introduction of the concept king k egg
DESCRIPTION
project on kinggs k eggs MBA marketingTRANSCRIPT
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Final Project.
Topic Retail Management.
Project Name
Kings K Eggs
Submitted to Sir Yousaf Saddique.
Group members.
Muhammad Shoaib Rasheed Roll No MBPE 12114
Muhammad Azam Roll No MBPE 12131
Muhammad Shahbaz Roll No MBPE 12138
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Table of Contents1. Introduction of the Concept _______________________________1
2. Target Market __________________________________________3
3. Segmentation____________________________________________4
4. Positioning______________________________________________4
5. SWOT Analysis__________________________________________5
6. Marketing Mix________________________________________9
7. Retailchannel__________________________________________10
8. Distribution Type______________________________________12
9. Retail Value Chain______________________________________13
10.Basic Principles________________________________________15
11.Organizational Structure ________________________________20
12.Launching of store ______________________________________21
13.Trading Area Analysis __________________________________22
14. Business analysis. ______________________________________22
Regional Brand
Supply hain Manager
C.F.O Marketing and Sales Manager
Assistant Finance
Procurement Officer
Production Manager
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Kings K Eggs
TaglineTrust safety and health with King k Egg
15.Introduction of the ConceptThe egg was never intended to be eaten, yet it has been used in human diets since
early times. There is evidence that wild birds eggs were included in the diets of primitive
peoples long before the development of agriculture. To d a y, eggs remain a staple food
within the human diet, consumed by people throughout the world. They are recognised by
consumers as versatile and wholesome and they have a natural balance of essential nutrients.
There is some important thing regarding concept of KING K EGG why we are going to
launching this project in the market. Because in the world there are many different types of
egg packages and boxes which vary both in technology, design and packaging material used.
The function of an egg packaging is not only to protect the product inside, but also to increase
the sale value. So don't be surprised if the price of the eggs tends to be expensive just because
it is packed with very clever interesting.
16.Target Market
Regional Brand
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A+, A, B+, B
We are going to targeted the UPPER, upper middle, and upper lower class. Why we
choose this class because this is a premier brand in the market their price is higher than other
related products and brands of eggs. Its price should be high due to its packaging their quality
and expiry date peoples can build up trust on our brand when they use to regularly.
In the Lahore we selected A and B class whom afford easily expected demand so we
select first location to open new outlets in DHA + Gulberg + Cantonment , behria town and
johan town near expo centre. This is growing market in the Lahore and in future make very
profitable affect on the business.
17.Segmentation
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Gender
Male and female of every age
Child especially.
Egg food is eatable for every age of gender their is no restriction to eat eggs especially for
children and women as well as men. So that’s why our segmentation is according to facts and
numeral.
18.Positioning
Customer satisfaction
Customers satisfaction is very important to promote and make a successful brand in
the market and peoples should know your brand and your product due to its brand quality and
importance of product.
Safety of eggs
Safety of eggs is very important because our brand in the market launched on the
biases of safety eggs some time brokerage of eggs during caring in home. That’s why we
launching the packaged eggs to reduce the risk of brokerage of eggs.
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Value for money
Its premier product and expensive other then brands like open eggs are little bit
purchase on cheap rate but The function of an egg packaging is not only to protect the
product inside, but also to increase the sale value. So don't be surprised if the price of the
eggs tends to be expensive just because it is packed with very clever interesting.
Packaged eggs
Healthy eggs
Expiry date 35 days
Competitive edge
Cleanliness
Standard of quality
support of market place equity and fair competition
19.SWOT Analysis
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Strength
Small Packages for Singles
More than anything else, size is a primary focus with new egg packaging designs.
Egg cartons for six and more eggs have been the standard for a long time. now we are
offering cartons containing four eggs. The number of one- and two-person households is
growing steadily, especially in eastern countries. Smaller packaging units are much more
appropriate to the eating and consumer habits of these households than jumbo packaging,
and as a further plus, they prevent food waste due to improved portion ability.
New Materials and Full Marketing Service
The "egg box" we took on the development of their product of the same name with
precisely this approach. egg cartons, egg boxes are made of corrugated paperboard. This
alone should make them stand out on the egg shelf. Moreover, according to the manufacturer,
the corrugated paperboard cartons offer significantly more printable area than labels on
traditional egg cartons more space for advertising, as well as our product information., the
egg box can be printed using high resolution offset printing.
