC A+. A. Traditional breakfast more filling and frozen food is not filling enough. Husband is also very active and enthusiastic about kids wining the games. Both the kids are active and wining their respective sports games. Buyers age range from 20+ and above. A mother is shown during morning time and the daily routine of this family is shown. CRITICAL ANALYSIS OF PREVIOUS TVC The TVC is highlighting a family who is living a safe and active lifestyle. families and housewives. Psychographics The consumer insights are that working people skip breakfast because they are on time crunch. Consumer profile Mr and Mrs Emmad: who exercise. work. rather stomachs of active people. look after their children and then take time out for themselves.K&N’s Deli line demographics are youngsters. A. Socio economic class they belong to A+ to B+. Grandfather is healthy going for walk in the morning. The lady of the house is shown at the end making healthy breakfast from K & Ns deli line product. Deli line’s current TVCs focus on ‘Active lifestyle’ and protein intake. It’s trying to capture minds.and B+ Consumer Insight: ● ● ● ● Packaged food is not considered healthy Deli line is considered bland Sausages and cold cuts are considered snacks rather than breakfast items Traditional breakfast considered to be more filling Secondary Males (bachelors) Young working women females Single parents .

hygienic. Creative Strategy: Slice of life strategy is used in this TVC of deli line. Opinions-Suggestions ● ● Tvc has very well portrayed the concept of healthy active lifestyle Deli line products shown in the ad look very tempting and playing on the sensory creative strategy ● Tvc didn’t focus on the comparison between traditional and deli line breakfast ● No clear cut message on usage of deli line product for breakfast in comparison to the oily traditional breakfast .Brand Personality Deli line is safe. active. and health conscious Brand Positioning Deli line positioning is done on the basis of a brand that gives proper protein intake and helps in living an active lifestyle Rational Appeal ● ● ● K& N’s Brand Name Logo Deli line products shown in the ad which are ready to eat and less time consuming Emotional Appeal Deli line Tvc is focusing on the love and togetherness of family and the bond which they share with each other. Target audience could very well relate to the chunk of life shown in the ad. The happy and joyous expression on the faces of parents when their kids win the games and the feeling of healthy lifestyle is being portrayed to the target audience.

OUR PROPOSAL .

5. lassi. 4. 3. and frozen meat. Deli line on the other hand is easy to make and saves up on time. Most mothers take pride in making these. 6. PROPOSED BUDGET . To induce trials: The campaign should induce trials amongst the target market to increase its level of acceptance and awareness.PRIMARY AIM KEY OBJECTIVES: 1. Most consider it a snack. Deli Line is light on weight and is full of proteins. These traditions go back to even before partition are not easy to part with. ENTER THE WEEKLY GROCERY LIST OF OUR TARGETED HOUSEHOLDS. nihaari. halwa puri. paaye. cold cuts. 2. To position it as healthy nutritious food: The perception of frozen food is that its unhealthy and contains preservatives. To replace Deli Line with traditional breakfast: Breakfast in Pakistan consists of traditional items like parantha with fried egg. Many families are dual income and have busy lifestyles and thus do not have the time to indulge in this exercise. People are not aware of avalability of sausages. We need to position it as healthy food as compared to traditonal food which is oily and fattening. cold cuts is not accepted by the masses as breakfast items. Product category awareness: At the moment packaged / frozen food market for breakfast doesn’t exist. malai. Secondary Objectives: ● To increase purchase of Deli Line by 20% in one year. Also nontraditional food like sausages. To highlight its convenience and low preparation time: Traditional breakfast takes time to make and requires a lot of time.

BULL’S EYE Market Size: In terms of population our market size includes people living in urban areas. product names. Television amounts for the largest percentage because it’s a most effective medium.V.Print media T. Our target audience includes youth (20-35) and they’re mostly on internet so we have that in our media mix too but since. it has a small share of total 2. A TVC on the other hand cannot be paused. Also. Then they can refer back to it when needed. Bologna and Mortadella are so difficult to pronounce and remember for an average Pakistani that we need to provide them in print. 3. Radio OOH Advertising Internet TOTAL BUDGET: REASONS: 1. . This constitutes 36% (in 2008) of the total population of Pakistan. usage. 10% 50% 15% 20% 5% We have a slightly larger budget for print media because our product is on introductory stage and we need to provide users with information: recipes. we’ve proposed placement in various cooking shows and drama serials. it’s inexpensive. Deli line’s beautiful products would have a sensory appeal on TV.

