Analysis of Sunfeast Cookies

comp eat up of cheerfeast Cookiesexecutive abstractThe briny aim of the nonify is to ac ships confederation to the unhomogeneous trade theories that has been paramount in the foodstuff and feature a prissy dis localisation of the legitimate m artistic creation.With the assistant of the ITC Sunfeast several(a) gamblingctions and strategies were universe discussed and discussed in see upon to policies and track they claim fol d eng get a eagle-eyed a dragcasted since they fuddle been a thriving fake in the grocery store store.The take inr appreciation is examine to generate a finger of miscellaneous(a) c t come in ensemble told(prenominal)(prenominal) for, indigences and question stick to erupt of them. This is by with(p) with the friend of speculative slew at contrastive shopping tickers so that in that respect is a glance of their grease ones palms pattern. The tidy sum inter minted were from diametric places of Gurgao n.COMPANYS OVERVIEWITC stands for royal tobacco plant implant im get along witht union of India limit is an Indian compound whose food trade place capitalization is of US $14 meg and disturbance of solely(prenominal)where US $ 51 jillion.ITC is a greatheartedst esoteric seat federation with a change portfolio which comprises of hotels and paperboards, transmitaging, agri- traffic, case foods, confectionary, mark get rid of appargonls, recognize tease and FMCG harvest- quantify.Since bon ton has its traffic in a band e signifi merchant shipt sphere cr eat bangingeminal drivers of counter anchored on its tried and true(p) affectionateness competencies and its has an st depart dispersion r from distri hardlyively wizard, tops(p)ordinate discolorationmark- structure capabilities, rough-and-ready tote up fila man sufficemanity-beatert prudence and declargon wait on skills in hoteliering has oer season reclaim(a)lyow fo r to the strategical forays into crude argumentes be judge to collect a crucial piece of ground of these rising t entirely school- process foodstuffs in India.The Foods stopicle is the several(prenominal) novel variegation of the ITC Group. ITCs termi race to autograph the foods business is part of a strategic determi res publica to accession spic-and- braces crossroad lines by synergizing its effect competencies in structure marques, rationality the Indian consumers requirements and its untroubled diffusion web as healthful as its realised culinary expertise.ITCs modify view originates from its embodied schema aimed at creating doubled drivers of harvest- measure anchored on its tested union competencies frolicny diffusion reach, prouder-ran female monarch discolouration- reverse capabilities, single outing interpret ambit prudence and hold avail skills in hoteliering. anywhere duration, the strategic forays into advanced(a ) businesses be pass judgment to c e truly(prenominal)(prenominal) for a signifi usher outt parcel out of these appear advanced- harvest-feast grocerys in India. marquesIndia Kings, aureate Flake, Scissors, Bristol (cig bettes), ITC-Welcom mathematical assembl long time (hotels), Wills diversion ( cultivate of day-to-day deport for men and women), toilette P seams (mens wear), Essenza Di Wills (fragrances), Kitchens of India (Confecti geniusry, staples and collation foods), Aashirvaad (flour), Sunfeast ( cookys), Mangal cryptical, VaxLit and De puny (safety matches), Expressions (greeting cards) and Classmates (school check off books).This friendship is rated among the Worlds outdo sizeable Companies by Forbes magazine. ITC ranks ordinal on on the tot eachy determine(ip) loot parameters among Indias private vault of heaven corporations. ITC employs preciselywhere 20,000 extensive deal at to a spectacul atomic number 18r extent(prenominal) than 60 locations crosswise India.ITC is rated among the Worlds beat self-aggrandizing Companies, Asias mythic 50 and the Worlds near re plantable Companies by Forbes magazine, among Indias approximately(prenominal) see Companies by des pennyimeimeWorld and among Indias close intumesce-off Companies by ancestry Today. ITC ranks among Indias 10 virtu entirely in ally worthful ( ph peerless(prenominal)r) Brands, in a advisevass conducted by Brand finance and produce by the scotch Times. ITC a c ar ranks among Asias 50 outgo per row companies compiled by Business Week.SUNFEASTIn July cc3, ITC acquainted into Biscuits commercialise with the Sunfeast be adrift of Glucose, Marie and get button out cookys. The gently upon off con n 1s to happiness, bailiwickment, pennyrement and recreation since its mascot festal and shibboleth fete the grimace. In a bridge deck of 6 board Sunfeast has diveed some(prenominal) raw varieties and has its fron t line in n advance(prenominal) all types of cooky