Customer’s attention
SWOT ANALYSISSTRENGHTSWEAKNESSTHREATSOpportunities
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Of course, the egg box is not the only packaging for our supplier who offers their
customers attractive egg-packaging design and layout solutions. our manufacturing units
working on it properly according to customer taste. As well as we are offering full marketing
service in conjunction with their egg cartons. We are also offers their customers support in
everything from custom graphic designs for their egg packaging to display stands and racks
for retail locations. After all, what's true for other products in retail also applies to food
classics such as eggs: It has to catch people's attention. This is our main motive to retain our
customers.
Packaging
While the most familiar egg package is the pulp or foam carton holding one dozen
eggs, eggs are now being packed in more different package sizes than ever before. In some
regions, cartons or other packs of 6, 8, 12 or 18 eggs are available, making it easy to buy eggs
for households of almost any size. To maintain quality, buy only as many eggs as you will
use within three to four weeks.
Making Sure Your Eggs Are Safe to Eat
Eggs should be cooked until the whites and yolks are firm or, for dishes containing
eggs, until an internal temperature of 160 degrees Fahrenheit is reached because Salmonella
is destroyed by the heat of cooking.
In addition to thoroughly cooking your eggs
Clean your hands, as well as the surfaces and utensils that come into contact with raw
eggs an important step for avoiding cross-contamination.
Separate eggs from other foods in your grocery cart, grocery bags and in the
refrigerator to prevent cross contamination.
Keep eggs in the main section of the refrigerator at a temperature between 33 and 40
degrees Fahrenheit eggs accidentally left at room temperature should be discarded
after two hours, or one hour in warm weather.
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Weakness
High price issue
Expensive packaging
Deterioration
Opportunities
To enhance and capture the target market
To seeking the market in all over the Pakistan.
Competitive edge.
Quality Maintenance
Maintaining fresh egg quality from producer to consumer is one of the major
problems facing those engaged in marketing eggs. Proper attention to production,
distribution and point-of-sale phases are of vital importance in maintaining egg quality.
Production factors
The factors that affect egg production are discussed in Chapter 1. The main
production factors that affect quality maintenance are the following:
breed
age
feed
management
disease control
handling/collecting eggs
housing
Threats
New entrants
Lack of trust.
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No recognition in the market.
Lack of financial resources
20.Marketing Mix
P 4s
Product
Kings K Eggs is a FMCG product that is offering 1st time in Pakistan market as a
packaged eggs with the guarantee of safety of eggs and healthy and clean eggs that provide
full customer satisfaction with 36 days expiry date. Packaged eggs are available in foreign
Marketing Mix
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markets but we are introducing 1st time in Pakistan with international quality and standard
that provide value for money and customer satisfaction.
Price
Packaged eggs are first time introducing in Pakistan so there is a great risk in this
market. Keep in mind this risk factor we have to set a price that is purchasable and confident
by our targeted customers. We set the price of one Egg is Rs. 12 each .about 12*12 about 144
of dozen. This is an economical price in the A+ and B+ class so that’s why they can easily
affordable this price.
Placement
Placement selection for the retail outlet of our product we divide to Lahore city into
four parts. Our 1st outlet in Cavalry ground targeting the areas of Gulberg, D.H.A, Cant and
cavalry ground as well as. Our 2nd outlet will be open in johar town near expo centre targeting
the two areas of Johar town and model town. Our 3 rd outlet will be opened in bahria town and
the 4th outlet in inner city of Lahore targeting to great number of customers.
Promotion
We planned an activity for the launching of Kings k Eggs. Location selected for this
activity is Fortress Stadium, Model Town Park, and Expo Centre, Race Corce Park during
weekends and on every public holiday. I working days we visit schools to target the
children’s and make activity plan there. Activity is we me a medium size of circle with
covered sign boards of Kings k Eggs. In the circle we left a hen and make a challenge to
audience anyone who picks the hen in 30 second we give him/her a prise of packaged eggs
and a discount card for our outlet for next 10 days
21.Retail channel
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Multi channel outlet.
3 outlets in Lahore
Cavalry ground (DHA + Gulberg + Cantonment)
Behria town.
Johar town near expo center.
