Study of the current positioning of sunfeast dark fantasy. Creating a IMC strategy to reposition it in the market.

1. Sunfeast Dark Fantasy
The desired cookie for your fantasy

2. Contents
• Industry Analysis
• Situation Analysis
• SWOT Analysis
• Competitor Analysis
• Target Market
• Creative
• Media
• Media Mix
• Integrated Marketing Communications
• Appendix- Creative Brief

3. Indian Biscuit Industry
• Indian Biscuit industry came into lime light in
the later part of 20th Century when
urbanised society called for ready made food
products
• Biscuits were considered as sick man’s diet,
but over the years the perception has been
widely changed. Now it is one of the most
loved fast food item as it is easy to carry and
tasty to eat
• Industry Size: 8000 Crore with CAGR of 15%
• Per Capita consumption: 2 kg
• Major Players: Britania, Parle and ITC
Sunfeast
Industry Research
• Around 16% of consumers prefer biscuits for
breakfast
• Biscuits are consumed on breakfast, with
tea, as a complete meal, getting charged
when energy is low.
• Majority of the Biscuit manufacturers
capture market with introducing the product
with low cost. Most of the biscuits provide
value for money

4. Situational Analysis
Background of ITC Limited
• Incorporated on August 24, 1910 under the name Imperial Tobacco Company of
India Limited.
• The name of the Company changed from Imperial Tobacco Company of India
Limited to India Tobacco Company Limited in 1970 and then to I.T.C. Limited in
1974.
• ITC is one of India's foremost private sector companies with a market capitalization
of US $ 45 billion and a turnover of US $ 7 billion.
• In July 2003, ITC made a foray into the biscuits market by launching the Sunfeast
range of biscuits.
• Sunfeast connotes happiness, contentment, satisfaction and pleasure. Sunfeast
Biscuits straddle all segments of the market led by Dark Fantasy at the premium
end.
• Dark Fantasy Choco Fills has wowed the Indian consumer with its innovative
centre-filled format and high-quality packaging.
• Through the years the tagline of dark fantasy has changed from “pure indulgence”
to “Escape into one”.

5. About the Brand
Challenges
• Brand is only pushed by advertising and packaging.
• It has not created a momentum due to which the brand will expire if advertising is not done
continuously.
Objectives
• To extend the brand presence by associating it with special moments in one’s life so that the brand will be
recalled every time during these moments. To take the brand to next level where it can be associated with
emotions like love, happiness etc.
Insights
• Premium
• Sensuous
• Aspiring Product
• Versatile

6. SWOT Analysis
Gained a status of
Premium Brand through
Advertising, Pricing and
Packaging
High quality an innovative
product
Has the first mover
advantage in the premium
brand segment
Less Occasions wherein a
premium biscuit product
viz. Dark Fantasy be
purchased
There are no functional
attributes
Brand is comparatively
younger, so need to
reinforce periodically
To make it an ingredient in
food mix, like we have
Oreo Shakes
Supplement it with a food
item, like Marie is with
Drinking Tea
Limited target audience
due to its positioning
strategy
Cookies which are with
similar packaging and
taste
Chocolates like Dark
Temptation which are
entering into premium
Cadbury phase.
Strengths
Weaknesses
Opportunities Threats

7. Competitor Analysis
Parley Hide & Seek
• Brand Narrative-The light chocolate chips with crunchiness,
healthiness, freshness and deliciousness that cannot be
denied
• Strengths: Good Advertising and Promotions. Product
Differentiation: Moulded Chocolate Chips.
• Weakness: Losing its premiumness as it is easily available in
small packs for impulsive buying.
Packaging is not good, biscuits break into pieces.
• Campaigns: Shows the temptation of Hide & Seek to the
extreme level

8. Competitor Analysis
Cadbury Oreo
• Brand Narrative: “the oreo ‘twist, lick and dunk’.
The ritual that creates a simple, carefree moment
and allows everyone to connect.
• Strength- Perceived as a healthy and quality
product, Available in many variants.
• Weakness- Brand Recall is low as it is new to
Indian Market.
Penetration is very low in market.
• Campaigns: The Oreo promotional campaigns in
India have been mainly about togetherness —
dear dad with daughter and son, brother –sister
and families.

