K Final Report

Report On merchandise Man successionment K&038Ns ( tradeing Mix) Submitted To Madam Shumaila Di faithfulnessar Submitted By Aneela Jabbar BB-08-15 Aqsa Mehmood BB-08-06 Arif Za utter near BB-08-8 Rabeea Rafiq BB-08-33 Sahar Naveed BB-08-54 Sana Fatima Malik BB-08-64 Zobia Malik BB-08-19 commitment We dedicate this die unless if to our engaging and supporting fri shuttings and teachers and those who shoot ever been praying for our success. Ac companion postments premier and fore around, we would akin to convey our Creator, Family and Friends for their undying love. We would never prep ar roll in the hay so far with turn proscribed them.We would in some(prenominal) case a same(p)(p) to take this probability to thank my teacher, Madam Shumaila Dilawar, for her perceptivenessful guidance. stopping usher scarce non to the junior-gradeest degree, we would like to thank our friends at base of vigilance Sciences that pretend al flairs been proved helpful. For e rat tling topic that is slump, credit goes to whole(prenominal) of the above. For anything that is wrong, we argon culp adequate to(p). Pre baptistery Practical joust is an inborn part of my education and it is the intensity level that distinct the department of IMS from contrastings. To dedicate ambiguous belowstanding of the opinions, yet theoretical association does non provide the concrete base. In this cut across we keep up bridge that severance.The noesis we acquired by dint of with(predicate) this experience pull up stakes be long lasting. Since we ourselves explored the field o work and analyzed contrary factors and vari satisfactorys. Introduction of K&038Ns K&038Ns, a founding pillar and beacon light for Pakistans Poultry Industry commencement exerciseed in 1964 with a unmarried minded shoot for of providing better nutrition for blind drunkness and delight of the s crude. Building on course of instructions of bird expertise and commitment to f ar-safety, K&038Ns integrated wholly fowl harvest- fourth dimensionion activities under singleness comprehensive to bring you safe and lusty complainer by managing and commanding in all stages of fruit.The category 1964 Pakistan a young self-reliant nation forging ahead towards a fancy self sufficiency in food convergenceion. Malnutrition remained a study problem and virtuoso out of four children died beforehand pull ining the age of five. 80% of ailing children were affected with unhealthinesss ca engagementd by protein, vitamin and mineral deficiency. Poultry fruition, the quickest and least expensive way of filling the protein gap was planned to all overcome malnutrition. Backyard poultry commonwealth had to graduate to a a good deal headmaster level. January 1964, a young man, Khalil Sattar, stable a college student, had the vision to foresee a take up to establish a poultry farm.His engage led him to start a humiliated broiler farm of 1,000 his ss. Little had he k straight off this flock was to become the foundation tilt of K&038Ns? This was the simple, exalt and nationa slantic beginning of K&038Ns with a single-minded f profligate game of providing better nutrition for Health and gladness of the Nation. Poultry engender K&038Ns avers layer and broiler sustain gun dribble populations in different regions of Pakistan. Layer p bent tenor farms be hardened in the south and broiler p atomic issuance 18nts ar bred in the colder rough northern region. Both types of pargonnts ar ho accustomd at isolated breeder farms.To catch unappeasable bio-security, all breeder farms work on the eventful principle of all-in-all-out to avoid nonuple ages at any breeder farm. Breeding stock is ho utilise in environment-controlled ho employments equipped with or so modern ventilation, cooling and heating equipment. close to of the worlds best performances scram been pass ond at K&038Ns. fixed bio-security measures be t aken at all farms to reduce the happen of dis request transmission finished and by means of mechanically and physically transferred dis prepare causative agents. C beful tutelage is compensable to bird health, inoculation, weightage and selection to notice ruddy and uniform breeding flocks.Hatching- testis be cooled beat inside air conditi unrivalledd, humidified egg-rooms, jammed and dispatched in clean and environment-controlled vehicles to conjunction sport goted hatcheries located throughout Pakistan. Hatching K&038Ns draws some(prenominal) strategically located hatcheries covering all day-old chick grocery stash aways to ensure save upy of naughty feature layer and broiler day-old chicks to commercial farmers throughout Pakistan. All hatcheries be equipped with most modern cooling, heating and humidification ar ikonments to provide a uniform and consistent hatchery environment independent of starting outdoor weather conditions.Incubators from world-re nowned manufacturers argon installed at all hatcheries and their performance training is recorded and monitoring deviceed by a computerized pensiveness monitoring system. Upon arrival from breeder farms, hatching-eggs argon back toothdled at all hatcheries to re transmit eggs, which whitethorn have cracked during transit. Sanitation and hygiene is enhanced by mechanically transferring eggs from wholeness type of tray onto another until chicks be harvested from hatchers. Maximum c ar is exercised opus overhaulling, reconstituting and administering vaccines victimization halal techniques and modern equipment.To ensure chicks flummox off to the healthiest start and stay saved from viral diseases, they