Good afternoon one and all, today me vanshika soni along woth my group members

Anisha, akash and nipun are going to present a ppt on Media Planning of Sunfeast Dark Fantasy
EXECUTIVE SUMMARY- Problem Statement- Creating a media plan for Sunfeast Dark
Fantasy and how the company can increase its market share in the industry. Dark Fantasy is also
facing stiff competition from its competitors and how it can sustain its market using its
advertising strategies. Proposed Solution- This plan provides the best utility to the advertising
budget by providing the balance between the media mix. It will also provide the strategies that
will help the brand increase its market share and explore new markets. The plan will also give an
in-depth knowledge about the advertising methods and media mix the brand can use to penetrate
its existing markets along with sustaining its market share against its competitors. The plan will
also aim to provide innovative promotional techniques and an in-depth market analysis that’ll
help the brand increase its customer base and visibility that’ll help to attract new customers as
well.

Company Profile- We have taken the product sunfeast dark fantasy which belongs to ITC ltd.
ITC Limited is an Indian conglomerate company headquartered in Kolkata, West Bengal. ITC has a
diversified presence across industries such as FMCG, hotels, software as ITC Infotech, packaging,
paperboards, speciality papers and agribusiness. The company has 13 businesses in 5 segments. It exports
its products to 90 countries. Its products are available in 6 million retail outlets.
Sunfeast is an Indian brand of ITC company. In July 2003, ITC made a entry into the biscuits market by
launching the Sunfeast range of biscuits. Sunfeast biscuits have always stood for quality and are known
for offering innovative and wholesome biscuits. Dark fantasy is a sub-brand of ITC Sunfeast. It was
launched in 2005 as a premium biscuit brand which was a new trend in the Indian market.
Acquired the status of a standalone brand, introduced with a tagline "Pure Indulgence “, later
launched with the tagline to “Escape into One’’. It is available in 5 variants Dark Fantasy
chocolate, Dark Fantasy vanilla, Choco fills and Choco Meltz .For fiscal 2019-20, Dark Fantasy
Choco Fills had a value market share of 22 percent, making it the biggest in the premium cream
category of biscuits, which stood at Rs 3,067 crore

Next is Swot analysis of dark fantasy. 1st is the first mover advantage. Darkfantasy Has the first
mover advantage in the premium brand segment 2nd is the dark fantasy as the range of premium
biscuits which has gained a status of Premium Brand through Advertising, Pricing and Packaging
High quality an innovative Product. Next is number of varients. It has 5 different variants which
gives people different options available to them. Good distribution – The brand comes from the
big time FMCG player that is ITC. ITC has presence in multiple industries. Naturally,
distribution is not a problem for Sunfeast dark fantasy. Deep pockets – Because Sunfeast dark
fantasy comes from ITC, the brand has a lot of support in terms of revenue and it can increase its
investment as much as it wants because the mother brand has deep pockets.

Now talking about the Weakness 1st one is the no functional attributes There are no functional
attributes Brand is comparatively younger, so need to reinforce periodically
Next weakness is less occasion wherein premium biscuit product like Dark Fantasy be
purchased. Usually people don’t buy premium biscuits on a regular basis.

If we talk about opportunities now, Product portfolio expansion – The number

one opportunity for Sunfeast dark fantasy is to increase the product portfolio and launch more
biscuit variants especially in the mid-tier segment where there is major chance for market
penetration. Using the distribution assets – ITC has a lot of distribution advantage and Sunfeast
dark fantasy can use this distribution to its own advantage by penetrating the small shop
segment. 3rd point is dark fantasy can make it an ingredient in food mix, like we have for Oreo
Shakes.

Threat of dark fantasy Strong competition in Biscuits – Sunfeast faces strong competition in
the biscuits segment from Parle, Britannia, Oreo and regional biscuit manufacturers. Moreover
there is indirect competition in this segment as well when people opt for some different form of
snacks. 2nd is Limited target audience due to its positioning strategy. Next one is Cookies which
are with similar packaging and taste Choccates like Dark Temptation which are entering into
premium Cadbury phase is also a threat for the dark fantasy.

Now the competitor analysis

The map shows that both the factors of Taste and Value for money for our brand are high against
the competitors.