Marketing

Strategy

SHAHID M AWAN
Sir Shahid Aziz Zia
MBA (HRM) 3rd Semester
(2010-2012)

Allama Iqbal Open University

Outline

INTRODUCTION

PROCESS OF MARKETING

METHODS OF MARKETING STRATEGY

MARKETING MIX

CASE STUDY

SWOT ANALYSIS

CONCLUSION & RECOMMENDATIONS

REFERENCES

Marketing

Marketing is the process used to determine

what products or services may be of interest to
customers, and the strategy to use in sales,
communications and business development
Marketing is used to identify the customer,
satisfy the customer, and keep the customer
The term marketing concept holds that
achieving organizational goals depends on
knowing the needs and wants of target markets
and delivering the desired satisfactions

Strategy
Strategy, a word of military origin,

refers to a plan of action designed to

achieve a particular goal
strategy is concerned with how different
engagements are linked

Introduction
The marketing logic by which the

business unit hopes to create

customer value and achieve profitable
customer relationships
Marketing strategy is a process that can
allow an organization to concentrate
its limited resources on the greatest
opportunities to increase sales and
achieve a sustainable competitive
advantage

Marketing strategy
process

Methods of marketing strategy

Four ps of marketing mix

History

Malnutrition remained a major

problem and one out of four children

died before attaining the age of five
80% of the ailing children were
affected with diseases caused by
protein,
vitamins and minerals deficiency
K&Ns was established production by a

college student Khalil Sattar in

January 1964

COMPANY MISSION
K&Ns is committed to have superior

products and unmatched service through

devoted people and consistent
development.
Get more & more consumers &
make an increase in profit

MARKET ORIENTED
MISSION
Providing the best hygiene and nutrition
for the health and happiness of the nation
our very first promised makes us remain
stick to our commitment to the customers
rather look for what one may call better
for ones self.
The increasing demand of our products all
over the country explains the worth
our promises are getting through our
valuable customers

Goals and objectives

K&Ns has set a single minded objective

for providing better health and nutrition

for the nation
K&Ns integrated all poultry production
activities under one umbrella to ensure
quality and food-safety managing and
controlling all stages of production

Marketing strategy of K&Ns

Products
Poultry Feed
Hatching eggs
Processed chicken
Ready to cook
Fully cooked products
Deli line products
Day old chicks

Pricing
K&Ns is only serving nation wide so they

set prices of their products nationally.

They cut price of the product if sales will
not increase accordingly
They reduce price in order to increase
sales and to capture market shares.
They focus to more customers

Placing

The distribution channel of K&Ns

product is indirect marketing channel

because this channel contains one or
more intermediary levels.
Easily accessibility to products
Indirect marketing channel
All products are available at
departmental stores like Alfatah,Rahat,HKB etc.
Their outlets, at prominent locations

Promotion
Advertisements
Sales Promotions
Personal Selling
Public Relations
Direct Marketing
Print Media
Electronic Media
Promotion Budget

Halal food
Chickens are HALAL slaughtered by hand

(Islamic Zabeeha) strictly according to

The Shariah.
K&Ns slaughtering procedure has been
assessed by Darul-Ifta of Jamia Ashrafia
& Jamia Naeemia,
both authentic institutions for granting
Halal certification.

Quality food
K&Ns provides quality chicken products

to eat
Quality Assurance Lab monitors the
whole
process,from livestock to feed and on to
preparation of ready-to-cook & fully
cooked products
The process is monitored and regulated
to ensure K&Ns chicken products are
wholesome, safe and healthy

ISO 9001:2008 certified

Quality Management System at K&Ns is.

Through this internationally recognized

quality management system
K&Ns is able to control and monitor
quality specific factors, which ensure
consistency in its products and services
while assuring customer satisfaction.

SWOT Analysis
Strengths
K&Ns is recognized as a brand name
Easily availability of all products
Less time consuming
Full nourishment diet
Halal food
ISO 9001:2008 certified

SWOT Analysis
Strengths
K&Ns is recognized as a brand name
Easily availability of all products
Less time consuming
Full nourishment diet
Halal food
ISO 9001:2008 certified

Weaknesses
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

Opportunities
Use of the white meat will increase
The people can take protein at less

expensive cost
More workers will get more work in
poultry industry
The company will extend their business
in all over the world through export the
products
The country also get benefit in economic
power through trade of foodstuffs

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.

Conclusion
In todays 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.
The products are mainly focusing on the working
women and the hostilities

Recommendations
They may set their prices at low cost for

increase their profit

They also need to express awareness of their
food in backyard areas of the country
They may hit the middle class and may get
more consumers
The company may get more market shares
through market condition
Many consumers could be re-attained through
discounts and prize schemes

References:
http://www.kandns.com/DistributionSystem.ht

m
http://www.answers.com/topic/marketing-strat
egy
http://en.wikipedia.org/wiki/Marketing_strateg
y
http://en.wikipedia.org/wiki/Strategy
Principles of Marketing by Kotler Arstrong
Strategic Management by Fred R.David

Questions, Answers and

Comments?

Thanks!

32