Pg No-

Introduction
On May 3, 2006, ITC Foods, the foods division of ITC Ltd, a major Indian conglomerate,
announced its plan to set up a biscuit manufacturing unit at Haridwar in Uttaranchal with
an investment of over Rs.700 million. The proposed plant with a manufacturing capacity
of 2,000 tons per month was to become operational by March 2007.In early 2006, ITC
Foods, with a market share of 5.3%, trailed behind Parle Products Ltd. (Parle) and
Britannia Industries Ltd. (Britannia), the market leaders in the Indian biscuits market
(organized sector).4

However, the company was expanding its distribution network aggressively and was set
to introduce new biscuit variants to improve its market share.

The ITC Group had entered the branded and packaged food business in August 2001 with
the launch of ready-to-cook products under the Kitchens of India (KoI) brand. This was
followed up by product launches in the confectionery, staples, and snack food segments
within a year.

As of early 2006, it had emerged as a major player in the foods business. Analysts
observed that its heavy investment in manufacturing and infrastructure indicated that ITC
was bullish on the prospects of its foods business.

ITC developed new product lines in its foods business drawing on its competencies in
brand-building, R&D, packaging, and distribution. However, market analysts were not
sure whether ITC would achieve success in all the food categories that it had entered.
According to a consultant at Quadra Advisory,5 apart from the ready-to-eat category, ITC
Foods was likely to face hurdles in every other food category, and especially so in the
biscuits and confectionery category, due to intense competition. However, more recent
reports suggested that even in the ready-to-eat category, the competition was heating up.
 Pg No-

History Of ITC
ITC was established on August 24, 1910 as the Imperial Tobacco Company of India
Limited in Kolkata. Initially, the company was involved in the trading of imported
cigarettes. In 1925, in a backward integration move, the company started a packaging and
printing business. The name of the company was changed to India Tobacco Company
Limited (I.T.C. Ltd.) in 1974. In 1975, I.T.C. Ltd., through ITC-Welcomgroup, tied up
with the US-based Sheraton Corporation 6 to enter the hospitality industry. It acquired its
first hotel in Madras (later renamed Chennai) in Tamil Nadu and called it the
Welcomgroup Chola Sheraton

I.T.C. Ltd established ITC Bhadrachalam Paperboards Ltd. (IBPL) in 1975. The company
started production at its integrated pulp and paper/board manufacturing facility at
Bhadrachalam, Andhra Pradesh, in 1979.

In 1990, I.T.C. Ltd. set up an International Business Division (IBD) for export of agri-
commodities. I.T.C. started a greeting cards business under the brand name Expressions
in the year 2000. In the same year, I.T.C. also entered the fashion retailing business by
extending its well known cigarette brand Wills. The retail outlets were called Wills
Lifestyle and offered premium leisure wear for men and women under the Wills Sport
brand.

In September 2001, the company was renamed ITC Ltd (without full stops, and with no
meaning attributed to the alphabets). In 2001, ITC made an entry into the foods business,
and entered the business of safety matches, where it could use the same distribution
network as that of its cigarette brands, in 2002. In 2002, IBPL was amalgamated with
ITC to form the Paperboards & Specialty Papers Division of ITC. This was done to
"harness strategic and operational synergies." In 2002, the company launched another
clothing brand, John Players, which targeted the urban youth.

In 2003, ITC started marketing incense sticks manufactured by small scale and cottage
units. In 2004, ITC was one of eight Indian companies to make it to the "Forbes 'A' List" 8
which featured 400 of "the world's best big companies". In March 2005, the board of
directors of ITC approved the company's five-year business plan (2005-06 to 2009-10)
which involved an investment of Rs. 140 billion. The plan included setting up of new
plants and upgrading existing ones in its tobacco, foods, apparel, paperboards, packaging,
and hotels businesses .

As of early 2006, ITC was one of India's most valued and respected private sector
companies with a market capitalization of over US$ 7 billion (Refer Exhibit I for ITC's
financials and Exhibit II for more details on ITC's businesses)...
 Pg No-
ITC Foods: Tasting Success?
Entering the foods business was a strategic decision for ITC. While ITC's core business,
tobacco, was under pressure owing to several factors like government bans on advertising
cigarettes and on smoking in public places (from February 2001), hikes in the excise duty
for cigarettes, and anti-tobacco campaigns, the liberalization of the Indian economy had
thrown open several opportunities which the company was eager to exploit. Being a cash-
rich company, ITC planned to deploy its surplus in the packaged food business where it
saw huge business potential...