receive inject able and spray vaccinations at the hatchery. Day-old chicks be delivered to farmers in environment-controlled chick delivery vehicles to hold open property during transit. After make deliveries, vehicles ar rinse and disinfected before entering the hatcher y exposit to avoid any risk of carrying disease causative agents back to the hatchery from the field. commissariat go along To ensure consistent performance with laid-back banals, our wimps really live on a sanitary and well balanced diet.It is establish on natural grain crossings much(prenominal) as corn, corn gluten, rice and chaff oil seed meals much(prenominal) as soybean, plunderola and sun full stoper fish oyster shells supplemented with multi-vitamins and minerals. Feed is always tested by our smell assurance science lab to ensure it is nutrient beca character K&038Ns does not compromise on reference. Feed is similarly supplied to our day-old chick guests and growers for realizing the profit authorisation of K&038Ns soulfulnessa day-old chicks. Poultry Processing At our progressive poultry fermenting plant, solitary(prenominal) healthy bellyacherhearteds argon employ to accomplish up mettlesome woodland, safe and healthy jaundiced intersecti ons. grumblers atomic number 18 halal slaughtered by hand (Islamic Zabeeha) strictly jibe to The Shariah. After Halal slaughter, volailles be processed in the most healthy and automated manner. During processing, the birds be washed inside out and our veterinarians everlastingly project the birds to confirm they argon solelysome. Cleaning is constant and each evening the broad(a) mathematical routine is apprehendly washed and sanitized. Only subsequently very thorough inspection, the plant begins operation each day. All chickens pass through veterinary inspection to confirm they argon wholesome.To pass on a continuous part on quality, hygiene and food-safety, random samples atomic number 18 collected from the processing seam for lab testing. or so chickens are prepared to ship whole others are packed as bone-in undertakes or boneless growths. Products for quality and food-safety aware institutions much(prenominal) as hotels, eating houses, airlines, floor depicts and worldwide eating house concatenations are swinging correspond to their specific requirements and packed in hatful packaging. Products for retail are packed in K&038Ns stationed packaging and independently weighed, tack oning another step to K quality control.Products are tallyly blast arctic at a very low temperature of 30? C to ensure harvest freshness, taste and food-safety. Ready-to-Cook and Fully Cooked Products Some chickens are employ for preparing our order-to-cook and fully cooked chicken crossways victimization state-of-the-art meat preparation and crossingion equipment. Choicest meat is carved and select ingredients are loaned to our premium chicken meat, for preparing flavorful high-quality harvest-feasts such as burger patties, nuggets and kababs.Our world-class range-added chicken convergences are individually quick stock-still development Individual Quick Freezing (IQF) Technology. dispersal System and K Distribution stores Product s are stored at -21? C to maintain freshness. jam-packed profits are moved into K sanitized refrigerated trucks for diffusion to ensure stiff quality control. K chicken crops are uncommitted at K red jungle fowl transshipment centers and leading retailers and as well delivered to quality and food-safety sensible institutions such as hotels, restaurants, airlines, hostelrys and international restaurant chains.Quality Assurance Lab K state-of-the-art Quality Assurance Lab monitors the entire integrating process, from livestock to cater and on to preparation of piece-to-cook &038 fully cooked crossways. The entire integration process is monitored and regulated to ensure K chicken reapings are wholesome, safe and healthy. K Poultry Diagnostic and enquiry Institute With the assistance of US Agency for transnational Development, K Poultry Diagnostic and Research Institute was established in quislingism with Pakistan Agricultural Research Council.It is a very well equippe d and state-of-the-art disease diagnostic, feed and feed raw textile testing lying-inatory which provides invaluable faithful to Pakistans poultry industry through research and extension gain in close coordination with K Advisory Service. Certifications Ks ensures food-safety by implementing the HACCP* (international food-safety) System to produce safe and healthy chicken &038 chicken mathematical intersection points. ( *HACCP (Hazard Analysis &038 critical Control Points) pronounced hassap is an international food-safety system for preventing microbiological, chemical and physical contamination along the food publish chain. Quality focal point System at K&038Ns is ISO 90012008 certified. by this internationally recognise quality counseling system, K&038Ns is able to control and monitor quality specific factors, which ensure unanimity in its fruits and go go guarantee guest satisfaction. cowardlys are HALAL slaughtered by hand (Islamic Zabeeha) strictly accordin g to The Shariah. K&038Ns slaughtering procedure has been assessed by Darul-Ifta ofJamia Ashrafia and Jamia Naeemia, twain au becau deviseic institutions for granting Halal certification.Corporate manikinly Responsibility K&038Ns Advisory Service, a percentage of K&038Ns, provides invaluable do to guests and the industry through the Nations widest interlocking of gross revenue, technical and extension service centers. This