K&NS

K&NS
PRESENTED TO:
SIR.ZARGHAMULLAH

PRESENTED BY:
Nehan zaib(M09BBA036)
Saria Shafi(M09BBA023)
Nida daud(M09BBA065)
Ayesha Farooq(M09BBA020)
Introduction
to k&ns

K&Ns, a founding pillar

and beacon for
Pakistan Poultry
Industry started in
1964 with a single
minded objective of
providing better
nutrition for health
and happiness of the
nation.
History of
k&ns
This was planned in 1964
when 80% of the ailing
children were suffering
from the diseases
caused by protein,
vitamin and mineral
deficiency.
It was established to
overcome this
malnutrition by a young
man Khalil sattar who
had the vision to foresee
a need to establish a
poultry farm.
 Corporate social responsibility

It is the nations widest network of sales.

It hires the largest team of veterinarians, nutritionist and highly

experienced technical staff.

Seminars are organized in all major cities and rural poultry centers where
local and foreign experts are invited to address poultry farmers on latest
poultry developments

Free of charge vaccination and Technical training programs for poultry

farmers are regularly organized and training is also imparted for carrying
out cost feed formulations are also provided to farmers.
Problems initially faced

Lack of awareness

Poverty

Lack of trend

Unavailability of appropriate technology

Unavailability of appropriate location

Unavailability of finances
Key success factors

Strong marketing

Quality products

Vast variety of frozen foods

Advanced technology

Price variation for different segments

Brand identity
K&ns today

Today K&Ns has its

own stores in more
then 55 cities of
Pakistan and it is
enjoying a strong
brand name and has
large market share.
They are being known
as one of the best
and quality brand for
safe and healthy
chicken and frozen
foods.
Compromising with many issues

Compromising with the smelly:

Market lane

Washing

Cleaning

Marinating

Cooking
Benefits of using k&ns

There are many benefits of choosing this

brand. These advantages can be illustrated
as:

Basic values

Products

Quality

availability
Basic values

Absolute integrity

Enthusiastic diligence

Continuous improvement
Category of k&ns products

Processed chicken

Ready-to-cook
products

fully cooked
products

Deli Line Products

Making your life easier

Serve unexpected guest

Life not restricted to your kitchen only

Stomach grumbling in the middle of the Night

Time saving

Become the best cook

No dirty hassle

Perfect taste
Quality is our best
priority

We pamper our chickens", we

really mean it.

Breeding farms are located at

impure Environment of
northern Pakistan .

K&N's chickens really live on

a healthy Diet-one.

HALAL slaughtered by hand

strictly according to The
Shariah.

Sanitized refrigerated trucks

to ensure .
Come &join k&ns way club

Free membership

Earn points which have real

value

Receive great awards

free K&Ns products,

special discounts
Product oriented mission statement

K&Ns has a strict plan to follow in

terms of target orientation. Each
of products is based on the rule
that it should be healthy to eat
and according to the taste of
consumers
Business activities
of k&ns

Poultry breeding
Hatching
Broiler growing
Feed milling
Poultry
processing
Quality
assurance

K&Ns state-of-the-
art Quality
Assurance Lab
monitors the entire
integration process,
from livestock to
feed and on to
preparation of
ready-to-cook &
fully cooked
products.
K&ns poultry
diagnostic

With the assistance

of US Agency for
International
Development, K&Ns
Poultry Agricultural
Research Council
Diagnostic and
Research Institute was
established in
collaboration with
Pakistan.
HACCP
certification

K&N's further ensures

food-safety by
implementing the
HACCP* (international
food-safety) System to
produce safe and
healthy chicken &
chicken products.
HALAL
certification

Chickens are HALAL

slaughtered by hand
(Islamic Zabeeha)
strictly according to
The Shariah. K&Ns
slaughtering procedure
has been assessed by
Darul-Ifta of Jamia
Ashrafia and Jamia
Naeemia, both
authentic institutions
for granting Halal
certification.
K&ns kitchen
rules
Follow these general
preparation rules in the
kitchen:
Always wash your hand
Refrains from using
wooden cutting boards
Never put cooked food
or other uncooked where
uncooked meat has been
kept
Wash hands, utensils
and preparation
surfaces with soap or
sanitizer
K&ns kitchen rules

Paper towels should preferably be

used to clean kitchen preparation
surfaces instead of using a cloth.

