Marketing Report free essay sample

It is to certify that all the work submitted is authentic and genuine. Preface 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 Kamp;N’s outlets and its head office and had a meeting with marketing manager of Kamp;N’s. The rationale behind visiting the company is to study and evaluate the marketing and positioning strategies of Kamp;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 Contents Introduction3 History:3 Working Process:3 PRODUCTS:4 CURRENT MARKET SITUATION:4 COMPETITORS5 Menu foods:5 Man-o-salwa5 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 †¢Vaccinated:7 †¢CARBONATE FREE:7 ?Non-steroidal growth:7 POSITIONING STRATEGIES:8 †¢Advertisement:8 †¢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 Recommendations11 Introduction History: * 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 Kamp;N’s. This was the simple, inspired and nationalistic beginning of Kamp;N’s with a single-minded objective of providing better nutrition  for Health and Happiness of the Nation. . PRODUCTS: Kamp;Ns  markets layer and broiler hatching-eggs,  layer and broiler, day-old chicks, poultry feed, processed chicken and ready-to-cook amp; fully cooked chicken products CURRENT MARKET SITUATION: F rom 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 Kamp;Ns   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. COMPETITORS 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 Pakistan that offers ready to cook and partially cooked, delicious products in mutton, Beef and Chicken all under one roof. Dawn foods Everyone is aware of dawn bread. Dawn has diversified its products and introduced frozen foods starting with Paratha. Dawn is new in the frozen food market hence not a big threat to Kamp;N’s. Competing products The competing product for Kamp;N’s are * Fast foods restaurant’s products * Products offered by their competitors Earlier product to satisfy need: * Kamp;N’s has introduced the concept of nuggets. * Earlier people preferred to go out to fast food restaurants like KFC AFC amp; Mr. burger for such products. Researching Organizational Marketing Positioning: * Project team members visited Kamp;N’s FOODS and met Assistant Manager Marketing he pictured the detail position of the product and we come up with following information Target Marketing Segments * Working Women: the major target segment of Kamp;N’S FOODS are working women as they have least time to cook and they want to provide a better healthy food to their children. * Kids: kids love Kamp;N’S products as they are tasty healthy and fun to eat than normal routine boring food. They provide many products like popcorn chicken and nuggets that attract this segment. * Business class: third segment is the exclusive business classes those who prefer brand hygiene and health in their routine life and traveling. House wives: another segment that Kamp;N’S products cover is the housewives who rely on these products to entertain the unexpected guest and parties these ready to cook food help them to spare time for other works. Market positioning AND Difference Promoted: Kamp;N’s product have created a better market position in the industry by their effective advertisement hygiene product attractive packaging they have captured the cus tomer mind some of the key points that help them in making a better market position are as follows Halal Product: Kamp;N’s FOODS Claim that all the products they provide are purely and guaranteed halal product, there marketing manager told us that sometime back the issue arises that what are the process of they used to halal the chicken the Kamp;N’S company launched the documentary in which they showed the complete process how they halal the chicken and this is so satisfactory for the people who buy the product * M. S. G. Free all the meat they used is M. S. G free ,M. S. G IS THE term used for bad cholesterol if the meat rich in M. S. G they help in the production of bad cholesterol that in long run create many lethal problems like heart strokes so the company challenge that no chicken either u buy it from anywhere is M. S. G free as they planted the full plant that do this process * Vaccinated: all the chickens that are used in the making of the product are vaccinated from the time birth to they are fully grown so there is no health issue that create a positive picture in the customer mind. * CARBONATE FREE: Meat is free from carbon that inserted in the chicken that can be harmful for health. Non-steroidal growth: LIKE many others Kamp;N’S company never use any steroids for the fast growth of chicken there steroids are very haram full as they can create hormonal imbalance n cause any problem like certain carcinomas. Kamp;N’S food have high price but as their quality is concerned it is the best so they have the edge that no other frozen food is such reliable as they are so this is the difference that create the difference. POSITIONING STRATEGIES: Kamp;N’S FOODS have well defined positioning strategies they have a best product which is hygienic healthy and they have best positioning strategies too these are as follows: f Advertisement: as compare with other competitors of Kamp;N’S FOODS they have the best marketing and advertising unit you can catch little advertisement daily that are attractive n which appeals u to buy their product so this expenditure on advertisement is giving them lot more profit. * Backward integration: Kamp;N’S FOOD work on backward integration that is they start right from hatching and supervise the growth of the chicken than to the processing n packing so this make them unique and more concern about the quality of the product and make them stand ahead. Recall SHORT expiry products: the company make it sure that no product in the market have short expiry as this creates problem and repel the customer to buy as they themself make it sure that no product in the market is expire or close to expiry so this move creates the reliance and confidence of the customer more on their products. * Fish Free Feed: most of the competitors provides fish feed to the chickens and it is said that fish feed and shell are not a good diet for chicken to be eaten so Kamp;N’S food make it sure that their feed is free from fish feed and shells. Case Study Accepted IN Oxford University: Kamp;N’S products have proven themself international as they are international standard hygiene and healthy it is their edge that their case study was accepted by Oxford University so the quality is reliable n internationally accepted. Perceptual MAP: Kamp;N’S PRODUCTS are high price products as this is now the exclusive brand that people value a lot as the customer believes on the quality processing and raw material that they are getting a safe and healthy product which is free from every expected problem so on the perceptual map the product is high price as well as high valued. How product is positioned in the minds of consumers: Who is the products service for: After surveying the consumers following results were obtained 58% of the audience said Kamp;N’s products are for kids 37% of the audience said Kamp;N’s products are for working ladies 5% of the consumers mentioned bachelors as their target market. Market positioning: * Consumer perceive image of Kamp;N’s products as safe and healthy chicken. Kamp;N’s are the pioneers in the frozen food industry. * Whenever consumer thinks about the frozen food, Kamp;N’s is the first name that clicks in the consumer’s mind. Consumer perceives the Kamp;N’s product as halal and hygienic. Brand differences: * Being the first one to introduce nuggets in Pakistan it provides them an edge over their competitors. * Kamp;N’s attracts the consumer by its eye catchy advertisement. * Their packaging is convenient to use unlike their competitors. Perceptual Map Evaluating p ositioning gaps After taking the consumer’s feedback we have concluded that the company has been succeeded in creating the same position in the consumers mind as according to their mission â€Å"providing safe and healthy chicken†. This shows that all the marketing and positioning strategies designed by the organization are successful in creating the desired result in customer’s mind. Recommendations The Kamp;N’S should introduce to call center for customer for customer complains in order to sustain the harmony between the organization and the consumer. The KNS should create a quality control center in order to maintain the quality of the product ranges and new researches would be conducted in order to maintain the quality of the developing products. The KNS should introduce a new online store shopping store all the products would be available at that store and would be delivered to the door step. A new line should be inducted which cater all the low fat consumers because the range will only deal with the low fat products and this is a gap in the market which need to be full filled. Low priced products should be introduced for a lower group of income because at the present the product ranges simply focus only the middle class and upper class. Since the frozen foods have expiry life of only one month here the organization should take a major to increase the product life along with maintaining the same quality that would simply safe a huge of transportation cost of the company and that cost can be invested in the upcoming developments or in the promotions of new strategies. In the recent years KNS food have developed a great awareness after the introduction of certain products in the in the rural areas of Mirpurkhas, Chitral, Gilgit. The product introduced there are Mughlai Tikka, Kafta Kabab and many more they all lie in range of the fully cooked meals.