Deli Line Report

7/28/2019 Deli Line Report

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EXECUTIVE SUMMARY


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SITUATIONAL ANALYSIS:

FROZEN FOOD INDUSTRY ANALYSIS

Pakistan is enjoying a consumer boom. Housewives are interested in ready made products because

they do not want to cook. It takes a lot of time and effort to prepare shami kabas and they have to

be made in minimum quantity at home. You cannot make six kebabs but you may need only six

kebabs at serving. All these food are needed for entertaining guests at home, in line with the local

culture. Pakistani consumers are moving towards convenience, availability, hygiene and cost

reduction. It allows people to tailor their lifestyle according to availability of products. Frozen foods

will be a big part of our diet in future.

Pakistan has seen a tremendous growth in frozen food spearhead by the development of ice-cream

segment. The frozen food ice-cream segments market size vastly expanded as a result of two

entrants: Unilever (1998) and Engro Foods (2009). These new players increased the market of frozen

food considerably. During this time many small unbranded firms entered the market. The items sold

included samosa, rolls and hot dogs.

With the changing lifestyle patterns of the educated class of Pakistanis and the arrival of

international wholesale chains (Macro, Metro) and hypermarkets (hyperstar) the market for pre-

cooked and processed foods has expanded and has a potential to expand even more.

According to data monitor, the market for frozen food non-icecream segment in Pakistan increased

at 6.6% between 2004 and 2009. The frozen meat products category accounted for 75.8%. Growth in

the segment is reflected in the marketing budgets of the branded read-to-cook. Ready-to-eat players

who gave invested heavily in advertising, for instance Menus launch budget ion 2009 was Rs.20

million.

Marketing Definition:

The frozen food industry in Pakistan can be classified into four categories/ segments:

1. Milk/water based products

2. Meat based products: raw/ processed/ cooked, value added, chicken/beef/mutton/fish

3. Fruits and vegetable based products


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4. Wheat based products: parantha, samosa etc

K&N falls in the second category as it has raw chicken; cooked, semi-cooked, value added chickenproducts to offer.

K&N COMPANY SNAPSHOT

During the period 1982 to 1995, Mr. Sattar owner of K&Ns Poultry Farms, pondered with the idea of

setting up a processing unit to freeze chickens and make ready-to-eat and fully cooked chicken

products several times but every time he backed down, as he felt that the market was not ready for

prepared chicken cuts in chilled or frozen form. The reason for this, he felt was that most consumers

wanted the chicken culled in front of them to make sure its halal. Consumers were not hygiene

conscious and did not mind standing around in the middle of chicken muck, fluid and blood. There

was also an issue of electrification of the country. In areas where electricity was available most

people had a small fridge at best. Many could not afford the expensive local freezers.

Prior to 1963 there was no poultry production on a commercial level. All chicken that was available

was being grown by families and Desi poultry was being produced. Owner of K&N established a small

broiler farm of 1000 chicks in 1964 and called it K&Ns poultry farm. With small beginnings he began

his business selling chicken meat to hotels. By 1970 commercial production increased to 3099 tons

chicken. From 1964 onwards K&N expanded its production activities a feed mill was set up to

produce feed for the chicken.

Consequently in 1999, K&N consisted of layer and broiler breeding, feed mill, poultry processing and

production of ready to cook and fully cooked chicken products.

K&N now sells its products not only through its own stores but also at regular grocery and modern

retail stores. They provide door to door delivery of their products to retailers and free freezers to

grocery stores. K&N has also invested heavily in advertising and have built primary demand for the

product by positioning it as a safe and healthy chicken. All advertising is done in-house and they donot have an advertising agency to design the TVCs or print ads. The stores show videos of breeding,

rearing and processing of chicken which has helped change the mindset of consumers. It currently

holds the largest share of the branded packaged chicken meat market.


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Between 1197 and 2011, K&Ns has become a household name because of the read-to-cook products,

which are particularly popular among children, and housewives whio want to prepare quik meals for

their children or for hospitality purposes. Mr. Sattar feels that the demand for value-added is directly

linked to household income.