Always keep cleaning chemicals,

poisons and pesticides away from
food.
 4PS OF MARKETING
PRODUCT
PRICE
PLACE
PROMOTION
PRODUCTS
TYPES OF
PRODUCT

Processed chicken

Ready to cook product

Fully cooked product

Deli line
PROCEESED CHICKEN

Premium boneless meat

Breast fillet
Boneless handi
Qeema
Karahi cuts(cut into 15-17 pieces)
whole chicken
Boti cut
READY TO COOK
PRODUCTS
NUGGETS:

Available in Standard and

economy retail packs.
Customized Institutional
packs.
KARHAI(WORK):Preheat
oil ton frying temperature
(180c). Deep fry frozen
nuggets for 3 minutes, or
until golden brown.
OVEN: Preheat oven to
230c. Bake frozen
nuggets on a baking sheet
(turning halfway through
baking) for 5 minutes, or
until golden brown.
BURGER
PATTIES

Available in Standard and

economy pack. Customized
institutional packs.
KARHAI(WORK): Preheat oil
to frying temperature
(180c).deep fry frozen
burgers patties for 4 minutes,
or until golden brown.
OVEN:Preheat oven to 230c.
bake frozen burger patties on
a baking sheet(turning halfway
through baking)for 7 minutes,
or until golden brown.
FRYING PAN: Preheat a
lightly oiled pan. Fry frozen
burger patties over medium
heat, turning until golden
brown
KOFTA
Available in Standard and
economy pack. Customized
institutional packs.
DEFROST PRODUCT
INSIDE
REFRIGEREATOR:until
slightly thawed, prior to
cooking. Avoid re-freezing
thawed product.
KARHAI(WORK):To enjoy
kofta as a snack, preheat
oil to frying temperature
(170c). Deep fry slightly
thawed kofta for 5
minutes, until brown
CHAPLI
KABAB
Available in Standard and
economy pack. Customized
institutional packs
FRYING PAN: Preheat a
lightly oiled pan. Fry
froze chapli kabab over
medium heat, turning until
cooked.
OVEN: Preheat oven to
230c. Bake froze chapli
kabab on a baking sheet
(turning halfway through
baking) for 6 minutes, or
until golden brown.
HARAY
BHARAY
NUGGETS

Available in Appliances and

utensils v
KARHAI(WORK):Preheat oil
to frying temperature
(180c).deep fry haray
bharay nuggets for 3
minutes or until golden
brown.
OVEN:Preheat oven to
230c. bake froze haray
bharay nuggets on a baking
sheet(turning halfway
through baking) for 5
minutes, or until golden
brown ary, adjust heating
time accordingly
HOT
TENDER

Available in Standard and

economy pack. Customized
institutional packs.
KARHAI (WORK): Preheat
oil to frying temperature
(170c). Deep fry froze got
tenders for 2 minutes 30
seconds to 2 minutes 45
second or until golden brown.
OVEN: Preheat oven to 210c.
Bake froze hot tenders on a
baking sheet for 6 minutes,
or until golden brown.
SHAMI
KABAB
Available in Standard and
economy Retail packs.
Customized institutional
pack.
DONT DEFROST BEFORE
FRYING: This is a freezer to
fryer product. Deep-frying,
without applying eggs, is
recommended for better
product appeal and taste. The
product will also absorb less
oil, compared to pan-frying.
KARHAI (WORK):Preheat oil
to frying temperature
(170c). Deep fry froze shami
kabab, turning only once, for
2.5 minutes or until brown.
FULLY COOKED PRODUCTS:
Seekh kabab

Kafta kabab

Chunks
FULLY COOKED
PRODUCTS
SEEKH
KABAB

Available in Standard and

economy retail packs.
Customized institutional
packs
This is a fully cooked
product; simply heat and
serve. Avoid refreezing
thawed or heated product

MICROWAVE OVEN

FRYING PAN
KAFTA
KABAB

Available in Standard and

economy pack. Customized
institutional pack.
This is a fully cooked
product; simply heat and
serve. Avoid refreezing
thawed or heated
product.

