kkf - pak distributors [compatibility mode]

8/13/2019 KKF - Pak Distributors [Compatibility Mode]

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KK Foods (Pvt.) LimitedAn Integrated Marketing Communication Distribution Plan


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KK Masala comes from a renowned business conglomerate with experiencein mass production , marketing & exhibitions of industrial products and

machineries related to chemicals & petrochemicals related items.

The company after extensive market research and taste trials is all gearedup to enter into recipe spice category by the name KK Masala

In the aromatic world ofKK Foods, you get an experience of an appetizingfeast like never before. Our wide range of tasteful readymade traditional andcontinental cuisines presents you with a tempting sensation to your desire ofdelicious food.

Prelude


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The spice industry of Pakistan is a very difficult industry to compete in. Themain reasons of this difficulty are:

Price competition

Involvement of many unbranded / mushroom brands & suppliers High level of loyalty and taste sensitivity

Besides that established brands, retailers brand, lose spices and ready tocook, ready to eat, canned / processed foods directly & indirectly competeagainst one another.

Understanding the Spice Industry


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Because the price sensitive buyers prefer to buy unbranded spices as theyprovide a local touch, it becomes difficult for major players of the industrywho deal in branded spices, to attract more buyers.

A major factor that creates competition in this industry is brand loyaltybecause certain taste attitudes can only be satisfied with certain brands

Apart from this, some of the major driving forces in the Pakistani spiceindustry are :

o Changes in societal concernso Lifestyles and attitudeso Product innovation & usage pattern

Buying Behavior


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Taste: If it does not suits my taste; it is not for me furthermore, its notjust a packits a main ingredient of my expensive meal Handi, especially at

night when all the main people / head of the family and associates are there onthe table.

Pricing: Though most of the mushroom brands try to bring price parity inthe market but there is a huge price fluctuation, particularly amongst smallerbrands, resulting in same products with multiple price option. End result, lower

perception , confused positioning.

Distribution: There is a big issue in terms of distribution for smaller /mushroom brands, in majority of the case the product is not available on awider scale where it is promoted.

Promotion: Unplanned generalized promotion in national media, which isdamaging at the initial phase . The element of strategically planned promotionis mostly missing

Challenges to Address


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National Foods

Shan

Habib

Mehran

Laziza

The aggressive players in terms of communication and planed promotion are onlyational and han Spices, where as Mehran and Habib also show occasional

presence in National media and outdoor.

The above four operate with proper distribution setup throughout Pakistanoperates with planned distribution and marketing setup.

Main Competitors


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Target Audience: SEC B B-Keeping into consideration the localities and areas where the product is going to beor is distributed during launch phase

Psychograph:Its a women resides in middle and lower middle class setting

- loving caring, upwardly mobile to an extent.- Her lifes major span revolves around her family particularly

husband and children.

- A good majority of such also lives under joint family system , hence,extended family like Saas, Susar, and Nand also have influence inher life.

- She believes in the notion that the passage to the heart of a manpasses through his stomach and therefore, she puts extra efforts inher cooking to ensure that no stone left unturned

Key Insights


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Psychograph - She adopts different methods and combination as follows:

o Complete use of packaged masala as the main recipe

o Mixture of household and packaged recipe masala

o Loose recipe masala + packaged recipe masala combination

o Recipe masala + some additional special ingredients (solid spices + saffron water ) toenhance the quality and taste

These different combinations are used by different women in different scenario,

however on every special occasion only preferred packaged masalas are used and thedish is treated as a special Dawat item

Key Insights


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Key Insights Behavioral Pattern - Being born Pakistani, loving food is in our blood.Spicy and

delicious food is a main part of our lives. Be it the celebrations of Eid or marriageceremony of a beloved, it is the food that give colors to the events and that bringthe relatives for a quality time.

Another behavioral factor is related to the double income phenomenon that is

growing every day. Both the man and the woman of the house are earning tosupport the family and they require ease and convenience when it comes tocooking factor.

The same is the case with most of the modern day women


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Identifying Consumer Sweat Spots that drive our campaign


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Communication Strategy Product Perception- Taste comes from pure ingredients and right blends of spices

to create the authentic taste

Desired Brand Perception - It is the expertise of our blenders who know the artof culinary craft and hence bring to you the ultimate taste thats reflection of ourpure ingredients and strict quality standard

Core Brand Promise

This is the secret of getting into the hearts


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Competitors Communication T hemesHabib Masala Mix

Lazawal Dhun ki tarah..lajawab khanay (tasty-perfect blend of spices)

Mehran MasalaZaika Aisa Jo Dil Main Bus JayeMehran jisay dunya janti hay aab apkayshahar main(legacy + taste) emotional ground

Shan RecipeJust Perfect (ultimate blend for ultimate taste)

National FoodsHumaray khanayHumara Pyar


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Lets rationalize our strategy withcreative thought


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Packaging


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Promotional Plan


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Product Placement Plan at LaunchSindh

Karachi, Hyderabad, Nawabshah, Thatta, Larkana

PunjabLahore, Faisalabad, Multan, Islamabad, Sargodha

KPKPeshawar, Mansehra

BalochistanQuetta


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Key Consumer Touch-pointsHome

Fashion, cooking , lifestyle , In-paper Magazines , Digests , Radio &

TV (National Channels & Movie Specific-Cable Channels)

Out-of-HomeHoardings, Pole signs , Back-Lit Vans , Streamers drive

PoPStandees, Gondolas, Shelf Talkers, Wobblers, Product Cutouts,Posters & Stickers, Buntings

Extended ChannelsSunday bazaar Activation with branded stall and relevant giveawayslike recipe books, Ingredients dictionaries weekly menu planner etc.


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How to reachTHE CONSUMERS AT HOMEo Advertising on TV: Most popular cable channels on all the defined

target areas will be selected and bombarded with our TVC for a periodof 30 days at least (a compromise on budget might not lead to desiredresults)

o Support activities on regional channels which are extremely efficientin terms of airtime cost while provide us respectable ad reach on thedesired localities)


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Contact UsKK FOODS PVT) LTD.Head officeAddress : LC - 39, Scheme No. 3, Landhi Industrial Area,

Karachi, Pakistan.Tel Nos. : +92 21 35002944, +92 21 35002966, +92 21 35002977,Fax No. : +92 2135016858Email : [email protected] , [email protected]

Website : www.kkfoods.pk

Contact Persons:Name Email Contact Nos.Mr. Khurram Kamran (CEO) [email protected] +92 300 8231251Mr. Atif Rizvi (Director Operations) [email protected] +92 300 2212180Ms. Iqra Akhlaq (AM-Export Sales) [email protected] +92 321 2140786Mr. Azeem Azad (ASM) [email protected] +92 312 3491060


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T hanks for your timeLets make it big

kkf - pak distributors [compatibility mode]

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