Research Projects made on K&N’s marketing strategies. Moreover data analysis on the hypothesis.

2. Project Report on
K&N‟s
Submitted to
Dr. Tahir Ali
(Chairman, Department of Commerce)
Submitted by
Tazeen Azeem
(M.Com, Final Year)
University of Karachi
March 7, 2014

3. Acknowledgement
First of all I am grateful to the blessings of Almighty ALLAH who gave me ability to complete
the project in an appropriate manner.I also gratefully acknowledge the immense help of our
respected and extremely encouraging course Instructor, Dr. Tahir Ali, who remained crucial in
the process of preparation of this report. I acknowledge his guidance, help and cooperation,
without his cooperation this project work would not have been possible. He made my concepts
clear about the project as well as about the course „‟Project Management‟‟. I also thank the
K&N‟s management to provide me the data of interest. I also thank the appreciation and
guidance of my parents who gave me encouragement whenever I faced any difficulty in the way
of academic life and particularly for the accomplishment of this project.

4. Executive Summary
K&N‟s is one of a kind in Pakistan and has come forward with a new perspective about frozen
food in our society. K&N‟s has shown sensitivity to the Muslim requirements of halal food
products and introduced its Del Line so that the people have no more doubts and are comfortable
consuming the skinless sausages, cold cuts and smoked meat.
The company implements the marketing strategy with immense skill and understanding about the
Pakistani society and is therefore successful amongst the masses that it targets. The four P‟s of
marketing are incorporated without a hitch and the products of Del Line are easy to use, reliable
and easily available with great taste and reasonable prices. It has to be kept in mind that Del Line
products are only aimed towards the social classes A+, A and B and so K&N‟s is successful and
quite popular.
Upon conducting a research it was identified that the brand name of K&N‟s has become so
strong that advertising on TV is not only the reason for the purchase of the products. It is all
dependent on the marketing strategies that were employed at the time when K&N‟s penetrated
the consumer food items market.

5. Introduction
In today‟s fast moving world the major issues related to society is the time. This is a factor which
creates hurdles in decision making of consumers to adapt a product according to their needs.
Another factor which contributes towards social setup for behaving in more specific purchases is
the health of general public. According to a research conducted more people were found to be
cautious about contents and taste of the products they consume. They prefer easy to use and
quick to serve products in their meals.
These product are mainly focusing on the working women and the hostilities. The hostilities
require something that is ready to serve in minutes that is less time consuming but still full of
taste and nutritious as they miss the taste of homemade food and the working women cannot get
time to prepare meals, so these product provides them the solution to their problems. But
increasing prices are reducing its demand and shifting consumers to other brand.

6. Company‟s background
K&N‟s is the founding pillar and beacon for Pakistan poultry industry. Building on years of
poultry expertise, and a commitment to food-safety, K&N‟s integrated all poultry production
activities under one umbrella to ensure quality and food-safety by managing and controlling all
stages of production.
The year 1964, Pakistan a young independent nation forging ahead towards a dream: self
sufficiency in food production. Malnutrition remained a major problem and one out of four
children died attaining at the age of five. 80% of ailing children were affected with disease
caused by protein, vitamin and mineral deficiency. 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.
January 1964, a young man, Khalil Sattar, still a college student, had the vision to foresee a need
to establish a poultry farm. His interest led him to start a small broiler farm of 1,000 chicks.
Little had he known this flock was to become the foundation stone 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.

7. Research Process By K&N’s
Research introduction
Research comprises "creative work undertaken on a systematic basis in order to increase the
stock of knowledge, including knowledge of man, culture and society, and the use of this stock
of knowledge to devise new applications.”
However, the main reason for the research on K&N‟s was to get the feedback from the targeted
customers about the specific issue mentioned below.
Problem statement
The problem which is faced by K&N‟s currently is difficulty in capturing new target market and
diversification of consumers.
Literature review
“Although little research has been done on the influence of K&N‟s on the public perception of
purchasing, researchers have investigated how products and their prices contribute to the general
public‟s behavior. In general the public perception of products is strongly influenced by prices.”
Hypothesis
Sales is decreasing due to competitors‟ offerings at low price
 Dependent variable:
sales
 Independent variables:
low price by competitors
Competitors
1) Simply Sufi (chicken products only)
2) Menu (chicken & sea food)
3) Mon Salwa (chicken & sea food)
4) PK (chicken,beef & mutton products)

8. Methodology
Descriptive research
Descriptive research is a type of research method that is used when one wants to get information
on the current status of a person or an object. It is used to describe what is in existence in respect
to conditions or variables that are found in a given situation.
In the light of above instructions, it resulted that the people respond in a very positive way to the
products of K&N‟s. There is a very high market potential for the products of K&N‟s. Through
research it was found that pricing was an issue that needed to be considered.
Sample plan
The sample plan population was divided into mutually exclusive groups such as students,
teachers, business oriented and job oriented people. It was convenience sample as well as
divided mutually exclusive groups were approached as convenient. We distributed 500
questionnaires among different age groups or segments and 20 among the retailers
(shopkeepers).
Research instrument
Questionnaire was used as the research instrument as they were the easiest way to gather
required information. (See appendix for sample questionnaire)
List of aspects
high price
consumer diversification
competitors
electricity problems

