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.

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 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

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 • Departmental/Super Stores

6-Product Review:

Our product is consisting of different types of Meat and fish. Our product
having 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.

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 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

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 • 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.

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 10-Objectives and Issues
10.1-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.

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 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

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11.2.2-Product Line:
Mutton & Beef Chicken Fish
Frozen Ready Meal Frozen Ready Meal Frozen Ready Meal
Siri Pie Champ Boneless Pieces Drum Stick Prone Fish Kofta’s
Kalaji Kofta’s Kemma Saji Boneless Fish Drum Stick
Kemma Karahe Complete Chicken Broast Simple Fish Rolls
Tikka Legs Pieces Zinger Fried Nuggets
Gardan Chapli Kebab

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

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 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.

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

Chicken
Frozen/Ready Meal
Price Prices
Products Name Wt(g/kg) Products Name Wt(g/Kg)
s (Rs) (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

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

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 Frozen/Ready Meal
Price
Prices
Products Name Wt(g/kg) s (Rs) Products Name Wt(g/Kg)
(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:

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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 in
those areas.

11.7.3-3rd year Programs

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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 Million

Revenue of Chicken Frozen 38 Million

Revenue of Fish Ready Meal 60 Million

Revenue of Fish Frozen 84 Million

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 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

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