Ready to Eat

In 2001, ITC launched the KoI brand of ready-to-eat gourmet dishes under sub-brands -
Bukhara, Dum Pukht, and Dakshin - popular cuisines from specialty restaurants of the
same names at ITC Welcomgroup hotels.With prices ranging from Rs.150 to Rs.200 for a
450g pack, they were positioned as premium products for the food connoisseur, with
target groups including tourists, NRIs, etc. Ravi Naware (Naware), CEO, ITC Foods,
said, "It's actually ready-to-eat gourmet cuisine from ITC's Bukhara, Dakshin and Dum
Pukht restaurants...

Confectionery

ITC entered the confectionery market by acquiring Mint-O, a compressed mint tablets
brand, from the Delhi-based Candico India Limited in 2002 and re-launching the brand
with new packaging and improved quality. Mint-Os were available in six and twenty mini
roll packs and were priced at Rs. 2 and Rs. 5 respectively. They came in mint and orange
flavors.At the end of 2003, ITC launched Candyman in the boiled sugar candy segment in
banana, mango, and orange flavors. They were priced at 50 paise per unit. Initially, they
were launched in Uttar Pradesh and Tamil Nadu...

Staples

ITC entered the staples market in 2002 with wheat flour under the Aashirvaad brand. In
the same year, the Government of India's (GoI) proposal to remove restrictions on the
movement of agri-commodities across states gave a boost to the trade in wheat flour. In
2003, ITC extended the Aashirvaad brand to edible salt...

Biscuits

ITC entered the biscuits market with Sunfeast in 2003, with three varieties of biscuits -
glucose, marie, and cream. While Sunfeast Glucose targeted children in the age group 4-
14 years and their mothers, Sunfeast Orange Marie and Marie Light were targeted at
housewives/families. Sunfeast Cream (orange, butterscotch, and bourbon) was also
targeted at children. The Orange Marie and butterscotch cream variants were introduced
after a year long product R&D effort and extensive sampling covering 14,000 consumers.
Gradually, the product line was expanded.
 Pg No-

SUNFEAST : SPREADING THE SMILE

Brand : Sunfeast
Company : ITC Ltd
Can a cigarette manufacturer succeed in marketing Biscuits? What do management
thinkers say about unrelated diversification? Unrelated diversification will succeed if it is
based on the core competency of the firm. So What is the core competency of ITC that is
being leveraged when it decided to enter the Foods market. ITC relies on three core
competencies

1. The depth of distribution

2. Its brand building capabilities.

3. The ability of Quality outsourcing.

Sunfeast has been a success because of these three competencies of ITC. Sunfeast was
launched in 2003 was one of the diversification forays of ITC which wanted to establish
itself as a serious FMCG player from its position of Tobacco products leader. ITC had the
advantage of the well entrenched distribution setup which is matched only by HLL.

Indian biscuit market is estimated to be around 4500 - 5000 crore. The market is
dominated by Parle and Britannia. Parle is the volume leader with brands like parle- G,
Krackjack and Monaco while Britannia is the value leader with brands like 50: 50, milk
bikis, Tiger, Goodday etc. The biscuit market has now moved from the core Glucose base
 Pg No-
to more value added categories. The key markets are UP, Maharashtra, and Tamilnadu.
The percapita consumption of biscuits in India is only 1.2 kg per annum while the
percapita consumption is 15 kg p.a in developed nations. While the glucose biscuits are
popular in Rural India , Urban market prefer Cream biscuits.

To establish a brand in this tough market was never easy. Sunfeast using heavy
promotion and careful brand building have already garnered 10% market share in this
market. Sunfeast is positioned as an exciting brand. This platform is supported by a series
product launches. Since Biscuits are convenience goods , new tastes and new products
are essential to built excitement in the market. Sunfeast have maintained continous series
of new launches like Milky Magic, Coconut, strawberry, pineapple cream etc. Recently
Sunfeast launched a product for the premium segment named " Dark Fantasy" with
chocolate flavour and cool advertisements.

Sunfeast have used the baseline " spread the smile" as the brand essence and the brand is
endorsed by Shah Rukh Khan. The use of SRK makes sense since the TG is mainly kids .
SRK have the energetic persona that goes well with the brand. The mascot of Sunfeast is
the Animated Sun which is the symbol of contentment, satisfaction and Pleasure. This
mascot has been well received by the TG. The ad campaigns are catchy and full of colors
and excitement. The product is also of very high quality. Thus Sunfeast has managed to
get all the winning combinations in the right mix.

Sunfeast is also trying to garner more share in the Marie category which is estimated to
be around 600 crore. It launched the Marie with different flavours that has enabled it to
gain a strong foothold in that category. To expand the brand in to the snack category
Sunfeast has launched Pasta Treat which talks of a healthy snacking option for kids.

Sunfeast also uses lot of Below the line promotions for brand building. It sponsors
Sunfeast Open, a recent initiative aiming at the school kids by providing them an
opportunity to enhance creativity through painting competitions, " Hara Bano " campaign
which set a world record in planting maximum number of saplings etc.

The constant product launches and careful promotions have enabled Sunfeast to move to
the top league in the biscuit market with in a span of 3 years. We may see this brand
 Pg No-
expanding to many categories .Hope they don't mess the brand by extending it to
underwears.

RESEARCH METHODOLOGY
For any fmcg company to have efficient distribution channel needs to have satisfied
intermediaries, so that they hold with company products and provide them to end user.
Thus I selected my research objective as:

RESEARCH OBJECTIVES

Research Objectives are as under:

 To identify the Marketing Strategy of Sunfeast Biscuits.
 To know the Distribution strategies of Sunfeast Biscuits.
 To know the Pricing strategies of Sunfeast Biscuits.
 To know the promotional Strategies of Sunfeast Biscuits.
 To know the advertising strategies of Sunfeast Biscuits.
 To evaluate the customer satisfaction regarding Sunfeast Biscuits.
 Pg No-

Research Design

Purpose of study: - Descriptive

The study focuses on the satisfaction level for different products. As well as on other
parameter's such as Commission, Delivery mechanism, Sales Force, Credit Period. etc.
which are very crucial in assessing the satisfaction level and for identification of
strength's of clinic plus and flaws where the company need's to be improve. However,
study may not focus why this factors effects the individual’s satisfaction level regarding
different parameters and exactly up to what degree.

Degree of research question crystallization: - Exploratory study

As per my objective of the research, the research questions would try to find out the
current situation in the market regarding the satisfaction level. Moreover, the hypothesis
is not pre-defined here, but it would be define during the study. Here research problem
is also general.
Method of data collection: - Interrogation & Personal Interview
Based on my initial observation, I have prepared a questionnaire to collect the response
from retailers and whole sellers as primary data. Versatility of the questionnaire will help
to cover almost all related factors impacting the satisfaction of the target sample.
Interrogation takes less time than observation and gives information that is more
purposeful

Research environment: Field study.

Survey is the main part of the study and primary data collection. So that the study will be
carried out in field, I have gone to the market and interviewing customers and retailers in
sagar.
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DATA COLLECTION & DESIGN

Data source: Primary source
To satisfy the objective of the research it is necessary to get the response from the
respondents, which act as primary source of data. I have collected Primary data by
personally surveying customer and retailers in the sampling area specified.

Approach: Interview (Personal Contact)

Instrument: Questionnaire
 Questionnaires Designing:
It is the most crucial part of any market research. I have taken a due care in designing
the Questionnaire for my research. I have meet 20 customers and 2 retailers to know
about the Competitive Products, customer behavior towards product , Retailers
Attitude towards sales force etc. I identified various Parameters to be listed in my
questionnaire's have taken utmost care in deciding right question, correct sequence,
what should be wording of each & layout of questionnaire as a whole.

 Type of Questionnaire: Structured Non Disguised

I have arranged the questions in a specific order to get the facts and the interviewer be
asked to response strictly in accordance with a pre-arranged order. The objective of
the survey was disclosed every time before getting the response from the respondent .
 Pg No-

SAMPLING PLAN
Sampling Area :Sagar
Sample Population : Customer’s and Retailer's Sagar Area.
Sample Size : 20 customers+ 2 Retailers
Method Of Data Collection : Questionnaire
Sampling technique : Convenience Sampling
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Sunfeast
In July 2003, ITC forayed into the Biscuits market with the Sunfeast range of Glucose,
Marie and Cream Biscuits. Sunfeast’s brand essence, "Spread the Smile" connotes
happiness, contentment, satisfaction and pleasure. The mascot Sunny reinforces the
emotional aspects of the brand. In a span of 6 years Sunfeast has launched many new
varieties and has its presence in almost all types of biscuit categories.

1. Sunfeast Milky Magic

Packed with goodness of milk these deliciously nutritious crisp and crunchy biscuits are a
favorite among mothers and kids. Milky Magic has the ‘Magic of 2’ - A perfect balance
of energy that aids physical strength and mental ability. These biscuits strike the right
balance of milk and wheat which helps in an all round development and nurturing of the
child.

2. Sunfeast Marie Light

Sunfeast Marie Light Original :

This ideal teatime biscuit is made from the finest quality wheat high in fibre and keeps
one light and healthy through the day.

Sunfeast Marie Light Orange :

It has the distinction of being one of the most successful innovative Marie biscuits and is
liked by one and all.
 Pg No-

3. Sunfeast Golden Bakery

Sunfeast Golden Bakery is a premium cookie on an innovative and differentiated

platform. Launched nationally in March 2008, these cookies are made from the recipes
crafted by the master bakers of ITC Hotels and are slowly baked in the traditional way till
they are golden brown and develop the crispy broken crust texture.

The Sunfeast Golden Bakery cookies are available in three distinct flavours - Butter-
Nut, Butterscotch and Choco-Nut cookies. These products are designed to give
consumers a rich & truly indulgent experience.

4. Sunfeast Dark Fantasy

Inspired by the Master Chefs of ITC hotels, it is the richest of chocolate vanilla biscuits.
These biscuits are created using carefully chosen premium ingredients for a sensory
experience unlike any other. Dark Fantasy is more than a biscuit, it’s a luxurious mix of
aromatic cocoa and vanilla.
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5. Sunfeast Glucose

For those light hunger pangs, a wholesome & nutritious choice as these golden brown
biscuits are made from the best quality wheat. Sunfeast Glucose biscuits are ideal not
just for kids but for adults too.

6. Sunfeast Snacky

Bigger than most others in the salted biscuit category, Snacky is light and crispy like no
other. From kids to adults, it’s the quintessential ‘Family Biscuit’. Available in two
variants, Classic salted and Chilli flakes - the very first of its kind in India.

7. Sunfeast sweet 'n salt

These thin and crisp biscuits come with a distinctive sundry taste, that of salt and
sweetness. A bite into one of these one keeps wondering about its taste!
 Pg No-

8. Sunfeast Nice

These are crisp coconut biscuits showered with sugar crystals. The crisp sugary sweetness will just go on to
make all those nice moments nicer.

9. Sunfeast Benne Vita Flaxseed Biscuits

If Benne Vita in Italian stands for ‘Good Life’, then Benne Vita Flaxseed biscuits just
make the good life better. The Flaxseed content in these protein and mineral enriched
biscuits are rich source of Omega III acids that helps control cholesterol. Flaxseed is the
richest plant source of these essential Omega-3 Fatty Acids. It is also rich in dietary fibre,
proteins, calcium and other minerals to maintain healthy heart and good gut health.
 Pg No-

10. Sunfeast Special

ITC Sunfeast presents a range of Special cookies and creams.

 

Special Cookies:
Made with best quality wheat, cashew and butter, Sunfeast Special cookies are baked
with real butter and the finest ingredients to give a mouth-watering treat that makes every
moment special. Available in Cashew & Butter.

Special Creams:
Delicious value for money cream biscuits with a thick layer of cream sandwiched
between two biscuits. Available in Orange, Chocolate & Elaichi variants.
 Pg No-

11. Sunfeast Dream Cream

A truly scrumptious range of cream biscuits that have become an instant hit with
children. ITC’s chefs have put their legendary skills into these biscuits to deliver truly
tasty cream biscuits. Special Flavor Crystals in the Strawberry variant keeps the creamy
flavor linger on.

Strawberry Cream
The first of its kind cream biscuit with special strawberry flavor crystals that will keep
the creamy flavor linger on.

