K&N's Beef: Brand Plan

K&N’s
Brand Plan:
• Shehryar Qadir
319-1813
• Sheikh Jawad
319-1796

List of contents
Ø Executive Summary
Ø Market Summary
Ø Company Introduction
Ø Global History
Ø Local History
Ø Management team
Ø Product Portfolio
Ø Major Success
Ø SKU’s
Ø Competition
Ø Competitor Analysis
Ø Marketing Strategy
Ø Communication Strategies
Ø Advertising
Ø Distribution
Ø Success Metrics

Executive Summary
The project is on K&N’s beef. In this project we are launching a new product category that is beef. The
project entails the company profile and its products. We will describe about its segmentation and its
target market and its positioning. We will deeply study about consumer behavior in specific industry.
Then we will conduct competitive analysis using porter’s five force models and compare its results with
our competitors. The project looks in to the brand dynamic features which will attract the customers.
The project unfolds the new product planning and its development. The project looks in to product life
cycle introduction phase. Then we will describe product’s differentiation along with SWOT analysis.
As our project is on developing new product category, we will explain product development and
diversification by using Ansoff matrix. We elaborate our competitive edge over our industry
competitors. We will explain the pricing and product decisions. We will create our own marketing
distribution channels by using them we will launch our product in the market. The report contains
decisions regarding products promotional strategies which will be done through advertisements.
References are furnished at the end of the project report.K&N’s Company history in the early ages of
Pakistan malnutrition was a major problem among people of Pakistan. Every one out of four children
died before the age of five then. 80% of ailing children were affected with diseases caused by protein,
vitamin and mineral deficiency. That was the time when a young college boy foreseen the need to
establish a poultry farm. That is how K & N’s of today came into being.

Market Summary
Khalil Sattar while reading newspaper in veranda in his
house in northwestern, Pakistan on Sep. 2011 started
thinking of his dream of a happy and healthy nation.
Khalil Sattar established poultry business “K&N’s” in
Pakistan in 1964 with his wife Naushaba Khalil. In
September 2011, K&N’s was now run with his son Adil
K. Sattar. Khalil started K&N’s with the single mission
“to provide better nutrition for the health and happiness of
the nation”.