SUNFEAST

A product from: Imperial Tobacco Company of India Limited.

Table of contents: History Product life cycle Market share Brand value 4 p’s of marketing Market segmentation Promotional strategies Channels of distribution Micro and macro environment Product development How to tackle the competitors? How the product is environmentally safe? Demand forecasting Customer relationship Employee relationship Level of management Globalization Foreign markets Conclution

Hotels. Limited in 1974. Surya Tobacco became a subsidiary of ITC Limited and its name was changed to Surya Nepal Private Limited (Surya Nepal). ITC entered the Paperboard business by promoting ITC Bhadrachalam Paperboards Limited.C. Lifestyle Retailing. Information Technology.T. In 2000. 1910 under the name Imperial Tobacco Company of India Limited. Since inception. its shares have been held by ITC. In 1985. ITC set up the Agri Business Division for export of agri-commodities. Agri-business. To augment its offering and to reach a wider student population. The objective of ITC's entry into the hotels business was rooted in the concept of creating value for the nation In 1979. The earlier decades of the Company's existence were mainly depending on growth and consolidation of the Cigarettes and Leaf Tobacco businesses. ITC forayed into the Greeting. the popular range of notebooks was launched under brand “Classmate” in 2003. Education & Stationery and Personal Care .Cigarettes & Tobacco.History: ITC was formed on August 24. In the Seventies it started to transform into a corporate. ITC contains a wide range of businesses . ITC's first rural mall. christened 'Choupal Saagar' was inaugurated in August 2004 at Sehore. Also in 1990. Finally the company changed its name to 'ITC Limited‟ on September 2001. . Packaging. leveraging its agri-sourcing competency. 24 'Choupal Saagars' are now operational in the 3 states of Madhya Pradesh. ITC's unique and now widely acknowledged e-Choupal initiative began in 2000 with soya farmers in Madhya Pradesh. Gifting and Stationery products business with the launch of Expressions range of greeting cards. British American Tobacco and various independent shareholders in Nepal. A line of premium range of notebooks under brand “Paperkraft” was launched in 2002. ITC set up Surya Tobacco Co. Now it extends to 10 states covering over 4 million farmers. The Division is today one of India's largest exporters. Later the name of the Company was changed from Imperial Tobacco Company of India Limited to India Tobacco Company Limited in 1970 and then to I. in Nepal as an Indo-Nepal and British joint venture. which today has become the market leader in India. In August 2002. In 1975 the Company launched its Hotels business with the acquisition of a hotel in Chennai which was rechristened 'ITC-Welcomgroup Hotel Chola'. On the rural retail front. Paperboards & Specialty Papers. “Classmate” over the years has grown to become India‟s largest notebook brand and has also increased its portfolio to occupy a greater share of the school bag. Maharashtra and Uttar Pradesh. Foods.

Years 2007. “Paperkraft” offers a diverse portfolio in the premium executive stationery and office consumables segment. the Foods business has grown to a significant size with over 200 differentiated products under six distinctive brands. Mangaldeep. providing outsourced IT solutions and services to leading global customers across key focus verticals Manufacturing. Financial Services & Insurance). ITC's popular agarbattis brands include Spriha and . ITC spun off its information technology business into a wholly owned subsidiary. a rapidly growing market share and a solid market standing. with an enviable distribution reach. Paperkraft entered new categories in the office consumable segment with the launch of Textliners. In 2002. Pens and Pencils under the “Classmate” brand. In just over a decade. ITC's foray into the Foods business is an outstanding example of successfully blending multiple internal competencies to create a new driver of business growth. Aim. to more aggressively pursue emerging opportunities in this area. In 2002. In 2000. BFSI (Banking. ITC's philosophy of contributing to enhancing the competitiveness of the entire value chain found yet another expression in the Safety Matches initiative. ITC's entered the fast growing branded snacks category with Bingo! in 2007. ITC entered the confectionery and staples segments with the launch of the brands mint-o and Candyman confectionery and Aashirvaad atta (wheat flour).2009 saw the launch of Children Books. ITC now markets popular safety matches brands like iKno. The Wills Lifestyle chain of exclusive stores later expanded its range to include Wills Classic formal wear (2002) and Wills Clublife evening wear (2003). Aim Mega and Aim Metro. 2003 witnessed the introduction of Sunfeast as the Company entered the biscuits segment. It began in August 2001 with the introduction of 'Kitchens of India' ready-to-eat Indian gourmet dishes. Permanent Ink Markers and White Board Markers in 2009. ITC repositioned the business as the Education and Stationery Products Business and launched India's first environment friendly premium business paper under the “Paperkraft” Brand. CPG&R (Consumer Packaged Goods & Retail). Today ITC Infotech is one of India‟s fastest growing global IT and IT-enabled services companies and has established itself as a key player in offshore outsourcing. Geometry Boxes. ITC also entered the Lifestyle Retailing business with the Wills Sport range of international quality relaxed wear for men and women in 2000. ITC Infotech India Limited. Slam Books. ITC's foray into the marketing of Agarbattis (incense sticks) in 2003 marked the manifestation of its partnership with the cottage sector. Hospitality and Transportation) and Media & Entertainment. In 2008. THT (Travel.

The ITC Vision & Mission Sustain ITC's position as one of India's most valuable corporations through world class performance. October and December 2007 respectively. a premium range of Shampoos. creating growing value for the Indian economy and the Company’s stakeholders To enhance the wealth generating capability of the enterprise in a globalising environment. Shower Gels and Soaps in September. Sambrani and Nagchampa. Continuing with its tradition of bringing world class products to Indian consumers the Company launched 'Fiama Di Wills'. Madhur. delivering superior and sustainable stakeholder value . Sandalwood. The Company also launched the 'Superia' range of Soaps and Shampoos in the mass-market segment at select markets in October 2007 and Vivel De Wills & Vivel range of soaps in February and Vivel range of shampoos in June 2008.Mangaldeep across a range of fragrances like Rose. ITC introduced Essenza Di Wills. an exclusive range of fine fragrances and bath & body care products for men and women in July 2005. Bouquet. Jasmine.

Varieties of sunfeast: :: Snack foods In July 2003.A perfect balance of energy that aids physical strength and mental ability. the Foods business has grown to a significant size with over 200 differentiated products under six distinctive brands. These biscuits strike the right balance of milk and wheat which helps in an all round development and nurturing of the child. contentment. satisfaction and pleasure. Sunfeast Marie Light Sunfeast Marie Light Original : This ideal teatime biscuit is made from the finest quality wheat high in fibre and keeps one light and healthy through the day . ITC forayed into the Biscuits market with the Sunfeast range of Glucose. In just over a decade. Sunfeast's brand essence connotes happiness. Sunfeast has well-established presence in almost all categories of biscuits and is also a key player in the pasta and instant noodles segments. . 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 rapidly growing market share and a solid market standing. In a span of 9 years.Introduction of sunfeast: In 2003 the introduction of Sunfeast as the Company entered the biscuits segment. with an enviable distribution reach. Marie and Cream Biscuits.

Sunfeast Glucose . An offer that fully epitomizes the brand promise of "Pure Indulgence". An exquisite combination of luscious chocolate filling enrobed within a perfectly baked rich cookie outer. Sunfeast Marie Light Oats: The first of its kind in India. Sunfeast Marie Light Oats is enriched with the goodness of natural wheat fibre and soluble oats fibre. Dark Fantasy is more than a biscuit. it is the richest of chocolate vanilla biscuits. These biscuits are created using carefully chosen premium ingredients for a sensory experience unlike any other. Sunfeast Dark Fantasy Inspired by the Master Chefs of ITC hotels. it‟s a luxurious mix of aromatic cocoa and vanilla. Sunfeast Dark Fantasy Choco Fills Sunfeast Dark Fantasy Choco Fills is the latest and the most premium offering from the portfolio of Sunfeast.Sunfeast Marie Light Orange : It has the distinction of being one of the most successful innovative Marie biscuits and is liked by one and all.

Sunfeast Glucose biscuits are ideal not just for kids but for adults too. Butterscotch Cream Another first.For those light hunger pangs. the taste of butterscotch ice-cream in cream biscuits. Bourbon A special delight for all those chocolate lovers. Sunfeast Snacky . a wholesome & nutritious choice as these golden brown biscuits are made from the best quality wheat. Orange Cream Experience a tangy twist in biscuits with every Orange cream. Sunfeast Dream Cream A truly scrumptious range of cream biscuits that have become an instant hit with children. 'Dream Cream' split cream variants are available in 'Choco-Vanilla' and 'Strawberry-Vanilla' flavours. ITC‟s chefs have put their legendary skills into these biscuits to deliver truly tasty cream biscuits.

Bigger than most others in the salted biscuit category.the very first of its kind in India. From kids to adults. Sunfeast sweet 'n salt These thin and crisp biscuits come with a distinctive sundry taste. A bite into one of these one keeps wondering about its taste! Sunfeast Nice These are crisp coconut biscuits showered with sugar crystals. The crisp sugary sweetness will just go on to make all those nice moments nicer. that of salt and sweetness. . Classic salted and Chilli flakes . Sunfeast Special ITC Sunfeast presents a range of Special cookies and creams. it‟s the quintessential „Family Biscuit‟. Available in two variants. Snacky is light and crispy like no other.