Products:

Processed chicken/ raw meat RTE Fully cooked Deli line

Premium

Designer cuts

Boneless meat

Chapli kabab

Tender pops

Haray bharay nuggets

Shami kabab

Hot tenders

Nuggets

CrouquettesBurger Patties

ChickenTempura

Kofta

Combo wings

Fun nuggets

Seekh kabab

Kafta kababs

Chunks

Skinless Sausages

Breakfast sausage

Cocktail Sausages

Frankfurter sausages

Hot franks

Jumbo Frank sausages

Cold cuts

Bologna Slices

Mortadella Slices

Pastrami slices

Pepperoni slices

Smoked meats

Smoked Breast fillet stripes

DELI LINE

We will be discussing Deli Line of K&N only as it has been launched recently and is still struggling to

capture the market. This line has failed to appeal to the Pakistani market for a number of reasons.

In order to launch Deli Line as breakfast a whole mindset change is required. Its category needs to be

promoted and opinion leaders need to be convinced that its healthy.

PRODUCT PERSONALITY


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SITUATIONAL ANALYSIS

SWOT

STRENGTH:

1. Saves Time:

- K&N Deli line is easy-to-make-dishes/recipes and hence, saves time. Supportsactive lifestyle.

- Deli line is fully cooked

2. Healthy:

- A healthy option compared to traditional breakfast of oil-drenched-paratha n egg

- Calorie count is available on each box which is again an advantage for people wholead health-conscious active lifestyle.

3. Introduction of Hot Franks with green chillies makes the consumers feel included inK&Ns marketingstrategy. The products are being made keeping the consumerspreference in mind. Green chillies are added to minimize the bland taste.

- Strong supply chain through its distribution channels.

- High Quality: Feed mills that enable K&N to make their own chicken feed which

ensures the food is of highest quality.

4. Hygiene:- Chicken is culled in clean hygienic areas and is frozen immediately thus protecting it

from bacteria

WEAKNESSES:

1. It appeals taste bud of a very small segment in Pakistan. The segment which hasexposure to the global food trends and is acclimatized with various tastes. Basically,masses find K&N bland.

2. Pakistani consumer cannot relate to the product names e.g. bologna, Frankfurtersausages.

3. It caters to a niche in terms of pricing i.e. not everybody can afford K&Ns products.


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4. K&Ns Deli line was introduced in 2010 but it is still in its introductory stage which isworrisome.

5. Brand awareness is quite less. it is related to product category awareness; marketingefforts by K&Ns hasnt been able to persuade consumers or induced trial.

6. The current communication strategy focuses on routine ko de protein whichcompletely ignores the primary advantage of deli-line which is quick & healthy food.

OPPORTUNITIES:

1. The need gap exists:

Family structure is increasingly shifting from joint to nuclear. And double-incomehouseholds are increasing. These households tend to be health-conscious and canafford the deli line products. In all, modern families are looking for a healthy andefficient alternative to breakfast.

2. No direct competitors in market:

They dont have many direct competitors as far as Deli line is concerned. There are fewunbranded sausages available in retail outlets but they dont have the advantage ofhaving big marketing departments i.e. they cant communicate their message toconsumers.

THREATS:

1. Product category awareness is needed:

K&Ns is trying to shift the paradigm from traditional breakfast to the protein-rich Deliline. Breaking the engraved tradition of anda-paratha, bread and butter is near toimpossible.

2. Diseases spread amongst broiler chickens.

3. Consumers consider frozen/packaged food unhealthy. Although K&Ns tagline is safeand healthy chicken; they havent yet been able to change the mindset of consumers.

4. Political instability and electricity issues in Pakistan

COMPETITIVE ENVIRONMENT ANALYSIS

DIRECT COMPETITORS

1) Traditional breakfast


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Major competition for Deli Line is home cooked traditional food as it is a part of ourculture. Breaking that tradition and moving towards Deli Line which is an unconventionaloption of breakfast is a difficult task. Traditional breakfast includes:

- Bread, butter, jam-

Egg, paratha- Halwa poori

2) Unbranded Sausages, cold cuts and smoked meat

Branded competition of Deli Line does not exist, several small entrants are makingsausages, cold cuts and smoked meat but they are reltively unknown. Deli Line enjoysthe backing of a strong well established brand name, however up till now it has not beenable to bank on it.

3)

Breakfast cafes- Espresso- Chatkharey- Dunkin Donuts

INDIRECT COMPETITORS

PK meat by PK foods

PK meat is the only strong competitor makingsausages. Its two variants are available in themarket. However these sausages are notpositioned as breakfast food.

MARKET SHARE

The size of the current chicken based, ready to eat/ ready to fry market for all brands isabout Rs300 million.

