MARKETING PROJECT

TOPIC: SUNFEAST

SUBIMITTED BY:
MD AFZAL AZAM
PRABHAKAR BHATTACHARYA
BHIBHU PRASAD
GAURAV YADAV
ANKIT OJHA
 CONTENT

ITC LTD
SUNFEAST
THE STP FOLLOWED BY SUNFEAST
THE 4P’S
CHALLENGES AHEAD
RECOMMENDATIONS
REFERENCES
Sunfeast
 KEY REASON FOR SUCCESS

MARKET RESEARCHED ENTRY:

Carried a market reearch before entry
Found lacuna in the market
Consumer vying for new taste
PRODUCT DEVELOPMENT:
provider for innovative and distinctive product
Stucked to favourite like Marie and Bourbon
 THE STP-SUCCESS MANTRA

SEGMENTION : catored to mass market & middle class segment.

TARGET MARKET:
Mothers/Housewife
Children
Teenage

POSITIONING:Sunfeast connotes –happiness-contentment-

satisfaction. Reinforced by SUN MASCOT
 PRODUCT

1.SUNFEAST MILKY MAGIC

2.SUNFEAST MARIE LIGHT
3. SUNFEAST DARK FANTASY
4. SUNFEAST GLUCOSE
5. BOURBON
6.SUNFEAST PASTA TREAT AND MORE….
 Products Descriptions
Benne Vita Flaxseed- Comes
Glucose-A perfect balance
of energy that aids physical under Niche market. It helps
strength, for light hunger control cholesterol.
Sunfeast Dream Cream- A
pangs.
Inspired by the Master hit with the childrens.
Pasta Treat- A healthy
Chefs of ITC hotels, Dark
Fantasy is more than a snacking option for children
biscuit, it’s a luxurious mix and young adults.
of aromatic cocoa and
vanilla.
Price must support these elements of the mix.

The Price

Price and the Marketing Mix:

 Pricing is one of the most

important elements of the marketing
mix

Only element to generates revenue

Most flexible element

Can be changed quicklyPricing a

product too high or too low could mean
a loss of sales for the organisation.
Sunfeast and Challenges
 Increasing prices of
basic Raw material
 Manucturing cost of
the biscuits.
 Very price sensitive
product.
 Small increase in price
(by 50 paise) in past had
 Seen high decline in
Should Sunfeast sales.
increase price of flagship
brand ?
Pricing strategy by Sunfeast

Volumes

Pofit Margin
PROMOTION STRATEGY

Advertisements targeting-
• Mothers (Awareness Ads)
• Children (Cartoon Channels)
• Teenagers ( Sunfeast Open & Mumbai
marathon and Bangalore marathon.)
• Masses population of India(SRK & SURYA)
• SALES PROMOTION-HUGE SAMPLE
DISTRIBUTION at INTRODUCTION STAGE
• Conducted Mass Campaign(HARA BANAO
CAMPAIGN)
PROMOTIONS……….
 DISTRIBUTIONS STRATEGY

*Strong Distribution Network:

Leveraged the existing tobacco
distribution channels
*Provided display items to retailers
*Gave benefits to retailers to push the
product.
*Uses FIFO method to reduce the
wastage of goods due to expiry.
 Distribution…………..
CNF

WHOLESALE
DEALER BASE

RETAILER
 CHALLENGES AHEAD

Volume and Margin play by Parle and Brittania.

New entry by Pepsico and other giants.etc..

RECOMMENDATIONS:
#More penetration
#Gap between no.3 and no.2 should be
reduced using product
development,market development.
 THANK YOU

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