K Final Report

account On Marketing fear K&Ns (Marketing assortment) Submitted To Madam Shumaila Dilawar Submitted By Aneela Jabbar BB-08-15 Aqsa Mehmood BB-08-06 Arif Za further BB-08-8 Rabeea Rafiq BB-08-33 Sahar Naveed BB-08-54 Sana Fatima Malik BB-08-64 Zobia Malik BB-08-19 Dedication We h grizzly hold this work solely to our loving and supporting fri final stages and t for each maviners and those who drive home ever been praying for our success. Ack forthwithledgements First and foremost, we would homogeneous to give thanks our Creator, Family and Friends for their undying love. We would never pass on come so far without them.We would too like to take this opportunity to thank my teacher, Madam Shumaila Dilawar, for her insightful guidance. Last yet non least, we would like to thank our friends at work of Man climb onment Sciences that own al dashs been proved assistanceful. For e genuinelything that is full, credit goes to on the social unit(prenominal) of the above. Fo r anything that is wrong, we be culp fitted. Pre scene Practical leaning is an subjective part of my education and it is the sp bety that distinct the di tidy sum of IMS from separate(a)wises. To call for deep at a humbleer placestanding of the inventions, sole(prenominal) hypothetical k presentlyledge does non win the concrete base. In this report we have bridge that gap.The knowledge we acquired with this experience each(prenominal) toldow be long lasting. Since we ourselves explored the region o work and analyzed opposite factors and variables. insertion of K&Ns K&Ns, a founding pillar and beacon for Pakistans Poultry Industry lucreed in 1964 with a unity heeded objective of providing better aliment for health and happiness of the nation. Building on socio-economic classs of fowl expertise and commitment to feed- unassailablety, K&Ns integrated every fowl reapingion activities under one umbrella to bring you safe and lusty dollen by managing an d controlling all stages of cropion.The form 1964 Pakistan a young breaka mode nation beat ahead towards a dream self sufficiency in intellectual nourishment dealion. Malnutrition remained a major gillyflower and one out of cardinal children died before attaining the age of five. 80% of ailing children were affected with diseases ca function by protein, vitamin and mineral deficiency. Poultry batchiness, the prontoest and least expensive centering of filling the protein gap was planned to overcome malnutrition. Backyard fowl farming had to graduate to a more(prenominal) lord train. 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 know this flock was to become the establishment stone of K&Ns? This was the simple, inspired and nationa mentionic jump of K&Ns with a resolved objective of providing better n utrition for Health and merriment of the ground. Poultry didactics K&Ns exerts point and broiler p arnt merchandise line populations in contrary regions of Pakistan. Layer p arnt stock farms be regain in the south and broiler pargonnts ar bred in the colder rough northern region. Both fictional characters of p arnts ar ho utilize at degage breeder farms.To retard strict bio-security, all breeder farms work on the beta principle of all-in-all-out to ward off multiple ages at any breeder farm. Breeding stock is ho single-valued function in environment-controlled ho wonts equipped with most upstart ventilation, cooling and heating equipment. Some of the worlds best acts have been achieved at K&Ns. Strict bio-security measures ar taken at all farms to reduce the risk of disease transmission finished mechanically and somatogeneticly transferred disease causative agents. prudent attention is paid to bird health, vaccination, weightage and selection to watch over respectable and uniform breeding flocks. hachure-eggs are cooled defeat inside air cracked, humidified egg-rooms, jam-packed and dispatched in hygienise and environment-controlled vehicles to caller witnessed hatcheries located finishedout Pakistan. Hatching K&Ns operates several strategically located hatcheries covering all stale chick marts to chink pitch shot of exalted musical note layer and broiler day-old chicks to commercial farmers by dint ofout Pakistan. All hatcheries are equipped with most modern cooling, heating and humidification systems to provide a uniform and consistent hatchery environment independent of parti-coloring outdoor weather conditions.Incubators from world-renowned shapers are installed at all hatcheries and their performance data is recorded and monitored by a computerized incubation monitoring system. Upon arrival from breeder farms, hatching-eggs are hind enddled at all hatcheries to remove eggs, which whitethorn have cracked during t ransit. Sanitation and hygienics is compound by mechanically transferring eggs from one type of tray onto anformer(a) until chicks are harvested from hatchers. Maximum care is exercised part tip overling, reconstituting and administering vaccines utilize proper techniques and modern equipment.To ensure chicks apprehend off to the healthiest start and stay protected from viral diseases, they receive inject able and spray vaccinations at the hatchery. Day-old chicks are delivered to farmers in environment-controlled chick delivery vehicles to maintain feature during transit. after(prenominal) making deliveries, vehicles are water-washed and disinfected before doning the hatchery premises to reduce any risk of carrying disease causative agents back to the hatchery from the field of force. tend Milling To ensure consistent performance with high standards, our whiners really live on a healthy and well correspondenced diet.It is based on natural grain fruits much(prenomin al)(prenominal) as lemon yellow, corn gluten, rice and wheat oil seed meals such as soybean, apprizeola and sunflower fish oyster shells supplemented with multi-vitamins and minerals. reach is al slip air tested by our timberland self-confidence lab to ensure it is whole any(prenominal) because K&Ns does not compromise on quality. Feed is similarly supplied to our day-old chick nodes and growers for realizing the profit say-so of K&Ns quality day-old chicks. Poultry Processing At our progressive poultry moulding live, further healthy xanthouss are used to happen upon high quality, safe and healthy chicken growths. grumblers are halal slaughtered by hand (Islamic Zabeeha) stringently according to The Shariah. After halal slaughter, chickens are refined in the most hygienic and automated manner. During touch on, the birds are washed inside out and our veterinarians constantly defecate wind the birds to confirm they are wholesome. Cleaning is constant and each even ing the entire operation is completely washed and sanitized. Only after very thorough inspection, the plant begins operation each day. All chickens pass by means of veterinary inspection to confirm they are wholesome.To restrain a continuous check on quality, hygiene and food-safety, random samples are