The Product: Fish kabab, Nugits&kofta

The Opportunity: As there is no such company who provides the ready to cook food fish product in the market.
Its a opportunity for the K&Ns to do introduce new product line to have first mover advantage and earn profit.

Problem to solve or need to be filled:It is scientifically proved that eating fish on regular basis can help to protect you
from a range of serious diseases. Fish is a super food packed with vitamins, minerals and a major source of omega-

3 fatty acids. Eating the fish can help to protect us against the diseases likecancer, heart disease, depression,
arthritis &skinEtc.But as people in Pakistan do not use fish in summer season and become the victims of thesediseases.
Competitive Advantage: The K&Ns will have a competitive advantage because it will be the first company in Pakistan to
introduce ready to cook fish products and will create awareness in the in the peoples about the benefits of eating fish. Also
there is no such company in Pakistan can imitate this idea.

Industry Analysis:
Introduction

The year 1964; a young independent nation Pakistan forging ahead towards a
dream; self sufficiency in food production. underfeeding remained a major
problem. 80% of the ailing children were affected wi th diseases
caused by vita mi ns , minerals and protein deficiency.
Poultry production, the least expensive and quickest way of satisfying the protein
gap was planned to defeat underfeeding. Backyard poultry farming has to graduate
to a more professionallevel.January 1964, Khalil Sattar, a young man, still a
college student, had a dream to foresee anteed to establish a poultry farm. His
attention leads him to start a broiler farm of 1, 000chicks. Little had he
known this flock was to become the foundation stone of K& N'S . This was
the simple, inspired and nationalistic beginning of K&N's with a single minded
objective of providing a better nutrition for health and happiness of the nation.
A. Industry Description
Industry trends
Industry size
Industry attractiveness (growing, mature or decline)
Profit potential
B. Target Market
Description of target market
B. Competitive Position with Target Market
Competitor analysis
Marketing Plan


Marketing Objectives

Matrix ( BCG, Product competitive grid)

PEST, SWAT Analysis

Porter's Model

Competitive Grid

Segmentation, Target marketing, positioning

Product Feasibility and strategy

Product strategy
Concept testing
Usability testing

Pricing Strategy

Objectives

Technique

Adjustment strategy

Channels of Distribution
Promotions and Advertising
Demand forecasting
Marketing budget
Marketing Material Required:

Brochures
Visiting cards
Newspaper or magazine ad
Website
Any other marketing material

C. Intellectual Property
Patents, trade marks and copyrights applied for or approved

Financial Plan:
A. Capital Requirement for the Next Three Five years
Sources and uses of funds
B. Overview of Financial Projection
Explanation of how financial projections are prepared (assumption sheet)
C Income Statements
D. Cash Flow Projections
E. Balance Sheets
F. Payback and Exit strategy