Presentation on

By :
Jagdish Chhapolia Roll No. 06
Mayank Gupta Roll No. 08
Section: B
 ITC

 Founded on August 24, 1910 as FMCG

Imperial Tobacco Company of India

Limited Hotels
 It was rechristened to ITC Ltd
in 2001 Paperboards &
Specialty
 Rapidly gaining market share in Papers
Food & Confectionery Market
 Core Competencies Packaging
 Unmatched Distribution reach
 Superior Brand building
 Effective supply chain management Agri-Business

Information
Technology
 ITC forayed into Biscuit segment in July, 2003

 Glucose, Marie and Cream Biscuits were launched

 Sunny is the mascot

 Brand essence-"Spread the Smile"

 Orange Marie and Butterscotch Cream biscuits

 Sunfeast Pasta Treat - 2005

 Sunfeast Yippee noodles - 2010

 12% growth in 2002(5% earlier)

 Parle and Britannia-76% market share

 Consumers wanted new tastes and there no innovative

products
  Sunfeast Milky Magic
 Sunfeast Marie Light
 Sunfeast Dark Fantasy
 Sunfeast Dark Fantasy Choco Fills
 Sunfeast Glucose
 Sunfeast Dream Cream
 Sunfeast Snacky
 Sunfeast Sweet ‘n Salt
 Sunfeast Nice
 Sunfeast Special
• Sunfeast Pasta Treat
 Sunfeast Yippee!
 Two pronged strategy in pricing

 Prices of few Sunfeast products are:

Product Weight Price

Dark Fantasy (chocolate and vanilla) 96gms Rs.22

Bourbon Dream Cream 75gms Rs.12

150gms Rs.24
Dark Fantasy Choco Fills 75gms Rs.30

Yippee noodles Magic masala 80gms Rs.10

Pasta Treat Cheese 70gms Rs.15

 Promoted through television campaigns
that were distinct, highlighted product attributes,
quality and newness
 Well differentiated advertisements targeted at
children and mothers
 Tie up with Bey Blades
 Sunfeast school programme
 Celebrities like Sachin Tendulkar, Shahrukh Khan,
Surya are the brand ambassadors
  Demographic Segmentation:
1. Age and Life cycle stage:
-Sunfeast Glucose Biscuits : children between the age group
4–14 years and their mothers
-Sunfeast Orange Cream, Butterscotch Cream & Bourbon
Cream : Children

2. Income:
-Economy: Glucose, Milky, Special, Special Cream
-Medium : Golden Bakery, Treat
-Premium : Dark Fantasy
Psychographic Segmentation:
 Life Style:
 Sunfeast Marie Light is directed as Light & Crispy biscuit
targeting housewives. Sunfeast Orange Marie also has a
differentiated offering targeting housewives.
 Sunfeast Snacky is directed as light and crispy biscuit targeted
for family members specially for having snacks
Behavioural Segment:
 Benefit:
 Sunfeast Benne Vita Flaxseed Biscuits: People who are very
health conscious.
 Glucose Biscuit Children between 4-14 years
mothers
 Cream Biscuit Children and youngsters
 Dark Fantasy Teen and youth
 Marie Light Housewives and adults
 Marie Light: Tea-time biscuit
 Sunfeast Milky Magic: Nutritious biscuit for
children
 Sunfeast Benne Vita Flaxseed: Healthy biscuit
 Sunfeast Nice : Nice moments
 Dark Fantasy: Premium biscuit
 Sunfeast Snacky: Family biscuit
 Golden Bakery: Rich biscuit
The major players in the Indian biscuit industry are:-
 Parle

 Britannia

 Priya gold

 Oreo
 1
5
8
Parle
10 40 Britania
Sunfeast
Priyagold
Kraft Foods
Others

36
 Quality improvement and image advertising as
compared to market leader
 The company can look at diversifying into the
chocolates and candies segment as the name Sunfeast
resonates well with the kids
 · www.ibmabiscuits.in

 · www.indianmirror.com

 · www.wikipedia.org

 · http://www.indiafoodbrief.com/opinion/154-from-the-
editors-desk/126394-pasta-for-nasta-

 ·http://www.thehindubusinessline.com/companies/article
1474941.ece

 · http://itcportal.com/about-itc/itc-profile/history-and-
evolution.aspx