Year Company Brand Name and Market Share Nationally Geographic coverage

1999 K&N 75% National

1997 Mon Salwa 5% Regional

2009 Seasons Foods 10% Regional


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2011 Dawn Foods 5% Regional

2011 PK Foods 1% Regional

1989 Icepac Ltd 4% Regional

Others 5% Local

Deli Lines market share is almost non-existent and therefore we need to revitalize the ad. \

MARKET GAP:

None of the frozen food companies is offering Deli line i.e. fully cooked products like bologna,

cold meat or sausages. Consumers who are ready to accept this modern concept of breakfast

has a need to fulfill. So, K&Ns Deli line can fulfill this need without any direct competition.

Acceptance of Deli Line (sausages, salami etc) amongst the masses

BUYER ANALYSIS

BRAND LOYALTY (K&NS DELI LINE)

K&Ns enjoys a strong customer base and consumers have high brand loyalty for K&Nsproduct but Deli line has very low brand awareness and hence, quite low brand loyalty.Consumers prefer egg and paratha (traditional breakfast) over sausages, cold cuts andsmoked meat. We need to induce trial to reach their taste buds. trial can only take place ifconsumer is confident about WHAT theyll do with the product once they buy it.

Consumers, in most cases arent even aware of these products and its usage. the opinionleader for food-related purchases in a household is the mother. A Pakistani mother (even theone who can afford the product) needs to be educated about Deli line and its usage. Shedoesnt care if sausages are skinned or not because she isnt aware of its advantage and notmany will log onto the website to get to know it.

The perception that frozen food is not healthy has to be broken. Deli line is to be promotedas a healthy and easy-to-serve food.

EXISTING MARKET OF DELI LINE

Demographics


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K&Ns Deli line demographics are youngsters, families and housewives. Buyers age range from 20+and above. Socio economic class they belong to A+ to B+.

PsychographicsThe consumer insights are that working people skip breakfast because they are on time crunch.Traditional breakfast more filling and frozen food is not filling enough. Deli lines current TVCs focuson Active lifestyle and protein intake. Its trying to capture minds, rather stomachs of active people.

Consumer profileMr and Mrs Emmad: who exercise, work, look after their children and then take time out forthemselves.

CRITICAL ANALYSIS OF PREVIOUS TVC

The TVC is highlighting a family who is living a safe and active lifestyle. A mother is shownduring morning time and the daily routine of this family is shown. Both the kids are activeand wining their respective sports games. Grandfather is healthy going for walk in themorning. Husband is also very active and enthusiastic about kids wining the games. The ladyof the house is shown at the end making healthy breakfast from K & Ns deli line product.

Big idea: Active and healthy lifestyle

Campaign Idea: A family living a healthy active life as they use K& Ns deli line products andits fulfilling the requirements of a healthy daily ingredients intake

Primary Target Audience:

Families and housewifes belonging to SEC A+, A, A - and B+

Consumer Insight:

Packaged food is not considered healthy Deli line is considered bland Sausages and cold cuts are considered snacks rather than breakfast items

Traditional breakfast considered to be more filling

Secondary

Males (bachelors)

Young working women females

Single parents


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Brand Personality

Deli line is safe, active, hygienic, and health conscious

Brand Positioning

Deli line positioning is done on the basis of a brand that gives proper protein intake andhelps in living an active lifestyle

Rational Appeal

K& Ns Brand Name Logo Deli line products shown in the ad which are ready to eat and less time consuming

Emotional Appeal

Deli line Tvc is focusing on the love and togetherness of family and the bond which theyshare with each other. The happy and joyous expression on the faces of parents when theirkids win the games and the feeling of healthy lifestyle is being portrayed to the targetaudience.

Creative Strategy:

Slice of life strategy is used in this TVC of deli line. Target audience could very well relate tothe chunk of life shown in the ad.

Opinions-Suggestions Tvc has very well portrayed the concept of healthy active lifestyle Deli line products shown in the ad look very tempting and playing on the sensory

creative strategy Tvc didnt focus on the comparison between traditional and deli line breakfast No clear cut message on usage of deli line product for breakfast in comparison to the

oily traditional breakfast


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OUR PROPOSAL


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PRIMARY AIM

KEY OBJECTIVES:

1. Product category awareness:

At the moment packaged / frozen food market for breakfast doesnt exist. Also non -traditional food like sausages, cold cuts is not accepted by the masses as breakfast items.Most consider it a snack. People are not aware of avalability of sausages, cold cuts, andfrozen meat.

