MARKETING PROJECT

TOPIC: SUNFEAST

SUBIMITTED BY: MD AFZAL AZAMPRABHAKAR BHATTACHARYABHIBHU PRASADGAURAV YADAV ANKIT OJHA

CONTENT

ITC LTDSUNFEASTTHE STP FOLLOWED BY SUNFEASTTHE 4P’SCHALLENGES AHEADRECOMMENDATIONS REFERENCES

Sunfeast

KEY REASON FOR SUCCESS

MARKET RESEARCHED ENTRY:Carried a market reearch before entryFound lacuna in the market Consumer vying for new tastePRODUCT DEVELOPMENT:provider for innovative and distinctive

productStucked to favourite like Marie and Bourbon

THE STP-SUCCESS MANTRA

SEGMENTION : catored to mass market & middle class segment.

TARGET MARKET:Mothers/HousewifeChildrenTeenage

POSITIONING:Sunfeast connotes –happiness-contentment-satisfaction. Reinforced by SUN MASCOT

1 .SUNFEAST MILKY MAGIC2.SUNFEAST MARIE LIGHT3. SUNFEAST DARK FANTASY4. SUNFEAST GLUCOSE5. BOURBON6.SUNFEAST PASTA TREAT AND MORE….

PRODUCT

Products DescriptionsGlucose-A perfect

balance of energy that aids physical strength, for light hunger pangs.

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.

Benne Vita Flaxseed- Comes under Niche market. It helps control cholesterol.

Sunfeast Dream Cream- A hit with the childrens.

Pasta Treat- A healthy snacking option for children and young adults.

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.

Price must support these elements of the mix.

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 sales.

Should Sunfeast increase price of flagship brand ?

Pricing strategy by Sunfeast

Volumes

Pofit Margin

PROMOTION STRATEGY

Advertisements 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)

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

Volume and Margin play by Parle and Brittania.

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.

THANK YOU

“SPREAD THE SMILE”