collected from the addressing peckerwood for lab testing. Some chickens are prepared to transport whole several(predicate)s are packed as bone-in deoxidizes or boneless produces. ingatherings for quality and food-safety conscious institutions such as hotels, eaterys, airlines, companionships and world(prenominal) restaurant strings are cut according to their narrow down requirements and packed in pop out forward motional natural. Products for retail are packed in K&Ns cross outed promotion and individually weighed, tack oning an separate feel to K quality control.Products are accordingly fire icy at a very low temperature of 30? C to ensure crop freshnes s, try out and food-safety. Ready-to-Cook and Fully Cooked Products Some chickens are used for preparing our sterilise-to-cook and to the full cooked chicken wareions using state-of-the-art meat readying and overlapion equipment. Choicest meat is carved and select ingredients are added to our premium chicken meat, for preparing flavorful high-quality point of intersections such as burger patties, nug farms and kababs.Our world-class note value-added chicken harvest-feasts are individually debauched rimy using Individual Quick halt (IQF) Technology. Distribution System and K Distribution work browses Products are stock certificated at -21? C to maintain freshness. Packed crossroads are moved into K sanitized refrigerated trucks for dispersion to ensure uncompromising quality control. K chicken harvest-tides are addressable at K cowardly investment trusts and guide oning retailers and alike delivered to quality and food-safety conscious institutions such as hote ls, restaurants, airlines, monastic commits and international restaurant chains. lumber Assurance science laboratory K state-of-the-art Quality Assurance research lab monitors the entire integration process, from livestock to feed and on to preparation of ready-to-cook & fully cooked carrefours. The entire integration process is monitored and regulated to ensure K chicken overlaps are wholesome, safe and healthy. K Poultry Diagnostic and search Institute With the assistance of US Agency for external Development, K Poultry Diagnostic and investigate Institute was established in collaboration with Pakistan Agricultural Research Council.It is a very well equipped and state-of-the-art disease diagnostic, feed and feed raw square testing laboratory which provides invaluable expediency to Pakistans poultry industry through and through research and appurtenance function in close coordination with K consultative Service. Certifications Ks ensures food-safety by implementing the HACCP* (international food-safety) System to produce safe and healthy chicken & chicken proceedss. ( *HACCP (Hazard Analysis & Critical ascendency Points) pronounced hassap is an international food-safety system for preventing microbiological, chemical and physical contamination along the food impart chain. Quality heed System at K&Ns is ISO 90012008 certified. done this internationally recognised quality vigilance system, K&Ns is able to control and monitor quality particularised factors, which ensure consistency in its crops and go piece insure guest gaiety. crybabys are HALAL slaughtered by hand (Islamic Zabeeha) strictly according to The Shariah. K&Ns slaughtering procedure has been assessed by Darul-Ifta ofJamia Ashrafia and Jamia Naeemia, twain au indeedtic institutions for granting Halal certification.Corporate Social Responsibility K&Ns Advisory Service, a division of K&Ns, provides invaluable service to nodes and the industry through the Nations widest ne dickensrk of bargains, technical and extension service focus ons. This division employs the nations medium- braggart(a)st team of veterinarians, dietitian and extremely experienced technical staff, and publishes technical bulletins, brochures, caution guides and other advisory literature for customers, and also provides them with serviceable on-spot technical know-how.Seminars are unionised in all major cities and verdant poultry revolve somewhats where local and outside experts are invited to address poultry farmers on a la mode(p) poultry developments. Free of charge vaccination and de-betaking service is all-inclusive to customers, and least- personify feed formulations are also provided to farmers. technical foul training programmes for poultry farmers are regularly organized and training is also imparted for carrying out vaccination and de-betaking. Through the training process, K&Ns has do a signifi providet contribution to Pakistans rural development.Tens of t housands of skilled and semi-skilled workers have been trained to provide service to industry, and to soak up a livelihood for themselves and their families. Marketing Mix These are actually the 4 Ps of grocerying. Marketing decisions generally falls into the following four controllable categories. Product Product is the actually religious wishing by the ships association to its guideed customers which also admits value added stuff. Product whitethorn be tangible (goods) or intangible as throttle (services). age formulating the martplaceing schema, return decisions include What to offer? Brand invoke packaging Quality way Functionality Accessories Installation After barter services warrantee Price Price includes the send system of the friendship for its ingatherings. How much customer should take over for a intersection point? qualify dodge not however link to the profit margins but also helps in decision aim customers. Pricing decision also turn the choice of securities industry transmission lines. Price decisions include Pricing Strategy (Penetration, Skim, etc) List Price payment degree implications Financing Credit terms Using footing as a weapon for rivals is as old as mankind. that its risky too. Consumers are a good deal sensitive for terms, synthesiss and additional offers. some other aspect of toll is that expensive ingatherings are considered of good quality. Place (transcription) It not only includes the place where the production is placed, all those activities performed by the company to ensure the handiness of the product to the object glassed customers. availability of the product at the right place, at the right clock while and in the right quantity is of import in placement decisions. Placement decisions include Placement Distribution television channels Logistics Inventory Order processing Market coverage selection of channel members packaging advancement includes all communication and me rchandising activities to warp prospective prospects to barter for the product. procession decisions include ad Media Types Message Budgets Sales promotion Personal tell oning Public analogys Direct dish outing As these costs are huge as compared to product price, so its good to perform a break-even analysis before allocating the budget. It helps in ascertain whether the un role modeld customers are worth of promotion cost or not. Product FeaturesFor customers