K&N’S

K&N’S
PRESENTED TO:
SIR.ZARGHAMULLAH

PRESENTED BY:
Nehan zaib(M09BBA036)
Saria Shafi(M09BBA023)
Nida daud(M09BBA065)
Ayesha Farooq(M09BBA020)
Introduction
to k&n’s
K&N’s, 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&n’s
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 nation’s 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&n’s today

Today K&N’s 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&n’s

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&n’s 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&n’s way club

•Free membership

•Earn points which have real

value

•Receive great awards

•free K&N’s products,

•special discounts
Product oriented mission statement

K&N’s 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&n’s

•Poultry breeding
•Hatching
•Broiler growing
•Feed milling
•Poultry
processing
Quality
assurance

K&N’s 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&n’s poultry
diagnostic

With the assistance

of US Agency for
International
Development, K&N’s
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&N’s
slaughtering procedure
has been assessed by
Darul-Ifta of Jamia
Ashrafia and Jamia
Naeemia, both
authentic institutions
for granting Halal
certification.
K&n’s 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&n’s 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.
 4P’S 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
(180’c). Deep fry frozen
nuggets for 3 minutes, or
until golden brown.
•OVEN: Preheat oven to
230’c. 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
(180’c).deep fry frozen
burgers patties for 4 minutes,
or until golden brown.
OVEN:Preheat oven to 230’c.
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
(170’c). 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
230’c. 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
(180’c).deep fry haray
bharay nuggets for 3
minutes or until golden
brown.
OVEN:Preheat oven to
230’c. 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
(170’c). Deep fry froze got
tenders for 2 minutes 30
seconds to 2 minutes 45
second or until golden brown.
OVEN: Preheat oven to 210’c.
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.
DON’T 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
(170’c). 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&n’s 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&n’s is committed to have superior products and
unmatched service through devoted people and
consistent development.

• Product oriented mission

• Market oriented mission
Company goals

K&n’s has set a single minded objective for providing

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

K&n’s integrated all poultry production activities

under one umbrella to ensure quality and food-safety
managing and controlling all stages of production.
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&n’s 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

• COMPANY’S 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 of the specific individuals and local
customer groups.
 
It is of two types

• LOCAL MARKETING

• INDVIDUAL MARKETING
Choosing a target market
strategy
 
• K&n’s 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&N’S ::

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&N’S have got a positive feedback by their target customers

and now k&n’s 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&N·s has a scope in market as K&N·s 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
• COMPETITORS’REACTION 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&n’s 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&n’s finished products.
 
• Another factor is the strong supply chain through its distribution
channels.
 
 
weaknesses

• Pricing strategies have been the pinching element in company’s

market positioning.
 
• Though the products are cost effective as we take quality under
consideration yet most of the products are targeted for the
upper class of society.
Opportunities

• As k&n’s majorly operates in Pakistan, a country where

distribution of products is limited to specific areas within an
urban sector hence grooming their product of under such
circumstances has always been an opportunity for k&n’s
 
• 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&n’s

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 of company.
 
• 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