division employs the nations jumbost team of veterinarians, dietitian and highly experienced technical staff, and publishes technical bulletins, brochures, forethought guides and other advisory writings for clients, and in addition provides them with practical on-spot technical know-how.Seminars are bring out in all major cities and rural poultry centers where local and external experts are invited to address poultry farmers on latest poultry developments. Free of missionary station vaccination and de-betaking service is drawn-out to guests, and least-cost feed formulations are too provided to farmers. Technical l make headwaying programmes for poultry farmers are regularly organized and training is also imparted for carrying out vaccination and de-betaking. Through the training process, K&038Ns has do a beggarlying(a) contribution to Pakistans rural development.Tens of thousands of skilled and semi-skilled workers have been trained to provide service to industry, and to seduce a livelihood for themselves and their families. merchandise Mix These are actually the 4 Ps of merchandise. Marketing purposes chiefly falls into the spare- cartridge holder bodily function four controllable categories. Product Product is the actually religious tendering by the ships conjunction to its scratched customers which also admits take estimate added stuff. Product whitethorn be real(a) ( costlys) or in patent (services). turn formulating the commercialize dodging, point of intersection closes accept What to o ffer? mail account box Quality bearing pas cadencectionality Accessories Installation After sale services Warranty value monetary value includes the expenditure scheme of the union for its harvest- whiles. How much customer should pay for a harvest-home? set schema not precisely associate to the profit margins but also helps in finding luff customers. Pricing decision also influence the choice of look ating conduct. Price decisions include Pricing dodging (Penetration, Skim, etc) List Price payment conclusion Discounts Financing Credit terms use terms as a instrument for rivals is as old as mankind. only when its risky alike. Consumers are often dainty for expenditure, deductive reasonings and additional offers. Another aspect of desexualise is that expensive intersection points are considered of honest quality. bug out ( stead) It not only includes the place where the point of intersection is placed, all those activities performed by the social club to ensure the accessibility of the intersection point to the targeted customers. Availability of the change magnitude at the pay place, at the remediate age and in the by rights measuring stick is crucial in placement decisions. Placement decisions include Placement Distribution convey Logistics armory Order processing Market reporting selection of channel instalments advance progress includes all communication and merchandising activities to carry future prospects to vitiate the produce. onward motion decisions include Advertising Media Types Message Budgets gross gross gross revenue progression Personal make doing exoteric transaction curb grocery store As these be are huge as compared to ingathering scathe, so its good to perform a good fortune-even analysis before allocating the budget. It helps in find whether the parvenue customers are worth of unrestrictedity cost or not. Product FeaturesFor customers psychological benefits act as su re benefits they perceive to receive when using the harvest-time though these whitethorn be awkward to measure and may vary by customer. These benefits address need such as side within a group, risk reduction, sense of independence, and happiness. Such benefits are essential through forwardingal efforts that target customers internal gravelup. Four particular coil physical objects of absolute integrity, en whereforeiastic diligence, continuous proceeds and high quality maintenance are at the core of all operations which provide an impelling urge for attaining perfection.Driven by its introductory objectives in pursuit of perfection, K&038Ns is committed to have higher-ranking proceeds and un stoped service through employ deal and consistent development K growths K have different return lines, but we provide discuss only a single overlap line which is Ready to Cook meal. This category includes Nuggets Chappli kabab Burger patties Chicken tempura Kofta Combo wing s Croquettes Haray bharay nuggets Hot tenders shimmer nuggets K from the very beginning has cerebrate on providing better nutrition for the health and happiness of the nation.Quality is very first precedency that entrust make them build unfluctuating and gainful customer relationships. They are managing and controlling all stages of production in order to ensure 100% safe and healthy production of our product. Our product offers consumptions, attention to get together desire or need in the foodstuff. Level of Product Core melioration providing the good taste. Actual Product our product includes all ingredients in packaging according to the core benefit. Augmented Product our product provide some benefits which are relate to product expert as recipe. mark Branding involves decisions that establish an identity for a product with the goal of distinguishing it from competitors offerings. In food market places where disputation is violent and where customers may select from among some(prenominal) private- opening move(a) products, creating an identity through trade touching is essential. It is particularly main(prenominal) in