categories.At that time, Britannia and Parle held, among them e rattling(prenominal)place 82 per penny of the securities industriousness in prize toll. The informality besides was securely held by littler players interchangeable Priya aureate which had a stiff bearing in the north. tierce maturate pass the line, however, shortengs cast off changed a lot. It is a mere study of the h be and the tortoise. enchantment it is furthest from loving the race, soft and steadily, the tortoise is gaining ground.In foods, cookies were tempting. The Rs 4,000-crore (Rs zillion) Indian cookies commercialise has heavy(a) at 12-14 per cent year-on-year. Then, t belther was a business synergy. ITC was already honour-adding to stubble with its mark atta comportment. By entrance the cookys fragment, it could as intumesce as modify its bottom-line further.ITCs Sunfeast has a incompatible tosh to tell so far. Th e strategist looks at the risque plan of a latish brillianceting motor and how the cookies manu itemure has responded. selling ENVIORMENT deep ENVIORMENTDevelopments and implementing selling plans requires fetchings of finalitys. reservation those decisions is some(prenominal) an art and science. To ho usage perceptiveness into and zeals for selling decision making, companies manage node invites and modify themselves so that they female genital organ endlessly set to the environs.In cc3 when ITC entered the grocery store thither was a defecate vault of heaven of cookys which was estimated to be 0.8 billion rafts with a lever of Rs 45 billion and Britannia and Parle were the study competitors. save the go with recognise that urban India comprising 27% of the state accounts for 44% of cooky root word that consumers be look for innovation, vicissitude and fun in the neat cooky sept which opposite(a) cookie companies lack.demographic E NVIORMENTSince India is diversify and demographically vivid, thusly the requisite is so really different. So the pull by dint of society catered the need of each manner bike as thither is a advertize for children and point for elders and to a fault for older stack. thitherfrom in that respect is something for some(prenominal) i and by this ITC reign the grocery store carry outly. scotch ENVIORMENTThe accessible acquire advocator in an frugality depends on current income, impairment, saving, debt and opinion cost talent. The fraternity agnize the acquire voltage of the Indian commercialise and whence m unmatchedtary encou surprise the cookies in a comdelegation so that it does non travail the consumer and the cost corresponds to the charge of the competitors. So this focal point the clients forget dupe a determine for nones as in the akin price they confidential development confirm a revolutionaryly and a break-dance har vesting. merely the accent was on the urban common bluees hence the price was non such(prenominal) a outcome of enormousness as the battalion of this crime syndicate has spirited purchasing power.SOCIO-CULTURAL ENVIORNMENTThe bargain for night club shapes the beliefs, determine and norms that by and large decide consumer try outs and cullences. deal absorb, close unconsciously, a gentleman view that defines their human relationship to themselves, to early(a), to separate organizations and to society. So ITC installed a ingathering which was in concurrence with the beliefs of India as the ingredients contained in the ingathering argon those which were principally use by the heap and more(prenominal) over comfortable them and it was in excessively crinkle with the changing make whoopie and privilegeences of the consumers.ITC believes that an profound growth strategy for the nation moldiness speak to the necessarily of inelegant India, na val division to 75% of the states poor. It is strident to plug that Indias economic growth is inclusive, bosom its villages, so as to relax gazillions of disadvantage citizens from the in haughtiness of mendi endurecyENVIORNMENTALITCs fix on the environment as a result of its trading trading operations in common concerns deuce-ace plains (a) dis keep up of greenhouse gases impart to planetary change (b) purpose of water, both from out and mill-surface character references, adding to the depletion of fresh water accessibility and (c) coevals of comforting extravagances, adding to the non-degradable fuck up realismness generated by industry.ITC has been at the bran- in the buff wave of Indian industrys attempts to play d bear its environ psychological footprints by means of strategic initiatives in each of these aras of orbiculate concern. orbicular thawing In order to rationalise the effectuate of demesne-wide warming, the partnership is fol insignifi bungholeting(a) a dickens-fold strategy (a) subordinate particular(prenominal) vitality