K&N's is Pakistan's leading poultry brand with a 70% market share. It conducted market research finding customers want healthy and affordable lunch options. It is considering two new offers: 1) delivering freshly made meals to workplaces or 2) expanding into frozen foods. K&N's has strong brand recognition but is currently only available in urban areas. Its strengths include quality, nutrition, and distribution but it is expensive and lacks rural presence. It is considering opportunities like ready-to-eat foods, door-to-door delivery, and entering new markets while managing threats like rising costs and competition.

1. Strategic Marketing Management
Project on K&N’s
Presented to: Miss Nadia Rahim
Presented By:
Mudassar Iqbal

2. Company history
K&N’s, a founding pillar and beacon for Pakistan’s Poultry
Industry started in 1964 with a single minded objective of
providing better nutrition for health and happiness of the
nation.
Building on years of poultry expertise and commitment to food-
safety, K&N’s integrated all poultry production activities under
one umbrella to bring you safe and healthy chicken by
managing and controlling all stages of production.

3. Market Research
 Market is changing
Working communities struggle with possibilities for their
lunch
Needs healthy alternatives for daily consumption
Economic alternatives for daily consumption
 Two Offers
Option 1: Freshly made home food delivered at work place
Option 2: Category expansion in frozen food market

4. Market Research
We conduct a market research & fill Questionnaire
from working men & women.
And our Result shows an Individual average
spending of money on food.

5. Market Research
Q: If there was a service available to deliver freshly made home food
to your work place
How frequently would you avail it

6. Market Research
Q: If frozen meals were available in market place to be
microwave and consumed
How frequently would you avail it

7. Marketing competence
Market share of K&N’s is almost 70% (on average) in
ready to cook food category.
At Hyper Star almost 80% people buy K&N’s products.
At CSD almost 60% people buy K&N’s products.
at Macro almost 75% people buy this brand.
This is the highest market share and at this time it is the
leading brand in this category.
Market share

8. Positive points of its product
From the customer view point K&N’s is providing
healthy food. It is easy to cook especially it facilitates the
working women because they don’t have much time to
make all those things in home.
They are targeting the children as well through fun
nuggets so women are using for their children lunch. This
brand provides the hygienic food to its customer that
build trust in the customer.
Moreover the taste of K&N’s food is superior then others.
These attributes are increasing its’ market share and this
brand is growing.

9. Strengths
• Easily availability of all products
• K&N’s is recognized as a brand name
• Less time consuming
• Full nourishment diet
• Halal food
• ISO 9001:2008 certified
• Best Distribution Structure in urban areas.
• Best Expertise In R&D

10. Weakness
• Expensive food
• Target only working women
• presented in only posh areas’ markets
• Non presence in country side
• Lack of awareness in people
• Their discount only for their regular
customers

11. Market Analysis
Strength
•K&N’s is recognized as a brand name
• Easily availability of all products
• Less time consuming
• Full nourishment diet
• Halal food
• ISO 9001:2008 certified
• Best Distribution Structure in urban
areas.
• Best Expertise In R&D
Weakness
• Expensive food
• Target only working women
• presented in only posh areas’ markets
• Non presence in country side
• Lack of awareness in people
• Their discount only for their regular
customers

12. Market Analysis
Opportunities
• Ready To Eat Product
• The company will extend their business in allover the
world through export the products
• The country also get benefit in economic power through
trade of foodstuffs
• Door to Door Delivery
•Emerging female Professionals Market
• Increase Domestic Sale

13. Market Analysis
Threats
• There is a big threat from competitors like Menu, Man-o-
Salva, Dawn food etc
• Increase in inflation rate in the country
• Diseases in the poultry like bird flu, Influenza ,
Hydro pericardium syndrome etc.
• Growing prices of equipments
• Rising rates of poultry related things such as; day old chicks, feed
etc.
• Electricity Failure

14. TOWS
Strength – Opportunities
• Door to Door Delivery of Full Cooked Meal to the Offices as
well Homes.
• Using the perception of Safe & healthy chicken invest into
global market for halal product in adjacent countries.

15. TOWS
Opportunities – Weakness
• Give Expert Opinion to the general stores Owner
how to manage frozen food.
• Increase Outlet’s of K&ns

16. TOWS
Threats – Opportunities
•Due to increase new entrants K&Ns target Rural areas.
• Make more efficient distribution structure.

17. TOWS
Threats - Weakness
• Better Management of food in stores to retain the
customers

18. ACM Matrix
ASSETS & COMPETENCIES
WEAK
MEDIUM
STRONG
LOW
Product line refocus
MEDIUM
Retail
outlets
Management of
frozen foods in
general stores
• Cold chain
management
HIGH
Diseases control
• Staff expertise
-Brand
-Safe and healthy chicken
-Halal
-Reliable
-High quality
-Technology
M
A
R
K
E
T
A
T
T
R
A
C
T
I
V
E
N
E
S
S

19. Marketing Strategy
MARKETING STRATEGYK&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.”
Product Concept:
This concept says that “consumer will favor products that offer the most
quality performance and features and that the organization should
therefore devote its energy to making continuous product
improvements.”K&N’s from the very beginning has focused on providing
better nutrition for the health and happiness of the nation and we will be
keeping the words as they were before. Quality is our very first priority
that will make us build strong and profitable customer relationships.

20. Conclusion
• In today’s fast moving the major issues related to society
is the TIME
• More people were found to be careful about contents and
taste of products they consume
• They prefer easy to use and quick to serve products in
their meals.
• K&N’s has opportunity to expand our business