Contents

Situation Analysis............................................................................................................................2
Key strategic decisions....................................................................................................................5
Media Strategy.................................................................................................................................6
Message Strategy...........................................................................................................................11
Other tools (in an IMC plan).........................................................................................................13
Evaluation of effectiveness............................................................................................................18

Situation Analysis

Background research

Consumers in Pakistan traditionally prefer to eat fresh and home cooked foods.
However, due to the fact that a growing number of students and working women have led to the
general increase in the pace of life, more and more consumers are looking for convenient foods
that help to save time and energy.
Frozen processed foods are considered to be a good choice as they are perceived as being fresher
than other processed foods such as canned and preserved foods.
Competitive Landscape:
A competitor analysis has been conducted in which we have focused on a few leading frozen
food companies selling fish products which include Mon Salwa, Mahi Seafood and Menu.

Target Audience:

This product intends to target working parents and students.

Also, trend for working mothers is growing in Pakistan and not everyone can afford household
cooks. These women do not have the time to slave in the kitchen.
There are also many students who live in hostels and do not have the facilities found in regular
kitchens.
Brand Position:
We will position our products as being easy to make, tasty and healthy in the minds of our

Brand image and personality:

Media Strategy

Media Objectives and strategies: (linked to the AIDA and facets model):

Our advertising and media objectives include creating top of mind awareness, interest, desire
and action through media exposure on channels such as newspapers, television, magazines etc.
The advertising campaign aims to create various types of consumer responses. These responses
include perception, cognition, emotions, association, persuasion and behavior. Perception
involves how consumers are exposed to a message and how they select information and perceive
it. Thus, we have tried to make our advertisements relevant, simple and attractive so that these
ads get noticed by escaping the clutter and the target audience pays attention to our message.
Also, exposure plays an important role in perception. Therefore, the television commercials will
be played a minimum of three times during the prime time on all leading television channels to
have an impact on the target audience. They will be exposed to the advertisements many times
during a day and will pay attention to the message. This strategy will help to grab attention,
create awareness, strengthen brand identity and stimulate interest for the brand.
High exposure and frequency strategy will also stimulate recall of the brand message that is
linked to cognition. Cognition is based on consumers needs, particularly for information, and
the way the information is learned. In our advertisements, we have tried to stress on the
consumers need for healthy, nutritious, safe and convenient food. Information about the product
and usage is also shown in the advertisement. Also weve tried to differentiate our brands from
others since K&Ns is the only brand offering a whole new range of microwavable seafood. Thus
the target audience will not only remember the advertisement but also the copy points, which is
the information provided about the product.
Also the advertisement helps to create a resonance. Any student can relate himself/herself to the
drama shown in the TVC. Thus the target market can identify with the story and the message.
This is linked to the affective or the emotional response.

safe and healthy fish. Thus a connection will be made in the consumers mind that K&Ns
products are, healthy, nutritious and safe. We are trying to create a positive network of
associations
Persuasion is another response and can be linked to stimulating desire, brand preference, intent to
buy, and stimulating behavior and repeat purchase.Sales promotion will give incentives and gifts
to the consumers to prompt an action and encourage people to respond and make repeat
purchases.
Lastly, IMC tools will stimulate immediate sales and encourage customers to purchase the
product(s). This falls under the behavior response.

Budget Allocation (Advertising Budget):

Total estimated monthly advertising budget allotted is Rs. 25,000,000. To explain this
particular budget, we have first allotted different percentages to each medium. This is done
according to the importance of each element in our media campaign. Then these percentages
are multiplied with the total estimated monthly advertising budget to calculate the exact cost
of each category.

MEDIUM

PERCENTAGE ALLOCATED

Outdoor Advertising

20%

Print

18%

Television commercials

32%

Radio

15%
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Other communication Tools

15%

BUDGET BY MEDIUM

MEDIUM

MONTHLY
TOTAL
(Rs.)

ANNUAL AMOUNT
TOTAL (Rs.)

Outdoor Advertising

5,000,000

60,000,000

Print

4,500,000

54,000,000

Television commercials

8,000,000

96,000,000

Radio

3,750,000

45,000,000

Other communication Tools

3,750,000

45,000,000

TOTAL BUDGET25,000,000300,000,000

Specific vehicle and scheduling:

