itc_sunfeast_ppt(10062,10074,10086,10098,10110)_new

8/4/2019 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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17

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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