psychological benefits re set certain benefits they get the picture to receive when using the product though these whitethorn be difficult to measure and may vary by customer. These benefits address need such as status indoors a throng, risk reduction, champion of independence, and happiness. Such benefits are developed through promotional efforts that target customers internal dealup. quad elementary objectives of absolute integrity, en consequentlyiastic diligence, continuous good and high quality maint enance are at the core of all operations which provide an impel urge for attaining perfection.Driven by its basic objectives in hobby of perfection, K&Ns is committed to have superior product and unmatched service through devoted wad and consistent development K products K have distinct product lines, but we testament discuss only a superstar product line which is Ready to Cook meal. This category includes Nuggets Chappli kabab Burger patties Chicken tempura Kofta jazz band wings Croquettes Haray bharay nuggets Hot tenders Fun nuggets K from the very beginning has snaped on providing better nutrition for the health and happiness of the nation.Quality is very original anteriority that leave make up them build concentrated and remunerative customer relationravishs. They are managing and controlling all stages of production in nightclub to ensure vitamin C% safe and healthy production of our product. Our product offers consumptions, attention to revenge desire or need in the trade. aim of Product Core Benefit providing the good taste. positive Product our product includes all ingredients in packaging according to the core benefit. Augmented Product our product provide some benefits which are related to product just as recipe.Branding Branding pick outs decisions that establish an indistinguishability for a product with the goal of distinguishing it from contests religious offerings. In markets where arguing is fierce and where customers may select from among numerous agonistical products, creating an identity through branding is essential. It is particularly valuable in helping topographic point the product (see word of product position) in the minds of the products target market Brand Names and Brand attach At a very basic level branding is achieved through the use of unique brand parents and brand marks.The brand name, which may be either the individual product name or a name applied to a group or family of products, is impor tant for many fountains including suggesting what the product is or does (e. g. , Mop-and-Glow). The name is also what we utter when we discuss the product (i. e. , word-of- brim marketing). The brand mark is a architectural plan element, such as a symbol (e. g. , Nike whoosh ), logo (e. g. , Yahoo graphic), a character (e. g. , Keebler elves) or even a sound (e. g. , Intel inside sound), that provides opthalmic or auditory recognition for the product.K brand along with the developed brand identity and trust reposed by customers, K has established its name in international market as well. It is a well-developed and promoted brand. It is a healthy brand which is leading to financial usefulnesss through the concept of Brand Equity in which the brand itself becomes valuable. openity Nearly all tangible products (i. e. , goods) are sell to customers within a inhibiter or package that, as we result discuss, serves many places including protecting the product during shipment.In a few cases, such as with certain produce items, the final customer may bargain for the product without a package but the produce vendor still faces packaging decisions when it comes to shipping to the line. Factors in incase Decisions Packaging decisions are important for several reasons including protective cover Packaging is used to protect the product from scathe during shipping and handling, and to lessen spoilage if the project is undefendable to air or other elements. Added Value Packaging design and structure jackpot add value to a product.For instance, benefits tramp be obtained from package structures that make the product easier to use while stylistic designs can make the product more deplumateive to divulge in the customers home visibility Packaging design is used to capture customers attention as they are sponsorping or glancing through a catalog or website. Distributor sufferance Packaging decisions must not only be accept by the final customer, they m ay also have to be accepted by distributors who sell the product for the supplier. Cost Packaging can represent a significant portion of a products elling price. Long Term Decision When companies take a leak a raw package it is most often eons with the intention of having the design on the market for an extended period of time. In fact, changing a products packaging too frequently can have negative effects K packaging Each product is wrapped in cover paper, and then packed in plastered pliable bags that are safe for health, and then in the long run packed in the box. Some chickens are prepared to ship whole others are packed as bone-in cuts or boneless products.Products for retail are packed in Ks branded packaging and individually weighed, adding another whole step to K&Ns quality control. Products are then blast frozen at a very low temperature of 30? C to ensure product freshness, taste and food-safety. Labeling Most packages, whether final customer packaging or stat istical statistical scattering packaging, are imprinted with data intended to assist the customer. For consumer products, cross outing decisions are extremely important for the following reasons. Labels serve to capture the attention of shoppers.The use of catchy words may cause strolling customers to deflect and evaluate the product. The label is likely to be the first thing a revolutionary customer sees and thus offers their first impression of the product. The label provides customers with product information to aid their bargain for decision or help improve the customers experience when using the product (e. g. , recipes). In some countries many products, including food and pharmaceuticals, are required by law to contain certain labels such as listing ingredients, providing nutritionary information or including usage warning information.K&Ns labeling ?K&Ns label is to attract the attention of the customers. ?COLOUR is attractive neat red which is eye catching. These are the things which are listed on the wrappers ?Ingredients ?Nutrition Facts ?Procedure Nuggets Nutrition Facts Serving sizing 5 pieces (110g) Amount per serving Calories 263 Calories from Fat 147 % perfunctory Value* Total Fat 16. 30g Total boodle 14. 2g Fibers 1. 98g Protein 14. 90g Salt 1. 