Bourbon
A special delight for all those chocolate lovers

Orange Cream
Experience a tangy twist in biscuits with every Orange cream.

Butterscotch Cream
Another first, the taste of butterscotch ice-cream in cream biscuits.
 Pg No-

Marketing Strategy
Sunfeast
In 2003, ITC forayed into the Biscuits market with the Sunfeast range of Glucose, Marie and
Cream Biscuits. Sunfeast’s brand essence, "Spread the Smile" connotes happiness, contentment,
satisfaction and pleasure. The mascot Sunny reinforces the emotional aspects of the brand.

Sunfeast immediately established itself as a provider of innovative and distinctive products -

Sunfeast Marie was launched in an innovative orange flavor and the 'Sunfeast Dream Cream'
range includes new flavors as well as flavor enhancers. The Sunfeast Dream Cream range is
currently available in 8 variants. The Company has also introduced 'Sunfeast Dark Fantasy', a
dark chocolate and vanilla cream offering for the premium segment in select markets.
Riding on the success of its initial offerings, ITC also entered the milk biscuit category with
Sunfeast Milky Magic biscuits in the general milk and milk cream categories. Apart from milk
which helps mental growth, these biscuits also contain the finest quality wheat aiding physical
growth.
Both cream and milk biscuits have received enthusiastic response from consumers.
In the last few years the Sunfeast biscuits portfolio has been enhanced to include salted crackers
and cookies. The 'Sunfeast Snacky' salted crackers are available in 2 unique variants viz., Chilli
Flakes and Classic Salted. Sunfeast's cookie offering, 'Sunfeast Special' biscuits are also
available in select markets. The Sunfeast Special range currently includes cookies in three
variants – Butter, Cashew and crunchy Coconut, as well as cream biscuits in two variants –
Choco and Orange. The recently launched Sunfeast Golden Bakery offers the freshly baked
taste of cookies in 3 variants - Choco-nut, Butter-nut and Butter scotch.
The brand has also launched Sunfeast Nice, a tasty and delightful offering of crispy, sugar
sprinkled biscuits.

With continued focus on health and nutrition, Sunfeast extended the biscuits portfolio to the
nutritional segment with the launch Sunfeast Sachin's Fit Kit – a range of healthy products co-
created with Sachin Tendulkar. It is for the first time in India that an icon of the stature of
Sachin Tendulkar has been actively involved in the product development process as co-creator of
the Sunfeast Sachin's Fit Kit range. It is the shared vision of Sunfeast as well as Sachin Tendulkar
that products under the Sachin's Fit Kit range will enable create "Champions of Tomorrow". The
launch range comprises two offerings - Sunfeast Sachin's Vitamin and Protein enriched biscuits
and Sunfeast Sachin's Multigrain biscuits.
 Pg No-

BISCUITS

Indian biscuit market is estimated to be around 5000 crore. Biscuit industry in India in the
organized sector produces around 60% of the total production, the balance 40% being
contributed by the unorganized bakeries. ITC with its premium product, SUNFEAST, is
acquiring a big share of market. Within few years, they are able to get 12% share of the
market.

Britannia ITC Ltd Parle Priyagold

(Sunfeast)
Tiger Marie Parle-g Butter Bite
Nutrichoice Dream cream Krack-Jack Classic Cream
Junior Milky Magic Monaco Butter Lite
Good Day, Fit kit Kreams Big Boss
50 50, Choco Nut Hide and Seek Marie Lite
Treat Butter Nut Milk Shakti Magic Gold
Pure Magic,
Milk Bikis
Good Morning.

SUNFEAST - MARKET SHARE

 Pg No-

Market Share - Biscuits

ITC Ltd.
8% 12%
Priyagold
10%

32% Britannia

Parle

38% Others(Bonn,
Anmol etc.)

