itc_sunfeast_ppt(10062,10074,10086,10098,10110)_new
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ITC Sunfeast
:By:By
( )Abhishek D 10062( )Abhishek D 10062( )Behara S M Koundinya 10074( )Behara S M Koundinya 10074
. ( )Loma P Desai 10086. ( )Loma P Desai 10086
( )Rashmi Singh 10098( )Rashmi Singh 10098
( )Srinivas Adapa 10110( )Srinivas Adapa 10110
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Biscuit Industry: India
India is the third largest biscuitIndia is the third largest biscuitmanufacturing country after USA andmanufacturing country after USA andCHINACHINA
India Biscuits Industry : Largest amongIndia Biscuits Industry : Largest amongall the food industriesall the food industries
Turnover of around Rs. 65.0 billionTurnover of around Rs. 65.0 billion The Federation of Biscuit ManufacturersThe Federation of Biscuit Manufacturers
of India (FBMI): Steady growth of 15of India (FBMI): Steady growth of 15percent per annum in the next 10percent per annum in the next 10yearsyears
Urban market penetration 75 - 85 %Urban market penetration 75 - 85 % Rural market penetration 55- 65 %Rural market penetration 55- 65 %
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Biscuit Industry: MarketShare
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ITC Limited
ITC was established on August 24, 1910ITC was established on August 24, 1910
India's foremost private sector companiesIndia's foremost private sector companies
Turnover of US $ 6 billionTurnover of US $ 6 billion
ITC ranks among India's `10 Most ValuableITC ranks among India's `10 Most Valuable(Company) Brands(Company) Brands
Ranks among Asia's 50 best performingRanks among Asia's 50 best performingcompaniescompanies
Core competency of ITCCore competency of ITC
Depth of distribution reachDepth of distribution reachSuperior brand-building capabilitiesSuperior brand-building capabilitiesEffective supply chain management andEffective supply chain management and
acknowledged service skills in hotelieringacknowledged service skills in hoteliering
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ITC Diversification
1910 Cigarettes1910 Cigarettes /1925 Packaging /1925 Packaging
PrintingPrinting
1975 Hotel1975 Hotel 1979 Paperboards1979 Paperboards -1990 Agri business -1990 Agri business 2000 Greeting2000 Greeting ( )Expressions( )Expressions 2000 Fashion2000 Fashion
RetailingRetailing
-2000 Infotech-2000 Infotech 2001 Food Industry2001 Food Industry -2003 Sunfeast-2003 Sunfeast 2005 Personal care2005 Personal care
ProductsProducts
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Corporate SocialResponsibility
E-choupalE-choupal : empowering Indian farmers: empowering Indian farmers
through the power of the Internetthrough the power of the Internet Sunfeast Hara Banao Campaign : 2004Sunfeast Hara Banao Campaign : 2004
Encourages child educationEncourages child education
Sunfeast World 10K Banglore : Fund raisingSunfeast World 10K Banglore : Fund raising
event for Old Age Home 23-May-2010event for Old Age Home 23-May-2010
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ITC Sunfeast
ITC forayed into the Biscuits market in 2003ITC forayed into the Biscuits market in 2003
Sunfeast range of Glucose, Marie and CreamSunfeast range of Glucose, Marie and CreamBiscuits etcBiscuits etc
Sunfeast Pasta Masala, Tomato Cheese,Sunfeast Pasta Masala, Tomato Cheese,Pizza Style, Chicken etcPizza Style, Chicken etc
Mascot SunnyMascot Sunny
"Spread the Smile""Spread the Smile"
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4 Ps of Sunfeast
ProductsProducts
SunfeastSunfeast Marie Light, Sunfeast Snacky,Marie Light, Sunfeast Snacky,
Glucose, sweet 'n saltGlucose, sweet 'n salt
Sunfeast Dream Cream, Sunfeast SpecialSunfeast Dream Cream, Sunfeast Special Golden BakeryGolden Bakery
Sunfeast NiceSunfeast Nice
Sunfeast Milky MagicSunfeast Milky Magic
Sunfeast Dark FantasySunfeast Dark Fantasy
Sunfeast Benne Vita Flaxseed BiscuitsSunfeast Benne Vita Flaxseed Biscuits
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P la cela ceP s o f S u n fe a st
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PricePrice
High volume, High marginHigh volume, High margin
PromotionPromotion Advertising and promotions : 35-40 % of itsAdvertising and promotions : 35-40 % of its
turnoverturnover
Brand ambassador : Shahrukh Khan andBrand ambassador : Shahrukh Khan and
Surya (South India)Surya (South India) Official sponsor of the WTA tennisOfficial sponsor of the WTA tennis
championshipchampionship
Other initial promotional activities Other initial promotional activities
On buses, print media , hoardings, TV and radioOn buses, print media , hoardings, TV and radioadvertisementsadvertisements
4 Ps of Sunfeast
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Segmentation &TargetingDemographic segmentation:Demographic segmentation:
Age and Life cycle stage:Age and Life cycle stage:
Sunfeast Glucose Biscuits : childrenSunfeast Glucose Biscuits : childrenbetween the age group 4 14 yearsbetween the age group 4 14 yearsand their mothersand their mothers
Sunfeast Orange Cream, SunfeastSunfeast Orange Cream, Sunfeast
Butterscotch Cream & SunfeastButterscotch Cream & SunfeastBourbon Cream : ChildrenBourbon Cream : ChildrenIncome:Income: Economy: Glucose, Milky, Special,Economy: Glucose, Milky, Special,
Special CreamSpecial Cream
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Segmentation&TargetingPsychographic Segmentation:Psychographic Segmentation:
Life Style:Life Style:
Sunfeast Marie Light is directed as Light & CrispySunfeast Marie Light is directed as Light & Crispy
biscuit targeting housewives. Sunfeast Orangebiscuit targeting housewives. Sunfeast OrangeMarie also has a differentiated offering targetingMarie also has a differentiated offering targetinghousewives.housewives.
