TEAM ELITE

CASE ANALYSIS

KARIM’S KITCHEN HYGIENIC AND TRYING TO

FACING FEW
LIMITED (KKL) BEGINS BETTER INCREASE MARKET
PROBLEMS IN
JOURNY IN 2017 QUALITY SHARE
BUSINESS
CORE ISSUE IDENTIFICATION
PROBLEM
IDENTIFICATION

Raising food prices

constantly

Not utilizing full

capacity of the
production facilities.

Lacking sufficient Promoting office

electricity from home culture/
Restricting usual
Increasing delivery physical office
charges
 ALTERNATIVES

Positiv
e
1.Less Control
1.Reach more customers
Launching online food 2.Need a huge investment
2.Boost online visibility
delivery service
3.Lots of work to implement
3.Make ordering process
easier 4.Competitors are already
established.
 Positiv
e
1.Better profit margins. Starting Airline 1. Complicated supply chain
Catering management

2.Insurety of selling a fixed 2. Complicated delivery

amount. system

3. More work to implement

 Positiv
e
1. Frozen food is Commencing frozen 1.There are vast competitors
convenient and easy to already dominating the market
handle food business with aggressive marketing
2. Provide greater access to
city dwellers
2.Because of
3. As supermarkets are
covid19,consumers are now
available even in the
buying more products from
midst of lockdown,
online rather than offline,
selling won't be
hampered
4. A great deal of potential
customers
5. Only a few works to
implement
COMPETITIVE ADVANTAGE

Highly skilled human resources.

Better Quality & Fast distribution channel.

Comparatively better pricing strategy.

Access to new modern technology.

 THE BIG IDEA

“সুস্বাস্থ্যই”
আমাদের প্রধান লক্ষ্য

Launching frozen food as new item

 TARGET
MARKET
Primary Target Group 1 Primary Target Group 2

Generation Y Generation Z
Male, Female Newly married
Job Holders couples

Secondary Target Group 1 Secondary Target Group 2

Children Students
Age: 08 to –14 Male, Female
Years
 COMPETITIOR ANALYSIS
• Though it is comparatively a
new company, it has become
one of the leading frozen
food providers
• Kazi Farms Kitchen focused
less on advertisement as a
promotional media to keep
balance in demand
• Already acquired a good • Has its own Cold Chain
market share network in collaboration
with USAID
• They have achieved good
customer faith • Their brand is known, both
locally and internationally 
• Their frozen foods are
• Golden harvest exports its
Jhatpot wonton, Jhatpot
product to the USA, Canada,
onion paratha, Jhatpot
Australia, the Middle East
sausage, etc.
 PROMOTIONAL
STRATEGY

2 ROBBERS WENT TO AN APARTMENT FOR ROBBERY. 1 ROBBER APPROACHED TO

TASTE WHAT THEY WERE EATING.
ব্যাকগ্রাউন্ড ভয়েস: Karim's kitchen এর খাবার এতটাই স্বাস্থ্যকর ও টেস্টি যে হারিয়ে যাবেন অন্য এক জগতে
 PROMOTIONAL
STRATEGY

AFFLIATION WITH FOOD AFFLIATION WITH

DELIVERY SERVICE. SUPERSHOPS.
 SOCIAL MEDIA
CAMPAIGN

FOOD REVIEW BY FOOD LIVE VIDEO OF PROCESSING OF

VLOGGERS FOOD THROUGH FACEBOOK.
NEWSPAPE BILLBOARD
R
MAGAZINE
S
BOOTH AT TRADE FAIR
 THE BUDGET
Name of Item Quantity Average Cost Calculation Total BDT
TVC 3 Channels 8,30,000 3*8,30,000*12 29880000

Cost of Making TVC 1 TVC 15,23,550 15,23,550*1 1523550

Newspaper 03 Newspapers 25,115 BDT/Weekend 25,115*3*12 904140

(52
weeks)

20350 20,350*2
Food Magazine 02 Food Magazine 40700

Social Media Campaign 1 Campaign 15,22,375 1*1522375 1522375

Booth at Trade Fair 1 26,70,350 1*2670350 2670350

Affiliation with Food Delivery 4 97200 2*97200*12 2332800

Platform & Super shops

Facebook Page Management 1 15,000 1*12*15,000 18000

Total 38891915
 REACH
Items Reach on average location/channel Calculation Total

TVC 400,000 400,000*3 12,00,000

Newspaper 80,000 80,000*3 2,40,000

Food Magazine 24346 24346*2 48,692

Social Media Campaign 1550346 15,50,346*1 15,50,346

Booth at Trade Fair 12,00,000 12,00,000*1 12,00,000

Affiliation with Food Delivery 656578 656578*2 1,31,3156

TOTAL REACH 5552194

 MONITORING AND
EVALUATION

0 Uplifting revenue
1
02 Increasing market demand

KP
Key Performance
03 Getting positive reviews

I
Indicator

04 Having some regular

customers
Gaining popularity of some
05
certain items