INTRODUCTION TO ITC LTD.

• One of the worlds most reputable company

• Market capitalization of nearly US $ 18 billion

• Post tax profit of US $750 Million

• Diversified product portfolio

• Direct group employment of 29000

 Overview of the industry

. In 2003, ITC foraying into the segment, a lot of

that changed. Before entering the segment, ITC
dug into market research. Research revealed
that the category had gaps which ITC could
settle into. Findings revealed that consumers
wished to taste new and innovative products.
ALL PRODUCTS OF SUNFEAST
SUNFEAST BISCUITS
WATCH OUT……
WHY SUNFEAST biscuit RANGE WAS LAUNCHED……..
The  biscuits industry had witnessed little innovation; Glucose was
Glucose and Marie was still Marie." Then ITC decided that this could be
its biggest point of attack. In 2003, ITC launched Sunfeast with six
ranges.
Sunfeast glucose biscuit
Sunfeast orange marie
Sunfeast marie light
Sunfeast orange cream
Sunfeast butterscotch cream
Sunfeast bourbon cream
 STP of Sunfeast
Biscuit Segmenting Targeting Pricing
Children between
Sunfeast glucose Natural goodness of the age group 4- 100gms - Rs. 4, 75gms -
biscuit wheat 14 yrs Rs 3, 19gms - Rs. 1
Sunfeast orange A very differentiate
marie offering Housewives 200gms - Rs. 13
Children between
Sunfeast marie light the age group 4- 200gms - Rs. 13, 400gms
Tight and Crispy 14 yrs - Rs.24
Sunfeast orange Children between
cream Smooth and yummy the age group 4-
Cream 14 yrs 100gms - Rs.11
Sunfeast Butterscoth Children between
Cream Smooth and yummy the age group 4-
Cream 14 yrs 100gms - Rs. 11
Children between
Sunfeast bourbon Smooth and yummy the age group 4-
cream Cream 14 yrs 100gms - Rs12
Some other range of
sunfeast
biscuit
 Sunfeast Golden Bakery

Sunfeast Golden Bakery is a premium cookie

on an innovative and differentiated platform.
Launched nationally in March 2008, these
cookies are made from the recipes crafted by
the master bakers of ITC Hotels and are
slowly baked in the traditional way till they
are golden brown and develop the crispy
broken crust texture.
 Sunfeast Dark Fantasy

Inspired by the Master Chefs of ITC hotels, it is the

richest of chocolate vanilla biscuits. These biscuits
are created using carefully chosen premium
ingredients for a sensory experience unlike any
other. Dark Fantasy is more than a biscuit, it’s a
luxurious mix of aromatic cocoa and vanilla
 Sunfeast Milky Magic
Packed with goodness of milk these deliciously
nutritious crisp and crunchy biscuits are a
favorite among mothers and kids. Milky Magic
has the ‘Magic of 2’ - A perfect balance of
energy that aids physical strength and mental
ability. These biscuits strike the right balance of
milk and wheat which helps in
• Packed and nurturing of the child an all round
development and nurturing of the child
 Strawberry Cream

The first of its kind cream biscuit A special delight for all those
with special strawberry flavor chocolate lovers
crystals that will keep the creamy
flavor linger on
 Promotion at the launching time

•The brand is supported with Television campaigns across

National and Vernacular media beginning August 2003 –
that is distinct, highlighting the product attributes, quality
and the new – first time in the market offerings from

Sunfeast. During the launch phase, Consumer promotions

will be conducted across retail outlets – for every purchase
of Sunfeast Marie & Sunfeast Cream Biscuits 75gms of
Glucose Biscuits FREE. 
Promotion by advertisement

The company says the brand  is now available in nearly 1.8

million outlets Well differentiated advertisements, some
which showed a complete cream world with cream rivers,
cream mountains and cream trees, were targeted at kids
watching cartoon channels.
In April 2005, Sunfeast launched its major campaign. It
signed on Hindi film actor, Shah Rukh Khan [ Images ] as its
brand ambassador.
Ad thrust
.