6g25% 5% 8% 30% * % unremarkable Value based on 2000 Calorie diet. Your daily value may be higher or lower depending on your calorie needs.Procedure Appliances and utensils vary lay out heating times accordingly. Do not melt Karahi (Wok) preheat oil to babying temperature (180C). Deep fry frozen Nuggets for 3 minutes, or until golden brown. Oven Preheat oven to 230C. Bake frozen Nuggets on a baking sheet (turning halfway through baking) for 5 minutes, or until golden brown PRICING STRATEGIES Pricing is the pecuniary value of the benefit that a customer is remunerative to get that particular benefit. So a company is very careful in setting its prices. As we know that on that point are two types of raw product mold strategies Market skimming pricing Market penetration pricing For its product K&Ns have selected the market penetration pricing strategy. They maintain this strategy to keep their product prices lower so that by doing this we attract a large poesy of buyers and also to gain large market shares. The reason for not using market skimming strategy is that as its product is an pareve product and in that location is no sense of keeping high prices for an eatable product, because as K&Ns knows that skimming strategies are for lavishness products. PRICE ADJUSTMENT STRATEGIESAfter penetrating into the market, K&Ns depart adopt valuation reserve strategies in raise to adjoin its sales and attract more customers. Basically these adjustment strategies are according to the taste, culture and the changing postal service of the market. Following are the price adjustment strategies. segment pricing. Psychological pricing. Promotional pricing. Geographical pricing. International pricing. brush aside AND ALLOWANCE PRICING K&Ns applies this strategy by giving quantity brush off to its customers. Quantity Discount K&Ns gives quantity push aside by offering buy one get one cease offers.Besides this K&Ns also gives discount to those customers who allow for buy in bulk or in large quantity. Segmented pricing K&Ns launched its product in or so all the parts of the country with almost the self identical(prenominal) prices. They segmented their product price in the following ways. Time pricing strategy In time pricing K&Ns lowers its prices according to divers(prenominal) seasons. It reduces prices in Ramadan season, as its demand is more in that season. Promotional pricing This strategy involves temporary get down of the prices of the product below the cost to increase the scant(p) run sales.K&Ns applies this strategy when any one of its competitor lower its product price in graze to grab market shares. To compete with them it also lowers its product price so that it can retain its market shares. Geographic pricing In Geographic pricing K&Ns adopts freight assiduousness strategy. Freight absorption strategy K&Ns do not add freight charges to its product price in ordination to keep its product price lower, as its focus is to capture more customers. International pricing As K&Ns is not yet internationally recognized so K&Ns do not set international prices for its products.K&Ns is only serving nationwide so it sets prices of its product nationally. PRICE CHANGES Some time companies have to set about price change after development pricing strategies Because of different reasons, Price change could be a price cut or price increase. Initiating a Price Cut K&Ns already set a low price for its product but it cuts price of its product if its sales go forth not increase accordingly, in that daub K&Ns will cut the price in order to increase sales and to capture market shares. Initiating a Price increaseOnce K&Ns p roduct achieved a position in a market and it sets a good image in the consumers mind and has a large bod of potential buyers then K&Ns might increase its product price. But its aim is to give good quality product in an affordable price. K&Ns can initiate its product price when its product demand increases and K&Ns cannot supply according to the demand but INSHALLAH this situation will never come because K&Ns has its own poultry and breeding farms. emptors answer to Price Changes Changing in price has a great effect on the consumers mind.They think that on that point should be some puzzle with the product so the company is decreasing its product price or the customers may interpret it as the company is closing its business and they will not offer this product in future. On the other hand price increase also affects the buyers in a way that they think that this product is unprocurable unless they buy it soon. They also think that the company is prehensile and they are charging more prices for their product. Competitors Reaction to Price Changes K&Ns is aggressive while changing its product price and has to change its product price according to the competitors product price.So K&Ns keeps its competitors into consideration before lowering or change magnitude its product prices. Responding to Price Change If any of the competitors of K&Ns changes the prices it affects its sales. So K&Ns analyzes the change and react to it accordingly. give care if they low their price it will decrease its sales so K&Ns then adopts strategies to increase its sale by lowering its prices, giving discounts or change quality of its products. fix Place include company activities that make the product forthcoming to the target customers.For customers, product and service should be as pleasantly for sale as possible. This includes the strategies, how the memorial tablet is pass to distribute the product or service to the end exploiters. Distributing the right product at r ight time is the rule of thumb. legal and effective dissemination is important to reckon all the desired marketing objectives of the firm. If the firm is not discretion or underestimating the demand of the customers and customers are not acquire the product due this negligence then it is going to affect the overall profitability of the firm in the long run.PLACE MIX DECISIONS Place mix decisions include designing the strategies for the better availability of the product at the right time to the target customers to achieve organizational objectives. It comprises decisions about brings Coverage Assortments Locations Inventory transfer of training Logistics CHANNEL OF dispersion line of work of Distribution involves the routes of acquire the product from the manufacturing business to the ultimate consumer. These channels of distribution are also called intermediaries.thither are many types of intermediaries such as sellrs, agents, retailers, the Internet, overseas distribut ors, bespeak marketing (from manufacturing business to user without an intermediator), and many others. Types of channel of distribution thither are two types of channel of distribution of the products or services getable. Indirect distribution it involves the distribution of the product by the use of an intermediary for example interchange the product to the wholesaler and then on the way to the retailers. Direct distribution it involves the direct distribution of the product from the manufacturing concern to the consumer, without involvement of any third party or middle men. There is an advantage of direct distribution over confirming distribution that the manufacturer gains complete control over the consumer. The following figures shew the two types of channel distribution. INDIRECT CHANNEL OF DISTRIBUTION DIRECT CHANNEL OF DISTRIBUTION Distribution strategies Depending on the types of the product, there are three major types of channel of distribution strategies unattach ed. . Extensive distribution It is greenly used to distribute low priced or impulse get products e. g. chocolates and sweets etc. 2. Selective distribution Here a small number of retail outlets are elect to distribute the product. Selective distribution is common with products such as computers, televisions household appliances, where consumers are willing to shop around and where manufacturers fate a large geographic spread. 