INNOVATION TECHNIQUES

Research revealed that the category had gaps which ITC could settle into. Findings
revealed that consumers wished to taste new and innovative products. That was
precisely what the competition had not done in a big way. Glucose was Glucose and
same is the case with Marie. The company decided that this could be its biggest point
of attack. In 2003, ITC launched Sunfeast with six ranges. But it was a calculated
risk. ITC stuck to category favourites like Glucose, Marie and Bourbon cream. Along
with that, it also launched innovations such as orange-flavoured Marie, Marie light
and butterscotch-flavoured cream biscuits. In 2004, Sunfeast followed this up with
the launch of Sunfeast Milky Magic. More recently, it also has launched the Sunfeast
Snacky and Sunfeast Golden Bakes. The biscuits industry had not witnessed any
major product innovation in years. Consumers were just waiting for something new,
something fresh, when Sunfeast happened
 Pg No-

DISTRIBUTION SYSTEM
Distribution: Distribution is the key for FMCG products. In biscuit category, distribution
and visibility is extremely important as it's partly an impulse purchase product. Priya
Gold, which entered the western region in 2000, is struggling to find its feet even five
years later. However, in this regard, Sunfeast did not stumble. The main credit goes
tobacco business – its understanding and deep grasp in distribution. But it was not limited
to just panwaris, but looked at the grocery stores and other retail formats. The company
says the brand is now available in nearly 1.8 million outlets.

 Sunfeast uses FIFO method to reduce the wastage of goods due to expiry.

 They also keep the good on constant move from low sales area to high sales
area.

 The company collects all the expired goods four times a year, and destroys
them.
 Pg No-

 Retailers must return expired or damaged products within six months after
the date of expire.

 Adjustment for them is done in three months time.

 Sunfeast provides their retailers with racks, hangers, etc to display the
products.

 The benefits received by the retailers depend upon their sales volume and
also the location of their shops.

 Sunfeast has hired IMRB to do the market research.

DISTRIBUTION SYSTEM FOR SUNFEAST

BISCUITS
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ORGANISATIONAL STRUCTURE FOR

MARKET SEGMENTATION
 Pg No-

PRICING STRATEGY
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Pricing: The biscuits industry now has two clear models. Parle products plays the low
price game at all varieties of biscuits from glucose to cream. Parle plays a high volume,
low margin game. But Britannia and 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 Britannia and Sunfeast cost Rs 10 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. Biscuit
consumer is willing to pay more only when he sees a clearly differentiated product.
Hence companies have little choice in terms of pricing. No wonder all the Glucose and
Marie variants straddle price points of Rs 4-6 (for 100 grams) sunfeast price are bit
higher.

Pricing Models

The biscuit industry is basically based on two models: -

 Low price models.

 Two-pronged strategy

Sunfeast has adopted this strategy. They are playing with the volumes and low
margin in their glucose and Marie segment. While in their cream variant they are
playing with high margins.

PROMOTION AND ADVERTISING

 Pg No-
Promotion: In August 2003, a month after its launch, the company undertook a major
sampling exercise to promote the product. For two years then, the brand did all the usual
rounds - riding behind buses, blocking television spots, corner space in newspapers

Advertisement is through:
 TVC
 Newspaper
 Advertisements behind the buses.
 Outdoor Advertising

Promotional events:
1. Sunfeast Open: The Sunfeast Open was an annual WTA Tour tennis tournament
that was started in Kolkata in 2005. The event was a Tier III-tournament with a prize
money of USD 175,000 and was played on indoors greenset. The fourth edition of the
WTA Sunfeast Open, slated to be held in Kolkata from October 6-12, 2008, was shifted
to Mumbai as the dates clash with the Durga Puja. The 2008 tournament in Mumbai, was
to be held outdoors in the premises of Cricket Club of India, unlike the previous three
editions. ITC, an Indian conglomerate based out of Kolkata is the primary sponsor of the
event. The company owns the Sunfeast brand of biscuits.

2. Sunfeast World 10K Bangalore 2009

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What a fantastic event! The world's most prestigious 10km run went off without a hitch
on 31st May 2009, with enthusiastic participation from voluntary sector organisations,
corporates, celebrities and locals! Bangalore cares was the Official Charity Partner for
this event, supporting 90+ charities in their fund-raising activties. The huge turnout
amply demonstrated namma Bengalooru's support for community events, charitable
causes and personal fitness! Nearly 23000 runners participated in the Sunfeast World
10K Bangalore 2009 Run... and raised more than a crore of rupees for charitable causes.