Having decided the budget for promotional mix, we will now focus on which media we will buy
to promote K&Ns frozen seafood line. Following are the different media we have chosen and
the budget allocated for each ingredient:
o Magazines:
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 MAG
Sunday Magazine
Weekly Akhbar-e-Jehan
o Newspapers:
Dawn
The News
The Daily Jang
Nawa-i-waqt
Khabrain
o Outdoor advertising:
Wrap advertising (The sides of vehicles like buses can be painted with attention
getting graphics to advertise for the new seafood line of K&Ns)
Billboards in three major cities of Pakistan:
Lahore (Gulberg, Defence, Cantt and Raiwind)
Karachi (DHA, Clifton, Gulistan-e-Johar, Gulshan-e-Iqbal, Malir Cantt., North
Nazimabad and Zamzama)
Islamabad (Jinnah Super, Kohsar Market, Beverly Center and Blue Area)
o Television commercials to be aired 4-5 times during prime time that is from, 7:00 pm 10:00 pm on following channels. These commercials will be played for six consecutive
weeks during the prime time.
Geo TV
Hum TV
Urdu 1
ARY Digital
Aag TV
o Radio spots:
Breakfast show with Khalid (FM 89)
Girl Talk with Aneeta (FM 89)
Rush Hour (FM 89)
Drive-Thru with Wes Malik (FM 89)
The Morning Fix (FM 91)
Fassi Zaka Show (FM 91)
Drive On with Sophie (FM 91)
FM 94.6, 106.2 and 107.40
o Online advertising:
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 We will update our website to include a frozen seafood section, create a blog and
a Facebook fan page.

Message Strategy

Key consumer insight:

Consumer insights are an integral part of a message strategy. Before launching our new product
line we have administered a questionnaire and distributed it among our target market i.e. students
and working parents, to get insights about what are their attitudes, perceptions and motivating
factors towards our new product and what are their basic needs and requirements. Our message
strategy is designed according to their responses to ensure utmost satisfaction and enabling
successful delivery of the message strategy and media campaign.
Through our conducted research we see that that top mind awareness and recall rate of K&Ns
beats the remaining competitors as 70% of the respondents said that when hearing about frozen
foods, K&Ns comes to their mind first.
People exhibited high rates of trust when it came to providing quality products. 75% of the
respondents said that they highly trusted the company where the remaining said moderate and a
very little percentage said that they didnt trust the company. When asked about whether they
would like to try our new frozen fish products, 60% of the respondents said that they would like
to try our new frozen fish line since they know K&Ns for years and trust the company with their
products. They felt that after the success of the deli line, this idea was unique and it appealed to
most of them. While 30% said maybe and the remaining refused the idea.
From our survey we see that majority has a perception that frozen fish is quick and easy to make
and a moderate percentage say that its unhealthy in comparison to fresh fish. We see how
perceptions are changed in todays age.
Survey results show that convenience and time saving quality of our product is the biggest
motivating factor which induces the consumers to purchase frozen foods. May it be chicken or
fish. Students, hostilities in particular say that they find these very convenient to make, since
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they save time and effort and taste great at the same time. Serves great as a midnight snack, or
breakfast or whenever they feel to munch a snack. They say that fish is something which is very
time consuming to prepare, it requires specific cooking skills which not everybody has. Having it
as a frozen product is a unique and tempting idea and they would definitely like to try. Other
respondents of our survey, like working parents gave their views that including fish in their daily
diet is a very healthy idea, since its high in protein and helps in brain development. Consumers
are shifting to a healthier lifestyle and consuming products of low cholesterol and high fiber
content. Also its very convenient for them to serve these products when theyre expecting guests
over and dont have much preparation time. Furthermore parents added that these days children
prefer frozen foods over homemade foods, due to their delicious taste and texture. Many mothers
said that they pack these and send them in lunchboxes with their children to school, and since
they are of good nutritional value, it lifts a great burden of off them. Another important reason
figured was longevity which drove frozen food purchase. That since its frozen it can be stored for
a longer period in comparison to fresh food items. Moreover consumers feel that frozen foods are
healthier and have more nutritional value in comparison to tinned/canned fish which delivers
them value for money.
Consumer insight further elicit that that purchasing habits of consumers also change under
circumstances when they are expecting guests, or if they are planning a social gathering. They
tend to purchase more often than in their usual routine shopping. Furthermore if they find more
promotional schemes and discounts, they get motivated. When asked about what puts them off
when buying frozen fish, majority of the consumers responded due to quality concerns and high
preservatives. They feel that various companies which are offering these, they do not provide
quality products. And mostly they are very highly priced which demotivates the consumers to
buy them and instead they go for fresh fish.
Advertisements have played a very integral role in making K&Ns the brand which it is today, it
has made a presence in the market and lead to a promising brand position in the market only due
to its effective advertisements, which have delivered the message effectively and build customers
brand loyalty. Research results show that 60% of consumers are prompted to buy K&Ns due to
their ads, remaining say that word of mouth prompts them and also the availability of these at

various departmental stores. Majority of the target market 55% is exposed to TV commercials,
followed by billboards 30% and remaining 25% print and online advertisements.
Special offers also seem to have a significant effect on frozen food shopping behavior; one in
three Respondents (38%) said they were often or always enticed by special offers on frozen
foods,30% said sometimes, and 20% said that they are rarely enticed.
Our message strategy will ensure that we send the message across that our products do not
compromise when it comes to quality, and that we deliver value for money. We will ensure to
highlight aspects such as the the need for convenience and continued focus on healthy and
safe fish like we do with our chicken products. To ensure utmost consumer satisfaction we will
convey our message through various forms of advertisements, television commercials being the
most frequent according to our consumer insights. Discounts and other promotional schemes
would be delivered with the message to trigger higher sales. Through effective media tools the
message will be able to change consumer perceptions and lead to the success of our campaign.

