launching the hygenic frozen foods

8/8/2019 Launching the Hygenic Frozen Foods

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1 -Islamic Concept

In Islam, there are dietary laws that define foods as Halal or Haram. Halal

foods are permitted while foods deemed Haram are prohibited. Muslims are

prohibited from consuming pork and alcohol because they are regarded as

Najis (unclean) and therefore are considered Haram. For Muslim consumers,

meat products must be certified as Halal and must originate from certified

slaughterhouses that follow Islamic slaughter practices

2 -Opportunities in Market

As diseases are increasing in the livestock, the consumer is being sensitive about his/her health

and prefers to buy hygienic meat from the shop whose environment should also be hygienic. In

today’s life consumer also has not enough time to buy the products from different places and

he/she prefer to buy products at doorstep to save the time

3-Executive Summary:

H.F.F is focus on the customer satisfaction and quality oriented product. H.F.F is preparing

to launch a new food product, Hygienic Frozen Food in market. Despite the

dominance of Frozen Food leader K&N’s, we can compete because our

product offers a unique combination of features (Easy to cook food). We are

targeting specific segments in the consumers and business market, taking

advantages of opportunities indicated by higher demand for easy-to-cook

frozen foods due to busy life.

Gift UniversityStars Group 1



4-Current Marketing Situation:

We are entering fresh in the Business Market of Frozen Food. Halal, Hygienic

Food, Easy to cook food even in oven are getting popular today. Competition

is therefore more intense even as frozen food demand flattens and pricing

pressures squeeze profitability’s. To gain market share in the dynamic

environment, frozen food target specific segments with features that deliver

benefits value for customers.

5-Market Description:

Hygienic Frozen Food consists of those consumers who prefer to use food

which will be made in short period of time with less effort. Our consumers

are conscious about their health. They do not have enough time to cook. So

our main target is to provide healthy food with quality. And we are providing

easy to cook food which even easily cooked in oven. Specific segments being

targeted are:-

• Elite Class.

• Upper middle class.

• Middle class

• Lower Class (only in occasions)

• Motels

• Hotels




• Departmental/Super Stores

6-Product Review:

Our product is consisting of different types of Meat and fish. Our producthaving unique and distinguish features which are:-

• Halal

• Hygienic

• Healthy

• Time Saving

• Customization

• Durable Packaging

• Easily assailable

7-Competitive Review:

The First-Largest plays were k&N’s with quick food industries. K&N a

founding pillar and beacon for Pakistan’s poultry industry started in 1964

with the single minded objective of providing better nutrition for health and

happiness of the nation. This company (K&N) owns the 37% share of the

whole market due to provide consistent

Quality in their products. K&N integrated all poultry production activities

under one umbrella to bring you safe & healthy chicken by managing and

controlling all stages of production. And introduction its range of branded

frozen chicken product including ready-to-cook products in 2001.




8-Distribution Review:

We will emphasize trade sales promotion to expand in targeted areas

through the most important channels which are:-

• Motels

• Hotels

• Super Stores

• Franchisers

• Own distribution’s food vans

9-SWOT Analysis

Every Company has some strength, weaknesses & opportunities; threats that

it can face and can overcome. Here are company’s SWOT (Strength,

weaknesses, opportunities, threats) analyses which are:-

9.1-Strengths:

Strengths are the internal capabilities that can help the company reach its

objectives. Our company has following strengths which are:

• Hygienic Food

• Modern Equipment

• Lower rates from competitors

• Durable Packaging

• Availability




• Quality

9.2-Weaknesses:

Weaknesses are in internal elements that may interfere with the

company’s ability to achieve its objectives. We have two main

weaknesses:

• New in market.*

• Lack of brand awareness.

9.3-Opportunities

Opportunities are the external elements that the company may be able to

exploit to its advantage. We have opportunities which are:

• Easy to cook even in OVEN

• Large market to capture

• Health conscious people increased the demand of Frozen Food

• Well known chain in next years

9.4-Threats

Threats are current or emerging external elements that may possibly

challenge the company’s performance:

• K&N’s competitors.

