Sunfeast

1. A Presentation on By, Gheethu Maria Joy MBA (FT) SMS, CUSAT

2. Discussion Outline Introduction History STP Marketing MIX Methods and Medium of Advertising Success or Failure Stories

3. Introduction & History

4. ITC Limited  or  ITC   is an  Indian  conglomerate Headquartered in Kolkata, West Bengal. Y C Deveshwar

5. Established in 1910 as the Imperial Tobacco Company of India limited, The company was renamed as the Indian Tobacco Company limited in 1970 and Further to I.T.C. Limited in 1974 The periods in the name were removed in september 2001 for the company to be renamed as ITC ltd.

6. Its diversified business FMCG Information Technology Agri -Business Paperboards & Packaging Hotels

7. ITC SUNFEAST- ENTRY Carried a market research before entering which showed:- Existed a R s.4000 crore biscuit market in India. 12 -14% yearly growth in biscuit segment.

8. LIGHT KHAO, LIGHT RAHO "Spread the Smile" Happiness Contentment Satisfaction Pleasure Smile is for customer Satisfaction,target segment Sun shows reachness , necessity, energy

9. Products

10. Segments of Sunfeast Sunfeast Biscuits Sunfeast Noodles Sunfeast Pasta

11. ITC launched biscuits of international quality under the sunfeast range on 28th July 2003. Sunfeast Yippee : September 14, 2010 Sunfeast Pasta Treat : 2005 The pasta segment was further expanded with the launch of ' Sunfeast Benne Vita' in 4 innovative variants in 2006.

12. Health Bites Light ‘n’ Fun Cream Delight Cookies Marie Light Snacky Dark Fantasy HiFi Cookies Glucose Sweet ‘n’ Salt Dream Cream Delishus Milky Magic Nice Bounce Mom’s Magic Farmlite Yumfile Bourbon Bliss Products

13. Tricolor Pasta Sunfeast Yippee ! expanded its product portfolio with launch of Instant Pasta

14. Segmentation, Targeting & Positioning

15. STP of Biscuits SEGMENTATION:- catered to mass market and middle class segment TARGET MARKET :- mothers/housewives , children, teenagers. POSITIONING :- Sunfeast cannotes - happiness- contentment- satisfaction

16. Segment Segmented for youngsters mainly. Target Mainly targeted towards working individuals . Mothers as they purchase and wants healthy food for their children. STP of Yippee Yippee’s positioning was done on central idea of focusing on its benefits over competitors: Availability of variants in noodles Available in round shape which easily fits in round bowl after being cooked Does not form lumps even after 30 minutes Positioning

17. MARKETING MIX

18. M A R K E T I N G M I X O F B I S C U I T S

19. M A R K E T I N G M I X O F Y I P P E E

20. Promotion

21. Key traits Brand building: Advertisements targeting- Mothers (Awareness Ads) Children (Cartoon Channels) Teenagers ( Sunfeast Open) Local population of India (Shah Rukh Khan & Surya) Strong Distribution Network: Leveraged the existing tobacco distribution channels Two Pronged Pricing Strategy: Volumes Profit Margin

22. Product development: Innovative And Distinctive Products Stuck to favorites like Glucose Marie and Bourbon cream Also launched orange- flavored Marie, Marie light and butterscotch- flavored cream biscuits ITC Sunfeast: Success or Failure Sunfeast is a Success story Captured Market Share of around 7% (value) Time Span of just three years Saturated biscuits market Researched entry: Carried a market research before entering Found lacunas that can filled Consumers vying for new taste

23. Thank You