Sunfeast Snackyis directed as light and crispy biscuitSunfeast Snackyis directed as light and crispy biscuittargeted for family members specialy for havingtargeted for family members specialy for havingsnacks.snacks.
Behavioural Segment:Behavioural Segment:
Benefit:Benefit: Sunfeast Benne Vita Flaxseed Biscuits : Peo le who
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Marie Light: Tea-time biscuitMarie Light: Tea-time biscuit
Sunfeast Milky Magic: Nutritious biscuit forSunfeast Milky Magic: Nutritious biscuit for
childrenchildren Sunfeast Benne Vita Flaxseed: Healthy biscuitSunfeast Benne Vita Flaxseed: Healthy biscuit
Sunfeast Nice : Nice momentsSunfeast Nice : Nice moments
Dark Fantacy: Premium biscuitDark Fantacy: Premium biscuit
Sunfeast Snacky: Family biscuitSunfeast Snacky: Family biscuit
Golden Bakery: Rich biscuitGolden Bakery: Rich biscuit
Positioning
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Biscuits Parle Britannia Sunfeast RangeCream Cream
Gold TreatSunfeastSpecial,Dream
Rs. 10,Rs.10-13Milk Milk ShaktiMilk Bikis Milky Magic Rs. 10
ButterCookies
20-20 GoodDay Butter CookiesRs. 10 11Dry Fruits
& NutsCashew,Badam, Pista
GoldenBakery
Rs. 15-16
Snacks Krackjack,Monaco
Timepass Sweet nSalt,Snacky
Rs. 6 - 7
Glucose Parle-G Tiger SunfeastGlucose
Rs. 4-5
Marie Marie Marie Gold Marie Light,Marie Light
Oats
Rs. 10-12
Premium Hide &
SeekMilano
Pure Magic Dark Fantasy Rs. 25-30
C o m p e tito rs
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StrengthsStrengths
Brand nameBrand name
StrongStrongdistributiondistribution
networknetwork Wide range ofWide range of
productsproducts
SWOT Analysis
W e a k n e sse a k n e s s
O p p o rtu n itie sp p o rtu n itie s
: .Fo od se g m e n t R s: .Fo od se g m e n t R s
,5 5 0 0 0 0 C rores,5 5 0 0 0 0 C rores %6 b ra n d ed a n d%6 b ra n d ed a n d
p a ckag e d inp a ckag e d inIn d iaIn d ia
In d ia n b iscu itIn d ia n b iscu it--m arke t 1 2 1 4
Threatshreats
C o m p e titio n fro m C o m p e titio n fro m
o th e r O rg a n ize do th e r O rg a n ize dB iscu it In d u stryB iscu it In d u stry
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or er s ve orceanalysis
Threat of New EntrantsThreat of New Entrants: High entry barrier industry,: High entry barrier industry,threats from other companies planning to enter ,eg.threats from other companies planning to enter ,eg.Kraft foodsKraft foods
Power of Suppliers:Power of Suppliers: Company dominates SuppliersCompany dominates Suppliers
Power of Buyers:Power of Buyers: Buyers dominate companyBuyers dominate company
Presence of Substitutes:Presence of Substitutes: Branded as well asBranded as well as
homemade bakery items, snacks, chips, wafers etchomemade bakery items, snacks, chips, wafers etc
Competitive Rivalry:Competitive Rivalry: Parle, Britannia etcParle, Britannia etc
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Ansoffs Model
Present Products New ProductsI. Market Penetration (Intensive Growth) III. Product Development (Intensive)
Attract users of competitors productsOffers like 28 % extra on Sunfeast Specialand 10 % extra on Sunfeast GlucosePromotion : Sharukh Khan as brandambassador
Product reformulation strategyFocused on packaging of its biscuit products :Vibrant colours, distinctive graphics and fonts.
Convert nonusers into usersSpecial cream advertisements to attractchildren
Product quality improvement strategyIntroduction of inviting and exciting new variants
Increase product usageOffer incentives
Product line extension strategy Introduce smaller packaging :19 gms
New product development Strategy Innovative and unique flavours eg: Chilly
flakesPresentM
arket
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Ansoffs Model
II. Market Development (Intensive) DiversificationExpand geographically
Extended its product overseas: Haiti,Angola, USA, Ghana, UAE
RelatedSunfeast PastaFuture plans : Sunfeast Noodles
Present Products New Products
N
ewMar k
et
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Recommendations
Sunfeast should aim at increasing theSunfeast should aim at increasing thevisibility of biscuits in the rural segment asvisibility of biscuits in the rural segment asits competitors are dominant thereits competitors are dominant there
Assist the dealers with promotionalAssist the dealers with promotional
merchandisemerchandise In spite of heavy investment in promotionalIn spite of heavy investment in promotional
activities, Sunfeast has been unable toactivities, Sunfeast has been unable toconnect with the people at some level.Inconnect with the people at some level.Incontrast, competitors like Parle andcontrast, competitors like Parle and
Brittania have been successful in carving aBrittania have been successful in carving adistinct image in the consumers mind duedistinct image in the consumers mind dueto their age old presence as well asto their age old presence as well ascaptivating advertisements and jinglescaptivating advertisements and jingles
Sunfeast should work on similar lines andSunfeast should work on similar lines and
come up with endearing promotioncome up with endearing promotion
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Thank You!!
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