Special Creams: Delicious value for money cream biscuits with a thick layer of cream sandwiched between two biscuits. Available in Orange.Pizza style. Sunfeast Special cookies are baked with real butter and the finest ingredients to give a mouth-watering treat that makes every moment special. a whole wheat based instant pasta was introduced as a healthy snacking option for children and young adults. Chicken and Tangy Tomato. the instant Pasta range has been extended with three new exciting flavours . (Masala. Tomato Cheese. Available in Cashew & Butter. Cheese and Sour Cream). Sunfeast Pasta The Sunfeast product portfolio was expanded in early 2005 to include healthy snacking options as well. Chocolate & Elaichi variants. Sunfeast Pasta Treat. . cashew and butter. After the tremendous success of the 4 initial flavours.Special Cookies: Made with best quality wheat.

Wheat is a key ingredient of the noodle block. Sunfeast Yippee noodles do not lump even 30 minutes after cooking.the noodle block and the masala mix. Sunfeast Yippie is available in two lip smacking variants -Classic Masala and Magic Masala.Sunfeast Yippee! The portfolio has been further expanded with Sunfeast Yippee!instant noodles. At present. Three years of exhaustive developmental work has gone into the creation of Sunfeast Yippee! The product has two intrinsic components . The sourcing and blending expertise that has made Aashirvaad India's No 1 branded Atta has been leveraged to make a truly delightful noodle block. .

Product life cycle Life cycle of sunfeast Sunfeast is a brand which came to market in the year 2003. During the introduction stage itself the brand showed a remarkable growth compared to the other products during their initial stages of introduction. . whereas the other competitors showed a growth of just 2% to 3% during their introduction stages. During the initial stages the brand showed a growth rate of 5%. The brand has showed a remarkable transistion with in a short period of time. The brand has just entered the growth stage from the introduction stage.

The price of sunfeast biscuits starts from Rs. 4 P‟S OF MARKETING MIX PRODUCT: ITC is known for its variety of products. . Now the brand holds a market share of 11% in the fmgc industry .wants and demand of the target market.4 per cent to 5per cent. It provides high quality product with a nominal price.and proper identification of need. "According to the AC Nielsen retailsales audit in March 2006. PRICE: The price of the sunfeast product is too affordable so that each class of people can afford it. It provides a list of products which attracts the all kinds of consumer.4 per cent in thesame period. BRAND VALUE: There is no need for sunfeast to create a brand image because the company ITC itself holds a huge amount of brand value.reasonable price. Parle'sshares have also dropped from 42. Britannia's shares have dropped from 35.5 to Rs.7 per cent.2 to 38. It targets the consumer right from upper level to the lower income group.MARKET SHARE: Achieving 7% of market share with in three years of introduction is something which all the products would dream off. ITC's Sunfeasthas been a big gainer with its shareincreasing from 2. both Britannia and Parle have lostvolumes.7 to 6. If someone thinks of biscuit immediately the term which comes to the mind of the consumer is SUNFEAST such kind of image has been created in the minds of the consumer.8 per centin 2004-05 to 30. effective marketing techniques.5 per cent in May 2006 (volumes).60 for per pack based on the flavor and the ingridients offered. Sunfeast has created the value in the minds of the consumer through variety of products.Even PriyaGold has seen a minor dip from 6. But sunfeast achieved this target without any difficulty due to its brand image which has been set as a red carpet to the product in the market.

some peop le wanted to have products which statisfies them etc. cigars.PLACE : The channels of distribution play a major role in their target. For example some class of people wanted to have products which showcase their status .. .they offer a good percentage of commission to their distributors which enables them to market their product in all over the place. PROMOTION: Sunfeast is known for its promotional activites. They provide products for the other age groups also . agro based products etc. They have actor sharuk khan as their brand ambassador for the sunfeast biscuits. Sunfeast has a friendly relationship with their distributors. Today sunfeast product has reached all the corner of In dia. MARKET SEGMENTATION: Their market segmentation is can be divided into three they are Based on gender: Itc provide a various kind of products based on gender like clothing.. salemen etc. Sunfeast has replaced in the place of many of its competitors. Based on age group: With regard to food products their main target is kids they provide a variety of products in order to attract the kids with the right amount of analysis of their taste. So they provide goods based on their taste and behavioral needs. food products..need and preferences . They adopt a unique kind of promotional activites in order to attract the mass world. wholesalers. Based on the behavior: They have a good study about the behavioral pattern of the consumer.