3. Exclusive distribution It involves limiting distribution to a single outlet.The product is ordinarily extremely priced, and requires the intermediary to place much detail in its sell. An example of would be the sale of vehicles through undivided dealers. If the manufacturer decides to choose selective or exclusive distribution, then it must select an experienced, creditable and renowned intermediary. reportage make out of active retail and/or wholesale outlets (relative to a saturation level) that sell a specific firms brands in a disposed market. R equired market coverage is achieved by following concentrated marketing, tell marketing, or undifferentiated marketing strategy. turn marketing Concentrated marketing or turning point marketing is market-coverage strategy in which a firm goes after a large share of one or a few segments niches. It collections to the marketers when company resources are limited. Through niche marketing, the firm achieves a strong market position because of its greater knowledge of consumer needs in the niches it serves and a special reputation it acquires. It can market more effectively by fine tuning its products prices and programs to the needs of carefully defined segment.It can also market efficiently, targeting its products or services, channels and communications programs toward only consumers that it can serve best and most profitably. It is highly bankable but at same time provides with greater than normal risks as companies solely depend on fewer segments for their business and large com petitors can enter the same segment with greater resources. Differentiated marketing Differentiated or segmented marketing is market -coverage strategy in which a firm decides to target several market segments and designs separate offers for each.By offering product and marketing variations, companies hope to get higher sales and strong position in each market segment. But there is a drawback that differentiated marketing for each segment bears a survey of cost to satisfy each target segments customers. Developing separate marketing plans for the separate segments requires scanty marketing research, forecasting, sales analysis, promotion planning, and channel decimatement. slew marketing The marketing strategy that provides an opportunity to the organizations to appeal to a wide variant of potential customer is potful marketing or undifferentiated marketing.Here a firm ignores the market differences and go after the whole market with another. The idea is to broadcast the messa ge to the largest number of multitude possible. Mass marketing pees the largest potential market that yields to lower cost as it focuses on high sales and low prices. Typically, things which are perceived to requisite or essential to the consumer are subject to mass marketing. On the contrary, mass marketing fails to satisfy all consumer needs and face trouble to compete other firms following better marketing approaches.ASSORTMENTS Assortment actor the group or collection of products and services offered in the market for sale. It refers to the word form of the offering being accessible in the market according to the customers demand. Role of channel members Channel members play a racy role in assorting the quantity and variety of the products according to the market and consumers needs. Producers use these intermediaries because they create greater efficiency in making goods available to the target markets.Through their contacts, market insight and scale of operation, they substitute the assortments of the products made by the producers into assortments treasured by consumers. Producers make narrow assortments of the products in large quantities, but consumers want broad assortments of the products in small quantities. Marketing channel members buy larger quantities of the products from the producers and break them into small quantities and broader assortments wanted by consumers. So, intermediaries play an important role in matching the supply and demand in the market. LOCATIONSThe post for the sale of the product is analogous to distribution center. A distribution center for a set of products is a store or other specialized building, often with refrigeration or air conditioning, which is stocked with products (goods) to be re-distributed to retailers, to wholesalers or directly to consumers A distribution center can also be called a warehouse, a DC, a fulfillment center, a cross-dock facility, a bulk break center, and a package handling center. The name by which the distribution center is known is commonly based on the purpose of the operation.Distribution centers are the foundation of a supply network as they tolerate a single location to stock a vast number of products. Some organizations operate both retail distribution and direct-to-consumer out of a single facility, sharing space, equipment, labor resources and history as applicable. How a distribution center operates? The way a regular retail distribution network operates is to have centers set up throughout a commercial market. Suppliers will ship truckloads of products to the distribution center. The distribution center will then store the product until needed by the retail location and ship the proper quantity.Many retailers own and run their own distribution networks, while smaller retailers may outsource this function to dedicated logistics firms that devise the distribution of products for a number of companies. A distribution center can be co-located at a logistics center. Storage at distribution center Another important secondary role of distribution center is storage. Many retailers have prioritized having as many items in stock at one time as possible. To conserve space, minimize arsenal costs, and maximize the variety they offer the retail might only stock one or a few items of a particular product.This requires the ability to ship a backup man quickly once an item is sold. By keeping product on hand in the distribution center, the retailer can ship a reclamation almost immediately after a product is sold. Storage location and storage containers Goods (products) arrive and are stored in a distribution center in varying types of storage locations and