PRIMARY TA FOR THIS CAMPAIGN Gender: Females Age: 20 – 50 Social Class: SEC A+ to BProfessions: students.     ● Demographics Age: 20-30 Gender: Female SEC: A + to B ● Psychological: . business women. Young girls above twenty can easily influence the minds of their mothers. the rest will simply follow when we provide them our brand through distribution and effective pricing strategy. People belonging to SEC A+ to B are usually aware of the importance of breakfast. they are not repelled to the idea of Deli line. employees. They realize its importance and have a need. They do grocery shopping and even if they don’t they have a say in the decision making process. Our chosen target market is a trend-setter and people in SEC C and D are followers. Females understand the importance of tradition and heritage as well. On the cost of sounding impolite. We only need to design a plan to creating brand awareness and create brand image in our target market. Hence. They are the best individuals who are capable of bringing about change together with carrying forward their heritage. Female between the ages of 20-40 is enthusiastic and is ‘ready to try out new products’. we just need to provide them a way to satisfy it. Pakistanis are basically ‘wannabees’ and this trait of Pakistanis are going to be advantageous for us. house wives and mother-in-laws Reason for choosing this market:   They have the greatest buying power compared to SEC C and D. According to a survey mothers said they include their daughters in the decision-making process. So it is their mind set which we need to change.

Many are healthy conscious and want to avoid oily fattening food. Specific habits: The target market is old enough to make decisions. The category awareness of these as breakfast is close to non-existent. Opinion leaders believe it is the ultimate nutrition for their family and this is ingrained in our culture. They like hanging out with friends and influence each other’s opinions. SECONDRY TA ● Male ● Population below 20 and more than 40 ● Restaurants MESSAGE STRATEGY PROPOSITION: USP: To provide nutritious. They are educated and can influence choice of their parents. The market for traditional food is very strong. non-traditional food for the health conscious which is light on weight and light on time. cold cuts does not exist at the moment.Deli Line: Making traditions Website . Rational positioning: Packaging Product usage Use of color Red Logo Tag Line . Due to their work/ studies they are unable to have proper breakfast.Key problems: The market for sausages. It is not considered breakfast.

Peer pressure plays a large role on consumer’s buying behaviour.Emotional positioning Relationships with friends and family. use and re-use. paratha. Packets are easy to store. Physical Elements ● ● ● ● Deli line is protein-rich vacuum packaging makes the product bacteria-free. Also we’ll use the influence young girls have on their mothers as far as household decisions are concerned. once a close friend recommends a product/brand it automatically enters your life style. halwapuri) and introduce them to the efficient and healthy world of Deli Line. CREATIVE STRATEGY THE EQUITIES Platform: Mother-Daughter relationship and bonding amongst friends. FINALIZED MESSAGE: “K&N’s Deli line…MAKING TRADITIONS” Tagline: MAKING TRADITIONS! Reason: The whole campaign will focus on making new traditions for breakfast. K&N’s distribution is effective. Creative strategy: 1. bread. changing dynamics of family. problem-solving . We need to break through the deeply engraved tradition of Pakistani breakfast (egg. slice-of-life 2. Emotional Elements: ● ● ● leverage K&N’s (parent brand’s) brand equity to the Deli line pull the heartstrings of opinion leader (mothers) via their daughters Emphasis on value of time in the lifestyle of Deli Line’s consumer. daughter’s say in choice of food. These are the two insights that will act as a platform for our message.

On-the-go breakfast is more convenient for people with active lifestyle. It’s convenient 3. 2. Its healthy because it breeds and feeds its own chicken. slots are quite expensive but the message will go to waste and not hit bulls-eye. school or university. Zaiqa. Breakfast should be Easy-to-make since everyone is in a hurry to reach their jobs. The taste appeals Asian taste buds as far as their products like Seekh kebab and chicken Tikka chunks are considered. Zauq. So make new traditions in breakfast. Associations we want to create: 1. Media monitoring: PK meat is the only brand offering sausages but their media presence is always based on their chicken products and not sausages. 4. healthy. Reach is high. 5. 3. And Deli line gives exactly that. Geo . Deli line is as healthy and convenient as rest of K&N’s products. Also they aren’t placing their sausages in breakfast category so Deli line doesn’t need to compete with it. 2.Brand positioning: Association of consumers with K&N’s: 1. MEDIA STRATEGY ATL: Terrestrial: TVCs won’t be on-aired on PTV or ATV because their target audience doesn’t match our target audience. ARY Digital. there is no need for oily eggs sprinkled with heavy dose of pepper and salt. Cable: For mothers: Hum TV. A breakfast should be simple.

Sunday Mag Monthlies: Libaas.For youth: HBO. Express Tribune. The News Weeklies: Images. Daily Times. Style 360 Radio Radioactive 96 FM City FM 89 Apna Karachi 107 (since it targets Pakistan’s metropolis) Radio One FM91 Print Dailies: Dawn. Tribune Magazine. Humsay MEDIA VEHICLES MEDIA Tv Vehicle Style 360 ARY Digital HUM TV Ary Zauq Hbo Masala Tv Business Plus DAWN Placement Fashion Shows TIMING Primetime Drama Hours Prime Time Front page Front & back page Front page and back page alternatively Front page News papers Express Tribune Magazines Libaas Week days and Sundays (Images) Week days & Sundays It’s a weekly youth magazine Monthly .

