SURANA COLLEGE PG CENTER BANGALOREA REPORT ON MARKETING MIX

SUB BY:- Samit ‘sTeam SUB TO:-Pro. Smita.M Gaikwad

ITCITC’s Sunfeast

Marketing Mix

The 4 P’s

Sunfeast

ITC ltd. Launched Sunfeast Biscuits on 28th July 2003

Sunfeast Glucose: Natural goodness of wheat

Orange flavored Marie along with regular Marie.

Butterscotch, Orange & Bourbon cream.

3 new flavors:Coconut Cream: Strawberry and Pineapple creams : presence of Jagmag (flavored crystal balls);Sunfeast Milky Magic biscuits;

Glucose Biscuits

Marie

Cream Biscuits

Sunfeast

Further expanded: launch of 'Sunfeast Snacky' salted crackers in 2 unique variants; Chilli Flakes & Classic Salted

Sunfeast’s Latest offering: Golden Bakes; richness of pure butter with crisp cashews; 3 exciting variants: Butter, Cashew and Honey & Cashew; premium segment

Sunfeast Pasta Treat: whole wheat based non-fried product;4 exciting flavors; healthy snacking option for children

Premium BiscuitsSunfeast Dark a dark chocolate and vanilla cream offering; super premium segment; select markets

Sweet and Salty

Others

SunfeastSunfeast has been fortunate: thanks to its tobacco business, ITC already had a good understanding of distribution channels.

The company used its existing network of convenience stores -the company's name for the hole-in-the-wall pan-beedi shops -for Sunfeast. Not content with the existing resources, the company also looked at grocery stores and other retail formats.

The brand  is now available in nearly 1.8 million outlets.

SunfeastIn August 2003, a month after its launch, the

company undertook a major sampling exercise to promote the product. For two years then, the brand did all the usual rounds -- riding behind buses, blocking television spots, booking the corner space in newspaper

Well differentiated advertisements, some which showed a complete cream world ,were targeted at kids watching cartoon channels.

At the same time, on general entertainment channels, mothers received information on the importance of glucose, the wholeness of wheat and so on. Also, the company tied up with Bey Blades, the popular television series that was a rage among children, to promote itself.

In April 2005, Sunfeast launched its major campaign. Shah Rukh Khan as its brand ambassador

In the same year, as the official sponsor of  the WTA tennis championship titled the Sunfeast Open the company had teenage sensations Sania Mirza and Mahesh Bhupathi campaigning for it.

For promotions in southern states, Sunfeast has signed Tamil super star Surya as a brand ambassador.

The company claims that it has been spending 35-40 per cent of its turnover .

ITCs annual marketing spends are estimated to be in the region of about Rs 115-120 crore (Rs billion),

Largest spender on ads  and promotions in the biscuits category.

Sunfeast

Cream biscuits from Sunfeast cost Rs 10 for 100 grams,

Sunfeast Biscuits" - Initial Offerings ,Sunfeast Glucose Biscuits deliver Natural Goodness of Wheat and is

available in 100 gms, at Rs 4/-,75 gms at Rs 3/- and 19 gms at Re 1/-targeting children between the age group 4-14 years and their mothers.

Con’t..Sunfeast Orange Marie - a very differential offering

is available in 200 gms, priced at Rs 13/- and "Sunfeast Marie Light" - Light & Crispy, available in 200 gms priced at Rs 13/- 400 gms, Rs 19/- Targeting housewives and families.

Sunfeast Orange Cream, priced at Rs 10/-, Sunfeast Butterscotch Cream priced at Rs 10/-

Entire range of "Sunfeast Biscuits" will be packed in vibrant colours, distinctive graphics and fonts identifying sub categories - at the same time maintaining a consistent look of the umbrella brand "Sunfeast

Thank You