STP and 4P analysis of Sunfeast Dark Fantasy

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Segementation, Tagetting, Positioning, and 4P analysis of sunfeast dark fantasy. Includes competition analysis and perception chartand reccomendations.

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STP and 4P analysis of Sunfeast Dark Fantasy

  1. 1. Section A Group 2
  2. 2. SEGMENTATION  Level of segmentation: differentiated  Segments: - Demographic: Age, and Income Class - Behavioural: Benefit sought
  3. 3. TARGETING: DEMOGRAPHIC Adults Elders Adults Children Middle and High Income High Middle Low Age Income Class
  4. 4. TARGETING: BEHAVIOURAL Labour saver Family luxury Self- Indulgence Family necessity Convenience Personal Luxury Benefit Sought
  5. 5. TARGETING: BEHAVIOURAL Labour saver Family luxury Self- Indulgence Family necessity Convenience Personal Luxury Benefit Sought
  6. 6. TARGETING STATEMENT We are targeting the middle and high income adults who are seeking self indulgence
  7. 7. POSITIONING STATEMENT 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
  8. 8. PRODUCT Brand: Dark Fantasy– Sunfeast’s popular sandwich Cookie, high quality premium product Three Variants: Chocolate ,Vanilla, and Choco Fills Launched Dark Fantasy in 2005 Choco fills: 2011 SKU: Choco Fills:75 gms(6 pieces) Chocolate,Vanilla:100g ms(8 pieces) Packaging: Matte finished, rich colored packs to position it as an indulgence, exclusive biscuit
  9. 9. THE PRODUCT HIERARCHY
  10. 10. PRICE Choco Fills(75 gms):Rs 30 Dark Fantasy(100 gms):Rs 25 Retailer’s Margin: (approx.)7to8% per SKU Varying on festive occasions Online Retail Prices: Choco Fills(75 gms):Rs 28 Dark Fantasy(100 gm):Rs 24 Pricing Objective to position it as a premium luxury biscuit Follows a two pronged strategy: • high margin from dark fantasy • volumes from dream cream and glucose biscuits
  11. 11. PLACE Available at 1.8 million outlets Present in Metros, Tier 1/2/3 cities Present in • modern trade(super market, hypermarket ) • general trade(kirana s) Uses alternate channels such as college canteen, and online retailers
  12. 12. DISTRIBUTION Uses fifo method Keep goods on constant move from low sales area to high sale area Company collects all expired goods four times a year and destroys them Benefits received by the retailer depends on the sales volume and location of their shops ITC provides retailers with hangers, racks etc. to display their product Beat Time:7days Credit Period: (Retailer) Varying from 2 days to a week
  13. 13. PLACE Available at 1.8 million outlets Present in Metros, Tier 1/2/3 cities Present in • modern trade(superm arket, hypermarket) • general trade(kiranas ) Uses alternate channels such as college canteen, and online retailers
  14. 14. PROMOTION Indulgence Pure Sensual Escape From Reality Capture the "mmm" moment I,Me,Myself with my dark fantasy Focusing on pure escapism into exotic fantasiesCurrent campaign: How far will you go for a Dark Fantasy Targeted primarily at Adults Introduction: Seven Cardinal Sins
  15. 15. PROMOTION CHANNELS Digital Presence • Active presence on Facebook with various events on all occasions Outdoor Displays • Hoardings and posters Below The Line Activities • World 10K Bangalore(first three editions sponsored by Sunfeast) Print Ads TV Campaigns Visual Merchandizing: The company tries for a shelf at the retail stores. They have their poster on the back wall of the shelf and paste stickers around it
  16. 16. PROMOTION CHANNELS: FACEBOOK
  17. 17. COMPETITORS 0 1 2 3 4 5 6 7 8 6.6 6.8 7 7.2 7.4 7.6 7.8 8 8.2 Perception Map Hide n Seek Oreo Bourbon Dark Fantasy V a l u e f o r m o n e y Taste
  18. 18. RECOMMENDATION  More SKUs can be added (Rs.5 variant:2 pieces)  Fantasy shake(on the lines of Oreo shakes) in places like Barista(Premium place)  Assortment of all variants on a combo pack
  19. 19. Section A Group 2 THANK YOU!

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