2. To replace Deli Line with traditional breakfast:

Breakfast in Pakistan consists of traditional items like parantha with fried egg, malai, halwa

puri, lassi, nihaari, paaye. These traditions go back to even before partition are not easy topart with. Most mothers take pride in making these.

3. To position it as healthy nutritious food:

The perception of frozen food is that its unhealthy and contains preservatives. We need toposition it as healthy food as compared to traditonal food which is oily and fattening. DeliLine is light on weight and is full of proteins.

4. To highlight its convenience and low preparation time:

Traditional breakfast takes time to make and requires a lot of time. Many families are dualincome and have busy lifestyles and thus do not have the time to indulge in this exercise.Deli line on the other hand is easy to make and saves up on time.

5. To induce trials:

The campaign should induce trials amongst the target market to increase its level ofacceptance and awareness.

Secondary Objectives:

To increase purchase of Deli Line by 20% in one year.

6. ENTER THE WEEKLY GROCERY LIST OF OUR TARGETED HOUSEHOLDS.

PROPOSED BUDGET


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TOTAL BUDGET:

REASONS:

1. We have a slightly larger budget for print media because our product is on introductory stage and we

need to provide users with information: recipes, usage, product names. Bologna and Mortadella are so

difficult to pronounce and remember for an average Pakistani that we need to provide them in print. Then

they can refer back to it when needed. A TVC on the other hand cannot be paused.

2. Television amounts for the largest percentage because its a most effective medium. Deli lines beautiful

products would have a sensory appeal on TV. Also, weve proposed placement in various cooking shows

and drama serials.

3. Our target audience includes youth (20-35) and theyre mostly on internet so we have that in our media

mix too but since, its inexpensive, it has a small share of total

BULLS EYE

Market Size:

In terms of population our market size includes people living in urban areas. This constitutes36% (in 2008) of the total population of Pakistan.

Print media 10%

T.V. 50%

Radio 15%

OOH Advertising 20%

Internet 5%


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PRIMARY TA FOR THIS CAMPAIGN

Gender: Females

Age: 20 50

Social Class: SEC A+ to B-

Professions: students, business women, employees, house wives and mother-in-laws

Reason for choosing this market:

They have the greatest buying power compared to SEC C and D.

Female between the ages of 20-40 is enthusiastic and is ready to try out newproducts.

Females understand the importance of tradition and heritage as well. They are the

best individuals who are capable of bringing about change together with carryingforward their heritage. Hence, they are not repelled to the idea of Deli line.

They do grocery shopping and even if they dont they have a say in the decisionmaking process. Young girls above twenty can easily influence the minds of theirmothers. According to a survey mothers said they include their daughters in thedecision-making process. So it is their mind set which we need to change.

Our chosen target market is a trend-setter and people in SEC C and D are followers.On the cost of sounding impolite, Pakistanis are basically wannabees and this trait

of Pakistanis are going to be advantageous for us. We only need to design a plan tocreating brand awareness and create brand image in our target market, the rest willsimply follow when we provide them our brand through distribution and effectivepricing strategy.

People belonging to SEC A+ to B are usually aware of the importance of breakfast.They realize its importance and have a need; we just need to provide them a way tosatisfy it.

Demographics

Age: 20-30

Gender: Female

SEC: A + to B -

Psychological:


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Key problems: The market for sausages, cold cuts does not exist at the moment. It isnot considered breakfast. The category awareness of these as breakfast is close tonon-existent. Opinion leaders believe it is the ultimate nutrition for their family andthis is ingrained in our culture. The market for traditional food is very strong.

Specific habits: The target market is old enough to make decisions. They are educatedand can influence choice of their parents. Due to their work/ studies they are unable tohave proper breakfast. Many are healthy conscious and want to avoid oily fatteningfood. They like hanging out with friends and influence each others opinions.

SECONDRY TA

Male Population below 20 and more than 40 Restaurants

MESSAGE STRATEGY

PROPOSITION:

USP: To provide nutritious, non-traditional food for the health conscious which is light on weight and light on

time.

Rational positioning:

Packaging

Product usage

Use of color Red

Logo

Tag Line - Deli Line: Making traditions

Website


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Emotional positioning

Relationships with friends and family, changing dynamics of family, daughters say in choice of food.

