INTRODICTION 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
Ovcrvicw ol |hc indus|rv
ln 2003 l1C foraylng lnLo Lhe segmenL a loL of
LhaL changed 8efore enLerlng Lhe segmenL l1C
dug lnLo markeL research 8esearch revealed
LhaL Lhe caLegory had gaps whlch l1C could
seLLle lnLo llndlngs revealed LhaL consumers
wlshed Lo toste new ond innovotive products
ALL kCDUC1S CI SUNILAS1
$UNLA$1 b$U1$
A1h OU1..
J 5uNl451 biscuit k4N6 J45 L4uNcu
1he blsculLs lndusLry had wlLnessed llLLle lnnovaLlon Clucose was
Clucose and Marle was sLlll Marle 1hen l1C declded LhaL Lhls could be
lLs blggesL polnL of aLLack ln 2003 l1C launched SunfeasL wlLh slx
ranges
SonIeust glocose biscoit
SonIeust orunge murie
SonIeust murie light
SonIeust orunge creum
SonIeust botterscotch creum
SonIeust boorbon creum
STP 0F SutFFAST
8lsculL SegmenLlng 1argeLlng rlclng
SunfeasL glucose
blsculL
naLural goodness of
wheaL
Chlldren beLween
Lhe age group 4
14 yrs
100gms 8s 4 73gms
8s 3 19gms 8s 1
SunfeasL orange
marle
A very dlfferenLlaLe
offerlng Pousewlves 200gms 8s 13
SunfeasL marle llghL
1lghL and Crlspy
Chlldren beLween
Lhe age group 4
14 yrs
200gms 8s 13 400gms
8s24
SunfeasL orange
cream SmooLh and yummy
Cream
Chlldren beLween
Lhe age group 4
14 yrs 100gms 8s11
SunfeasL 8uLLerscoLh
Cream SmooLh and yummy
Cream
Chlldren beLween
Lhe age group 4
14 yrs 100gms 8s 11
SunfeasL bourbon
cream
SmooLh and yummy
Cream
Chlldren beLween
Lhe age group 4
14 yrs 100gms 8s12
$omg ohgr rangg
o[ ,un[ga,
bi,cui
SutFFAST 60l0Ft AKFRY
Sunfeast Go|den 8akery ls a premlum cookle
on an lnnovaLlve and dlfferenLlaLed plaLform
Launched naLlonally ln March 2008 Lhese
cookles are made from Lhe reclpes crafLed by
Lhe masLer bakers of l1C PoLels and are
slowly baked ln Lhe LradlLlonal way Llll Lhey
are golden brown and develop Lhe crlspy
broken crusL LexLure
SutFFAST 0ARK FAtTASY
lnsplred by Lhe MasLer Chefs of l1C hoLels lL ls Lhe
rlchesL of chocolaLe vanllla blsculLs 1hese blsculLs
are creaLed uslng carefully chosen premlum
lngredlenLs for a sensory experlence unllke any
oLher Dark Iantasy ls more Lhan a blsculL lL's a
luxurlous mlx of aromaLlc cocoa and vanllla
SutFFAST HllKY HA6lC
acked and nurLurlng of Lhe chlld
acked wlLh goodness of mllk Lhese dellclously
nuLrlLlous crlsp and crunchy blsculLs are a
favorlLe among moLhers and klds ,|ky ,agn
has Lhe 'Maglc of 2' A perfecL balance of
energy LhaL alds physlcal sLrengLh and menLal
ablllLy 1hese blsculLs sLrlke Lhe rlghL balance of
mllk and wheaL whlch helps ln an all round
developmenL and nurLurlng of Lhe chlld
STRAwFRRY CRFAH
1he flrsL of lLs klnd cream blsculL
wlLh speclal sLrawberry flavor
crysLals LhaL wlll keep Lhe creamy
flavor llnger on
A speclal dellghL for all Lhose
chocolaLe lovers
1he brand ls supporLed wlLh 1elevlslon campalgns across
naLlonal and vernacular medla beglnnlng AugusL 2003
LhaL ls dlsLlncL hlghllghLlng Lhe producL aLLrlbuLes quallLy
and Lhe new flrsL Llme ln Lhe markeL offerlngs from
SunfeasL uurlng Lhe launch phase Consumer promoLlons
wlll be conducLed across reLall ouLleLs for every purchase
of SunfeasL Marle SunfeasL Cream 8lsculLs 73gms of
Clucose 8lsculLs l8LL
romoLlon aL Lhe launchlng Llme
1he company says Lhe brand ls now avallable ln nearly 18
mllllon ouLleLs Well dlfferenLlaLed adverLlsemenLs some
whlch showed a compleLe cream world wlLh cream rlvers
cream mounLalns and cream Lrees were LargeLed aL klds
waLchlng carLoon channels
ln Aprll 2003 SunfeasL launched lLs ma[or campalgn lL
slgned on Plndl fllm acLor Shah 8ukh khan lmages as lLs
brand ambassador
PR0H0Tl0t Y A0vFRTlSFHFtT
AlLhough SunfeasLs Shah 8ukh khan assoclaLlon ls
lnLeresLlng lL ls yeL Lo do someLhlng groundbreaklng
A0 THRuST
.