MICROWAVE OVEN

FRYING PAN
CHUNKS:
Available in Standard and
economy pack. Customized
institutional pack

K&ns chunks are fully cooked,

great tasting, wholesome and
convenient. Enjoy them on
their own or use cold or hot in
salads, as topping for pizzas
before baking, in sandwich or
white rice and pastas. You can
also be imaginative and create
something new.
TO SERVE HOT:
Microwave oven
Oven
Frying pan
PRICES
 NUGGETS

Size No of pieces Price(Rs.)

Small 12 pieces 150/-

Large 45 pieces 410/-

 BURGER PATTIES

Size No of pieces Price (Rs)

Small 6 pieces 150/-

Large 18 pieces 400/-

 CHICKEN TEMPURA

Size No of pieces Price (Rs)

Small 15-18 pieces 150/-

Large 50-56 pieces 410/-

 KOFTA

Size No of pieces Price (Rs)

Small 9 pieces 150/-

Large 24 pieces 375/-

 CHAPLI KABAB

Size No of pieces Price (Rs)

Small 4 pieces 150/-

Large 12 pieces 385/-

 HARAY BHARAY NUGGETS

Size No of pieces Price (Rs)

Small 12 pieces 150/-

Large 45 pieces 410/-

 HOT TENDER

Size No of pieces Price (Rs)

Small 15-18 pieces 150/-

Large 50-56 pieces 410/-

 SHAMI KABAB

Size No of pieces Price (Rs)

Small 7 pieces 135/-

Large 17 pieces 315/-

 SEEKH KABAB

Size No of pieces Price (Rs)

Small 7 pieces 150/-

Large 18 pieces 360/-

 KAFTA KABAB

Size No of pieces Price (Rs)

Small 9 pieces 150/-

Large 23 pieces 360/-

PLACES
Distribution channels
PROMOTION
Strategic planning

Four steps of strategic planning

Planning Marketing Strategies

Designing the business portfolio
Setting company goals & objectives
Defining the company mission
Company mission

Driven by its basic values in pursuit of perfection,

k&ns is committed to have superiorproducts and
unmatched service through devoted people and
consistent development.

Product oriented mission

Market oriented mission
Company goals

K&ns has set a single minded objective for providing

better health and nutrition for the nation. In order
to achieve this objective k&ns built on years of
poultry expertise, and a commitment to food-safety,

K&ns integrated all poultry production activities

under one umbrella to ensure quality and food-safety
managing and controlling all stages ofproduction.
Company objectives

Absolute integrity,

Enthusiastic diligence,

Continuous improvement

High quality maintenance

Business portfolio

Whole chicken

Designer cuts

Boneless meat
Product life cycle

Product development

Growth

Maturity
Marketing strategy

K&ns 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.

Plans of using marketing strategy:

Product concept
Selling concept
Marketing process

It is the process of analyzing marketing. Opportunities,

selecting target markets, developing the marketing mix and
managing the marketing effort.

The marketing process comprises of three stages given as

follows:

Market segmentation

Target marketing

Positioning
Market segmentation
Market Segmentation is the process that companies use to divide large
heterogeneous markets into small markets based on distinct needs,
characteristics or behaviors that might require separate products or
marketing mix.

The four very basis of segmentation:

Geography

Demography

Psychographic

Behavioral
Target marketing

Every organization selects a set of buyers based on

same needs and characteristics in order to serve
them.
This is called market targeting.

Two important steps regarding market targeting

are:

Evaluating market segments

Choosing a target market strategy
Evaluating market segments

SEGMENT SIZE AND GROWTH

SEGMENT STRUCTURAL ATTRACTIVENESS

COMPANYS OBJECTIVE AND RESOURCES

UNDIFFERENTIATED (MASS) MARKETING

DIFFERENTIATED (SEGMENTED)MARKETING

CONCENTRATED(NICHE)MARKETING
Evaluating market segments

Micro marketing

The practice of tailoring products and marketing programs to

the needs and wants ofthe specific individuals and local
customer groups.

It is of two types

LOCAL MARKETING

INDVIDUAL MARKETING
Choosing a target market
strategy

K&ns analyzed the data gathered through the survey reports

and decided to go after the concentrated marketing. They have
decided hostilities students, job oriented men and women and
teenagers.

