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MARKETING PROJECTy TOPIC: SUNFEAST
SUBIMITTED BY: MD AFZAL AZAM PRABHAKAR BHATTACHARYA BHIBHU PRASAD GAURAV YADAV ANKIT OJHA
CONTENTy ITC LTD y SUNFEAST y THE STP FOLLOWED BY SUNFEAST y THE 4PS y CHALLENGES AHEAD y RECOMMENDATIONS y REFERENCES
KEY REASON FOR SUCCESSy MARKET RESEARCHED ENTRY: y Carried a market reearch before entry y Found lacuna 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 Bourbon
THE STP-SUCCESS MANTRASEGMENTION : catored to mass market & middle class segment. TARGET MARKET: Mothers/Housewife Children Teenage POSITIONING:Sunfeast connotes happiness-contentmentsatisfaction. Reinforced by SUN MASCOT
1.SUNFEAST MILKY MAGIC 2.SUNFEAST MARIE LIGHT 3. SUNFEAST DARK FANTASY 4. SUNFEAST GLUCOSE 5. BOURBON 6.SUNFEAST PASTA TREAT AND MORE.
Products Descriptionsy 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, its 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 young 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 to 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 price sensitive product. Small increase in price (by 50 paise) in past had Seen high decline in Should Sunfeast sales. increase price of flagship brand ?
Pricing strategy by Sunfeasti2
Slide 12 i2iilm, 8/22/2010
PROMOTION STRATEGYAdvertisements targeting Mothers (Awareness Ads) Children (Cartoon Channels) Teenagers ( Sunfeast Open & Mumbai marathon and Bangalore marathon.) Masses population of India(SRK & SURYA) SALES PROMOTION-HUGE SAMPLE DISTRIBUTION at INTRODUCTION STAGE Conducted Mass Campaign(HARA BANAO CAMPAIGN)
*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.
WHOLESALE DEALER BASE RETAILER
CHALLENGES AHEADy Volume and Margin play by Parle and Brittania. y New entry by Pepsico and other giants.etc..
RECOMMENDATIONS: #More penetration #Gap between no.3 and no.2 should be reduced using product development,market development.
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