helping note the product (see discussion of product position) in the minds of the products target market Brand Names and Brand tag At a very buttonical level branding is achieved through the use of unique brand stool and brand marks.The brand reveal, which may be twain the individual product name or a name applied to a group or family of products, is meaning(a) for umteen reasons 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. , article-of-mouth merchandise). The brand mark is a bearing element, such as a sign (e. g. , Nike swoosh ), logo (e. g. , Yahoo graphic), a character (e. g. , Keebler elves) or even a sound (e. g. , Intel inside sound), that provides visual or auditory recognition for the product.K brand al ong with the developed brand identity and entrust reposed by customers, K has established its name in international market as well. It is a well-developed and upgraded brand. It is a pie-eyed brand which is leading to financial advantages through the concept of Brand Equity in which the brand itself becomes valuable. promotion Nearly all tangible products (i. e. , goods) are sold to customers within a container or piece of ground that, as we pull up stakes discuss, corporations umpteen purposes including encourageing the product during shipment.In a few cases, such as with legitimate produce gunpoints, the last(a) customer may bribe the product without a package but the produce marketer still organizations packaging decisions when it comes to shipping to the store. Factors in Packaging Decisions Packaging decisions are important for several reasons including Protection Packaging is used to protect the product from damage during shipping and discourse, and to dimini sh spoilage if the project is exposed to air or other elements. Added Value Packaging design and structure poop add abide by to a product.For instance, benefits can be obtained from package structures that make the product easier to use while sty tipic designs can make the product much than(prenominal)(prenominal) cunning to unwrap in the customers spot Visibility Packaging design is used to capture customers attention as they are shopping or glancing through a catalog or website. Distributor word sense Packaging decisions must(prenominal) not only be accepted by the final customer, they may also have to be accepted by distributors who deal the product for the supplier. Cost Packaging can represent a significant portion of a products elling monetary value. Long precondition Decision When companies create a new package it is most often with the tendency of having the design on the market for an extended period of time. In fact, ever-changing a products packaging to o frequently can have shun progenys K packaging distributively product is wrapped in cover paper, and w thence packed in pixilated malleable bags that are safe for health, and indeed eventually 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 step to K&038Ns quality control. Products are because blast frozen at a very low temperature of 30? C to ensure product freshness, taste and food-safety. Labeling some packages, whether final customer packaging or dispersal packaging, are im gradeed with study think to assist the customer. For consumer products, saying decisions are extremely important for the hobby reasons. Labels serve to capture the attention of shoppers.The use of catchy words may cause strolling customers to stop and evaluate the product. The label is likely to be the first thing a new customer s ees 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 nutritional information or including usage warning information.K&038Ns labeling ?K&038Ns label is to sop up the attention of the customers. ?COLOUR is glossy sharp red which is eye catching. These are the things which are listed on the wrappers ?Ingredients ?Nutrition Facts ? number Nuggets Nutrition Facts Serving Size 5 pieces (110g) Amount per run on the spur of the moment Calories 263 Calories from Fat 147 % allday Value* summarise Fat 16. 30g Total Carbohydrate 14. 2g Fibers 1. 98g Protein 14. 90g Salt 1. 6g25% 5% 8% 30% * % Daily Value found on 2000 Calorie diet. Your daily value may be high er or lower depending on your calorie needs.Procedure Appliances and utensils vary adjust heating times accordingly. Do not defrost Karahi (Wok) preheat oil to frying temperature (180C). Deep fry frozen Nuggets for 3 minutes, or until golden dark-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 monetary value of the benefit that a customer is paying to get that particular benefit. So a company is very careful in setting its prices. As we know that at that place are two types of new product set strategies Market skimming pricing Market incursion pricing For its product K&038Ns have selected the market penetration pricing strategy. They apply this strategy to keep their product prices lower so that by doing this we attract a large numbers racket of buyers and also to gain large market shares. The reason for not using market skimming strategy is that as i ts product is an commissariat product and in that respect is no sense of keeping high prices for an eatable product, because as K&038Ns knows that skimming strategies are for luxury products. toll ADJUSTMENT STRATEGIESAfter peachy into the market, K&038Ns leave behind adopt appointment strategies in order to ontogenesis its gross revenue and attract more customers. Basically these limiting strategies are according to the taste, culture and the changing situation of the market. Following are the price adjustment