They frequently change their advertisements based on the channel in the market and they uses famous film actors in different states who are famous in the film industry in that state.PROMOTIONAL STRATEGIES: ITC uses varies kinds of strategies in order to attract the consumer. CHANNELS OF DISTRRIBUTION: . And they use famous sports personalities in order to attract the said market.

.The above diagram shows how the distributional channel of sunfeast works.

noodles. They try to come up with new products atleast one in a year. So within short period of time they are treated as a tough competitors in the market. This makes them active in the market and enables them to provide a huge varies of products for different class of people in the segmentation. It has become a tough competitor to the other products in the market during the growth stage itself hence they have the opurtunities to be a king in the industry in the near future provide they should keep track of the market condition and the changes in the taste and preferences of the consumer and make changes according to it. Product development: Sunfeast adopts a way of introducing new varieties of products into the industry frequently. They came into market just nine years back.snaks etc… And with their sales promotional strategy they have evoled as a brand which cannot be touched by any of its rivals. They study the taste and preference of the people very closely especially kids and they are coming up with new new products in the market every year. It is available all over the place more than its competitors product and it is available at the nominal rate. Sunfeast has replaced the parle g place by providing biscuits at the rate of rupees 5 as same as parle g.MICRO&MACRO ENVIRONMENT: SUNFEAST has reached all the corners of india. HOW TO TACKLE COMPETITORS? Sunfeast has entered the growth stage just now. The product has entered the growth stage just now it has enourmous smount of time to reach the maturity stage so it has all the capacities to enjoy a huge amount of market share and play a major role in the market. due to their innovative advertisement campaign it has been registered as a valuable brand in the minds of the consumers. . In order to tackle the competitors sunfeast has coming up with large varieties of products in the fmgc sector. In the near future they are planing to introduce other kinds of foods products adding to the list of biscuits.

through leadership in each business and the attainment of world-class competitive capabilities across the value chain. Accordingly. committed to conducting its operations with due regard for the environment. implement best practices. ITC‟s mission is to sustain and enhance the wealth-generating capacity of its portfolio of businesses in a progressively globalising environment. Such external recognition further reinforces the need to direct the collective endeavour of the Company‟s employees at all levels towards sustaining and continuously improving standards of Environment. regulations and codes of practice. The trusteeship role related to social and environmental resources. To take account of environment. therefore. ITC seeks to fulfil a larger role by enlarging its contribution to the society of which it is a part. the Company is committed to Best Practices in environmental matters arising out of its business activities and expects each business to fully demonstrate this commitment.   . it is ITC‟s EHS policy  To contribute to sustainable development through the establishment and implementation of environment standards that are scientifically tested and meet the requirement of relevant laws. As one of India‟s premier corporations employing a vast quantum of societal resources. The objective of leadership extends to all facets of business operations including Environment. and work in partnership to create a culture of continuous improvement. In addition to complying with applicable laws and regulations. Health and Safety in a bid to attain and exceed benchmarked standards. Corporate Strategies are designed to create enduring value for the nation and the shareholder. Health and Safety. occupational health and safety in planning and decisionmaking. ITC‟s EHS philosophy cognises for the twin needs of conservation and creation of productive resources. and providing a safe and healthy workplace for each employee. In the multi-business context of ITC. is the cornerstone of ITC‟s Environment. Health and Safety.HOW IS THE PRODUCT ENVIRONMENTALY SAFE? Environment Policies The Company believes that commitment to sustainable development is a key component of responsible corporate citizenship and therefore deserves to be accorded the highest priority. In particular. Health and Safety philosophy. Various international and national awards and accreditations stand testimony to ITC‟s commitment to EHS. They should adopt Best Practices in their environmental policies and procedures. To provide appropriate training and disseminate information to enable all employees to accept individual responsibility for Environment. whether regulatory or otherwise. aligned to the pursuit of economic objectives. ITC is. Businesses must establish procedures for assessing the environmental effects of their present and future activities.