• Buying from local Butchers (Trend).

• K&N captured the more market share and customers.

• Many local supplies captured the customer.




10-Objectives and Issues10.1-First-year Objectives

During the Hygienic Frozen Food initial year on the market, we are aiming 5% share of the

market through unit sales volume 400,000

10.2-Issues

In relation to the product launch, our major is the ability to establish a well-regarded brand name

linked to a meaningful positioning. We must invent heavily in marketing to create a memorable

and distinctive brand image projecting innovating, quality and value. We also must measure

awareness and response so we can adjust our marketing efforts as necessary

11-Marketing Strategy

Our marketing strategy is based on a positioning of product differentiation. Our primary

consumer targeted is Business class, Domestic people and abroad people, which can not cook

food easily and try to manage their busy schedules.

11.1.1-Positioning

Using product differentiation, we are positioning the Hygienic Frozen Food as a Easy to Cook

food even in oven, The marketing strategy will focus on the customers health and their easiness.

Our targeted places are

• Cantonment Area

• Satellite Town

• Model Town

We are targeting these areas because elite class people and business class are living there and

they don’t have enough time to cook so we are providing them easy to Cook.




11.1.2-Location

The bill board of Hygienic Frozen Food is located at following places:-

Pindi Bi-Pas Chowk (Gujranwala)

We have chooses this place because it is the junction point of three regions (Cantonment Area,

Satellite Town, Model Town). The main advantage of this place is that our outlet comes in to

view of customer from all of the 4 sides. It is commercial area where the pedestrians and

conveyance both have convenient access which is a positive point for us to capture our target

customers.

11.2-Product Strategy

All the features of the product will be described in the earlier Product Review section. We will

introduce a more hygienic, healthy and quality product during the following years. The brand

and logo will be displayed on the product and its packaging and reinforced by its prominence in

the introductory marketing campaign.

11.2.1-Product Mix:

• Mutton

• Beef

• Chicken

• Fish




11.2.2-Product Line:

Mutton & Beef Chicken Fish

Frozen Ready Meal Frozen Ready Meal Frozen Ready MealSiri Pie

Kalaji

Kemma

Champ

Kofta’s

Karahe

Tikka

Boneless Pieces

Kemma

Complete Chicken

Legs Pieces

Gardan

Drum Stick

Saji

Broast

Zinger Fried

Chapli Kebab

Prone

Boneless Fish

Simple Fish

Fish Kofta’s

Drum Stick

Rolls

Nuggets

11.2.3-Convenience Product:

We Offer the Hygienic Frozen Food as convenience products. It means that customers buy our

product frequently and immediately, and it has minimum of comparisons and buyers effort.

11.2.4-Hygienic Environment:

In our product Quality will be the main focus which will be obtained by using modern machines

and Halal process which starts from the first step to the end step of packaging.

11.2.5-Outlet:

We are providing one book with every packet in which we describe

• Temperature on which food should be cooked

• Different recipes with different food items

• Useful Tips




11.3-Packaging:Our packaging is durable which is protecting from diseases and protects it for long time. Our

packaging may also be beneficial in kitchen and home appliances

11.4-Pricing Strategy

The Hygienic Frozen Food will be introduced at lower prices as compare to our competitors

price which is the positive point for us to start a new business.




Those product and prices from which we are going to start are following:-

Chicken

Frozen/Ready Meal

Products Name Wt(g/kg) Price

s (Rs) Products Name Wt(g/Kg)

Prices

(Rs)

Boneless Pieces 1 250 Drum Stick 1(9pcs) 150

Kemma 1 220 Saji 1 165

Complete Chicken 1 140 Broast 1 180

Legs Pieces 1 150 Zinger Fried 1(4pcs) 250

Gardan 1 100 Chapli Kebab 1 200

Mutton & Beef

Frozen/Ready Meal

Products Name Wt(g/kg) Price

s (Rs) Products Name Wt(g/Kg)