These are the segments that can be called the time savers
and our product will make them have a refreshing breakfast
without time consumption.
Product positioning

Choosing positioning strategy

Selecting an overall positioning strategy

Positioning statement

BCG
MATRIX
BCG MATRIX OF K&NS ::

Question Stars:
Seekh kabab
marks: Fun nuggats
Burger patties
Qeema
Whole chicken roaster
Dogs : Cash cows:
Tenders Karachi cut
Croquettes Kofta
 COMPETITIVE ADVANTAGES

PRODUCT DIFFERENTIATION

SERVICE DIFFERENTIATION

CHANNEL DIFFERENTIATION

PEOPLE DIFFERENTION

MAGE DIFFERENTIATION
 CHOSSING THE RIGHT
COMPETATIVE ADVANTAGE

IMPORTANT

DISTINCTIVE

SUPERIOR

COMMUNICABLE

PREEMPTIVE
 CHOSSING THE RIGHT COMPETATIVE
ADVANTAGE
IMPORTANT

DISTINCTIVE

SUPERIOR

COMMUNICABLE

PREEMPTIVE
MARKETTING RESEARCH PROCESS

DEFINING THE PROBLEM ANDTHE RESEARCH

OBJECTIVES

DEVELOPING THE RESEARCH PLAN

IMPLEMENTING THE RESEARCH PLAN

CONCLUSION OF THE RESEARCH

DEFINING THE PROBLEM
ANDTHE RESEARCH OBJECTIVES

PROBLEM STATEMENT

EXPLORATORY RESEARCH

DESCRIPTIVE RESEARCH

CAUSAL RESEARCH
DEVELOPING THE RESEARCH
PLAN

SAMPLE PLAN

DATA SOURCE

RESEARCH APPROACHES
IMPLEMENTING THE RESEARCH
PLAN

After defining the problems

and developing a research plan
we implement the research plan
and our research and
development department will we
handling the affairs and
interpreter the finding.
CONCLUSION OF THE RESEARCH

K&NS have got a positive feedback by their target customers

and now k&ns is ready to launch new product like jhatpat
chicken paratha .
customer were willing to buy pack of six. People liked a
combination of spicy and cheesy flavors . People liked a
packaging in butter paper and boxes.
A product of K&Ns has a scope in market as K&Ns has the
largest market share in ready to cook and ready to serve
products. A very positive behavior of the target customers was
observed.
PRICING & PROMOTION STRATEGIES

PRICING STRATEGIES
PRICE ADJUSTMENT STRATEGIES
PRICE CHANGES
BUYES REACTION TO PRICE CHANGES
COMPETITORSREACTION TO PRICE CHANGES
PROMOTION STRATEGIES
ADVERTISEMENTS
SALES PROMOTIONS
Swot analysis

Strengths
Weaknesses
Opportunities
Threats
Strengths
Along with the developed brand identity and trust reposed by
customers, K&ns has established its name in international market as well

The company is now a producer of its own unique type which produces
various categories of products segmented for different chunks of
population while remaining in lowest costs.

This is driven by a factor of self production plants which are self

sufficient to produce ingredients and helping materials by themselves
for k&ns finishedproducts.

Another factor is the strong supply chain through its distribution

channels.

weaknesses

Pricing strategies have been the pinching element in companys

market positioning.

Though the products are cost effective as we take quality under

considerationyet most of the products are targeted for the
upper class of society.
Opportunities

As k&ns majorly operates in Pakistan, a country where

distribution of products is limited to specific areas within an
urban sector hence grooming their product ofunder such
circumstances has always been an opportunity for k&ns

By improving their Distribution channels as well as pricing

strategies for, can give a robust increase in brand equity and can
promote their product demand overall in the market.
Threats

Threats are always there in poultry oriented firms so k&ns

keeps an eye on new competitors in dealing with different
products related to chicken and poultry.

At present the only threat is the diseases spread amongst

broiler chickens which can be prevented by establishing medic
control at breeding premises ofcompany.

In case of the introduction of firms producing frozen chicken

paratha might be a threat which could be considered well before
the start of production