Kolson ppt

7/23/2019 Kolson ppt

1/27

PRESENTATION

ON KOLSONS BISCUITS

For more files logon to:

www.pkst.info


2/27

History of Kolson

Kolson established in 1942.

First its single entity, family owned.

Then owned by Three families.

But its run by management.


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Organization Structure

7-Boaes of Directors

8- GMS

4- GAS

RSM

ASM

TSO

SO

SR

DR

General Head Marketing

Brand

Manager

Mr.Zeeshan

Chips

Brand

Manager

Mr.Hatim

Slanty,Pasta

Brand

Manager

Mr.Saqibuddi

n

Biscuits,cookie

s,cereals

ABMABM ABM

Miraj

Hussain


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Mission statement

To provide a one shop to promote sociallyresponsible life style products while growing the

global market with the conscious.


5/27

Company Objectives

The fundamental objective of Kolson is

maximum growth in the food industry.

Cost leadership.


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Product line and Category

SLANTY

TWINKLE Cheese balls

- CRINKLE PATATO

- PATATO CHIPS

SNACKER

-LONDON STICKS

- CHATA PATA RINGS

- TWICH

- SMART CHIPS

- FRIEND CHIPS

CHIPS


7/27


KATCH

BRAVO

JAM HEARTS (Vanilla) JAM HEARTS (Chocolate)

CREAM HEARTS

CREAM HEARTS

(Chocolate and Vanilla)
http://www.kolson.biz/products/biscuits.html


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CHOCO WHEELZ

FROOT WHEELS

COCOA BEANS

HONEY RICE CRISPIES

CEREALS
http://www.kolson.biz/products/cereals.html


9/27


MACARONI

LASAGNE NOODLES

SPAGHETTE

PASTA
http://www.kolson.biz/products/pasta.html


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VERMICELLI


11/27

Market Segmentation

Demographic: In demographic marketing

segmentation of the Kolson divide market age

wise, gender wise, according to family size, family

life cycle, income, generation.

Psychographic:

lower class and to middle class, working class


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Market Segmentation

Geographic:

Karachi: (whole Karachi city)

South: (Sindh, Baluchistan)

Central: Punjab

North: (FATA, Islamabad and Tribal area)

Behavioral:

Buyers buy Kolson biscuits easily and it gives good quality

in biscuit at affordable price.


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Target Marketing

All age of people


14/27

Positioning

Kolson positioned its biscuits as a full of energy.


15/27

Brand Personality

Kolson has a strong brand personality that'swhy it supports the other categories brand.


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Brand Positioning

Bravo indicated the full of energy and daring

biscuits.

As Jam Heart indicates the biscuits for Lovers

and Teen agers.

Mobile name of biscuits indicates is a kid's

biscuit.


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Market size

Nationally

Now enters in International Market.


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Market Share

50% ABM

25% LU

11% Kolson

9% Bisconi

11% Kolson Biscuit shares

5% May fear

Market Shares of Biscuit Companies

EBMLU

Kolson

Bisconi

May fair

Kolson

Biscuit

shares

11%


19/27

Marketing Mix

Price:

(All products have same price)

Katch, Bravo, Jam Heart (vanilla), Jam Heart (chocolate), Cream

(Heart), Cream Heart (chocolate and vanilla) .

Ticky Pack: Rs.4

Half Roll: Rs.12

Family Pack: Rs.22


20/27

Marketing Mix

Pricing Approaches:

Competition Based


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Marketing Mix

Product:

Katch, Bravo, Jam Heart (vanilla), Jam Heart(chocolate), Cream (Heart), Cream Heart

(chocolate and vanilla) .


22/27

Marketing Mix

Place

Kolson biscuits can be found at nearly all retailoutlets throughout Pakistan.


23/27

Marketing Mix

Channels of Distribution

General Stores, Wholesale market departmentaland super stores, i.e. increased efforts to

penetrate the market.


24/27

Marketing Mix

Promotions:

ATL: TV, Newspaper, etc.

BTL: Road shows, Events, etc.


25/27

SWOT Analysis

StrengthThe competitive edge identified for Kolson is their

product innovation.

Another strength identified is the supply anddistribution channel.

Weakness

One weak area that we can identify is their lack ofexpertise and experience in the biscuit market.


26/27

SWOT Analysis

Opportunity

Market growth

Purchasing power

Threats

Inflation

competitor Price sensitivity

Most pertinent threat is the fast growing and highly

competitive local industry.


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Marketing Strategy

Market Research:

Conduct through market research to understand the consumer-choices

and behaviors.

TARGET MARKETING:

Every member of a family, i.e. mass marketing

ADVERTISING

Developing a new advertising campaign that supports the positioning

strategy

Documents

Kolson ppt