Prices

(Rs)

Siri Pie 1(4pcs) 280 Champ (4pcs) 150

Tikka 1 180 Kofta’s (8pcs) 195

Kalaji 1 120 Kemma 1.5 300

Karahe (4sticks) 150 Kemma 3 480

Fish




Frozen/Ready Meal

Products Name Wt(g/kg)

Price

s (Rs) Products Name Wt(g/Kg) Prices

(Rs)

Prone 1 300 Drum Stick (4pcs) 150

Boneless Fish 1 450 Silver Fish 1 180

Fish Kofta’s 1 120 Rough Fish 1 150

Rolls (6pcs) 125 Sole Fish 1 100

Nuggets 1/2 180

11.4.1-Market Penetration Prices:

Definition:-

Setting a low price for a new product in order to attract a large number of buyers and a large

market share.

As we are targeting elite class so our prices are higher than but not as much as our competitor’s

prices.

11.5-Distribution Strategy

Our channel strategy is to use selective distribution, Hygienic Frozen Food through well known

stores, online and our own franchisers in targeted area. Hygienic Frozen Food will provide

detailed specification handouts, full color photos and displays featuring the product. We will also

arrange specific discounts for that place volume orders.

11.5.1-Distribution Channels of HFF

Products are moved into HFF sanitized refrigerated trucks for delivery to ensure

uncompromising quality control.

11.6-Marketing Communication Strategy:




Through these following channels we will reinforce the brand name and main points of product

differentiation. Advertising will appear on a pulsing basis to maintain brand awareness and

communicative various differentiation messages

We are using different channels which are

• TV

• Bill Boards

• Radio

• Internet

• News paper

• Pamphlets (Brochures)

11.7-Action Programs

Hygienic Frozen Food will be introduced in February on Besant Festival. Following are

summaries of the action programs we will use during the first 3 years to achieve our stated

objectives.

11.7.1-1st year Programs

First of all we are targeting Gujranwala. The location of our main company is at G.T. road

Gulshan Iqbal near Shelton Hotel. Our Franchisers are in Cantonment Area, Satellite Town and

in Model Town. Our training staff will work with sales personnel at major retail chains to

explain the Hygienic Frozen Food features, benefits and competitive advantages.

11.7.2-2nd year Programs

In the second year we are going to target Sialkot and Daska and open our one another branch in

those areas. We selected these areas because to expand our market and due to more advantage inthose areas.

11.7.3-3rd year ProgramsGift UniversityStars Group 12



The 3rd step which we are going to take is to open a RESTURANT in Sialkot and Daska. In

which we provide only HFF food and expand our product line. We selected those areas because

there is large market to capture due to fewer Restaurants.

11.8-Budgets

11.8.1-Cost of Production:

The budget of HFF is:-

Sales Years

Ready Meal 300,000

Frozen 210,000

Revenue of Mutton Ready Meal 39 Million

Revenue of Mutton Frozen 43 Million

Revenue of Chicken Ready Meal 36 MillionRevenue of Chicken Frozen 38 Million

Revenue of Fish Ready Meal 60 Million

Revenue of Fish Frozen 84 Million




Cost of Advertising:

Media Company Time/Type Frequency Cost/Unit Cost of Year

Cable TV Masala 19:00-23:00 5 times a day 5000 60,000

Billboards Rahat Ads Billboards 5 10,000 480,000

News Paper Express Page 2 1 2,720 43,520

Banners Rahat Ads Hand Made 50 350 70,000

Radio FM 106 11:00,20:00 2 5625 78,750

Broachers Flex Media Colored 1000 8 16,000

Total Cost=748,270

Controls

We are planning tight control measures to closely monitor quality and customers service

satisfaction. This will enable us to react quickly in correcting any problem that may occur. Other

early warning signals that will be monitored from signal of deviation from the plans include

monthly sales and monthly expenses. In the market of frozen food, we are developing the

awareness of


launching the hygenic frozen foods

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