- Sunfeast was launched in 2003 by ITC as a biscuit brand to attack market leader Parle in the biscuit industry. - Sunfeast launched with 6 different biscuit varieties targeted at different consumer segments like children, housewives, and teenagers. - Through segmentation, targeting, positioning and competitive pricing, Sunfeast was able to gain a 10% market share in the biscuit industry by 2010 with a turnover of 1000 crores. - Sunfeast's success was due to catering to mass and middle class segments while positioning itself as a brand that spreads happiness and satisfaction through its mascot.

1. FMCG PRODUCT

2. SUNFEAST- Spread the smile.
• Started in 2003.
• Market share of 10% in biscuit industry in
2010.
• Turn over of about1000 Crores.
• Wide categorization.
• Largest distribution.
• Attacked the market leader.

3. The biscuits industry has witnessed little innovation,
Glucose was glucose and Marie was Marie. Then ITC
decided that this could be its biggest point of attack. In
2003, ITC launched Sunfeast in 6 ranges:-
• Sunfeast glucose biscuits
• Sunfeast orange marie
• Sunfeast marie light
• Sunfeast orange cream
• Sunfeast butterscotch cream
• Sunfeast bourbon cream

4. Biscuit Segmenting Targeting Positioning
Sunfeast glucose Natural goodness of
wheat.
Children between the
age group 4-14 yrs.
100gms - Rs. 4, 75gms
-Rs 3, 19gms - Rs. 1
Sunfeast orange
marie
A very differentiate
offering.
Housewives 200gms – Rs. 13.
Sunfeast marie light Tight and crispy. Children between the
age group 4-14 yrs.
200gms - Rs. 13,
400gms – Rs. 24.
Sunfeast orange
cream
Smooth and yummy
cream.
Children between the
age group 4-14 yrs.
100gms- Rs. 11.
Sunfeast butterscotch
cream
Smooth and yummy
cream.
Children between the
age group 4-14 yrs.
100gms – Rs. 11.
Sunfeast bourbon
cream
Smooth and yummy
cream.
Children between the
age group 4-14 yrs.
100gms- Rs. 12.

5. The S.T.P Success Mantra
SEGMENTATION:- catered to mass market and
middle class segment.
TARGET MARKET:- mothers/housewives , children,
teenagers.
POSITIONING :- Sunfeast cannotes- happiness-
contentment- satisfaction. Reinforced by SUN
MASCOT.

6. Pricing model as compared
to other competitors.
Essentially, Parle plays a high volume, low margin
game. But Sunfeast look at a two-pronged strategy,
High margins in cream variants and volumes from the
Marie and Glucose segments.
For instance, cream biscuits from both Sunfeast cost
Rs10 for 100 grams. Parle, however, only charges Rs 5
for its cream variants.
Except for Hide & Seek, all of Parle's
products lie in the price range between Rs 4 and Rs 6
for 100 gram packs.

7. Compiled by:-
Vaishnavi Meghe
(489) CM- 1.