OBJECTIVE OF STUDYING THE ORGANIZATION

The following are the objective that provoked me to study the mentioned
organization.

1.
2.
3.
4.

To know the marketing objectives of the organization.

To know the marketing activities conducted for brand promotions.
To know the counter strategies to cope up with the competitors.
To know the RMS (rightful market share) of KSS offered product
categories.
5. To know the competition environment.
6. To know how the company compete the other players even the big one like
PCI (Pepsi cola international).
7. To know the way KSS seeks MARKET INTELLIGENCE / competition
information.
8. The ATL /BTL activities of the company.
9. Consumer Trust / Satisfaction on KSS products.
10. The way consumers feedback is collected &considered.
11. Brand Activation / Re-Activation Drives.
12.The product strengths.
13.The failed products (if any).

OVERVIEW OF THE ORGANIZATION

BRIEF HISTORY:
Kolson about itself writes as,

Ever since its inception in 1942, as on today, Kolson enjoys the distinction of
being one of the pioneer food manufacturing and processing industries in Pakistan.
The name of Kolson is synonymous with dynamic and innovative food product.
The philosophy of the company is based on self-commitments to offer consumers
greater choice of exclusive quality products. In doing so, the company has, in true
sense, evolved its own marketing style to establish a more effective relationship
with consumers.
Being a food manufacturing company we understand our responsibility to provide
consumer high quality products and selection of best ingredients that add to the
nutritional value of our products.
Kolson brands appeal to an extraordinarily diverse array of consumer. Our
consumer segment starts from as young as one year old who starts developing a
taste for snacks and goes all the way up to older age people who consume pasta
and breakfast cereals as part of their healthy diet. In consumer promotions,
designed to enhance the Kolson image, we therefore, try to satisfy the growing
needs of all our target segments.
Kolson is proud to be the pioneer in pasta production in Pakistan. More than 50
years back nobody could think of pasta as forming a food habit being an
absolutely new food concept for populace of Pakistan. At present
company is market leader in pasta products such as Spaghetti,
Macaroni, Lasagne, noodles and vermicelli.
Kolson also has a leading edge in manufacturing breakfast cereals that innovative
and extremely popular among the consumers of all ages.
As company hierarchy enters to the third generation, it befittingly coincides with
yet another stunning product, an innovative range of high-class Biscuits, Jam

Hearts, Cream Hearts Katch and Bravo, being sandwich, crackers and traditional
bakery biscuits respectively which are already fetching consumers recognition &
appreciation because of its unique and smacking flavor and texture.

KOLON MILESTONES:
Established in 1942
In 1942 producing pasta (vermicelli product only)

In 1960 added more pasta product Line with Spaghetti, Macaroni,

Lasagne.
In 1980s new product line with categories of potato sticks, Crinkle
Chips, twich, Cereals etc were added
In 1994 the addition of the big brand of Kolson slanty put the company
stand on ahead footing with all the local players.
In 2004 the new product line of Kolson biscuits added & the brands like
Bravo, James Hearts, Cream Hearts Katch &Moments were introduced.

NATURE OF THE ORGANIZATION:

K.S. sulemanji, ismailji & sons Pvt. Ltd, is a renowned product company in
FMCG sector. The organization is a private limited. Mr.Saif Uddin Sistanwala
is the owner of the company.
The whole range of Kolson products is made by using latest German, Dutch,
Swiss and Italian etc latest technology and process to back prime raw
materials. The raw materials are procured from the leading available source in
Germany, Denmark, Belgium, and Nederland etc. The high quality Pakistani
wheat products, procured from select Bunch of millers are pivotal in
determining the final outcome of high quality products.
As the global economy is taking a different turn in its outlook and demand,
Pakistan cannot afford to lag. Kolson is prepared to accept the challenge to be
always one step ahead of changes in offing. This is our simple promise to our
die-hard and prospective consumers in Pakistan and abroad.

QUALITY POLICY:
Kolson believes in setting high standards of manufacturing, each product is
produced using systematic production process, high technology & the finest
raw & packaging materials, sourced globally.
Testing & sampling the products locally, helps Kolson reach out its consumers
on one to one basis through its aggressive marketing & sales team.
Kolson motive along with keeping a check on quality &taste has also been to
complement various lifestyles &occasions.
The organization stands amongst the highly esteemed companies of Pakistan.
In food products sector, the company has its own recognition. It is pioneer in
pasta products, the leading company in snacks with the worldly recognized
brand of Kolson Slanty and in biscuits too, its brand Bravo is ranked as on
no.2 brand in soft cookies within the very short period of 4 years.
VISION & MISSION STATEMENTS OF KOLSON: