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  • Presented By: Group 2: Kolson

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    Humna Amna
    20 Ansichten10 Seiten
    The document discusses Kolson, a brand of biscuits in Pakistan. It provides an overview of the snack food category and biscuit subcategory, showing Kolson's new "Bravo" biscuits positioned as a healthy snack. Market research findings reveal chips have the largest stomach share of snacks at 43%, while biscuits are second at 32%. The biscuit industry in Pakistan is growing rapidly at 18% annually and valued at Rs. 3700 million yearly, with branded biscuits having 60% market share. Major players include LU, EBM, Kolson, Bisconni and Mayfair, among which EBM has the largest market share at 25%.

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    kolson (1)

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    The document discusses Kolson, a brand of biscuits in Pakistan. It provides an overview of the snack food category and biscuit subcategory, showing Kolson's new "Bravo" biscuits positioned as a healthy snack. Market research findings reveal chips have the largest stomach share of snacks at 43%, while biscuits are second at 32%. The biscuit industry in Pakistan is growing rapidly at 18% annually and valued at Rs. 3700 million yearly, with branded biscuits having 60% market share. Major players include LU, EBM, Kolson, Bisconni and Mayfair, among which EBM has the largest market share at 25%.

    Copyright:

    © All Rights Reserved
    Als PPTX, PDF, TXT herunterladen oder online auf Scribd lesen
    Markieren Sie unangemessene Inhalte
    20 Ansichten10 Seiten

    Presented By: Group 2: Kolson

    Hochgeladen von

    Humna Amna
    The document discusses Kolson, a brand of biscuits in Pakistan. It provides an overview of the snack food category and biscuit subcategory, showing Kolson's new "Bravo" biscuits positioned as a healthy snack. Market research findings reveal chips have the largest stomach share of snacks at 43%, while biscuits are second at 32%. The biscuit industry in Pakistan is growing rapidly at 18% annually and valued at Rs. 3700 million yearly, with branded biscuits having 60% market share. Major players include LU, EBM, Kolson, Bisconni and Mayfair, among which EBM has the largest market share at 25%.

    Copyright:

    © All Rights Reserved
    Als PPTX, PDF, TXT herunterladen oder online auf Scribd lesen
    Markieren Sie unangemessene Inhalte
    von 10

    KOLSON

    Brand and Advertising Management

    PRESENTED BY:
    GROUP 2

    NEED FOR A SNACK?


    Hungry

    Cravings

    Why do we eat snacks


    Hunger is the bodys
    way of making sure it
    gets enough energy
    from nutrients in food.
    You

    An overwhelming
    desire for certain
    foods despite our
    body having little or
    no nutritional need
    for them.

    could also be motivated by stress, unhappiness, anger,


    boredom or a desire to celebrate or reward yourself.

    CATEGORY HIERARCHY

    Snacks
    Chips

    Biscuits

    Nimko

    Salty
    Saltish
    TUC

    Sweets

    2 min
    noodles

    Sweet
    Sandwich/
    Cream

    Cookies

    Plain

    Prince

    Chocolat
    e chip

    Sooper

    Rio

    Bakery
    Cookies

    Gala

    Jam
    Hearts

    Bakeri

    Oreo

    Kolson
    bravo

    Healthy
    snacks
    Wheatable
    s
    FIG

    ROLLS
    New brand
    of biscuits
    in the
    healthy
    snack
    category

    Ingredient
    based
    Party
    Zeera
    plus
    Peanut
    pik
    Coconut

    SHARE OF STOMACH
    Focus
    group
    findings
    revealed
    the
    following
    results for
    the share

    SHARE OF STOMACH

    9% 5%
    11%

    43%

    32%

    Chips
    Biscuits
    Chocolates
    Nimko
    2-min noodles

    INDUSTRY ANALYSIS

    INDUSTRY ANALYSIS
    Biscuits Every Class
    Biscuits Every Class
    Complimentary item:
    Complimentary item:
    Tea, Larger and
    Tea, Larger and
    Small parties
    Small parties

    Food Between Meals


    Food Between Meals

    Pakistan
    Pakistan
    Per person consumption
    Per person consumption
    0.6 kg 2.1 kg
    0.6 kg 2.1 kg
    Industry growth rate:
    Industry growth rate:
    18%
    18%
    Total Biscuit
    Total Biscuit
    Consumption:
    Consumption:
    100,000 Tons
    100,000 Tons

    INDUSTRY ANALYSIS
    Brande
    d
    Biscuits
    Industry

    60% of the entire


    biscuit market
    Anticipated yearly
    sales rs.
    3700million

    Unbrande
    d

    Annual increase
    18%

    CURRENT MARKET
    SITUATION
    Pakistans biscuits
    industry is
    comprised of
    approximately 25
    units

    Rs. 5 to rs. 25
    (ticky pack, half
    role and family
    pack)

    Leading biscuit
    consumers
    Food item today for
    128 million
    Pakistanis

    Rapidly
    emerging as a
    preeminent
    health food

    5 major brands

    LU, EBM,
    KOLSON,
    BISCONI and
    MAYFAIR

    MARKET SHARE/VOLUME
    9%
    11%

    25%

    5%
    50%

    EBM
    LU
    Kolson
    Bisconni
    Mayfair

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