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  • Kolson M

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    Humna Amna
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    The document discusses Kolson's competitors in the biscuit market including English biscuit manufacturers, Innovative Biscuits, Mayfair Biscuits, and Bisconni Biscuits. It analyzes the competitive landscape with English manufacturers holding 50% market share and Continental biscuits at 25%. The document then profiles the different biscuit brands of the continental and English competitors and analyzes Kolson's customers through demographic segmentation based on age, gender, and income level and behavioral segmentation based on benefits sought and usage occasions. It identifies a gap in biscuits available to fulfill nutritional requirements.

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    The document discusses Kolson's competitors in the biscuit market including English biscuit manufacturers, Innovative Biscuits, Mayfair Biscuits, and Bisconni Biscuits. It analyzes the competitive landscape with English manufacturers holding 50% market share and Continental biscuits at 25%. The document then profiles the different biscuit brands of the continental and English competitors and analyzes Kolson's customers through demographic segmentation based on age, gender, and income level and behavioral segmentation based on benefits sought and usage occasions. It identifies a gap in biscuits available to fulfill nutritional requirements.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    81 views12 pages

    Kolson M

    Uploaded by

    Humna Amna
    The document discusses Kolson's competitors in the biscuit market including English biscuit manufacturers, Innovative Biscuits, Mayfair Biscuits, and Bisconni Biscuits. It analyzes the competitive landscape with English manufacturers holding 50% market share and Continental biscuits at 25%. The document then profiles the different biscuit brands of the continental and English competitors and analyzes Kolson's customers through demographic segmentation based on age, gender, and income level and behavioral segmentation based on benefits sought and usage occasions. It identifies a gap in biscuits available to fulfill nutritional requirements.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 12

    KOLSON

    Brand and Advertising Management

    PRESENTED BY:
    GROUP 2

    COMPETITORS

    COMPETITORS
    Innovative Biscuits
    Innovative Biscuits
    English Biscuit manufacturers
    English Biscuit manufacturers

    Mayfair Biscuits
    Mayfair Biscuits
    Bisconni Biscuits
    Bisconni Biscuits

    Local Bakery Biscuit


    Local Bakery Biscuits

    Continental Biscuits
    Continental Biscuits
    Indirect competitors
    Snacks, chips, Chocolate

    COMPETITIVE LANDSCAPE
    English Biscuit Manufacturers

    50 % market
    share

    Continental Biscuits

    Major players

    25 % Market
    share

    These companies continued to dominate with their strong product


    portfolio, strong marketing investment and extensive distribution
    system

    CONTINENTAL BISCUITS

    Bakeri Classic

    Family pack,
    Snack pack,
    Ticky pack

    50-50

    Snack pack,
    Ticky pack

    Bakeri Coconut

    Family pack,
    Snack pack,
    Ticky pack

    Oreo

    Family pack,
    Snack pack,
    Ticky pack

    Bakeri Bisticks

    Family pack,
    Snack packf

    Tiger

    Family pack,
    Snack pack,
    Ticky pack

    Candi Original

    Family pack,
    Tuc
    Bar pack, snack
    pack

    Family pack,
    Snack pack,
    Ticky pack

    Candi Chocolate chip

    Family pack,
    Snack pack,
    Ticky pack

    Wheatable
    Wheatable
    sugarfree

    Family pack,
    ticky pack

    Gala

    Family pack,
    Snack pack,

    Nankhatai

    Family pack,
    ticky pack

    ENGLISH BISCUITS

    Sooper
    Sooper elaichi

    Whole wheat

    Gluco

    Butter puf

    Rio

    saltish

    Peanut pik
    Peanut pista

    Farm house cookies


    Chocolate chip
    Short bread
    Coconut crunch

    Party

    Chocolate sandwich
    Lemon sandwich

    Marie
    Click

    INNOVATIVE BISCUITS
    Butter crunch
    Goodies
    Digestive
    Zeera
    peanut
    Xtra
    Choc n chip

    MAYFAIR BISCUITS
    BRAND

    TYPE

    Cafe

    Plain sweet

    Energy

    Energy

    Club

    Crackers

    Break

    Fruit n nuts

    Smar2

    Cream biscuits

    Zeera royale

    zeera

    Chocday

    Chocolate
    enrobed

    BISCONNI BISCUITS
    BRAND

    Chocolate chip
    Treat
    Rite
    Chocolatto
    peanut
    Novita (chocolate,
    orange)
    Butter bites
    coconut
    Peanut

    CUSTOMERS

    Demographic
    Segmentation
    AGE

    Kids: Prince, Rio, Chocolate


    chip,smar2,Goodies,tiger(c
    reamy and attractive
    packaging)Youth: Oreo,
    Rite, Tuc, zeera,
    candy,gala, bakeri Mature:
    zeera, peanut, wheatables.

    GENDER
    Both male and
    female

    INCOME LEVEL
    Biscuits are available in
    different packages i.e.
    ticky pack, snack pack, half
    roll, half pack and family
    pack to cater the needs of
    different income classes.

    Behavioral Segmentation
    Benefit sought
    Serve guests, Fulfill
    nutritional
    requirements, Food
    between meals to
    satisfy hunger,
    snack for children
    and youngsters

    GAP
    IDENTIFIE
    D
    ( less
    biscuits
    available
    to fulfill
    nutritiona
    l
    requireme
    nts)

    Usage Occasion
    Family gatherings,
    parties, breakfast,
    evening tea, food
    between meals

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