Selling Premise, Big Idea and Execution:

Our Unique Selling Proposition or selling premise is microwavable fish that is safe, healthy
and nutritious. This is the idea weve used in our advertising campaign as well, be it our TVC or
print advertising. The idea has been executed using the drama format for our TVC. The
advertisement shows a story of two hostilities who are hungry and are craving for fish. One of
them gets up and prepares KnNs ready to eat fish nuggets. The advertisement is linked to our
USP of safe and healthy fish that is convenient and easy to prepare.

Other tools (in an IMC plan)

IMC objectives are tied to the effects created by the various forms of marketing communication.
As K&Ns is introducing new product line so for this reason they need to use communication
tools like public relations, consumer sales promotion, direct marketing etc. Each category of
IMC has its own objectives. These tools however have primary effect on consumers. K&Ns will
make use of these tools and how it will do this has been discussed below. During this era,
consumers are exposed to numerous advertisements. It is quite difficult for consumers to retain a
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particular brand in their mind. Marketers are challenged to solve this problem. Their purpose is
to create awareness of brand among the minds of consumers. For this reason IMC tools fulfill the
purpose.

o Public Relations:
The aim of this department is to create goodwill of the brand. Activities will be carried out under
the eyes of this department whose main purpose is to make sure that K&Ns has a strong public
image. Hardworking and enthusiastic professionals will be recruited to work in this department.
They will organize events which will foster the positive attitude in the minds of public. The
significance of this department is that it will gain trust of our stakeholders. In todays world,
sales are not the whole purpose for carrying out business but they have to work harder to fortify
the relationship of K&Ns with its customers, investors, employees.

o Consumer Sales Promotion:

It is a form of marketing which is used to persuade consumers to buy a product. K&Ns will also
be using consumer sales promotion technique to enhance the sales and market share of K&Ns.
As K&Ns is taking a big risk by introducing its whole new line of products. Secondly there are
some consumers who do not like fish products. To create the desire and urge among consumers is
the major task. K&Ns will use different promotional techniques like coupons, promotional
pricing, contests, sampling, and loyalty programs.
Cross Product Couponswill be used. These coupons will be placed inside the existing
products of K&Ns. Those customers who buy their products on a regular basis will come
to know about their new fish range. Description about new products will be elucidated on
these coupons.
Discount Coupons: Secondly, if consumers will make purchase of K&Ns fish products
they will get discount coupons. This means if costumer will buy any fish product of
K&Ns, they will get discount coupons, these coupons can be redeemed the next time
consumer will shop. These coupons are made for the purpose of future purchase.
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 Promotional Pricing: It is one of the effective techniques of sales promotion. This

technique is used to lower the price of particular product for a short time. This strategy
has direct impact on the demand for product. K&Ns will implement this strategy for new
range of products. When K&Ns fish products will be launched in market, they will be
available at relatively less prices then the price of original product. This strategy will only
be used at the time of launch of K&Ns fish products. It will not be used for any other
purpose. For instance K&Ns fish sticks large packs costs around Rs.500 but its
promotional price will be Rs.460. Likewise pricing will be set for all other fish products.
Contests provide customers a chance to win prizes like cash and merchandise. Contests
are advantageous because consumers want something valuable out of the promotions they
take part in. Few lucky winners are awarded in this kind of promotion. K&Ns will be
using this strategy to promote its new range of products. Contests will help consumers to
retain the exclusively fish products of K&Ns in their minds. K&Ns will form contests in
which consumers have chances to win exorbitant amount of cash, electronic gadgets and
house hold items.
Free Samples: Sampling is the easiest form of consumer sales promotions to attract
consumer. It gives opportunity to consumers to experience a product in small amounts for
a short period of time. Sampling is effective when any company has to introduce new
product in a market. K&Ns will be using this strategy. Free sampling will be carried out
in all of retail stores all over Pakistan for one month. Consumers will try exciting new
range of fish products for free. Food items will be served hot and fresh. In Lahore,
sampling will be carried out in Al Fatah, Jalal Sons, Metro, HKB, and Rahat Bakers.

