Date post: | 22-Nov-2014 |
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Self Improvement |
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SUNFEAST DARK FANTASY
Group : 12
SUNFEAST• Biscuit segment of ITC • Started in 2003• Had tough competition when
entered the market from Parle and Britannia
• Focused on quality and product innovation than low pricing
DARK FANTACY• A sub brand of ITC Sunfeast• Launched in 2005 as a premium biscuit
brand• Which was a new trend in Indian
market• Acquired the status of a standalone
brand• introduced with a tagline " Pure
Indulgence “• later launched with the tagline to "
Escape into One “
PRODUCT
• Available in 5 variants• Dark Fantasy chocolate• Dark Fantasy vanilla• Choco fills launched in 2011• Choco fills coffee• Choco Meltz in 2013
Market segmentation
• Level of segmentation: differentiated• Segments:
- Demographic: Age, and Income Class
TARGETING : DEMOGRAPHIC
“WE ARE TARGETING THE MIDDLE AND HIGH INCOME ADULTS WHO ARE SEEKING SELF INDULGENCE”
Positioning• “To the middle and high income adults who are seeking self
indulgence, our brand Sunfeast Dark Fantasy is a premium cookie cream biscuit that gives a pure chocolate sensual indulgence for one to escape reality into exotic fantasies “
• Positioned as a premium biscuit brand• Took a risk in positioning as the premium space was vacant• Uncertainty about how customers will react • had the first mover advantage• Heavy campaigns were used
Consumer perception PRODUCT • Innovative product• A new experience• High quality , premium brand image• Better than competitorsPRICE• Slightly on expensive side , • But its worthPACKAGING AND LABELLING• Highly attractive and appealing• New and makes product unique• Gives a more luxurious aura to the brand
Promotion strategy
• Heavy promotion • Spends around 35-40 per cent of its
turnover• Print ads• TV commercials • Digital presence• Outdoor advertisements• Visual merchandising• In- flight sampling
A study on consumer buying behavior towards dark fantasy biscuits
• To understand the impact of advertisement on consumer buying behaviour of the dark fantasy biscuit
• To analyse the important factors which have an influence on consumer decision making
RESEARCH PROCESS
• Data Sources - primary and secondary data sources
• Data Collection through questionnaire • Sample Size 50• Sample – Youth, age group 20-30
AWARENESS ABOUT SUNFEAST DARKFANTASY
SI NO: AWARENESS NO: OF RESPONDENTS
PERCENTAGE
1 YES 50 100
2 NO 0 0
50 100
Familiarity with variants
SI NO: NO: OF VARIANTS
NO : OF RESPONDENTS
PERCENTAGE
1 Only 1
2 Only 2 2 4
3 Only 3 25 50
4 Only 4 20 40
5 All 5 3 6
Mode of awareness
14%
44%
36%
6% Chart Title
SHOPSADVERTISEMENTFRIENDSOTHERS
Regular buyers
SI NO: RESPONSE NO: OF RESPONDENTS
PERCENTAGE
1 Yes 47 94%
2 No 3 6 %
Level of satisfaction
Highly
satisfi
ed
Satisfi
ed
Averag
e
Dissati
sfied
Highly
dissati
sfied
0%
10%
20%
30%
40%
50%
60%
14%
58%
24%
4%0%
Reason for buying
14%
10%
56%
20% qualitypricepackaging taste brand loyalty
Role of promotion tools to increase brand popularity
SI NO: RESPONSE NO: OF RESPONDENTS
PERCENTAGE
1 Strongly agree 38 88
2 Agree 4 8
3 Disagree 8 4
4 Strongly disagree
0 0
The most influential promotion tool
38%
10%18%
12%
22%
Chart Title
TVCHOARDINGSPRINT ADONLINE ADVERTISINGIN STORE PROMOTION
Impact of promotion on buying behavior
SI NO : RESPONSE NO: OF RESPONDENTS
PERCENTAGE
1 Strongly agree 9 18 %
2 Agree 18 36 %
3 Disagree 19 38 %
4 Strongly disagree
4 8 %
Familiarity with dark fantasy ads
1
yes
Opinion about the ads ( attractiveness)
SI NO : OPINION NO : OF RESPONDENTS
PERCENTAGE
1 Attractive 48 96 %
2 Unattractive 0 0%
3 Neither attractive nor unattractive
2 4%
Opinion about the ads ( informative)
4%
70%
26%informativeuninformativeneither iformative nor uninformative
Opinion when compared with other ads (more purchase inducive)
SI NO: RESPONSE NO: OF RESPONDENTS
PERCENTAGE
1 Strongly agree 8 16
2 Agree 26 52
3 Disagree 11 22
4 Strongly disagree
5 10
DO THE ADVERTISEMENT GIVE THE PRODUCT A KIND OF INTERNATIONAL IMAGE
SI NO: RESPONSE NO: OF RESPONDENTS
PERCENTAGE
1 Strongly agree 15 30
2 Agree 23 46
3 Disagree 12 24
4 Strongly disagree 0 0
Does packing affects your choice of purchase?
SI NO: RESPONSE NO; OF RESPONDENTS
PERCENTAGE
1 Strongly agree 19 38
2 Agree 24 48
3 Disagree 6 12
4 Strongly disagree
1 2
Which element of packing attracts the most
46%
8%
4%
42%quality of the packgraphicscoloruniqueness
Opinion about the price of the product ( economical)
SI NO: RESPONSE NO; OF RESPONDENTS
PERCENTAGE
1 Strongly agree 9 18
2 Agree 21 42
3 Disagree 14 28
4 Strongly disagree
6 12
Easily available
SI NO: RESPONSE NO; OF RESPONDENTS
PERCENTAGE
1 Strongly agree
16 32
2 Agree 31 62
3 Disagree 3 6
4 Strongly disagree
0 0
Findings
• Out of 50 respondents , all are familiar with sunfeast dark fantasy products
• 50 % of respondents are familiar with only 3 variants of the product while 40 % is familiar with 4 variants .only 6% of the consumers are familiar with all the variants.
• Advertisement is the major source through which consumers got to know about the product.
• 94 % of the respondents are regular customers of dark fantasy.• A majority of respondents are satisfied with the product. • Study revealed that the packaging of the product is the most
exiting feature which attracts the customers• A vast majority of respondents agreed that promotion activities
have a great role in increasing brand awareness and popularity.• Study revealed that tvc is the most influential promotion activity.
More than half of the respondents were of the view that promotion activities have got an impact on their buying decision i.e. 54%.
All the respondents were familiar with dark fantasy advertisements. Most of the respondents were of the opinion that dark fantasy
advertisements are attractive. The study revealed that the advertisements of the product are less
informative but more attractive as compared to that of competitors. 56% of the respondents agreed that dark fantasy advertisements are
innovative Study revealed that packaging of the product has a huge impact on
consumers. Only a very few disagreed with the view. A majority of respondents were of the opinion that the product is
economical.
CONCLUSION
• Most of the consumers are purchasing the product based on the advertisements they watch (38%)
• Irrespective of the advertisement people are more attracted to the packaging of the product.
THANK
YOU