Charity Highlights:

Participating charities  94 (up from 51 in 2008)

Charities who raised funds  81 - that is 86% (up from 71% in 2008)
Total funds raised through event  Rs.1,31,48,201 (more than thrice the 2008 amount)
Funds raised by 14 Care Champions  Rs. 20,66,726
Funds raised by 13 Corporate cares teams  Rs. 23,28,369 
3,452 iCare runners raised amount  Rs. 87,49,638 
Total number of donors  3578 (more than five times the 2008 number)
Largest individual donation  Rs. 10 lakhs: Mr. Amarnath Kamath for various charities
Largest iCare collection  Rs. 5.45 lakhs: Mr. M. Sundaram for various causes
Largest Care Champion collection  Rs. 6 lakhs: Mr. Jairaj for Assoc. for Mentally Challenged
2nd highest Care Champion  Ms. Gulecha: Rs.2.21 lakhs for various causes

SWOT ANALYSIS
 Pg No-
STRENGTH

 Widely distributed network

 Innovative products-like butter scotched cream and strawberry cream.

 Celebrity endorsements- Shahrukh Khan ,Sania Mirza and Mahesh Bhupati

 Innovative approaches like Sunfeast open, Sunfeast 10k marathon.

WEAKNESS

 Experience with paan-shops but not with retail outlets.

 High price.

 Lack of experience as compared to Parle G and Britannia.

 Weak Brand Image.

OPPORTUNITIES
 Pg No-
 The foods industry was considered the next "sunrise industry" in India. In terms
of total output addition (value), foods industry surpassed IT and pharmaceuticals
in the period 1993-2000 . The government's high priority on commercialization
and value addition to agricultural produce led to liberal reforms and tax benefits
in the late 1990s which had a positive impact on the growth of the industry. At the
end of 2005, the overall growth rate of the foods industry was estimated to be
between 10 and 15%...

 ITC was planning to expand its reach over the rural market with the planned
opening of over 30 Chaupal Sagars, its rural hypermarket. Fifteen Chaupal Sagars
were to be set up by the end of 2006. This was expected to generate revenues of
around Rs. 200-300 million annually. Within a span of 10 years, ITC planned to
set up 700 Chaupal Sagars. It also intended to extend its e-choupal network to
5,200 installations which would eventually serve 31,000 villages and 3 million
farmers. These initiatives were expected to strengthen ITC's distribution and
procurement networks and cost-competitiveness.

 People are willing to try newer variants and hence it satisfy the taste buds by its
newer variants.

THREATS

 COMPITITION: Sunfeast is majorly facing competition by two majorly Parle-G

and Britannia

 Facing compititon with sunfeast in northern India.

 The market for biscuits is extremely price sensitive; Parle offers its cream variants
at Rs. 4-6 whereas ITC offers it for Rs. 10, hence it may loose out on market

Department of Business Management

FACUILTY OF MANAGEMENT STUDIES
Dr. Hari Singh Gour Central University Sagar (M.P.)
 Pg No-

Survey of “Marketing Strategy of Sunfeast Biscuits"

Investigator's Name -: Dharamveer Sahu
Dealers Questionnaire
Name :- ………………………….. Age …………………………….
Address:- …………………………Occupation …………………...

1. Are you satisfied with the current marketing strategy of Sunfeast

Biscuits? Yes / No

Are you satisfied with the profit margin of the Sunfeast Biscuits?

Yes / No

2. Which factors are being to consumer for satisfaction?

a. Features b. Service c. Advertisement d. Taste

3. Who are close competitor of Sunfeast Biscuits?

a. Parle b. Priyagold c. Britannia d. others

4. Have you made any survey regarding consumer problem? Yes / No

5. Have you ever exhibited for getting customer output? Yes / No

6. Do you want any improvement in present marketing strategies? Y/ N

Give your suggestion ------------------------------------------------

Date:- Signature
Thanks for the co-operation

Department of Business Management

FACUILTY OF MANAGEMENT STUDIES
Dr. Hari Singh Gour Central University Sagar (M.P.)
 Pg No-

Survey of “Marketing Strategy of Sunfeast Biscuits"

Investigator's Name -: Dharamveer Sahu
Customer’s Questionnaire
Name :- ………………………….. Age:- …………………………….
Address:- …………………………Occupation:- …………………...

