Innovation in the product line -- biscuits with butterscotch cream with actual granules in the cream, strawberry cream

with flavour-enhancers and orangeflavoured marie. Gained an edge from the well established distribution network of its tobacco business. Signed up big film stars like Shah Rukh Khan and southern star Surya as brand ambassadors for Sunfeast. Branded the WTA tennis tournament with promos starring tennis stars, Mahesh Bhupati and Sania Mirza.

PLACE (distribution Channels): For biscuits, distribution and visibility are extremely important, as it is p a r t l y an impulse purchase product. ITC is leveraging its well-established distribution channelof tobacco business for Sunfeast biscuits. Sunfeast is available. In nearly 1.8 millionoutlets. But Britannia seems to have a superior distribution clout with its presence in nearly 3.3 million outlets

PROMOTION: Non-personal communication: Advertising: Outdoor advertising: For two years after the launch of Sunfeast, it was promoted by sticking posters on walls and behind the buses Print Media: Corner space in leading newspapers is booked for advertisement. Television and Radio: In April 2005, it signed on Hindi film actor, Shah Rukh Khan as its brandamb ass ado r. In t he sam e year, as t he o f f i c i a l s p o n s o r o f t h e W T A t e n n i s championship titled the S u n f e a s t O p e n t h e c o m p a n y h a d t e e n a g e s e n s a t i o n s Sania Mirza and Mahesh Bhupathi campaigning for it. For promotions in southern states, Sunfeast signed Tamil super star Surya as a brand ambassador.The company books nearly 10-15 spots per channel per day on youth channels such asMTV and Star World, mass Hindi channels like Star TV, Zee and news channels. ITChas around 20 spots on a variety of radio channels. Events & Experiences: In 2004, in a bid to reinforce its brand on kids, ITC Foods Ltd covered m o r e t h a n 1,000 schools across the country as part of its Sunfeast school programme. It sponsorsS u n f e a s t O p e n , a r e c e n t i n i t i a t i v e a i m i n g a t t h e s c h o o l k i d s b y providing them anopportunity to enhance creativity through painting c o m p e t i t i o n s , " H a r a B a n o " campaign that set a world record in planting maximum number of saplings etc. Sales promotion: (Pull strategy)ITC also provides its retailers with racks, hangers to display their products.

(push strategy) Sometime back ITC limited started prize scheme to promote its Sunfeast brand biscuits. The company undertook an elaborate advertisement campaign in print as well as electronic media to advertise the scheme The add said buy a pack of delicious sunfest golden bakes biscuit and you could find a real gold coin inside abs free Annual add budge for IC biscuits segment is 115-120 crores. As per survey conducted by Future TV in April 2008 to study the impact of add on awareness and brand recall of Sunfeast questionnaires were distributed to sample of 300 people visiting food bazar and big bazar in Mumbai, their findings were: 1. Spontaneous awareness has gone up significantly across stores for Sunfeast and TOM(Top of mind) incrase in Big bazar 2. Higher purchse intention of sunfest more so in big bazar where a high majority would definitely buy 3. Majority of Big bazaar recall seeing the adds 4. Sharukh khan aided brand