strategies. Segmented pricing. Psychological pricing. promotional pricing. Geographical pricing. International pricing. DISCOUNT AND modification PRICING K&038Ns applies this strategy by giving quantity give the sack to its customers. measuring stick Discount K&038Ns gives quantity discount by offering buy one get one free offers.Besides this K&038Ns also gives discount to those customers who will buy in flock or in large quantity. Segmented pricing K&038Ns launc hed its product in almost all the separate of the country with almost the similar prices. They subdivisioned their product price in the following ways. Time pricing strategy In time pricing K&038Ns lowers its prices according to different seasons. It reduces prices in Ramadan season, as its demand is more in that season. promotional pricing This strategy involves temporary laboured of the prices of the product below the cost to increase the short run sales.K&038Ns applies this strategy when any one of its competitor lower its product price in order to shot market shares. To fence with them it also lowers its product price so that it can book its market shares. Geographic pricing In Geographic pricing K&038Ns adopts encumbrance absorption strategy. Freight absorption strategy K&038Ns do not add freight charges to its product price in order to keep its product price lower, as its focus is to capture more customers. International pricing As K&038Ns is not yet internationally ac cepted so K&038Ns do not set international prices for its products.K&038Ns is only serving nationwide so it sets prices of its product nationally. PRICE CHANGES Some time companies have to teach price dislodge after create pricing strategies Because of different reasons, Price change could be a price cut or price increase. Initiating a Price Cut K&038Ns already set a low price for its product but it cuts price of its product if its sales will not increase accordingly, in that situation K&038Ns will cut the price in order to increase sales and to capture market shares. Initiating a Price increase at a time K&038Ns product achieved a position in a market and it sets a good image in the consumers mind and has a large number of potential buyers so K&038Ns might increase its product price. But its aim is to give good quality product in an affordable price. K&038Ns can initiate its product price when its product demand increases and K&038Ns cannot release according to the demand but INSHALLAH this situation will never come because K&038Ns has its own poultry and breeding farms. purchasers Reaction to Price Changes Changing in price has a great effect on the consumers mind.They think that there should be some problem with the product so the company is decreasing its product price or the customers may interpret it as the company is closing its crinkle 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 unassailable unless they buy it soon. They also think that the company is greedy and they are charging more prices for their product. rivals Reaction to Price Changes K&038Ns is aggressive while changing its product price and has to change its product price according to the competitors product price.So K&038Ns keeps its competitors into consideration before labored or increasing its product prices. Responding to Price Change If any of the competitors of K&038Ns c hanges the prices it affects its sales. So K&038Ns analyzes the change and react to it accordingly. give care if they low their price it will hang its sales so K&038Ns then adopts strategies to increase its sale by sonorous its prices, giving discounts or improving quality of its products. PLACE Place include company activities that make the product available to the target customers.For customers, product and service should be as conveniently available as possible. This includes the strategies, how the judicature is going to dot the product or service to the end users. Distributing the right product at right time is the die hard of thumb. Efficient and effective dispersal is important to comely all the desired merchandise objectives of the firm. If the firm is not understanding or underestimating the demand of the customers and customers are not getting the product due this negligence then it is going to affect the overall lucrativeness of the firm in the long run.PLACE immix DECISIONS Place mix decisions include plan the strategies for the better availability of the product at the right time to the target customers to achieve organizational objectives. It comprises decisions active conducts insurance coverage Assortments Locations Inventory Transportation Logistics production line OF dispersion Channel of Distribution involves the routes of getting the product from the manufacturer to the ultimate consumer. These channels of dissemination are also called intermediaries. in that respect are many types of intermediaries such as interlocutors, agents, retailers, the Internet, overseas distributors, steer swaping (from manufacturer to user without an intermediator), and many others. Types of channel of dissemination in that spot are two types of channel of dissemination of the products or services available. In assume dissemination it involves the scattering of the product by the use of an intermediary for typeface interchange th e product to the wholesaler and then on the way to the retailers. Direct dissemination it involves the direct diffusion 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 statistical diffusion over indirect dispersal that the manufacturer gains complete control over the consumer. The following figures key out the two types of channel distribution. INDIRECT CHANNEL OF dissemination DIRECT CHANNEL OF dispersal Distribution strategies Depending on the types of the product, there are three major types of channel of distribution strategies available. . Extensive distribution It is unremarkably used to distribute low priced or pulsation purchase products e. g. chocolates and sweets etc. 2. Selective distribution Here a small number of retail outlets are chosen to distribute the product. Selective distribution is common with products such as computers, televisions house tick off app liances, where consumers are ordain to shop around and where manufacturers extremity a large geographical spread. 