1- Do you eat Sunfeast Biscuits? Yes/No

2- What do you think about the price of Sunfeast Biscuits?
a. High b. Low c. Reasonable
3- What make you choose a particular brand?
a. Quality b. Brand name C. Advertisement d. Others
4- Which media influence you the most to buy a product?
a. TV Advertisement b. Magazines c. Hording d. Others
5- Do you satisfy with the quality of this product? Yes/No
6- Do you satisfy with price and distribution of product? Yes/No
7- What do you rate for the product?
a. Excellence b. Good c. Bad d. satisfactory

Date:- Customer Signature

Thanks for the co-operation

DATA INTREPRETATION AND

ANALYSIS
 Pg No-
Q. What do you think about the price of Sunfeast Biscuits?

Pricing Of Sunfeast Biscuits

50

40

30

20

10

0
high Low Reasonable

Q. What make you choose a particular brand?

10%
Effect of Advertisement on Sunfeast
Biscuits

10%
25%
Quality
Brand Name
Advertisement
10%
Variety
55%

Q. Which media influence you the most to buy a product?

 Pg No-

Effect of Promotional activities on

Sunfeast Biscuits

5%

Hoardings 45%

magzines 15% Series1

TV 45%
Advertisement
0% 20% 40% 60%

Q. Do you satisfy with the quality of this product?

Customer Satisfaction
80%

80%
70%
60%
50%
40% 20% Series1
30%
20%
10%
0%
YES NO

Q. Do you satisfy with price and distribution of product?

 Pg No-

Distribution is good or not for sunfeast

Biscuits
60%

60%
40%
50%
40%
30% Series1
20%
10%
0%
YES NO

Q. What do you rate for the product?

customer views related to quality of

product

Satisfactor
Excellent
y
20%
20%

Bad
20%
Good
40%
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MY FINDINGS
 Pricing of Sunfeast Biscuits is Reasonable.

 Effect of advertisement is highest than quality, brand name and

variety .

 TV is more effective source for promotion than magazines and

Hoardings
 Customer Satisfaction is High.
 Distribution is Good.

 Over and all, sunfeast biscuits are 20% excellent and 40% good.
 Pg No-

LIMITATIONS

 Limited time available for interviewing the respondents. As a result of

this it was not possible to gather full information about the
respondents.

 Sometimes the problem which I face is language problem for which I

have to make them understand.

 The time constraint faced in my project might have affected the

comprehensive of its findings.

 Some times the Dealer and Customer do not respond rightly to the
questionnaire.

 Data received may not be their actual one & may have some variance.

 Datas from the secondary source may have some errors & their
objectives may be relevant with the present project.
 Sample size was very small as compared to the population of Sagar
City.
 People did not give full response & there is bias in some personal
questions.
 Pg No-

RECOMMENDATIONS/ SUGGESION

 Introduce offer on its products..

 Must offer low-price for the masses and launch new products to
target different age groups.
 Must focus on the availability and affordability of its products.
 Should increase R&D spending to improve the quality & taste.
 Visibility at retails points. To increase the visibility of its
products, target areas near bus stops, railway stations, parks
etc
 Rejuvenate and strengthen the existing brands.
 Extend its reach to semi-urban and rural markets.
 Sell its products through ' non-traditional ' outlets like coffee
shops, malls , renowned retail chains.
 Increase frequency of advertisement.
 Company should introduce sales promotion schemes like meet
the stars, date with brand ambassador.
 Pg No-

CONCLUSION
In 2003, ITC forayed into the Biscuits market with the Sunfeast range of
Glucose, Marie and Cream Biscuits. Sunfeast’s brand essence, "Spread the
Smile" connotes happiness, contentment, satisfaction and pleasure. The mascot
Sunny reinforces the emotional aspects of the brand.Sunfeast immediately
established itself as a provider of innovative and distinctive products .
Though Its facing tough competition from Parle G and Britannia, Sunfeast growing very
fast with strong distribution network and varieties. Its Innovative approaches like
Sunfeast Open And Sunfeast 10K marathon are its efforts to connect to common people.
And in near future Sunfeast may establish itself as a brand leader.
 Pg No-

Biblography
Books:
 “Marketing Management”- By Philip Kotler
 “Marketing Research”- By D.D. Sharma
 “Marketing Research” C.R. Kothari

Website reference:
 www.itcportal.com/foods/foods_sunfeast.html
 www.google.com
 www.wikipedia.com