Page: Meat and Beef Products

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  • Topic: Meat, Beef, Brand
  • Pages : 26 (8086 words )
  • Download(s) : 683
  • Published : November 17, 2011
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Table of Contents
K&N’S BEEF BRAND2
PEST ANALYSIS2
Political Factors:2
Economic Factors:2
Social Factors:3
Technological Factors:3
PORTER’S FIVE FORCES MODEL4
SWOT ANALYSIS OF K & N’S4
Strengths:4
Weaknesses:5
Opportunities:5
Threats:6
TARGET MARKET AND SEGMENTATION6
POSITONING7
Perceptual Maps7
Brand personality8
COMPETITOR ANALYSIS8
METRO:8
CITY SUPER MART:9
LOCAL BUTCHER SHOPS:10
PRICING15
PLACEMENT18
PROMOTION18
STORY BOARD OF OUR ADVERTIZEMENT:20
Use of Red color in our Ad23
Jingle23
Analysis of Jingle:24
Conclusion24

K&N’S BEEF BRAND
Following a success in the poultry industry since 1964, K&N’s now takes its first step for a journey to reach to the highest degree of success in the beef industry. Avant Garde Consultants have scanned the industry, the company, target market, segmentation and positioning, followed by a detailed marketing mix; including a journey to the brand and a detailed promotional plan along with the budget to draw a feasibility phase 2 report. PEST ANALYSIS

Political Factors:
Pakistan possesses a herd of about 26 million cattle, 28 million buffaloes, 26 million sheep, 62 million goats and 700,000 camels. Livestock is the main supplier of basic raw materials to Pakistan’s food processing industry. In spite of the big potential of large livestock population, meat industry in Pakistan has not been able to make its mark. The government of Pakistan is trying to promote the “Pink Revolution” which aims at increasing domestic production of meat. The following are the list of measures undertaken: 1. The government of Pakistan has recently announced a “Livestock Development Policy” which addresses legal framework and development strategies and action plans for farmers using livestock. The policy aims to bring about a radical change in the current livestock production system. This policy aims at encouraging establishment of slaughter houses in the private and public sector. 2. Two private sector led companies namely “Livestock and Dairy Development Board” and “Pakistan Dairy Development Company” have been established to increase the pace of development on livestock sector. 3. Import of livestock machinery/equipment not manufactured locally is allowed duty free. 4. Establishment of slaughter houses and temporary quarantine stations is encouraged in private sector. 5. To provide access to credit to small holders, micro credit schemes have been initiated through commercial banks. General Sales Tax: The implementation of a proposed Reforms General Sales Tax will have a negative effect on Pakistan's meat industry. The tax will increase the cost of production that will not be covered by the market sales revenue. Economic Factors:

In Pakistan, meat industry plays a vital role in the economy of the country by contributing to food supplies, improving nutritional requirements .The meat demand for Pakistan Domestic market is growing at a rate of 2.73% for Beef, 2.90 % for mutton and 6.10 % for poultry. Given the economic statistics, Pakistan is looking for ways to enter the export marketplace, especially in the Halal marketplace to countries in the Middle East. Livestock population is increasing with a positive annual growth. The average growth rate of cattle is 2.4%, buffalo 3.7%, sheep, 0.9%, goats 3.9%. Per capita availability of meat is 20kg per annum. Also, meat prices are expected to rise due to expected supply shortages resulting from the recent flooding. The inflation rate of Pakistan is 13.4%. With an increase in the recent petroleum prices, the cost of production of the businesses would increase, thereby decreasing the profit margins of the businesses and resulting in further increase in prices. These increased prices are a concern for meat farmers as a large number of farms are being closed rendering hundreds of workers jobless. Social Factors:

According to the present trend and...
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