9. Data resources
Primary data:
1) customers
2) retailers
3) Relationship Sales Managers (RSM)
Secondary data:
contact@KandNs.com
domestic.sales@KandNs.com
http://www.kandns.com

10. Data Analysis
Frequency Distribution table (consumer questionnaire)
Frequency Distribution table (retailer questionnaire)
Q#. a b C d e Total
1 115 110 90 95 90 500
2 190 195 110 15 0 500
3 70 100 120 115 90 500
4 50 115 100 120 125 500
5 315 185 0 0 0 500
6 130 250 120 0 0 500
7 80 130 150 140 0 500
8 310 5 50 120 15 500
9 320 104 76 0 0 500
10 40 310 125 20 5 500
1620 1504 941 625 325 5000
Q#. a b C d e Total
1 0 4 5 2 9 20
2 0 0 10 7 3 20
3 0 8 6 5 1 20
4 1 3 9 7 0 20
5 0 2 3 4 11 20
6 3 15 2 0 0 20
7 0 1 2 6 12 20
8 14 6 0 0 0 20
9 13 6 1 0 0 20
10 2 16 2 0 0 20
33 61 40 31 27 200

11. Data analysis of consumer questionnaire
On the bases of prevailing situations 500 questionnaires were filled from the consumers which
very helpful for the verification of the hypothesis and the result is discussed below.
Q2: The prices of K&N‟s are,
a) Very high
b) High
c) Average
d) Low
e) Very low
Explanation: According to the survey the prices of
K&N‟s are very high and I need to b curtail.
Q7. The top most competitor of K&N‟s is,
a) Simply Sufi
b) Menu
c) PK
d) Mon Salwa
Explanation: Survey results that the K&N‟s is
challenged by PK, therefore it should work more
on its competitive advantage.
Q10. K&N‟s should work more on their,
a) Quality and taste
b) Pricing strategy
c) Line extension
d) Packaging
e) Availability
Explanation: Prices should be curtail to compete
in the market.
The prices of K&N's
are
very high
high
average
low
very low
Top most competitor
of K&N's
Simply Sufi
Menu
PK
Mon Salwa
K&N's should work
more on their
quality & taste
pricing
strategy
line extention
packaging

12. Data analysis of retailer questionnaire
20 questionnaires were filled by retailers to make the research more authentic. The
result of few questions is shown and discussed below,
Q1 The most selling frozen food products are of,
a) Sufi
b) Menu
c) PK
d) Mon Salwa
e) K&N‟s
Explanation: K&N’s is the most selling brand.
Q6: The prices of K&N‟s as comparable to other
competitors are,
a) Very high
b) High
c) Average
d) Low
e) Very low
Explanation: Due to high prices sales is a bit effected
although the target market is highly potential.
Q9: The demand for K&N’s may be effected by its,
a) Competitors
b) Prices
c) Quality
d) Availability
e) Packaging
Explanation: Demand is highly effected by the
increasing number of competitors.
The most selling frozen
products are of,
Simply Sufi
Menu
PK
on Salwa
K&N's
The prices of K&N's
comparable to
competitors are,
very high
high
average
low
The demand for K&N’s
may be effected by its
Competitors
prices
quality
availability
packaging

13. Q10. K&N‟s should work more on their,
a) Quality and taste
b) Pricing strategy
c) Line extension
d) Packaging
e) Availability
Eplanation: K&N’s should work o their pricing
strategy as it is highly effecting to capture new
market/prospects.
K&N’s should work more
on their,
Quality and taste
pricing strategy
line extention
packaging
availability

14. Conclusion of the Research
We have got a positive feedback and good response by our targeted market segments. As now a
day‟s time is money even ladies are working in offices so they are in search of products that are a
complete meals for their family and are time saving, with the increase in the business in the
schedules of people the trend to ready to serve meals is also increasing so A product of
K&N‟s has a scope in market as K&N‟s has the largest market share in ready to cook and ready
to serve products. However, prices are effecting its sales.

15. Recommendation
K&N‟s should work on their pricing strategy due to which the demand is highly effected and
also follow the integrated growth by introducing Beef product line or other product lines to earn
more profit and achieve its targeted sales.