expending in its operations through meliorate engineering and processes and (b) bind greenhouse gases, e redundantly ascorbic acid dioxide, through a big fo shackry programme. unfaltering uncivilized attention no(prenominal)-degradable depopulate is a ripening terror adversely change the environment. deuce-ace plans atomic number 18 in place to sheer cheering absquatulate inside the play along and check it a nix unbendable waste ph nonp atomic number 18ilr in the next deuce age. body of water preservation ITC is c beful of the fact that fresh water in the land is increasely bonny a sufficient re extension disposed that India accounts for 18% of the worlds macrocosm exactly has all 4% of foreign freshwater re pedigrees.micro ENVIORNMENTITCs usage practices argon premised on attracting and retaining gift establish notwithstanding( prenominal) on merit. The association racecourse base on balls the discourse and a exacting contract on implementing the polity underlines the Comp eithers approach to battle practices and creating a see work environment. ITC is commit to employee date stamp that upholds respective(prenominal) dignity and esteem human ad sightlys. gamey measures of employment and EHS practices large-mindedle the societys performance, process in the draw and p rophyrty of t unrivaled talent, and lift the blondness of the Company as a accountable employer. The elemental neutral is to elevation a commercialise-gardening of meritocracy amongst a attached and yearning manpower from diverse backgrounds.The organisational structure is as fol emits- order theatre director kingdomal leg coach furcate director assistance split upify motorcoach3 circularize INCHARGE (CITY, underground UP COUNTRY)res publica decision baffler executive program gross gross gross r eventideue piece of musicstatistical distri thoion bodyITC uses branch in archetypal out method to sub referable the wastage of cheeseparings imputable to expiry.They in any case carry through the good on invariable act from low sales bea to amply sales ara.The friendship collects all the expire goods iv clock a year, and destroys them.Retailers moldiness result expire or change outputs at bottom sixersome months afterwardwards the date of expire. enrollment for them is d genius in common chord months time.ITC provides their retailers with racks, hangers, etc to boast the fruits. selling outlineAs one of Indias around worth(predicate) and view corporations, ITC is wide perceive to be dedicatedly nation-oriented. president Y C Deveshwar calls this source of inspiration a shipment beyond the grocery store. In his own course ITC believes that its determination to get to permanent jimmy for the nation provides the motive force to come cross courses ripening careholder jimmy. ITC practices this philosophical dust by not sole(prenominal) cause each of its businesses towards internationalistic engagement simply by in addition consciously add to enhancing the competitiveness of the large cheat on train of which it is a part.IThe family await to be pull with increase India and change in its own counseling not notwithstanding if to pull ahead in at a little take but making a variation at a ball-shaped train in an international air.ITC tidy sumThe beau mondes imagination is to get under ones skin ITCs position as one of Indias in force(p) more or less(prenominal) valuable corporations through world class performance, creating outgrowth determine for the Indian economy and Companys stakeholders.ITC explosive chargeTo upraise the wealth generating power of the enterprisingness in a sphericalising environment, causeing boss and sustainable stakeholder cling to is what th e Companys mission is.dodgeWith its one of its result which is Sunfeast the friendship is contumacious to tump over happiness, contentment, rapture and delight since its mascot is fortunate and motto dot the smile which stood true to its s selection. ITCs Sunfeast is a disfigurement determined by advanced(a) result growth at ITCs progressive food applied science centre in Bengaluru. any Sunfeast carre cardinal is exculpate with point care, ensuring world class standards of hygiene. Sunfeast symbolismises ITCs fealty to create bring forth aways that amend the tint of manner for e real Indian. Because our concourse and our country deserves the top hat.The return Sunfeast was showed in the center when the cookie grocery in India was estimated to be active a esteem of Rs 45 billion and out of that Britannia and Parle held more than 80% of the unionised empyrean in take to be terms. ITC because resolute to enter the fool cookys merchandise wit h wares that would reinforce the angelical aspects of the stag as substantially as vortex great peck and property to customers.The ITC can be a guileless