universities. shopping malls. Foot paths. Clifton.6 months Billboards Internet Shahra-e-faisal. Hyderi market. Building roofs. Defence. restaurants Sun-Fri (10:00-11:00 pm) 3.Radio FM 91 Mon-Thurs (5:00pm-8:00pm) FM 96 Half Hourly Time Check Mon-Thurs (10:00pm-1:00am) Mon(8pm-9pm) FM 89 FM 107 K &N’s Deli Line Sponsored Show Main roads. Gulshan chowrangee Famous Café’s Facebook On the profiles of youngsters There would be ad for FB and a constant group A facebook game Of K&N’s Deli Line . Sea View.

microwaves are usually present in hostels so heating Frankfurter sausages for two minutes isn’t an issue. They either eat food or rely on frozen-food (fully cooked).TV shows: 1. Kiosks at supermarkets like Agha’s. especially for breakfast. Hyperstar and Naheed Super store. . Also. Food diaries on Masala TV (8:00-9:00): it’s a cooking show focusing on western cuisine. encourage users to go on website and check recipes out and highlight the importance of breakfast. Event based: Calendar: Hostel-time(Attacking university-goers): August: students are leaving for their hostels and university at this time. because students don’t have much time in morning. Working women: Tammy Haq show on business plus RADIO Placement: When the TVC is launched. This way we will constantly bombard the same message in consumers mind for one month. all the above mentioned morning drive-time shows can be sponsored one by one for one week. 2. Problem: at this time a large portion of TA is watching their favorite drama as well (since they’ve become seven days a week) 2. Its TA matches with our TA. RJs will talk of breakfast. BTL 1. Also at airports for early morning flights. Dramas on-aired on Geo Entertainment and HUM TV from 8:00-9:00 3.

Punjab University. King Edward Medical college) Creative considerations: Direct competitors: Indirect Competitors Timeline: one month on radio Mandatory: Logo. Kinnaird.Ads/stalls at Airports Moving vehicle-Daewoo buses running from Lahore to other northern areas (it has students from LUMS. Non-calendar: Break-fest OOH: Conventional:  Billboards  Pillar wrappings  Sign-posts in KDA-I. Defence and Clifton Transit:  ● Entry/Exit point.Promotion at this time will also hit the other general university students as they also face same dilemma day-in and day-out. K&N’s and Deli line brand name. Mentioning of Halal and frozen food .

can be made in a number of ways Easier to make – directions need to be made Taste consistent DELI LINE NEGATIVES · · Negative perception of frozen food Traditional breakfast is ingrained in our culture · Awareness of product category doesn’t exist. jam and butter to make breakfast light and fast. busy people go for bread.BRAINSTORMING NEGATIVES OF THE PRODUCT CATEGORY · · Frozen food isn’t healthy Culture of making fresh food POSITIVES OF THE PRODUCT CATEGORY · · · Quick to make Convenient Healthy because it locks the nutrition value NEGATIVES OF TRADITIONAL FOOD · · · · Oily Takes time to make Youth doesn’t like its taste Fattening DELI LINE POSITIVES · · · · · Quick to make Healthier A lot of variety available. Even health-conscious. .

secondly.IMC PLAN BIG IDEA: Healthy breakfast for achievers. thirdly. BTL: . we need to create product category awareness. exhibit various usages of product. Restaurants ADVERTISING: ATL: 1. Later on (once we reach growth). CAMPAIGN IDEA: Breaking old traditions and making new ones: The objective is to counter the negative notions consumers have regarding product category. first. TVC countering negatives of brand and product category will run. we can move onto widening the target audience from youth to older generation and males. all these objectives will be achieved in a six month/year long campaign. CHOSEN TARGET AUDIENCE FROM CREATIVE BRIEF: Primary TA: Age: 20 to 30 SEC: A + to BGender: Female SECONDRY TA ● ● ● Male Population below 20 and more than 40. encourage consumers to try product. Teaser regarding breakfast: What did you have for breakfast? 2.

THIS will result in creating buzz word and Deli line hopefully would become talk-of-town. (will this come under direct selling?) help them in making new traditions. this will serve to purposes: induce trial and demonstrate product usage.Purpose: enabling potential consumers to experience the brand and make Deli line talk of town. . Free recipe books: the idea of Deli line is fairly novel in our society. BRAND PUBLICITY: Publish an article in different magazines. then they will share their experience with friends and family. use recipe books to counter their fears. Stalls in large supermarkets: K&N’s workers would make recipes. They will help the adopter choose products and explain them how to use it. reveals he eats a Bologna sandwich for breakfast. 2. in Sunday Tribune Magazine. serving breakfast(in traditional dishes/silver-colored-thaals) at breakfast-time from door to door in areas where our target audience resides. SALES PROMOTION: 1. Hence. and serve them to consumers. 2. Kiosks: An area designed as kitchen counter with characters of our TVC sitting there and making breakfast (acting). large percentage of our target audience wouldn’t be aware of its usage and won’t even accept it publicly. if Fawad Khan. using deli line. 1. One can imagine a crash landing of young girls at K&N’s outlet on Monday. They are role models for many and if even fifty percent of them use products that Deli line is providing then our purpose will be served. asking sports/television celebrities about their breakfast habits. This will also serve the purpose of conveying message: Deli line is not ‘breaking traditions’ but ‘making new ones’.

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