1. ITCs Sunfeast

2. ITC Sunfeast: Success or Failure

Sunfeast is a Success story

• Captured Market Share of around 7% (value)

• Time Span of justthree years

• Saturatedbiscuits market

3. Key traits that made the brand launch, a success or a failure

Researched entry:

• Carried a market research before entering

• Found lacunas that can filled

• Consumers vying for new taste

Product development:

• Provider of 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

4. Key traits (contd..)

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

5. THANK YOU