itc's sunfeast
DESCRIPTION
TRANSCRIPT
- 1. ITCs Sunfeast
2. ITC Sunfeast: Success or Failure
- Sunfeast is a Success story
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- Captured Market Share of around 7% (value)
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- Time Span of justthree years
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- Saturatedbiscuits market
3. Key traits that made the brand launch, a success or a failure
- Researched entry:
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- Carried a market research before entering
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- Found lacunas that can filled
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- Consumers vying for new taste
- Product development:
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- Provider of innovative and distinctive products
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- Stuck to favorites like Glucose Marie and Bourbon cream
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- Also launched orange-flavored Marie, Marie light and butterscotch-flavored cream biscuits
4. Key traits (contd..)
- Brand building:
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- Advertisements targeting-
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- Mothers (Awareness Ads)
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- Children(Cartoon Channels)
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- Teenagers ( Sunfeast Open)
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- Local population of India (Shah Rukh Khan & Surya)
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- Strong Distribution Network:
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- Leveraged the existing tobacco distribution channels
- Two Pronged Pricing Strategy:
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- Volumes
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- Profit Margin
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5. THANK YOU