As a Supplier
Metro
Hyper star
HKB
CSD
Al fateh
Akbari departmental store
Raheem store
Fine store
Mazco
International bakers
Rahaht bakers
Shehzan bakers
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22.Distribution Type
Intensive distribution.
Product is available to all possible retail outlets
This is an important edge for the supply to all possible retail and whole sale store in the
city so that’s why we can say that our distribution network working under our mission and
penalty this is the important factor cover up by intensive distribution.
Convenience goods
This is an important to convince the goods to every store which we are provide the supply
of eggs because our retail outlet are different points in the city that’s why there is no problem
face by company distribution management.
There are some advantages for our company to use the intensive distribution like
Increased sales through supply the maximum store cover in the city
Wider customer recognition of our brand when our brand available all the big stores
in the city so that’s why our modesty to cover whole city in 1 month
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Impulse buying when product provide in the store at the self stand and peoples must
watch and want to buy it once if customer not come to buy the eggs but he once want
to buy the eggs and then our objective is fulfill of intensive distribution.
Exclusive distribution.
In the one area our retail outlet serves the area and covers up the customers and creates a
expansion of our brand and their recognition in the mind of customers. If we do this type of
distribution then we can give the dealer benefits and sales staff promotions and benefits. And
then we can control over the retail store in the under of company. This is help to forecasting
and control the exact inventory level which we are required.
23.Retail Value ChainBuying
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Partnering with vendor
Partnership with vendor if required then company do agreement in future but in the start there
is no need of partnership with vendors
Buying
Our buying procedure is very important form supplier or vendor because we want only fresh
and healthy eggs for the packaging and then customer can buy our product if we give the
quality based product and food which he going to purchase from us.
Managing inventory
We are managed our inventory through extensive distribution network which can
automatically generate the stock which are required on the stores and other outlets of the
company.
Distribution network
Exclusive distribution.
In the one area our retail outlet serves the area and covers up the customers and
creates a expansion of our brand and their recognition in the mind of customers. If we do this
type of distribution then we can give the dealer benefits and sales staff promotions and
benefits. And then we can control over the retail store in the under of company. This is help
to forecasting and control the exact inventory level which we are required
Intensive distribution.
This is an important edge for the supply to all possible retail and whole sale store in
the city so that’s why we can say that our distribution network working under our mission
and penalty this is the important factor cover up by intensive distribution.
This is an important to convince the goods to every store which we are provide the
supply of eggs because our retail outlet are different points in the city that’s why there is no
problem face by company distribution management. There are some advantages for our
company to use the intensive distribution like
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Operating store
Company sales man can operate the company outlets on the other store have hair the one
company representative who standing on our brand shelf and aware form the brand to the
customers whom coming in the store in for buying.
Marketing and sales
Marketing and sales is a important factor which we can over come through the adverting and
setting the price of the brand which we are going to launched in the market so that’s why our
marketing an sales team plan the full strategy to how we can make brand successful in the
market.
24.Basic Principles
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Packaging of eggs according to standard
We make packing of eggs in different quantities. 2 pieces, 4 pieces, 6 pieces and
12 pieces according to the international standard of packing that is our basic
priority of safety, healthy and clean eggs which provide the customer satisfaction.
BPBPBP
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Value for money to the customers.
Our standard or packing, cleanliness and healthy eggs with expiry date make the
value for customers. That customers we are targeting feels satisfaction in using
packaged goods. Customer’s feels that they are receiving equal amount of
satisfaction that they are paying against the product or some feel more from they
are paying.
Standard weight of eggs
We make our personal hen house for the growth of hens and then production of
eggs. So, in this way we provide a standard size and quality egg to our customers.
If we make eggs from the market it may be not an equal size and equal standard
and not ensure the quality.
10% discount on store outlet and 4% discount on other stores.
We are offering 10% discount for our all customers in our outlet and 4% discounts
on all other bakeries from where our customers can purchase our product. This
discount offer is valid for first three months of our opening.
Free home delivery
We also offer free home delivery to our customers on minimum order of 2 dozen
eggs in all areas of Lahore. For the payment process we use cash on delivery
method. Customer feels comfortable in this way of easy payment.