containers suited to the product characteristics and the measuring of product to be transported or stored. These types of locations and containers have specific industry accepted names. There are specialized and various types of containers.The following is a list of some of the na mes and characteristics of common storage containers Intermodal containers (shipping containers) are used for the efficient transportation of goods. There are standards that fructify the volume and dimensions of containers to facilitate efficient handling. Pallets- are one of the most commonly used basals to store and move product in a distribution center. Pallets are stored on the floor, may be stacked, and may be stored in pallet rack. Gaylords- are large single boxes usually connected or inclined to a pallet. Cases and Cartons- are boxes usually containing many items. In distribution centers there is a generally accepted distinction made between the terms cartonful and case although both are boxes. Goods are have and stored in cartons. Goods are shipped in cases. A stored carton is called a case once it has been picked or pulled for shipment. Totes- are reusable containers used to hold and transport goods. bloodline Inventory or stock means a list compiled for some formal purpose, a list of goods and materials to the goods and materials themselves, especially those held available in stock by a business.Manufacturers, distributors, and wholesalers parentage tends to cluster in warehouses. Retailers inventory may exist in a warehouse or in a shop or store accessible to customers. Reasons for keeping stock There are three basic reasons for keeping an inventory 1. Time The time lags present in the supply chain, from supplier to user at every stage, requires that you maintain certain amounts of inventory to use in this lead time. 2. Uncertainty Inventories are maintained as buffers to attain uncertainties in demand, supply and movements of goods. 3.Economies of scale Ideal condition of one unit at a time at a place where a user needs it, when he needs it principle tends to get under ones skin lots of costs in terms of logistics. So bulk buying, movement and storing brings in economies of scale, thus inventory. While the reasons for holding stock we re covered earlier, most manufacturing organizations usually divide their goods for sale inventory into Raw materials- materials and components plan for use in making a product. contrive in process, WIP- materials and components that have begun their transformation to finished goods. completed goods- goods ready for sale to customers. Goods for resale returned goods that are salable. Inventory coun selling Inventory circumspection involves a retailer desire to acquire and maintain a proper merchandise assortment while ordering, shipping, handling, and related costs are kept in check. Systems and processes that identify inventory requirements, set targets, provide replenishment techniques and report actual and project inventory status. The improvement of inventory management has two parts the capability of the organization to manage inventory, and the way in which it chooses to do so.For example, a company may wish to install a complex inventory system, but unless there is a g ood thought of the role of inventory and its parameters, and an effective business process to support that, the system cannot bring the necessary benefits to the organization in isolation. concern of the inventories, with the primary objective of find/controlling stock levels within the physical distribution function to balance the need for product availability against the need for minimizing stock holding and handling costs. merchant marineTransport or transportation is the movement of people and goods from one location to another. Modes of transport include air, rail, road, water, cable, pipeline, and space. The field can be divided into base of operations, vehicles, and operations. Transportation al-Qaida Transport infrastructure consists of the fixed installations necessary for transport, and may be roads, railways, airways, waterways, canals and pipelines, and terminals such as airports, railway stations, bus stations, warehouses, trucking terminals, refueling depots (inc luding fueling docks and fuel stations), and seaports.Terminals may be used both for interchange of passengers and pack and for maintenance. Vehicles traveling on these networks may include automobiles, bicycles, buses, trains, trucks, people, helicopters, and aircraft. trading operations deal with the way the vehicles are operated, and the procedures set for this purpose including financing, legalities and policies. In the transport industry, operations and ownership of infrastructure can be either public or private, depending on the country and mode. LOGISTICSLogistics can be sort as an enterprise planning framework for material management, information, service and capital flows. In the words, logistics can be defined as having the right type of product or service at the right place, at the right time, for a right price and in the right condition. The primary goal of the logistics is to effectively manage the product life cycles and resultant efficiency. Logistics does not mean a single work activity but refers to a group of activities performed to attain the goal of a business enterprise that is maximizing the Profits.This may involve steps like purchasing, planning, coordination, transportation, warehousing, distribution and customer service. Logistics management Logistics management is that part of the supply chain which plans, implements and controls the efficient, effective forward and reverse flow and storage of goods, services and related information between the point of inauguration and the point of consumption in order to meet customer and legal requirements. A professional work in the field of logistics management is called a logistician.Logistics management is known by many names, the most common are as follows Materials Management Channel Management Distribution (or Physical Distribution) Business or Logistics Management or Supply Chain Management PLACE MIX_K K chicken products are available at K 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. It has a strong supply chain through its distribution channels. In Pakistan K is operating in more than 35 cities.There is very miscellanea in its distribution. We take the example of Islamabad metropolis . In Islamabad there are many stores as well as retailers in every sector, and only in I-8 there is one K store and 17 retailers shops. DISTRIBUTION OF crop After the development of product, product should be distributed into the market for the satisfaction and attraction of our consumers. The products play a vital role in the availability of their services to attract the customers. How to Distribute Product to Retailers K follows the following ways to distribute product to retailers treat Directly to Retailers Sell through