9. Competitor Analysis
Britannia Bourbon
• Brand Narrative- The first Choco treat for Indian
Customers, an alternative with sips of coffee, can team
up with gossip and gupshup, while a few can enjoying it
with a book
• Strengths- Market Leader in Choco Cream Biscuit.
Extensive distribution network
Low Price
• Weakness- Available in only one variety.
The overall quality is not comparable to the
competitors.
• Campaigns: The bourbon biscuit ad takes the hostile
route, but with a memorable twist.

10. Perception map for Competitor Analysis
The map shows that both the factors of Taste and Value for money for our brand is high against the competitors

11. Target Market
Our target market includes teenagers and young adults
in the age group of 15-25. They are generally college-goers
or people who have just started to work and
enthusiastic about new products. We focus on these
people because the usage of biscuits in this age group is
high. There don’t have a fixed time for eating biscuits,
they consume it either whenever they are hungry or
whenever they feel like munching something. Campaign strategy
To associate the brand with special moments in life. We
aim to associate our brand with emotional and
affectionate situations. As the brand already says that it
is sensuous and premium, therefore we would like to
associate it with some rare moments. As these events
are special moments in an individual’s life, associating
Dark Fantasy with those moments would deepen the
essence of the Brand.

12. Creative Advertisement
Billboard
• A medium to reach
large number of new
and existing
customers.
• will increase the brand
awareness and
visibility.
• The bill boards would
be placed at various
places.
Magazine
• This is the best way to reach
our target group directly in
their home.
• While reading a magazine
people usually spend some
time on the advertisement
page before flipping it.
• Whereas in the case of TV
commercial, they might
consider it as an interruption
while watching a show.

13. Creative
Television Advertisement
The scene features a rich young guy of age 20-25 years who is going to meet his girlfriend.
She is waiting for him in a restaurant in a 5-star luxury hotel. On the way he notices that he is
late for the date. In order to convince her he purchases a bouquet of red roses and few bars
of chocolate. When he reaches the restaurant, he finds that his girlfriend is very angry at
him.
He gives her chocolates, flowers and makes many promises to convince her, but he fails to do
so. So feeling hopeless and tired the man looks in his bag and finds a pack of Sunfeast Dark
Fantasy biscuits, he walks away with sorrow and silently eats the crispy chocolaty Dark
Fantasy biscuits.
The girl notices that the man is enjoying the taste and is completely lost in it. The girl
becomes eager to taste the biscuit; she goes and snatches the remaining piece of biscuit
from him, takes a bite and gets lost in it as well. A voice over then says “The desired cookie for
your fantasy”

14. Media
Objectives
• To reach adults in the age group of 15-25.
They are open to trying new brands and
different flavors.
• To target people belonging to middle and high
income group in urban areas.
• To make the brand a part of special moments
in your life.
• To create a strong association with the
customer on a personal level through the
usage of social media.
• To increase the value of the brand.
Strategies
• To use social media and television as the
primary mediums to create awareness as
these mediums will have more reach in our
chosen target group.
• The TV commercials will be 35-40 seconds
in length and will convey the message that
the biscuit can be used as a means to
express one’s emotions. The magazine
advertisement will be full page.

15. Media Mix
Television Magazines & Newspaper

16. IMC
Sponsorship of reality show
• Sunfeast dark fantasy will sponsor the latest season of MTV
Spiltsvilla – a reality dating show
• Reasons- High viewership, seen mostly by youth, goes well
with our brand insights- sensuous and love, increase brand
presence and visibility by making the brand more close to the
customers
• Apart from sponsoring the show, the brand will also be placed
in the show by using dark fantasy in some tasks done by the
contestants.
• Twitter handle – #SunfeastDarkFantasy
• This will result in building a strong association with our
customers through interactions

17. IMC
Redefining your Love – Social media campaign
• We’ll run a campaign wherein we’ll customize the Dark
Fantasy packs with “Dark Fantasy Congratulations”, “Dark
Fantasy Thank You”, etc. (The packaging will involve putting a
sticker of the customized words).
• Kiosks can be set up at prominent malls, so consumers
would come and put up their own message on the Dark
Fantasy packet viz I Like You, will you marry me, etc.
• All the on-going activities will be updated on its facebook
page. Consumers can discuss their experience on this page
and give suggestions for new customised packs.

18. Recommendations
• The advertising campaign should focus more on social
media. It should involve more of interaction with the
consumers so as to build a strong a relationship.
• The opening visuals and the background music should
be changed. The first visual should make the target
group curious to look for the full advertisement.
• The content of the campaign should be engaging
• Dark Fantasy can be used as an ingredient in food mix
like shakes, cakes etc.