• ITC Limited is an Indian conglomerate head quartered in Kolkata, West Bengal

• ITC has a presence in FMCG, Hotels, Packaging, Paperboards & Specialty Papers and Agri-Business
• ITC has a 25 world-class Indian brands that create and retain value in India.
Product Strategy
 SUNFEAST

• In 2003, ITC launched Sunfeast in 6 different ranges

• Sunfeast brand represents-

• Quality
• Innovative and wholesome biscuits

• Sunfeast biscuits has established itself in 9 years in

almost all major categories of business
 PRODUCT MIX

ITC Sunfeast

Biscuits Cookies Yumfills Yippee

Dream Cream
Dark Fantasy Noodles
Bounce
Sunfeast Yumfills
Whoopsie Pies Pasta
Sweet n Salty Special Cookies

Marie Lite
Delishus
Glucose

Mom’s Magic Hifi Cookies

Farm Lite
 P R O D U C T L I N E A N A LY S I S

Biscuits

Dream Cream

Bounce

Sweet n Salty

Marie Lite

Glucose

Mom’s Magic

Farm Lite
 L I N E S T R E T C H I N G

UP MARKET LINE STRETCHING DOWN MARKET LINE STRETCHING

 PRODUCT HIERARCHY

Vanilla-Strawberry/
Magic Masala/Choco Fills
It
Product Bounce/Yippee/
e
Type Dark Fantasy
m
Product Line Biscuits/Noodles/Cookies

Product Class Ready to eat/ packaged

food items

Product Family Food Item

Need Family Hunger

 5 LEVELS OF THE PRODUCT

New variants/flavours
in all products

Family Packs/Gift Packs

Crispy/Creamy/Durable

Biscuits/Noodles/Cookies
Hunger Satisfaction
 P RO D U CT D I F F E REN TI AT I O N

Helps in defending high prices: It helps the companies to

give a reason why they charge a high price for their product.
Creates a perception of no close substitutes: A successful product differentiation
strategy may create a perception among the customers that there isn’t any substitute
available in the market.

Vertical Product Differentiation

Creates Value: Product differentiation gives a reason to the

customers to choose the brand over others.

Creates brand loyalty: A successful differentiation strategy creates brand

loyalty among the customers.

Horizontal Product Differentiation

 PRICING
STRATEGY
• Sunfeast offers biscuits in all price ranges and caters to
all segments of markets
• Sunfeast looks at a two prolonged
strategy(Biscuits/cookies)
• High margin : High margins in cream variants
• High volumes: High volumes from the Marie and
Glucose segments
• Sunfeast follows different pricing segment for different
categories
• Different prices for different SKUs