trust. operations and working conditions which are safe for employees. use and disposal of all substances and materials that are classified as hazardous to health and environment. To proactively share information with business partners towards inculcating world-class EHS standards across the value chain of which ITC is a part. self respect and human dignity. Through conducting games. And they maintain a personalised relationship with the customers inorder to make them loyol customer of the product.      CUSTOMER RELATIONSHIP: SUNFEAST is a role model in customer relationshiop because it provides all the facilities to their customers and solves all their queries and doubts through their help desk and online websites. storage. meritocracy. remuneration and rewards. In selection and recruitment. senior management and employees shall uphold the values which are at the core of our HR Philosophy .tradeshows.sponsoring shows etc… EMPLOYEE RELATIONSHIP: Dealing with People in the Organisation In dealing with each other. To institute and implement a system of regular EHS audit in order to assure compliance with laid down policy. and promote recycling of materials wherever possible. regulations and applicable codes of practice. To provide and maintain facilities. appraisals. To ensure safe handling. visitors and contractors at the Company‟s premises. managers will scrupulously consider all factors that go towards securing the interests of the Company. conserve energy. as well as that of others who may be affected by the employee‟s actions. . and requirements of laws. equipment. To instill a sense of duty in every employee towards personal safety. teamwork. directors. ITC will focus on meritocracy. while meritocracy will be a prime criterion. these values form the basis of our HR management systems and processes. mutuality and collaboration. To reduce waste. equity and upholding of Company values in all people processes including performance management systems. Indeed. benchmarked standards. objectivity.

prevent/stop/redress sexual harassment at the workplace and institute good employment practices. Sexual harassment includes unwelcome sexually determined behaviour such as: unwelcome physical contact. wherever required. ITC demands. demonstrates and promotes professional behaviour and respectful treatment of all employees. A Grievance Committee on Gender Issues has been constituted to enquire into complaints and to recommend appropriate action. It seeks to enhance equal opportunities for men and women.A Gender Friendly Workplace As a good corporate citizen. LEVEL OF MANAGEMENT: Board of directors audit committe Compensation committee Nomination committee Investors service committee Sustainability committee Corporate management committee . verbal or non-verbal conduct of a sexual nature. ITC is committed to a gender friendly workplace. showing pornography and any other unwelcome physical. ITC maintains an open door for reportees. sexually coloured remarks. encourages employees to report any harassment concerns and is responsive to employee complaints about harassment or other unwelcome and offensive conduct. a demand or request for sexual favours.

CONCLUTION: In 2002. a rapidly growing market share and a solid market standing. ITC also featured on the Forbes World's Most reputable Companies List at position 95. with an enviable distribution reach. ITC entered the confectionery and staples segments with the launch of the brands mint-o and Candyman confectionery and Aashirvaad atta (wheat flour). ITC's entered the fast growing branded snacks category with Bingo! in 2007. Within the short period of time the product has globaly accepted in the foreign market. Sunfeast has of now had entered in the foreign market just befor three years. 2003 witnessed the introduction of Sunfeast as the Company entered the biscuits segment. So its easy for the sunfeast to enter into the global market without much difficulties. the Foods business has grown to a significant size with over 200 differentiated products under six distinctive brands. In just over a decade.GLOBAL MARKET: Itc is a brand which is already globally well known company. .

which was primarily lead by the Glucose segment.In 2002. coming at affordable price points and targeted at the masses commanded almost 55 per cent share of the biscuits‟ category. Continuing with its tradition of bringing world class products to Indian consumers the Company launched 'Fiama Di Wills'. . a premium range of Shampoos. ITC Foods was able to disrupt the leadership of Parle in the biscuits‟ category. ITC introduced Essenza Di Wills. an exclusive range of fine fragrances and bath & body care products for men and women in July 2005. The Company also launched the 'Superia' range of Soaps and Shampoos in the mass-market segment at select markets in October 2007 and Vivel De Wills & Vivel range of soaps in February and Vivel range of shampoos in June 2008.” This.” referring to the leadership Parle commanded. Aim. “A market that led for 95 years. along with other players came up with cookies and cream biscuits in smaller packaging. cookies and cream biscuits are emerging as the largest segment within the category. October and December 2007 respectively. Sambrani and Nagchampa. Mangaldeep. Jasmine. priced at Rs 5. was possible when Sunfeast.” “Today. “Five years ago. „Glucose biscuits‟. Bouquet. ITC's foray into the marketing of Agarbattis (incense sticks) in 2003 marked the manifestation of its partnership with the cottage sector. ITC now markets popular safety matches brands like iKno. ITC's philosophy of contributing to enhancing the competitiveness of the entire value chain found yet another expression in the Safety Matches initiative. Shower Gels and Soaps in September. Aim Mega and Aim Metro. Sandalwood. crumbled in two years. Madhur. an ITC brand. ITC's popular agarbattis brands include Spriha and Mangaldeep across a range of fragrances like Rose.

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STRATEGIC MARKET MANAGEMENT DONE BY JENIFER 12-PCO-04 .

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