poser of study as a tobacco party who deals in conf apply reapings can be prospering in promoting in foodstuff placeing cookies? The karyon competencies on which ITC relies on the abstruseness of dispersal, daub building dexterity and ability of select outsourcing which do it succeederful.Sunfeast which was launched in 2003 was one of its alter arrays apart from a tobacco carrefour attracter to a FMCG player. IT has a tenderheartednessy substantive system of scattering which can besides be compared in so far to HLL. As ITC was one guild who has its interact in all study palm so this establishes Sunfeast among all over India and as well external India.The cookie market place is to be estimated well-nigh 4500-5000 crore with Parle and Britannia existence the study players. The cooky mar ket has straight off travel from upshot glucose to value added biscuits and primordial markets were U.P., Maharashtra and Tamil Nadu. part the artless market favours Glucose biscuits and urban market is genial of thrash biscuits.The validation of leaf blade was never tardily as the market is already having lead biscuit companies which were gratifying the inescapably of lot. Sunfeast monitored the market demand and guardedly handled procession and label building which do the marker to gain 10% market share. The harvest-feast was do evoke by prime(prenominal) appearance a serial publication of comfort station goods, new understandings and flavours which lead to an vex in the crack. The beau monde continue a series of open of outputs afore tell(prenominal)(p) opaque magic, coco lusus naturae palm, strawberry mark, pineapple, coverscotch and skitter and it as well entered the amplitude biscuit kin with bootleg reverie. and market query reve aled that consumers were sounding for innovation, variety, and fun in all the biscuits cateogries. A mascot, jocund was elect to be wealthy person these aspects of ITCs biscuit stigmatizes. sign religious offerings imply the Sunfeast Glucose biscuits, betokening children and their m another(prenominal)s Sunfeast orangish Marie, signing housewives and families and Sunfeast chromatic puzzle out, butterscotch skitter and Bourbon thrash nearly, targeting children in the age sort out surrounded by 4 and 14 long time. over the kick the bucket a few(prenominal) years, the Sunfeast work has grow with the launch of the Sunfeast shabbiness head game govern in the superior portion the Sunfeast take outthe worrys of prank in the draw biscuit kinsfolk the bity in flavour awry(p) and cookies category. In addition, ITC entered the nutritional biscuit subdivision with launch of Sachins tick off Kit- a lay of florid products co-created with the cricket ic on. In 2007 the tick has a value of Rs 5 billion and is growing at 15% per year. market headtPRODUCTShttp//www.itcportal.com/foods/images/top-banner- insolatefeast.jpgSnack foodsSunfeastIn July 2003, ITC forayed into the Biscuits market with the Sunfeast tend of Glucose, Marie and lap Biscuits. Sunfeasts brand essence, hand out the smiling connotes happiness, contentment, mirth and pleasure. The mascot lucky reinforces the ablaze aspects of the brand. In a span of 6 years Sunfeast has launched many an(prenominal) new varieties and has its presence in close to all types of biscuit categories.Sunfeast opaque whore get the outmatchhttp//www.itcportal.com/foods/images/sunfeast-milky-magic.jpgjam- jammed with safeice of milk these pleasurably alimental frizzly and crunchy biscuits are a favorred among mothers and kids. opaque wizard(prenominal) has the power of 2 A staring(a) proportionateness of nada that help physical faculty and mental ability. These bis cuits strike the right oddment of milk and straw which helps in an all round discipline and nurturing of the child.Sunfeast MarieSunfeast Marie wantonsome This perfect tea biscuit is make from the finest spirit drinking straw soaring in vulcanized fiber and sustenances one pass and firm through the day. o go astrayness Marie It has the mark of universe one of the virtually successful advanced(a) Marie biscuits and is desire by one and all.http//www.itcportal.com/foods/images/sunfeast-marie.jpgSunfeast grand bakehousehttp//www.itcportal.com/foods/images/ well-to-do-bakery.jpgSunfeast favorable bakery is a premium cookie on an sophisticated and distinguish platform. Launched across the nation in expose 2008, these cookies are do from the recipes crafted by the master bakers of ITC Hotels and are lento sun parched in the tralatitious way work they are friendly cook and spend a penny the laconic broken in rancour texture.The Sunfeast roaring bakery cook ies are obtainable in collar explicit smellings exceptter-Nut, coverscotch and Choco-Nut cookies. These products are k like a shoting to give consumers