16. Appendix
A
Secondary data

17. K&N’s Annual Report
Company’s 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 yousafe and healthy chicken by
managing and controlling all stages of production.
Products
K&N‟s markets layer and broiler hatching-eggs, layer and broiler, day-old chicks, poultry feed,
processed chicken and ready-to-cook & fully cookedfood.
I selected only the ready to cook category of K&N‟s which include Nuggets, Croquettes,
Chicken Tempura, Burger Patties, Kofta, Combo wings, Fun nuggets, Hot Tenders, Chapli
Kabab, Harey Bharey Nuggets and Tender Pops.
Distribution
Products are stored at -21ºC to maintain freshness. Packed products are moved into K&N‟s
sanitized refrigerated trucks for distribution to ensure uncompromising quality control.
K&N‟s chicken products are available at K&N‟s Chicken Stores and leading retailers and also
delivered to quality and food-safety conscious institutions such as hotels, restaurants, airlines,
clubs and international restaurant chains.
Market share
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
and 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.
Where the brand stands?
The brand is growing rapidly day by day due to the customer satisfaction and the product is
according to the customer‟s requirement as well as they are targeting different segments of the
markets like children and the vegetarians.
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

18. 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.
Competitors
Competitors of K&N‟s are Menu and Mano salwa. Both of these brands couldn‟t make its brand
image as strong as K&N‟s has. Secondly they are not providing that level of customer
satisfaction that K&N‟s is providing.
Target market
The company is targeting different age groups as well as different income groups. Their prices
are normal so even a middle class person can afford it. They are targeting elite upper middle and
middle class. On the age basis, they are targeting children as well as the young people.
Conclusion
K&N‟s is a largest selling brand in ready to cook food category. They are focusing more and
more on the fully cooked products for the ease of customers with the special focus on the
hygiene factor. It is the brand that provide value product to its customer. There market starts with
the customers and end with the customer. This is the main reason for their market share and
market growth.

19. Appendix
B
Sample Questionnaires

20. Questionnaire(consumer)
We are the students of M.Com Department of Commerce University of Karachi. We are
conducting research on the K&N’s
If you kindly fill out this questionnaire. The information provided by you will be used for
academic purpose only.
Thank You.
Name: _____________________
Designation: _________________
Organization:________________
Q1: The products of K&N‟s are,
a) Excellent
b) Satisfactory
c) Average
d) Unsatisfactory
e) Poor
Q2: The prices of K&N‟s are,
f) Very high
g) High
h) Average
i) Low
j) Very low
Q3: The most purchased products of K&N‟s are,
a) K&N's Processed Chicken
b) Ready-to- Cook Products
c) Fully Cooked Products
d) K&N's Deline Products
e) STOK
Q4: Discounts offered by K&N‟s are,
a) Very high
b) high
c) Average
d) Low
e) Very low

21. Q5: The description on packaging is,
a) Sufficient
b) Average
c) Unsufficient
Q6: K&N‟s products are mostly used in,
a) Breakfast
b) Lunch
c) Dinner
Q7: The top most competitor of K&N‟s is,
e) Simply Sufi
f) Menu
g) PK
h) Mon Salwa
Q8: Most advertisement is done by,
f) K&N‟s
g) Simply Sufi
h) Menu
i) PK
j) Mon Salwa
Q9: The availabilty of K&N‟s products is,
a) Easy
b) Average
c) Difficult
Q10: K&N‟s should work more on their,
f) Quality and taste
g) Pricing strategy
h) Line extension
i) Packaging
j) Availability

22. Questionnaire (retailer)
We are the students of M.Com Department of Commerce University of Karachi. We are
conducting research on the K&N’s
If you kindly fill out this questionnaire. The information provided by you will be used for
academic purpose only.
Thank You.
Name: _____________________
Designation: _________________
Organization:________________
Q1: The most selling frozen food products are of,
k) Sufi
l) Menu
m) PK
n) Mon Salwa
o) K&N‟s
Q2: K&N‟s is sold because of its,
f) Price
g) Quantity
h) Quality & taste
i) Availability
j) Packaging
Q3: The most sold products of K&N‟s are,
f) K&N's Processed Chicken
g) Ready-to- Cook Products
h) Fully Cooked Products
i) K&N's Deline Products
j) STOK
Q4: The top most competitor of K&N‟s is,
i) Sufi
j) Menu
k) PK
l) Mon Salwa

23. Q5: The most in-store promotional activity is done by,
a) Sufi
b) Menu
c) PK
d) Mon Salwa
e) K&N‟s
Q6: The prices of K&N‟s as comparable to other competitors are,
k) Very high
l) High
m) Average
n) Low
o) Very low
Q7: Discounts offered by K&N‟s is,
f) Very good
g) good
h) Average
i) Low
j) Very low
Q8: Distribution channel of K&N‟s is,
a) Efficient
b) Average
c) Inefficient
Q9: The demand for K&N‟s may be effected by its,
f) Competitors
g) Prices
h) Quality
i) Availability
j) Packaging
Q10: K&N‟s should work more on their,
k) Quality and taste
l) Pricing strategy
m) Line extension
n) Packaging
o) Availability