FINALIZED MESSAGE:

K&Ns Deli lineMAKING TRADITIONSTagline: MAKING TRADITIONS!

Reason: The whole campaign will focus on making new traditions for breakfast. We need to

break through the deeply engraved tradition of Pakistani breakfast (egg, bread, paratha,

halwapuri) and introduce them to the efficient and healthy world of Deli Line.

CREATIVE STRATEGY

THE EQUITIES

Platform:

Mother-Daughter relationship and bonding amongst friends. Peer pressure plays a large roleon consumers buying behaviour; once a close friend recommends a product/brand itautomatically enters your life style. Also well use the influence young girls have on theirmothers as far as household decisions are concerned. These are the two insights that will actas a platform for our message.

Physical Elements

Deli line is protein-rich vacuum packaging makes the product bacteria-free. Packets are easy to store, use and re-use. K&Ns distribution is effective.

Emotional Elements:

leverage K&Ns (parent brands) brand equity to the Deli line pull the heartstrings of opinion leader (mothers) via their daughters Emphasis on value of time in the lifestyle of Deli Lines consumer.

Creative strategy:1. slice-of-life2. problem-solving


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Brand positioning:

Association of consumers with K&Ns:

1. Its healthy because it breeds and feeds its own chicken.2. Its convenient3. The taste appeals Asian taste buds as far as their products like Seekh kebab and

chicken Tikka chunks are considered.

Associations we want to create:

1. Deli line is as healthy and convenient as rest of K&Ns products.

2. A breakfast should be simple, healthy; there is no need for oily eggs sprinkled withheavy dose of pepper and salt.

3. Breakfast should be Easy-to-make since everyone is in a hurry to reach their jobs,school or university. And Deli line gives exactly that.

4. On-the-go breakfast is more convenient for people with active lifestyle.

5. So make new traditions in breakfast.

Media monitoring:

PK meat is the only brand offering sausages but their media presence is always based ontheir chicken products and not sausages. Also they arent placing their sausages in breakfast

category so Deli line doesnt need to compete with it.

MEDIA STRATEGY

ATL:

Terrestrial:

TVCs wont be on-aired on PTV or ATV because their target audience doesnt match ourtarget audience. Reach is high, slots are quite expensive but the message will go to wasteand not hit bulls-eye.

Cable:

For mothers: Hum TV, ARY Digital, Zauq, Zaiqa, Geo


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For youth: HBO, Style 360

Radio

Radioactive 96 FM

City FM 89

Apna Karachi 107 (since it targets Pakistans metropolis)

Radio One FM91

Print

Dailies: Dawn, Express Tribune, Daily Times, The NewsWeeklies: Images, Tribune Magazine, Sunday MagMonthlies: Libaas, Humsay

MEDIA VEHICLES

MEDIA Vehicle Placement TIMING

Tv Style 360

ARY Digital

HUM TV

Ary Zauq

Hbo

Masala Tv

Business Plus

Fashion Shows

Drama Hours

Primetime

Prime Time

News papersDAWN Front page Week days and

Sundays (Images)

Express Front & back page Week days &

SundaysTribune Front page and back

page alternativelyIts a weekly youth

magazine

Magazines Libaas Front page Monthly


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Radio FM 91 Mon-Thurs

(5:00pm-8:00pm)

FM 96 Half Hourly Time

Check

Mon-Thurs

(10:00pm-1:00am)

FM 89 Mon(8pm-9pm)

FM 107 K &Ns Deli LineSponsored Show

Sun-Fri (10:00-11:00pm)

BillboardsShahra-e-faisal,Hyderi market,

Sea View,Defence, Clifton,

Gulshanchowrangee

Famous Cafs

Main roads, Footpaths, Building roofs,

universities,shopping malls,

restaurants

3- 6 months

Internet Facebook On the profiles ofyoungsters

There would be adfor FB and a

constant group

A facebook gameOf K&Ns Deli Line


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TV shows:

1. Food diaries on Masala TV (8:00-9:00): its a cooking show focusing on westerncuisine. Its TA matches with our TA.

Problem: at this time a large portion of TA is watching their favorite drama as well(since theyve become seven days a week)

2. Dramas on-aired on Geo Entertainment and HUM TV from 8:00-9:00

3. Working women: Tammy Haq show on business plus

RADIO

Placement:

When the TVC is launched; all the above mentioned morning drive-time shows can besponsored one by one for one week. RJs will talk of breakfast; encourage users to go onwebsite and check recipes out and highlight the importance of breakfast. This way we willconstantly bombard the same message in consumers mind for one month.