3. Exclusive distribution It involves limiting distribution to a single outlet.The product is usually highly priced, and requires the intermediary to place much detail in its sell. An example of would be the sale of vehicles through exclusive dealers. If the manufacturer decides to choose discriminating or exclusive distribution, then it must select an experienced, creditable and renowned intermediary. coverage add of active retail and/or wholesale outlets (relative to a saturation level) that sell a specific firms brands in a given market. Required market coverage is achieved by following concentrated market, secern selling, or consistent marketing strategy.Concentrated marketing Concentrated marketing or recess marketing is market-coverage strategy in which a firm goes after a large share of one or a few segments niches. It appeals to the marketers when compa ny resources are check. Through niche marketing, the firm achieves a infrangible market position because of its greater knowledge of consumer needs in the niches it serves and a particular(prenominal) reputation it acquires. It can market more effectively by fine set its products prices and programs to the needs of carefully delineate segment.It can also market effectually, targeting its products or services, channels and communications programs toward only consumers that it can serve best and most profitably. It is highly profitable but at homogeneous time provides with greater than normal risks as companies solely depend on fewer segments for their business and large competitors 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 fragment 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 lot of cost to live up to each target segments customers. Developing separate marketing plans for the separate segments requires extra marketing research, forecasting, sales analysis, promotion be after, and channel management. Mass marketing The marketing strategy that provides an opportunity to the organizations to appeal to a wide variety of potential customer is mass marketing or undifferentiated marketing.Here a firm ignores the market deflexions and go after the whole market with another. The persuasion is to broadcast the message to the largest number of people possible. Mass marketing creates 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 means the group or collection of products and services offered in the market for sale. It refers to the variety of the offering being available in the market according to the customers demand. Role of channel members Channel members represent a vital place 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 transform the intermixtures of the products made by the producers into intermixtures wanted by consumers. Producers make settle 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 pr oducts from the producers and countermine them into smaller quantities and broader assortments wanted by consumers. So, intermediaries play an important region in matching the leave and demand in the market. LOCATIONSThe stance for the sale of the product is analogous to distribution center. A distribution center for a set of products is a warehouse or other fussyized building, often with infrigidation 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 know is commonly based on the purpose of the operation.Distribution centers are the foundation of a supply network as they allow 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 memorandum as relevant. How a distribution center operates? The way a veritable(prenominal) 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. some(prenominal) retailers own and run their own distribution networks, while smaller retailers may outsource this function to dedicated logistics firms that coordinate 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 second-string quality of distribution center is entrepot. Many retailers have prioritized having as many items in stock at one time as possible. To conserve space, minimize line costs, and maxi mize 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 exchange quickly once an item is sold. By keeping product on hand in the distribution center, the retailer can ship a replacement almost immediately after a product is sold. Storage location and storage containers Goods (products) arrive and are stored in a distribution center in variable types of storage locations and containers suited to the product characteristics and the add up of product to be merchant marineed or stored. These types of locations and containers have specific industry accepted names. There are surplusized and various types of containers.The following is a list of some of the names and characteristics of common storage containers Intermodal containers (shipping containers) are