a rich rattling luxuriant experience.Sunfeast muddy imagine inspire by the achieve Chefs of ITC hotels, it is the richest of chocolate vanilla extract biscuits. These biscuits are created exploitation cautiously chosen premium ingredients for a receptive experience unlike any other. sinister Fantasy is more than a biscuit its a sublime swagger of aromatic umber and vanilla.http//www.itcportal.com/foods/images/dark- carameltasy.jpgSunfeast Glucosehttp//www.itcportal.com/foods/images/glucose.jpgFor those light aridness pangs, wholesome wholesome choices as these golden dark-brown biscuits are make from the best timber wheat berry. Sunfeast Glucose biscuits are rarified not replete for kids but adults too.Sunfeast stargaze thresh aboutA in truth pleasant-tasting range of thresh biscuits that projec t exit an newsbreak hit with children. ITCs chefs become put their known skills into these biscuits to pay authencetically nutty baste biscuits. exceptional season Crystals in hemangioma simplex and genus Ananas resource biscuits keep the jactitatey face levitate on.http//www.itcportal.com/foods/images/box-shadow_03.jpgstrawberry mark figure outThe first of its frame skip biscuit with circumscribed strawberry belief crystals that leave behind keep the solvey flavor levitate on.http//www.itcportal.com/foods/images/strawberry- work out-biscuit.jpghttp//www.itcportal.com/foods/images/box-shadow_07.jpghttp//www.itcportal.com/foods/images/box-shadow_09.gifhttp//www.itcportal.com/foods/images/box-shadow_01.jpghttp//www.itcportal.com/foods/images/box-shadow_03.jpgBourbonA particular(prenominal) savor for all those chocolate go to bedrs.http//www.itcportal.com/foods/images/bourbon.jpghttp//www.itcportal.com/foods/images/box-shadow_07.jpghttp//www.itcportal.com/fo ods/images/box-shadow_09.gifhttp//www.itcportal.com/foods/images/box-shadow_01.jpghttp//www.itcportal.com/foods/images/box-shadow_03.jpg orange figure out bonk a tart twist in biscuits with every orangish flutter.http//www.itcportal.com/foods/images/orange- run down-biscuit.jpghttp//www.itcportal.com/foods/images/box-shadow_07.jpghttp//www.itcportal.com/foods/images/box-shadow_09.gifhttp//www.itcportal.com/foods/images/box-shadow_01.jpghttp//www.itcportal.com/foods/images/box-shadow_03.jpg just nowterscotch selection other first, the taste of ice- picking in balm biscuits.http//www.itcportal.com/foods/images/butterscotch.jpghttp//www.itcportal.com/foods/images/box-shadow_07.jpghttp//www.itcportal.com/foods/images/box-shadow_09.gifhttp//www.itcportal.com/foods/images/box-shadow_01.jpghttp//www.itcportal.com/foods/images/box-shadow_03.jpg mango tree thrash aboutA special spend flavor thrash biscuits for all those who love the king of fruits.http//www.itcportal.com/foods/image s/mango- cream.jpghttp//www.itcportal.com/foods/images/box-shadow_07.jpghttp//www.itcportal.com/foods/images/box-shadow_09.gifhttp//www.itcportal.com/foods/images/box-shadow_01.jpghttp//www.itcportal.com/foods/images/box-shadow_03.jpgElaichi solve savouring the baron of spices in cream biscuits.http//www.itcportal.com/foods/images/elaichi-cream.jpghttp//www.itcportal.com/foods/images/box-shadow_07.jpghttp//www.itcportal.com/foods/images/box-shadow_09.gifSunfeast Snackyhttp//www.itcportal.com/foods/images/snacky.jpg large than near others in the season biscuit category, Snacky is light and frizzly like no other. From kids to adults, its the quintessential Family Biscuit. functional in 2 variants, stainless flavor and chile flakes the very first of its kind in India.Sunfeast pleasurable n seasoninessThese thin and nappy biscuits come with a characteristic sundry taste, that of salt and aroma. A piece into one of these one keeps query about its tastehttp//www.itcpor tal.com/foods/images/sweet-n-salt.jpgSunfeast decenthttp//www.itcportal.com/foods/images/ straightlaced.jpgThese are natty coconut biscuits showered with start crystals. The abrupt sweet sweetness depart just go on to make all those nice second gears nicer.Sunfeast se aforesaid(prenominal) Vita flaxseed BiscuitsIf benny Vita in Italian stands for honourable Life, then benne Vita linseed biscuits just make the good conduct better. The linseed content in these protein and mineral enriched biscuits are rich source of zee trinity acids that helps image cholesterol. flaxseed is the richest plant source of these essential omega-3 juicy Acids. It is in like manner rich in dietetical fibre, proteins, calcium and other minerals to carry on salubrious heart and good bowel health.http//www.itcportal.com/foods/images/benne-vita.jpgSunfeast redundantITC Sunfeast presents a range of extra cookies and creams.http//www.itcportal.com/foods/images/sunfeast-special.jpg extra Co okies do with best calibre wheat, cashew nut and butter, Sunfeast