KKF - Distributors

8/13/2019 KKF - Distributors

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KK Foods (Pvt.) LimAn Integrated Marketing Communication Distribu


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KK Masala comes from a renowned business conglomerate with experiein mass production , marketing & exhibitions of industrial products machineries related to chemicals & petrochemicals related items.

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

In the aromatic world of KK Foods, you get an experience of an appetizfeast like never before. Our wide range of tasteful readymade traditional continental cuisines presents you with a tempting sensation to your desirdelicious food.

Prelude


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The spice industry of Pakistan is a very difficult industry to compete in. Tmain 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 cook, 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 mefurthermore, itsnojust a packitsa main ingredient of my expensive meal Handi,especially anight when all the main people / head of the family and associates are there on

the 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, lowerperception , 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 promotion

is mostly missing

Challenges to Address


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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 particularlyhusband and children.

- A good majority of such also lives under joint family system , henceextended 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 in

her 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

enhance 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 anddish 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

delicious food is a main part of our lives. Be it the celebrations of Eid or

ceremony of a beloved, it is the food that give colors to the events and the relatives for a quality time.

Another behavioral factor is related to the double income phenomengrowing every day. Both the man and the woman of the house are support the family and they require ease and convenience when it

cooking factor.

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


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Identifying Consumer Sweat Spots that drive our cam


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Communication S Product Perception-Taste comes from pure ingredients and right blencreate the a Desired Brand Perception -It is the expertise of our blenders who kculinary craft and hence bring to you the ultimate taste thats reflectioingredients and strict qu

Core BrTaste That ets IntoWhile adding convenience (ease of handling) to the process and boostin


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Competitors CommunicatiHabib Masala Mix

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

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

Shan RecipeJust Perfect (ultimate blend for ultimate taste)

National FoodsHumaray khanayHumara Pyar


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ets rationalize our strategy witcreative thought


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Packaging


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Promotional Plan


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Product Placement Plan at Launch

SindhKarachi, 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 Activationwith branded stall and relevant giveawlike recipe books, Ingredients dictionaries weekly menu planner e


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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 peof 30 days at least (a compromise on budget might not lead to desiresults)

o Support activities on regional channels which are extremely effici

in terms of airtime cost while provide us respectable ad reach on tdesired localities)


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Thanks for your timeLets make it big

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KKF - Distributors