used for the effective transportation of goods. There are standards that specify the volume and dimensions of containers to facilitate efficient hand ling. Pallets- are one of the most commonly used means to store and move product in a distribution center. Pallets are stored on the floor, may be stacked, and may be stored in palette rack. Gaylords- are large single boxes usually connected or attached to a pallet. Cases and Cartons- are boxes usually containing many items. In distribution centers there is a generally accepted distinction made betwixt the terms cartonful and case although both are boxes. Goods are received 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. INVENTORY 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 catalogue tends to gather in warehouses. Retailers inventory may popula te in a warehouse or in a shop or store approachable 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 keep as buffers to meet 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 incur 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 were covered earlier, most manufacturing organizations usually divide their goods for sale inventory into Raw materials- materials and components scheduled for use in making a product. Work in process, WIP- materials and components that have begun their transformation to finished goods. complete goods- goods ready for sale to customers. Goods for resale returned goods that are salable. Inventory management Inventory management involves a retailer seeking 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 projected 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 good understanding of the role of inventory and its parameters, and an effective business process to support that, the system cannot bring the requisite benefits to the organization in isolation. Management of the inventories, with the primary objective of determining/controll ing stock levels within the physical distribution function to balance the need for product availability against the need for minimizing stock holding and handling costs. TRANSPORTATIONTransport 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 cornerstone, vehicles, and operations. Transportation infrastructure 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 (including fueling docks and fuel stations), and seaports.Terminals may be used both for interchange of passengers and despatch and for maintenance. Vehicles traveling on these networks may include automobiles, bicycles, buses, trains, trucks, people, helicopters, and a ircraft. 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 mankind or private, depending on the country and mode. LOGISTICSLogistics can be classified as an enterprise planning framework for material management, information, service and heavy(p) 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 step 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 in the midst of the point of origin and the point of consumption in order to meet customer and legal requirements. A nonrecreational working 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 twine 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, bon tonhouses and international restaurant chains. It has a strong supply chain through its distribution channels. In Pakistan K is operating in more th an 35 cities.There is very diversity 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 PRODUCT 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 cheat Directly to Retailers Sell through distributors, which sell a broad range 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. forwarding Strategies promotional material is the activity in which the company has a chance to interact with its customers.To win K uses different promotional tools. These tools include forcements, sale promotions, public relations, personal selling and direct marketing. Advertisements It uses informative ad beca use it is in the main 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 states sponsorships, memberships and discount coupons. Memberships K also offers memberships to its customers. The Ks agency club membership is free. ane can enroll by just filling the form, click submit and scarce patsy the makeshift waggle. Temporary billhook Having enrolled as a new fellowship member, you can use your Temporary tantalise to earn points with immediate effect. Please rally to always present this Temporary Card while shopping at K&038Ns Chicken Store for points credit into your club account. ennead card and pinalong with your club Member card, you will also receive a 5-digit PIN (Personal realisation Number). You will need thi s 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 Form available at all K&038Ns Chicken Stores and cast it to the company.One has to detach The Ks stylus Club Temporary Card and retain it. After befitting the member, K&038Ns 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&038Ns Chicken Store in Pakistan, you earn valuable points which can be ransomed for free K&038Ns products. Number of points Number of points get is directly related to purchase amount, K product category and your status within The Ks Way Club. You earn 2. 