K&N's Marketing Report

Topics: Marketing, Marketing management, Positioning Pages: 9 (2045 words) Published: May 17, 2013
Principles Of Marketing

Submitted to: Final project on:
Ms. Nadia Rahim
Submitted by:
Madiha Fazal
Sheeba Siddiqui
Syed Umer Noman
Abdul Sheikh Moiz
Afsheen Raza Zaidi


It is to certify that all the work submitted is authentic and genuine.

This project report has been prepared to meet the requirement of the final project of Principles of Marketing of program MBA. For the preparation of this project we have visited K&N’s outlets and its head office and had a meeting with marketing manager of K&N’s. The rationale behind visiting the company is to study and evaluate the marketing and positioning strategies of K&N’s products the history and development of the food market. The report starts with the basic history and introduction of the company, its products and competitors it also covers the general information of the market. The information presented in this report has been obtained from the company’s personnel consumers and the market and company’s websites.

Group members
Sheeba Siddiqui
Syed Umer Noman
Madiha Fazal
Afsheen Raza
Abdul Moiz

Working Process:3
Menu foods:5
Pk Foods5
Dawn foods5
Competing products5
Earlier product to satisfy need:5
Researching Organizational Marketing Positioning:6
Target Marketing Segments6
Working Women:6
Kids :6
Business class6
House wives:6
Market positioning AND Difference Promoted:7
Halal Product:7
M.S.G. Free7
Non-steroidal growth:7
Backward integration:8
Recall SHORT expiry products8
Fish Free Feed:9
Case Study Accepted IN Oxford University:9
Perceptual MAP:9
How product is positioned in the minds of consumers:9
Who is the products service for:10
Market positioning:10
Brand differences:10
Perceptual Map10
Evaluating positioning gaps11

* In year 1964, a fledgling self-determining nation Pakistan building a dream of independent food production. * Poultry production, the quickest and least expensive way of filling the protein gap was planned to overcome malnutrition. Backyard poultry farming had to graduate to a more professional level. * 1964, Khalil Sattar, still a college student, stared a small boiler farm of 1000 chicks, it was the foundation of K&N’s. * This was the simple, inspired and nationalistic beginning of K&N’s with a single-minded objective of providing better nutrition for Health and Happiness of the Nation. .

K&N's markets layer and broiler hatching-eggs, layer and broiler, day-old chicks, poultry feed, processed chicken and ready-to-cook & fully cooked chicken products

From the very past tradition of having heavy breakfast along with species and flavors including chicken, has been the preference of Pakistani cuisine. Majority of the local consumers prefers chicken to meat. In this regard K&N's  has emerged as ready to cook chicken products in a very less time to give the same desi taste that Pakistani families look for, no frozen food company will find it difficult to sell ready to cook items.

Menu foods:
They are the producers of largest poultry and cattle feed in Pakistan moreover they have other sister concerns National flour mills and supreme flour mills under the name of Punjab Atta and Wali Oil Mills. Man-o-Salwa

Man-o-Salwa is an entity of Sanaullah group of companies. Primarily engaged in textile business
In 1997 the group expanded and diversified its business activities to include the frozen foods sector by launching the company Quick foods industries. Pk Foods
The only frozen food company in...
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