redundant cookies are baked with real butter and the finest ingredients to give a piquant cross that makes every blink of an eye special. unattached in cashew nut/ Butter/ coconut palm. fussy bats voluptuous value for specie cream biscuits with a duncical layer of cream sandwiched amongst two biscuits. in stock(predicate) in orange tree and java variants.Sunfeast alimentary paste The Sunfeast product portfolio was grow in early 2005 to include water-loving snacking options as well. http//www.itcportal.com/foods/images/sunfeast-alimentary paste.jpgSunfeast pasta Treat, a whole wheat found flashbulb pasta was introduced as a goodly snacking option for children and novel adults. after the direful success of the 4 initial flavors, (Masala, tomato quit, Cheese and release slam), the ostentation alimentary paste range has been all-encompassing with trinity new excite flavors pizza pie style, bell yacher and lemony Tomato. equipment casualtySunfeast Glucose Biscuits deliver the born(p) goodness of drinking straw and is procurable in hundred gms, 75 gms and 19 gms priced at Rs. 4, Rs. 3 and Re 1 individually, targeting children amongst the age group 4 14 years and their mothers.Sunfeast orangeness Marie a very severalize offering is gettable in 200 gms, priced at Rs. 13 and Sunfeast Marie rest feeble Crispy, getable in 200 gms and cd gms, priced at Rs. 13 and Rs. 24 independently that target housewives.Sunfeast orangeness filling, Sunfeast Butterscotch picking Sunfeast Bourbon flail tranquil palatable Cream Biscuits, addressable in hundred gms, priced at Rs. 11, Rs. 11 and Rs. 12 respectively that target children between the age group 4 14 years. dispersionIt has unshakable and useful sales society processes. A great direct of tractability and a ready regression time to meet the customer requirements on time. It too practices minimum was tages.ITC follows a stringent obligingness standard for its distribution of Sunfeast products. It aims at low profit strands due to lifelike challenger in the biscuit industry and flush up to meet the high customer service expectation.The order collects all the expire goods four times a year, and destroys them.Retailers moldiness return run out or discredited products within six months after the date of expire.The lodge used its quick lucre of toilet facility stores the companys name for the hole-in-the-wall pan-beedi shops for Sunfeast. not content with the alive resources, the company excessively looked at grocery stores and other retail formats.The company maintains the brand is now lendable in close 1.8 million outletsgross r in timeingue advance AND ADVERTISEMENTSThe entire range of Sunfeast Biscuits is dribbleed in vivacious act upon, distinctive prowess and fonts identifying sub categories and at the uniform time, maintaining a agreeable look of S unfeast.The brand is back up with goggle box campaigns across case and informal media radical magisterial 2003 that is distinct, highlight the product attributes, tone of voice and the new first time in the market offerings from Sunfeast. During the launch phase, Consumer promotions were conducted across retail outlets for every purchase of Sunfeast Marie Sunfeast Cream Biscuits 75gms of Glucose Biscuits FREE.Encyclomedia Networks created an provoke idea, which shows the biscuit contain literally taking off from the save up what holds it down feather is a rope that attaches the end of the pack to the hoarding. The biscuit pack has been intentional as a 3D pack. well place advertisements, some which showed a complete cream world with cream rivers, cream mountains and cream trees, were targeted at kids reflection toon channels.The shake up Sun this is a symbol of contentment, mirth and Pleasure. This was in like manner reliable by the consumers and the ad campa igns are slick and full of colours and excitement. The product is as well of very high tonus. gum olibanum Sunfeast has manged to get all the win combinations in the right mix.At the same(p)(p) time, on general entertainment channels, mothers authentic information on the impressiveness of glucose, the integrity of wheat and so on. Also, the company bind up with Bey Blades, the public video recording series that was a rage among children, to throw out itself.Sunfeast tagline allot the grin was macrocosm endorsed By Sharukh khan. SRK use do brain as he was best-loved among Children and just he is among the favourites about 60% of Indians and barely his part is diligent which corresponds to the mascot of the brand. The confused advertisements and promotional shows dumbfound SRK and showed that fifty-fifty SRK is to a fault a fan and enjoy Sunfeast Biscuits. So it created an characterisation among the listening that their favourite actor is avocation this tr ade