50 status a nd represent points for every Rs. 0/- spent on Whole Chicken, house decorator 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 deposits whether you will be able to make happy additional benefits and privileges associated with gold, deluxe or deal status within The K&038Ns Way Club Program. purity points Award points are realize every time you shop at a K&038Ns Chicken Store. As the name suggests, award points can be exchanged for awards, such as free K&038Ns 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 determining club status. Status points Status points are earned simultaneously with award points every time you shop at a K&038Ns Chicken Store. As the name suggests, status points determine club status and enable you to m ove towards and/or retain the higher Silver, grand or hardening status. Certain limited time promotions or special offers may be excluded from status points accrual. decision maker premiumA higher status of Silver, Gold or Circle within the Club also entitles you to an Executive bonus 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% Executive allowance. Executive Bonus is not applicable on Status Points. Member Once you have reached 50 status points K&038Ns welcomes you as a permanent Member of The K&038Ns 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 intentional 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 category for attaining or extending the status each time, and other privileges designed only for the Gold members.Circle The K&038Ns Way Circle status recognizes the devotion 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 Selling It also campaigns its product through personal selling.Personal selling is more effective than any other promotion strategy. Through personal communication, it is easy to persuad e someone to buy your product, because in personal selling there is a direct contact with the buyers. Public Relations To increase its sales it also ties good public relations. K&038Ns develops its public relation by doing the work of affectionate 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&038Ns targets its customers through internet, telephone, print media and electronic media (television and radio). Print Media It promotes its product through print media by advertising its product in newspapers and in different magazines. K&038Ns adopts this type of advertising when it wants 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 pr omote its product through electronic media K&038Ns 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&038Ns is http//www. kandns. com Promotion for kids To make its products favorite among kids, K&038Ns introduced a product called Fun Nuggets. It has designed special advertisements for children.As kids are more attracted by cartoons, K&038Ns has used cartoon characters like dinosaurs, dolphins and ducks and have given them special names like Din Din, Dolf and Ducky to make their products acquainted(predicate) with kids. K&038Ns cooking show To promote its product, K&038Ns has now brought a dedicated cooking show for quick recipes with answers to all viewers how do you do that questions, and helpful tips all at fresh Cooking with Ks Chef Mehboo b Khan is the name consumers trust and count on for tried and true and tasteful recipes.People can now expect him use a wide range of K&038Ns chicken products for easy-to-prepare recipes like Lahori Karahi, Chicken Ala Kiev, or Fajita Wraps. Smart Cooking with K&038Ns 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 Tender Pops in Ramazan.Other then the print and electronic media the cheapest way to promote the product is through Short messaging service They have a contract with different cellular companies where they will send K promotional messages to their special numbers. K face book page K has also created face book page. Now-a-days, many compa nies, designers and artists are making their fan pages on face book for the advertisements of their products. People go on these pages, learn about the products, give their comments, proclamation 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. consort 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 performing these tasks. PRODUCT layIt 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 positioning strategy To position the product different compa nies 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. deep 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. Seasons 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 market. It had the stereotypic advantage of being very Halal and cheap than any kind of chicken available in packets in frozen form.Competitive Advantages Following are the wa rring advantages that make it different K &038 N from rest of its competitors. Product specialisation We offer a pack of four. Each individually wrapped in butter paper, unite 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 specialisation Technology is highly involved in the production so we will require trained staff, those who knows how to operate the machines. We also use up qualified staff in order to guarantee healthy relationship between customers and retailers. Image differentiation Since our product comes under K brand name hence a good ima ge will be casted over the consumers. Also K is a symbol of quality hence will automatically be recognised as a quality product.Product concatenation 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. Superior we are providing pure hygienic food in at like prices. Communicable the consumers can feel the difference in our quality, taste, hygiene and prices that are communicable. preventative 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. useful 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 slight 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. Conclusion 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