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Packaging process
Eggs enter the packing/storage facility
Temporary store room
Candling room
Weighing/cleaning room
Packaging area
Long-term storage
Eggs ready for transport
1. Eggs enter the packing/storage room. Eggs from production are brought into the
packing/storage facility. Eggs can be brought in by hand or by conveyor belt. In intensive egg
production, the birds lay eggs that roll out of the cage onto conveyor belts, which transport
the eggs directly to the packing/storage facilities. This can be seen in Photograph 22.
Photograph 23 shows how eggs could be stacked for manual movement if brought in by hand
from production to the packing/storage facilities.
2. Temporary storage room. Here eggs are stored temporarily before they are moved to the
candling room.
3. Candling room. Eggs are brought into the candling room, where candlers verify the
interior and external quality of eggs. The small squares (see Figure 11, No. 3) represent
candling benches. The candling machine in Photograph 24 is used in fully mechanized or
semi-mechanized systems, where the eggs are brought onto the candling machine by a
conveyor belt.
4. Cleaning/weighing room. After candling, eggs are transported by conveyor belts to the
cleaning/weighing room. Here eggs are cleaned with abrasives, where possible, and sorted by
weight. Usually the size indicates which category eggs should fall into - small, medium or
large. This can be done by hand; however, automated weighing machinery is available.
5. Packaging area. After weighing, the eggs are taken to the packaging area. Packaging can
be done either by hand (see Photograph 25) or automatically by machinery. As seen in
Photograph 26 the eggs arrive at machine No. 1. If we look at Photograph 27, there are three
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weighing machines numbered one to three. Each machine is set to pack only predetermined
egg weights. For example, machine No.1 (see Photograph 26) packs only 60-gram eggs. If
the eggs are below that weight, they will be conveyed to machine No. 2 (see Photograph 28).
The eggs are then packed automatically.
Value for money to the customers
Standard weight of eggs
10% discount on store outlet and 4% discount on other stores.
Free home delivery
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25.Organizational Structure
Managing Director
C.E.O
Director
Production Manager
Procurement Officer
C.F.O
Assistant Finance
Account Officer
Sales Manager
Sales Staff in Stores
Stock In charge
Regional Sales Manager
Supply Chain Manager
Brand Manager
Marketing and Sales Manager
Loaders
Transport Manager
Ware House In Charge
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Investment
Out initial investment is Rs. 8 Million
Selection of location
Location selection for the retail outlet of our product we divide to Lahore city into
four parts. Our 1st outlet in Cavalry ground targeting the areas of Gulberg, D.H.A, Cant and
cavalry ground as well as. Our 2nd outlet will be open in johar town near expo centre targeting
the two areas of Johar town and model town. Our 3 rd outlet will be opened in bahria town and
the 4th outlet in inner city of Lahore targeting to great number of customers.
Activity for launching and advertising of brand
We planned an activity for the launching of Kings k Eggs. Location selected for this
activity is Fortress Stadium, Model Town Park, and Expo Centre, Race Corce Park during
weekends and on every public holiday. I working days we visit schools to target the
children’s and make activity plan there. Activity is we me a medium size of circle with
covered sign boards of Kings k Eggs. In the circle we left a hen and make a challenge to
audience anyone who pick the hen in 30 second we give him/her a prise of packaged eggs
and a discount card for our outlet for next 10 days.
First 30 days 20% discount on company outlet.
Investment8 MillionActivity for launching and advertising of brandSelection of locationFirst 30 days 20% discount on company outlet.
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We will offer discount for 1st 30 days from our outlets opening. Every customer can
get 20% discount from our company outlet on our all packing sizes of eggs. This amazing
discount offer remains our targeting customers in touch in purchasing or product.
26.Trading Area Analysis Primary 50-80% of customers (less than 10 min.)
Secondary 15-25% of customers (less than 20 min.)
Fringe/Tertiary Remainder of customers (15-50 mi. away)
27.Business Analysis
Income statement.
Sales (N- A) Per Month 8250000 Cost of Goods Sold. P.M 4700000 Gross profit 3550000All expenses:
Coupon money for rented outlet 3 outlet
150000
Monthly rental fee @ Rs. 20000/- per month 60000Periphery of outlet and fixture and fitting
250000
Salaries 25000
0Utility bills 30000
Advertisement and promotion50000
0Total Expenses 1240000Income Before Tax 2310000 Tax (18%) 415800 Net Profit. PM 1894200
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