MARKETING PROJECT

y TOPIC: SUNFEAST
SUBIMITTED BY: MD AFZAL AZAM PRABHAKAR BHATTACHARYA BHIBHU PRASAD GAURAV YADAV A
NKIT OJHA
CONTENT
y ITC LTD y SUNFEAST y THE STP FOLLOWED BY SUNFEAST y THE 4P¶S y CHALLENGES AHEAD
y RECOMMENDATIONS y REFERENCES
Sunfeast
KEY REASON FOR SUCCESS
y MARKET RESEARCHED ENTRY: y Carried a market reearch before entry y Found lacun
a in the market y Consumer vying for new taste y PRODUCT DEVELOPMENT: y provider
for innovative and distinctive product y Stucked to favourite like Marie and Bo
urbon
THE STP-SUCCESS MANTRA
SEGMENTION : catored to mass market & middle class segment. TARGET MARKET: Mothe
rs/Housewife Children Teenage POSITIONING:Sunfeast connotes ±happiness-contentment
satisfaction. Reinforced by SUN MASCOT
PRODUCT
1.SUNFEAST MILKY MAGIC 2.SUNFEAST MARIE LIGHT 3. SUNFEAST DARK FANTASY 4. SUNFEA
ST GLUCOSE 5. BOURBON 6.SUNFEAST PASTA TREAT AND MORE«.
Products Descriptions
y Glucose-A perfect balance
y Benne Vita Flaxseed- Comes
of energy that aids physical strength, for light hunger pangs. y Inspired by the
Master Chefs of ITC hotels, Dark Fantasy is more than a biscuit, it¶s a luxurious
mix of aromatic cocoa and vanilla.
under Niche market. It helps control cholesterol. y Sunfeast Dream Cream- A hit
with the childrens. y Pasta Treat- A healthy snacking option for children and yo
ung adults.
Price must support these elements of the mix.
The Price Price and the Marketing Mix:
 Pricing is one of the most important elements of the marketing mix Only element t
o generates revenue Most flexible element Can be changed quicklyPricing a product
too high or too low could mean a loss of sales for the organisation.
Sunfeast and Challenges
 Increasing prices of basic Raw material  Manucturing cost of the biscuits.  Very p
rice sensitive product.  Small increase in price (by 50 paise) in past had  Seen h
igh decline in Should Sunfeast sales. increase price of flagship brand ?
Pricing strategy by Sunfeast
i2
Volumes
Pofit Margin
Slide 12 i2
iilm, 8/22/2010
PROMOTION STRATEGY
Advertisements targeting Mothers (Awareness Ads) Children (Cartoon Channels) Teen
agers ( Sunfeast Open & Mumbai marathon and Bangalore marathon.) Masses populati
on of India(SRK & SURYA) SALES PROMOTION-HUGE SAMPLE DISTRIBUTION at INTRODUCTIO
N STAGE Conducted Mass Campaign(HARA BANAO CAMPAIGN)
PROMOTIONS«««.
DISTRIBUTIONS STRATEGY
*Strong Distribution Network:
Leveraged the existing tobacco distribution channels *Provided display items to
retailers *Gave benefits to retailers to push the product. *Uses FIFO method to
reduce the
wastage of goods due to expiry.
Distribution««««..
CNF
WHOLESALE DEALER BASE RETAILER
CHALLENGES AHEAD
y Volume and Margin play by Parle and Brittania. y New entry by Pepsico and othe
r giants.etc..
RECOMMENDATIONS: #More penetration #Gap between no.3 and no.2 should be reduced
using product development,market development.
THANK YOU
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