distributors, which sell a broad rake of products to many retailers Sell through captive distributors, which sell a broad range of products to one chain of retailers. Sell through distributors, which sell to targeted customers. Distribution Channel of Product The distribution channel of our product is indirect marketing channel because this channel contains one or more intermediary levels. Cities in which products are available In Pakistan, K chicken is available in the following cities. Abbottabad, Bahawalpur, Chakwal, Chiniot, Daska, D. G. han, Dharki, Dina, Faisalabad, Farooqabad, Gujar khan, Gujranwala, Gujrat, Hyderabad, Islamabad, Jaranwala, Jhelum, Kabirwala, Kamra, Karachi, Khanewal, Kharian, Lahore, Lalamusa, Larkana, Machi ghot , Mangla, Mansehra, Mardan, MirpurAJK, Mirpur Methelo, Mirpurkhas, Multan, Murree, Noshehroferoz, Nawabshah, Noshehra, Okara, Panu Aqil, Peshawar, Pitaro, Quetta, Raiwind, Rawalpindi, Rahimyarkhan, Risalpur, Sadiqabad, Sahiwal, Sargodha, Shorkot, Sialkot, Sukkar, Tandoadam and Wah cant. Promotion Strategies Promotion is the activity in which the company has a c hance to interact with its customers.To agitate K uses different promotional tools. These tools include advertisements, sale promotions, public traffic, personal selling and direct marketing. Advertisements It uses illuminating advertize because it is mostly used when introducing a new product. The objective of it is to build primary demand. It will use the persuasive advertising when it has a competition in the market. Sales Promotions In sales promotions it uses different discount strategies, giving short term incentives in order to increase its sales.It also introduces sponsorships, memberships and discount coupons. shareships K also offers memberships to its customers. The Ks behavior participation membership is free. One can accede by just filling the form, dog submit and simply print the unpredictable Card. fleeting card Having enrolled as a new club member, you can use your Temporary card to earn points with immediate effect. Please remember to always present this Temporary Card while shopping at K&Ns Chicken Store for points credit into your club account. Club card and pinAlong with your club element card, you will also receive a 5-digit immobilize (Personal Identification Number). You will need this PIN (along with your club card number) to enquire about your account balance update your individual club profile online, and for all other club online services. As a new member, it is important to know you cannot use our online services, nor redeem your points, until you have received your PIN. One can also enroll oneself by filling out the Enrolment mold available at all K&Ns Chicken Stores and send it to the company.One has to detach The Ks Way Club Temporary Card and retain it. After becoming the member, K&Ns offers different discounts, exclusive privileges and other benefits to its members when they collect points. The more they collect, the more they benefit. As a member every time you shop at any K&Ns Chicken Store in Pakistan, you earn valuable points which can be redeemed for free K&Ns products. Number of points Number of points gain is directly related to purchase amount, K product category and your status within The Ks Way Club. You earn 2. 50 status and mete out points for every Rs. 0/- spent on full-length Chicken, Designer Cuts and By-Parts. For Boneless products you earn 3. 50 points, while for Ready-to-Cook, Fully Cooked and Deli Line Products you earn 5 points for the same amount spent. Your club status determines whether you will be able to enjoy additional benefits and privileges associated with Silver, metallic or muckle status within The K&Ns Way Club Program. apportion points Award points are earned every time you shop at a K&Ns Chicken Store. As the name suggests, present points can be exchanged for awards, such as free K&Ns products and special discounts.Award points can also be earned against special Ks product offers and promotions from time to time. Award points do not count towards deter mining club status. Status points Status points are earned simultaneously with award points every time you shop at a K&Ns Chicken Store. As the name suggests, status points determine club status and enable you to move towards and/or retain the higher Silver, Gold or rotary converter status. Certain limited time promotions or special offers may be excluded from status points accrual. administrator giftA higher status of Silver, Gold or Circle within the Club also entitles you to an executive director support on award points earned, even for the same purchase amount. If you have Silver status, you earn 25%. Gold status entitles you to 50%, while Circle status gives you 100% administrator Bonus. Executive Bonus is not applicable on Status Points. Member Once you have reached 50 status points K&Ns welcomes you as a eternal Member of The K&Ns Way Club where a world of privileges, attractive awards and benefits are offered to the customers on their future shopping.Silver Attaining Silver status is easy and within reach. To start with, a customer has to earn 25% Executive Bonus award points on every purchase he makes, and enjoy a host of other privileges designed for the Silver members. Gold A customer has to earn required number of status points and he gets the Gold status The Ks Way Gold members get as much as 50% Executive Bonus award points on purchases, 6 discount eVouchers in a calendar year for attaining or extending the status each time, and other privileges designed only for the Gold members.Circle The K&Ns Way Circle status recognizes the loyalty of the exceptional customers. It offers these privileges as an expression of their utmost appreciation for the loyalty of their exclusive circle of such customers. For instance, if a customer treats himself to 100% Executive Bonus award points on his purchases, 12 discount eVouchers in a calendar year for attaining or maintaining the status each time and other privileges designed exclusively for their Circle members. Personal change It also promotes its product through personal selling.Personal selling is more effective than any other promotion strategy. Through personal communication, it is easy to persuade mortal to buy your product, because in personal selling there is a direct contact with the buyers. Public dealing To increase its sales it also ties good public relations. K&Ns develops its public relation by doing the work of social responsibility, like wishing happy Eid or wishing any other special event to the customers. Through Public relations it also creates a good word of mouth for the product which is the most efficient way of promoting a product.Direct Marketing In direct marketing K&Ns targets its customers through internet, telephone, print media and electronic media (television and communicate). Print Media It promotes its product through print media by advertising its product in newspapers and in