o Point Of Purchase:
The place where actual sale is made is known as point of purchase. The goal is to create shortterm impact preserving the long-term brand name and short increase of selling products. It
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attempts to influence customer buying decisions, and also presenting the products to new
customers to convey primary brand benefits. It is very important because it increases immediate
sales. K&Ns freezers will be placed near cash counters. Posters fish products will be pasted on
these freezers. As when consumers have finished their shopping and coming towards cash
counter, they will see K&Ns new range of products. It will create desire to buy their product.
Consumers will become impulsive to buy K&Ns valuable products.

o Sponsorship:
It is business association between contributor of funds and organization.K&Ns can
strengthen its position through sponsorships. K&Ns will invest its cash flows for the purpose
of serving humanity and fulfilling corporate social responsibility.
K&Ns will do sponsorship with NGOs like Care foundation, Kashf foundation,
United Nations Development Program. They will organize events in which poor and
malnutrition people will be provided with free food and medicines. In this way
K&Ns will fulfill its corporate social responsibility. These events will take place in

under privileged areas of Pakistan.

Adequate monthly stipend will be given to orphan children residing in SOS Villages.
K&Ns will sponsor cooking shows on MASALA TV and ARY ZAUQ.
K&Ns is going to sponsor morning shows on Geo and ARY Digital.
Cooking shows will educate audience about different fish recipes which can be easily
made with K&Ns frozen fish products. Fish recipes will be given importance
because K&Ns has to promote its new line of products.

o Direct Marketing:
It is a personal form of marketing in which marketer directly promotes the product to consumer.
Direct marketing creates interest on personal level. There are various forms of advertising

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techniques like text messaging, email, phone call, websites etc. K&Ns will use this technique to
directly communicate the news about their new range to consumers.
K&Ns will send email to their loyal customers and those who have signed up for their
newsletter about their product line extension.
K&Ns will put the information of their new fish products on homepage, which means
who ever visits the website of K&Ns will be enlightened by the news.
K&Ns will send text messages to their target market about the promotions and events
about the upcoming new product.
K&Ns will be using personal selling as well. This also comes under direct marketing.
K&Ns representatives will be present at every retail stores. Their main responsibility will
be to encourage consumers to try the new range of products.
Consumers can use 24 hours K&NS call service. From this they can submit complaints
to K&Ns. Consumers can ask questions about the K&Ns products. Customers are free
to give their feedback about the brands new range of products.
o Packaging:
K&Ns is introducing fish products for the first time fish in Pakistan. As we all know that K&Ns
is using very good packaging to deliver its products to its customers. This packaging is ISO
certified which means that we cannot question on quality. K&Ns has to take special measures in
its packing because of the frozen foods. K&Ns packaging designs are visually appealing and
expertly engineered for frozen foods. K&Ns packaging designs are made to endure the stress of
transportation and handling at the same time delivering consumer appeal in freezers.
K&Ns fish products will be packed in pouches, trays and cardboard boxes.

It is

dependent on every product requirement. Fish tenders will be packed in boxes of various
sizes. Fish fillets will be packed in pouches. Fish sticks will be packed in trays. Each tray
will constitute 12, 24, 32 fish sticks respectively. Fish tacos will be packed in cardboard
boxes.
K&Ns will use red color in its packaging, because it is the symbol of K&Ns. Same logo
will be used in packaging of fish products. However we will not use hen symbol in new
range of K&Ns products. Fish symbol will be used in the packaging of products. Fish
symbol will be the point of differentiation of K&Ns new product range. Packaging will
create awareness about the range of products among consumers.
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 K&Ns logo will be written in blue color. This will lead toconditional learning. Blue color
represents sea so people will associate blue color logo with sea food products.
Cooking instructions will be demonstrated on packs. In order to persuade consumers to
eat fish in their daily routine; one fish recipe will be given in every pack. It will ease out
K&Ns customers to eat yummy fish on a regular basis.
Different sizes and volumes of its exciting new products. .

Evaluation of effectiveness
We perceive that this media plan will help to achieve most, if not all of the advertising and
media objectives. These include getting attention and creating awareness about the brand and
the product, strengthening the brand position and identity, connecting with the audience and
their lifestyle, stimulating interest and liking, stimulating recall of brand message and
stimulating desire, brand preference and intent to buy.These objectives will be achieved
through print, radio, outdoor, internet advertising and a mix of several IMC tools.
We believe that other IMC tools will have the following impact:
Public Relations: It will maximize credibility and likability. It will create and improve
stakeholder relationships.
Consumer Sales Promotion: It will reward behavior, stimulate involvement with the
brand and stimulate behavior.
Point of Purchase: Increase immediate sales and attract attention at decision point. It
will help to create interest and stimulate impulse buying.
Sponsorships and Events: These will build awareness about the brand, create brand
experience, interaction, involvement and excitement.
Packaging: It will attract attention at selection point and increase sales.
Thus, we believe that this media plan would be successful in achieving our advertising and IMC
objectives.

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