BTL

1. Kiosksat supermarkets like Aghas, Hyperstar and Naheed Super store. Also atairports for early morning flights.

2. Event based:

Calendar:

Hostel-time(Attacking university-goers):

August: students are leaving for their hostels and university at this time. They eithereat food or rely on frozen-food (fully cooked), especially for breakfast, becausestudents dont have much time in morning. Also, microwaves are usually present inhostels so heating Frankfurter sausages for two minutes isnt an issue.


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Promotion at this time will also hit the other general university students as they alsoface same dilemma day-in and day-out.

Non-calendar:

Break-fest

OOH:

Conventional: Billboards

Pillar wrappings

Sign-posts in KDA-I, Defence and Clifton

Transit:

Entry/Exit point- Ads/stalls at Airports

Moving vehicle-Daewoo buses running from Lahore to other northern areas (it has

students from LUMS, Punjab University, Kinnaird, King Edward Medical college)

Creative considerations:

Direct competitors:

Indirect Competitors

Timeline: one month on radio

Mandatory: Logo, K&Ns and Deli line brand name, Mentioning of Halal and frozen food


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BRAINSTORMING

NEGATIVES OF THE PRODUCT CATEGORY

Frozen food isnt healthy

Culture of making fresh food

POSITIVES OF THE PRODUCT CATEGORY

Quick to make

Convenient

Healthy because it locks the nutrition value

NEGATIVES OF TRADITIONAL FOOD

Oily

Takes time to make

Youth doesnt like its taste

Fattening

DELI LINE POSITIVES

Quick to make

Healthier

A lot of variety available, can be made in a number of ways

Easier to make directions need to be made

Taste consistent

DELI LINE NEGATIVES

Negative perception of frozen food

Traditional breakfast is ingrained in our culture

Awareness of product category doesnt exist. Even health-conscious, busy people gofor bread, jam and butter to make breakfast light and fast.


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IMC PLAN

BIG IDEA:

Healthy breakfast for achievers.

CAMPAIGN IDEA:

Breaking old traditions and making new ones:

The objective is to counter the negative notions consumers have regarding productcategory. first, we need to create product category awareness. secondly, encourageconsumers to try product. thirdly, exhibit various usages of product. all these objectives willbe achieved in a six month/year long campaign.

Later on (once we reach growth), we can move onto widening the target audience from

youth to older generation and males.

CHOSEN TARGET AUDIENCE FROM CREATIVE BRIEF:

Primary TA:

Age: 20 to 30

SEC: A + to B-

Gender: Female

SECONDRY TA

Male Population below 20 and more than 40. Restaurants

ADVERTISING:

ATL:

1. Teaser regarding breakfast: What did you have for breakfast?2. TVC countering negatives of brand and product category will run.

BTL:


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Purpose: enabling potential consumers to experience the brand and make Deli line talk oftown.

1. Stalls in large supermarkets: K&Ns workers would make recipes, using deli line, andserve them to consumers. this will serve to purposes: induce trial and demonstrate

product usage. then they will share their experience with friends and family. THIS willresult in creating buzz word and Deli line hopefully would become talk-of-town.

2. serving breakfast(in traditional dishes/silver-colored-thaals) at breakfast-time fromdoor to door in areas where our target audience resides. This will also serve thepurpose of conveying message: Deli line is not breaking traditions but making newones.

SALES PROMOTION:

1. Kiosks: An area designed as kitchen counter with characters of our TVC sitting thereand making breakfast (acting). They will help the adopter choose products andexplain them how to use it. (will this come under direct selling?) help them in makingnew traditions.

2. Free recipe books: the idea of Deli line is fairly novel in our society; large percentageof our target audience wouldnt be aware of its usage and wont even accept itpublicly. Hence, use recipe books to counter their fears.

BRAND PUBLICITY:

Publish an article in different magazines, asking sports/television celebrities about theirbreakfast habits. They are role models for many and if even fifty percent of them useproducts that Deli line is providing then our purpose will be served. One can imagine a crash

landing of young girls at K&Ns outlet on Monday, if Fawad Khan, in Sunday TribuneMagazine, reveals he eats aBologna sandwich for breakfast.

Documents

Deli Line Report