different magazines. K&Ns adopts this type of advertising when it wan ts to introduce some new discount packages or sales offers. Other then advertising in newspapers and in magazines it also advertises its product on bill boards and banners. Electronic MediaTo promote its product through electronic media K&Ns advertises its product on different television channels and on radio stations. To make its product information more convenient and easy it provides its website and 24 hours toll free numbers, through which the customers can contact and also give feedback about the product. The website of K&Ns is http//www. kandns. com Promotion for kids To make its products favorite among kids, K&Ns introduced a product called Fun Nuggets. It has designed special advertisements for children.As kids are more attracted by cartoons, K&Ns has used cartoon characters like dinosaurs, dolphins and ducks and have given them special names like Din Din, Dolf and pet to make their products familiar with kids. K&Ns Cooking show To promote its product, K&Ns has now brought a dedicated cooking show for quick recipes with answers to all viewers how do you do that questions, and facilitative tips all at Smart Cooking with Ks Chef Mehboob Khan is the name consumers trust and count on for veritable and tasteful recipes.People can now watch him use a wide range of K&Ns chicken products for easy-to-prepare recipes like Lahori Karahi, Chicken Ala Kiev, or Fajita Wraps. Smart Cooking with K&Ns is aired on every Saturday 630pm, Sunday 400pm and Wednesday 200pm, on ARY Zauq. In this winter, to promote its products, K has now offered discounts on its products like Croquettes and chapli kabab. Similarly, in Ramazan, K offered its members to get 50% bonus award points on all of its products. In the same way, it had offered its members price discounts on Haray Bharay Nuggets and affectionate Pops in Ramazan.Other then the print and electronic media the cheapest way to promote the product is through Short put across service They have a contract with different ce llular companies where they will send K promotional messages to their special numbers. K face book knave K has also created face book varlet. Now-a-days, many companies, designers and artists are making their fan pages on face book for the advertisements of their products. People go on these pages, escort about the products, give their comments, resolve their queries and recommend these pages to their friends.In the same way, K has made its face book page to advertise its products. Its face book link is http//www. facebook. com/pages/KNs-Chicken/120891524596651 Promotion Budget To allocate budget for the promotion strategies K uses objective and task method. According to this method first it defines its promotion objectives, that why are they promoting their product? After that they determine different tasks to accomplish those objectives and at the end they estimate the cost utilized in perform these tasks. PRODUCT POSITIONINGIt is the evaluation of a companys products position that what place it occupies in the market and how customers differentiate it from other products. Choosing spatial relation strategy To position the product different companies use different positioning strategies. Major competitors Major competitors of K and N are Kitchen confidence. Mano Salva, seasons canolas menu Locally available chicken Kitchen Confidence basically produces frozen products like Chicken Nuggets. Burger Patties, Meat balls, Samosa,Rolls etc. Recently co. has started non frozen item i. e. Bread Crumbs.Salwa Foods offers an assortment of deep frozen food products for both retailers and food service. The assortment ranges from basic standard products to highly refined ready-made products. Salwa foods have launched its ready to cook items under the name of Mano Salwa. lenifys canola has launched its range of ready to cook food items with the name of menu. But the largest of the competitors that was a challenge to K and N was the locally available chicken in the m arket. It had the stereotypic advantage of being truly Halal and cheap than any kind of chicken available in packets in frozen form.Competitive Advantages Following are the competitive advantages that make it different K & N from rest of its competitors. Product Differentiation We offer a pack of four. Each separately wrapped in butter paper, combined packed in sealed plastic bags that are safe for health, and then finally packed in the box. Service Differentiation Our product will be accessible and will be available at every outlet of K. Channel speciality In Pakistan K is operating in more than 35 cities. There is very diversity in its distribution. We take the example of Islamabad city .In Islamabad there are many stores as well as retailers in every sector, and only in I-8 there is one K store and 17retailers shops. People differentiation Technology is highly involved in the production so we will lease trained staff, those who knows how to operate the machines. We also hire qu alified staff in order to see to it healthy relationship between customers and retailers. Image differentiation Since our product comes under K brand name hence a good image will be casted over the consumers. Also K is a symbol of quality hence will mechanically be recognized as a quality product.Product Chain K are enjoying their own product chain. They have their own breading and poultry forms, from where they get there raw material for their product. Choosing the right competitive advantage Important We deliver highly valued benefits to our target customers in our products. Distinctive we have no strong competitor and enjoy distinctiveness in the market. splendid we are providing pure hygienic food in at comparable prices. Communicable the consumers can feel the difference in our quality, taste, hygiene and prices that are communicable. pre-emptive competitor needs a lot and lot of hard work to match our standard else it is not possible. Affordable Buyer can afford to pay for the difference. Profitable the difference is profitable both for the company and the customers. Selecting an overall positioning strategy Our overall positioning strategy will be focused on More for Less winning value proposition i. e. will offer more quality at less price range and we will focus on the needs and wants of target customers in order to give high customer value and satisfaction POSITIONING STATEMENTTo target the teenagers, working women, hostilities and bachelors, we offer, a ready to eat hot and spicy paratha, with high quality, affordability and accessibility. resultant We have come to a conclusion that K is the most superior and famous quality delivering company. Its Promotion through advertising is highly frequent on different TV channels. It has differentiated itself from its competitors by having highly trained sales person with different discount allowances and coupons. It has developed strong bonds with its customers. It