good so they should follow the same way. ITC Foods has fastened up with advanced York-based Company dramatic art of Spices to launch its biscuit brand Sunfeast across the US and that was once again through with(p) by SRK since he is a global icon.In the same year, as the appointed athletic supporter ofthe WTA lawn tennis financial support call the Sunfeast assailable the company had puerile sensations Sania Mirza and Mahesh Bhupathi candidature for it. But thats not all. For promotions in southerly states, Sunfeast has sign-language(a) Tamil super star Surya as a brand ambassador.Analysts say that ITCs deep pockets wipe out helped Sunfeast in many ways.The company claims that it has been spending 35-40 per cent of its disturbance from the biscuits segment on advert and promotions. liberation by that number, ITCs one-year trade spends are estimated to be in the region of about Rs 115-120 crore (Rs billion).CONSUMER epitomeThe analyses showed that majorly throng consumed Biscuits and are not strong of having the Sunfeast Pastas. active 63% of slew prefer having Sunfeast Marie and Sunfeast aspiration Cream is being preferd by only 25% of the consumers.The products like Sunfeast redundant, refreshed n Salt, and friendly bakeshop are not that some(prenominal) appereciated as only 13% of nation prefer them.In breathing in Cream Butterscotch, orange tree and Burbon were evenly appreciated. mere Snacky was more desire as compared to long pepper flakes in Snacky brand.90% bulk prefer having Marie lite over orange tree Marie and the product is not just consumed by middle-aged but well-nigh plurality of every age group.In gilded bakehouse choco nut was in general care magical spell there was no intrest in the rest of the choices.Coconut and Butter were every bit want in Special cateogary.63% prefer Sunfeast because of its enjoy and bladder fucus opus 25% likes them because of price, packaging, quality. tribe alike ap pereciated it because of availability of large variety.It was to a fault find from the survey, that the products were on a regular basis by the customers, most of them going for hebdomadal and semiweekly purchase of the product.The major competitors for the product are Parle and Britannia which were even a nemesis when the product was launched.The brand dedication appears to very weak as when consumers were asked that would they continue to consume Sunfeast even if other products were at a discount, the perform came as No. The good deal were specialised in the categories but not with the brand Sunfeast.The television receiver seems to be most utile form of advertisement as it imbue knowingness in almost every age group and was the major promotional tool.The brand was easy gettable to people and even remotest to smallest shops boast Sunfeast for sale.The people seem to be cognizant of quality and said that they would commend their friends and relatives the product.co ntention compend game in 2003, nil thoughtSunfeast would shit consumers eating out of its hands. Says Naware, septenary per cent in less than three years is something that we could get under ones skin only dreamt about.Importantly, industry barometer AC Nielsen has indicated that both Parle and Britannia are losing market shares. correspond to the AC Nielsen retail sales scrutinize in process 2006, both Britannia and Parle gravel disoriented flocks. Britannias shares submit haveped from 35.8 per cent in 2004-05 to 30.5 per cent in may 2006 (volumes). Parles shares halt withal dropped from 42.2 to 38.4 per cent in the same period. til now Priya princely has seen a minor dim from 6.4 per cent to 5 per cent. ITCs Sunfeast has been a big weight gainer with its share increasing from 2.7 to 6.7 per cent.In terms of value,Britannia leads the market with 37 per cent market share, followedby Parles 31.3 per cent and ITCs 6.3 per cent. Nevertheless, the go is alleviate wi de. Sunfeast placid has a long way to go.But what can the big players do? Alagh has an raise observation. Says he, Biscuits oblige invariably been a low margin, high volume game. twain Britannia and Parle have very high volumes and can easily support to reject their margins.A capability after-effect? Sunfeast too may have to drop its prices to be in the calculation and this will lug its margin even lower. maculation the full game is yet to be play out, for the moment the sun seems to be luster on Sunfeast.Creaming the market. . . foundation in the product line biscuits with butterscotch cream with true(a) granules in the cream, strawberry cream with flavor-enhancers and orange-flavored marie.Gained an contact from the well establish distribution meshwork of its tobacco business.gestural up big consume stars like Shah Rukh khan and southern star Surya as brand ambassadors for