ITC Limited is an Indian conglomerate established in 1910 as the Imperial Tobacco Company of India. It entered the biscuit market in 2003 by launching Sunfeast biscuits under the tagline "Spread the Smile". Sunfeast targeted mothers, children, and teenagers and noted happiness, contentment, and satisfaction. It later expanded into noodles and pasta. For marketing, Sunfeast used actor Shah Rukh Khan for promotions and offered competitive prices. While Yippee noodles targeted working individuals and mothers seeking healthy food for children. Sunfeast has been successful in gaining 7% market share in just three years by leveraging ITC's distribution network and filling gaps found through market research in India's saturated biscuit market

1. A Presentation on
By,
Gheethu Maria Joy
MBA (FT)
SMS, CUSAT

2. Discussion Outline
Introduction
History
STP
Marketing
MIX
Methods and
Medium of
Advertising
Success or
Failure Stories

3. Introduction & History

4. ITC Limited or ITC is
an Indian conglomerate
Headquartered in Kolkata, West Bengal.
Y C Deveshwar

5. Established in 1910 as the Imperial Tobacco Company of India
limited,
The company was renamed as the Indian Tobacco Company limited in
1970 and
Further to I.T.C. Limited in 1974
The periods in the name were removed in september 2001 for the
company to be renamed as ITC ltd.

6. Its diversified business
FMCG
Information
Technology
Agri -
Business
Paperboards
&
Packaging
Hotels

7. ITC SUNFEAST- ENTRY
Carried a market research before entering which showed:-
Existed a Rs.4000 crore biscuit market in India.
12 -14% yearly growth in biscuit segment.

8. "Spread the Smile"
HappinessContentment
SatisfactionPleasure
Smile is for customer
Satisfaction,target
segment
Sun shows
reachness ,
necessity,
energy

9. Products

10. Segments of Sunfeast
Sunfeast
Biscuits
Sunfeast
Noodles
Sunfeast
Pasta

11. ITC launched biscuits of international quality under the sunfeast
range on 28th July 2003.
Sunfeast Yippee : September 14, 2010
Sunfeast Pasta Treat : 2005
The pasta segment was further expanded with the launch of
'Sunfeast Benne Vita' in 4 innovative variants in 2006.

12. Health Bites Light ‘n’ Fun Cream Delight Cookies
Marie Light Snacky Dark Fantasy HiFi Cookies
Glucose Sweet ‘n’ Salt Dream Cream Delishus
Milky Magic Nice Bounce Mom’s Magic
Farmlite Yumfile
Bourbon Bliss
Products

15. Tricolor Pasta
Sunfeast Yippee!
expanded its product
portfolio with launch of
Instant Pasta

16. Segmentation, Targeting & Positioning

17. STP of Biscuits
SEGMENTATION:-
catered to mass
market and
middle class
segment
TARGET MARKET:-
mothers/housewives ,
children, teenagers.
POSITIONING :-
Sunfeast cannotes-
happiness-
contentment-
satisfaction

18. Segment
Segmented for
youngsters
mainly.
Target
• Mainly targeted towards
working individuals.
• Mothers as they purchase
and wants healthy food
for their children.
STP of Yippee Yippee’s positioning was done on central
idea of focusing on its benefits over
competitors:
• Availability of variants in noodles
• Available in round shape which
easily fits in round bowl after being
cooked
• Does not form lumps even after 30
minutes
Positioning

19. MARKETING MIX

20. Product
• Variety of
products
• Attracts the all
kinds of consumer
• Targets the
consumer right
from upper level
to the lower
income group
• Provides high
quality product
with a nominal
price
Price
• The price of the
sunfeast product
is too affordable
so that each class
of people can
afford it.
• The price of
sunfeast biscuits
starts from Rs.5
to Rs.60 for per
pack based on the
flavor and the
ingridients
offered
PLACE
• Sunfeast has a
friendly
relationship with
their distributors,
wholesalers,
salemen etc..
• Today sunfeast
product has
reached all the
corner of India.
• Sunfeast has
replaced in the
place of many of
its competitors.
PROMOTION
• They adopt a unique
kind of promotional
activites in order to
attract the mass world.
• They have actor Sharuk
khan as their brand
ambassador for the
sunfeast biscuits
M
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21. Product
• Packaging:
Flashy colors on
packet –
combination of
orange, red,
yellow, and
brown
• Variants: Magic
masala, Classic
masala, and
Chinese masala
• Product is also
available in round
blocks which was
new in this
segment
• SKUs: 80 grams.,
320 grams.
packets
Price
•Prices are kept
so as to match
competitors
price
•85 grams pack
– Rs. 10;
•320 grams pack
– Rs. 40
•In the initial
phase Sunfeast
also launched
trial packs for
Rs. 5
PLACE
•Distributed by
wholesalers to
retailers, and
malls
•Widely present
in Urban
market
•ITC has
extensively used
its distribution
channel in order
to mark
Yippee’s
presence in rural
areas too
PROMOTION
•Showcases benefits
over its competitor
product maggi
•Stress over health and
wellness
•Channels: TV, print
media, competition at
B-schools, & social
media
•Gave heavy discounts
in the initial stage
(upto 78% off)
M
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22. Promotion

23. Key traits
• Brand building:
– Advertisements targeting-
• Mothers (Awareness Ads)
• Children (Cartoon Channels)
• Teenagers ( Sunfeast Open)
• Local population of India (Shah Rukh
Khan & Surya)
• Strong Distribution Network:
– Leveraged the existing tobacco
distribution channels
• Two Pronged Pricing Strategy:
• Volumes
• Profit Margin

24. Product development:
• Innovative And Distinctive Products
• Stuck to favorites like Glucose Marie
and Bourbon cream
• Also launched orange-flavored Marie,
Marie light and butterscotch-flavored
cream biscuits
ITC Sunfeast: Success or Failure
Sunfeast is a Success story
 Captured Market Share of around 7% (value)
 Time Span of just three years
 Saturated biscuits market
Researched
entry:
• Carried a market research
before entering
• Found lacunas that can
filled
• Consumers vying for new
taste

25. Thank You