In August 2003, a month after its launch, the

company undertook a major sampling exercise to
promote the product. For two years then, the
brand did all the usual rounds -- riding behind
buses, blocking television spots, booking that
corner space in your favourite newspaper and so
on.
Distribution maze

In this regard, Sunfeast has been

fortunate: thanks to its tobacco
business, ITC already had a good
understanding of distribution channels.
The company says the brand  is now
available in nearly 1.8 million outlets
 MAIN COMPETITORS

PRODUCTS COMPETITORS

GLUCOSE PARLE, BRITANNIA AND

HORLICKS
MARIE BRITANNIA AND BISK FARM

BUTTERBITE AND PRIYA GOLD, ANMOL, BRITANNIA

CREAM AND PARLE
Pricing models as compare to its
competitors…………..
Essentially, Parle plays a high volume, low margin game.
But Sunfeast look at a two-pronged strategy, High
margins in cream variants and volumes from the Marie
and Glucose segments.
For instance, cream biscuits from both Sunfeast cost Rs
10 for 100 grams. Parle, however, only charges Rs 5 for
its cream variants. Except for Hide & Seek, all of Parle's
products lie in the price range between Rs 4 and Rs 6
for 100 gram packs.
Market Share of sunfeast
Says ravi Naware chief executive of itc foods , "Seven per
cent in less than three years is something that we could have
only dreamt about."According to the AC Nielsen retail sales
audit in March 2006, both Britannia and Parle have lost
volumes. Britannia's shares have dropped from 35.8 per cent
in 2004-05 to 30.5 per cent in May 2006 (volumes). Parle's
shares have also dropped from 42.2 to 38.4 per cent in the
same period.
Even Priya Gold has seen a minor dip from 6.4 per cent to 5
per cent. ITC's Sunfeast has been a big gainer with its share
increasing from 2.7 to 6.7 per cent.
ABOUT SUNFEAST LOGO

SUN SHOWS REACHNESS,

NECESSITY, ENERGY.

SMILE IS FOR CUSTOMER

SATISFACTION, TARGET
SEGMENT

LIGHT KHAO, LIGHT RAHO

 STRATEGIES
IN a bid to reinforce its brand on kids, ITC Foods Ltd will soon cover more than 1,000
schools across the country as part of its Sunfeast school programme.
“Our learnings corroborate the fact that brands register better among kids compared
to adults. Learnings from our biscuits track revealed that spontaneous recall of
Sunfeast among kids is about three times more than their mothers” says Mr. ravi
naware chief executive of ITC food ltd.
"The objective was to build salience for the brand and familiarise the kids with the
Sunfeast brand world and the Sunfeast mascot. This mascot has been successful with
kids since they all enjoy interaction with the mascot," Mr Naware said.
The Sunfeast school programme focuses on building the children's creativity through
an opportunity to paint and win prizes. The interest in such programmes are
introduced by leveraging the Sunfeast mascot and by conducting magic shows.
The Sunfeast mascot is an animated figure of the Sun suggesting contentment,
satisfaction and pleasure one would derive from the biscuits.
ITC Foods has also introduced a similar below-the-line programme for its Candyman
confectionary. The brand has used cartoon character Scooby Doo as a freebie with
every candy.
 IMPORTANT FACTORS

CREDIT SYSTEMS MARGINS

PROMOTIONS FOOD STOCK OUTS

DISTRIBUTION CHANNELS WASTAGES

Distribution Channel
 Flow Diagram
C&F

FACTORY

WHOLESALE
DEALER BASE

RETAILER
WHOLESALE
DISTRIBUTOR
CONCLUSION
Food products are normally a high volume ball
game. Products have to essentially be available in the
market at all given points of time and at all given
points of purchase.
The skeleton of distribution system is same for all the
companies but it depends on efficient sales and
distribution system of a firm how well they manages
them…
 ..
on s pls THANKING YOU & REGARDS
qu esti
Any

YASHANK
GOEL

SHRUTI
ARUN GAUR
KUMAR

ARTI
GURU