n 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.
0lSTRluTl0t HAZF
n this regard, Sunfeast has been
fortunate: thanks to its tobacco
business, TC already had a good
understanding of distribution channels.
1he company says Lhe brand ls now
avallable ln nearly 18 mllllon ouLleLs
HAlt C0HPFTlT0RS
PBOOIC1S COMPI1I1OBS
&SI PARI, BRITANNIA AN
HRIS
MARII BRITANNIA AN BIS IARM
B&TTIRBITI AN
RIAM
PRIYA , ANM, BRITANNIA
AN PARI
PRlClt6 H00FlS AS C0HPARF T0 lTS
C0HPFTlT0RS......
ssentially, 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. xcept for Hide & Seek, all of Parle's
products lie in the price range between Rs 4 and Rs 6
for 100 gram packs.
Says ravl naware chlef execuLlve of lLc foods Seven per
nent n |ess than three years s somethng that we nou|d
have on|y dreamt aboutAccordlng Lo Lhe AC nlelsen reLall
sales audlL ln March 2006 boLh 8rlLannla and arle have losL
volumes 8rlLannlas shares have dropped from 338 per cenL
ln 200403 Lo 303 per cenL ln May 2006 (volumes) arles
shares have also dropped from 422 Lo 384 per cenL ln Lhe
same perlod
Lven rlya Cold has seen a mlnor dlp from 64 per cenL Lo 3
per cenL l1Cs SunfeasL has been a blg galner wlLh lLs share
lncreaslng from 27 Lo 67 per cenL
HARKFT SHARF 0F SutFFAST
A0uT SutFFAST l060
8UN 8HOW8 REACHNE88,
NECE88TY, ENERGY.
8MLE 8 FOR CU8TOMER
8AT8FACTON, TARGET
8EGMENT
ln a bld Lo relnforce lLs brand on klds l1C loods LLd wlll soon cover more Lhan 1000 schools
across Lhe counLry as parL of lLs SunfeasL school programme
Cur learnlngs corroboraLe Lhe facL LhaL brands reglsLer beLLer among klds compared Lo adulLs
Learnlngs from our blsculLs Lrack revealed LhaL sponLaneous recall of SunfeasL among klds ls
abouL Lhree Llmes more Lhan Lhelr moLhers" says Mr ravl naware chlef execuLlve of l1C food lLd
1he ob[ecLlve was Lo bulld sallence for Lhe brand and famlllarlse Lhe klds wlLh Lhe SunfeasL
brand world and Lhe SunfeasL mascoL 1hls mascoL has been successful wlLh klds slnce Lhey all
en[oy lnLeracLlon wlLh Lhe mascoL Mr naware sald
1he SunfeasL school programme focuses on bulldlng Lhe chlldrens creaLlvlLy Lhrough an
opporLunlLy Lo palnL and wln prlzes 1he lnLeresL ln such programmes are lnLroduced by
leveraglng Lhe SunfeasL mascoL and by conducLlng maglc shows
1he SunfeasL mascoL ls an anlmaLed flgure of Lhe Sun suggesLlng conLenLmenL saLlsfacLlon and
pleasure one would derlve from Lhe blsculLs
l1C loods has also lnLroduced a slmllar belowLhellne programme for lLs Candyman
confecLlonary 1he brand has used carLoon characLer Scooby uoo as a freeble wlLh every candy

IMPOB1AN1 IAC1OBS
I I
MARINS MARINS
RIIT SYSTIMS RIIT SYSTIMS
ST &TS ST &TS
WASTAIS WASTAIS
PRMTINS PRMTINS
ISTRIB&TIN HANNIS ISTRIB&TIN HANNIS
ulsLrlbuLlon Channel ulsLrlbuLlon Channel
C0tCluSl0t
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compun:. |u : upnu. on JJ:c:n .u!. unu u:.:|u:on
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