SUNFEAST

A product from: Imperial Tobacco Company of India Limited.

Table of contents: History Product life cycle Market share Brand value 4 ps of marketing Market segmentation Promotional strategies Channels of distribution Micro and macro environment Product development How to tackle the competitors? How the product is environmentally safe? Demand forecasting Customer relationship Employee relationship Level of management Globalization Foreign markets Conclution

History:
ITC was formed on August 24, 1910 under the name Imperial Tobacco Company of India Limited. Later the name of the Company was changed from Imperial Tobacco Company of India Limited to India Tobacco Company Limited in 1970 and then to I.T.C. Limited in 1974. ITC contains a wide range of businesses - Cigarettes & Tobacco, Hotels, Information Technology, Packaging, Paperboards & Specialty Papers, Agri-business, Foods, Lifestyle Retailing, Education & Stationery and Personal Care . Finally the company changed its name to 'ITC Limited on September 2001. The earlier decades of the Company's existence were mainly depending on growth and consolidation of the Cigarettes and Leaf Tobacco businesses, In the Seventies it started to transform into a corporate. In 1975 the Company launched its Hotels business with the acquisition of a hotel in Chennai which was rechristened 'ITC-Welcomgroup Hotel Chola'. The objective of ITC's entry into the hotels business was rooted in the concept of creating value for the nation In 1979, ITC entered the Paperboard business by promoting ITC Bhadrachalam Paperboards Limited, which today has become the market leader in India. In 1985, ITC set up Surya Tobacco Co. in Nepal as an Indo-Nepal and British joint venture. Since inception, its shares have been held by ITC, British American Tobacco and various independent shareholders in Nepal. In August 2002, Surya Tobacco became a subsidiary of ITC Limited and its name was changed to Surya Nepal Private Limited (Surya Nepal). Also in 1990, leveraging its agri-sourcing competency, ITC set up the Agri Business Division for export of agri-commodities. The Division is today one of India's largest exporters. ITC's unique and now widely acknowledged e-Choupal initiative began in 2000 with soya farmers in Madhya Pradesh. Now it extends to 10 states covering over 4 million farmers. ITC's first rural mall, christened 'Choupal Saagar' was inaugurated in August 2004 at Sehore. On the rural retail front, 24 'Choupal Saagars' are now operational in the 3 states of Madhya Pradesh, Maharashtra and Uttar Pradesh. In 2000, ITC forayed into the Greeting, Gifting and Stationery products business with the launch of Expressions range of greeting cards. A line of premium range of notebooks under brand Paperkraft was launched in 2002. To augment its offering and to reach a wider student population, the popular range of notebooks was launched under brand Classmate in 2003. Classmate over the years has grown to become Indias largest notebook brand and has also increased its portfolio to occupy a greater share of the school bag.

Years 2007- 2009 saw the launch of Children Books, Slam Books, Geometry Boxes, Pens and Pencils under the Classmate brand. In 2008, ITC repositioned the business as the Education and Stationery Products Business and launched India's first environment friendly premium business paper under the Paperkraft Brand. Paperkraft offers a diverse portfolio in the premium executive stationery and office consumables segment. Paperkraft entered new categories in the office consumable segment with the launch of Textliners, Permanent Ink Markers and White Board Markers in 2009. ITC also entered the Lifestyle Retailing business with the Wills Sport range of international quality relaxed wear for men and women in 2000. The Wills Lifestyle chain of exclusive stores later expanded its range to include Wills Classic formal wear (2002) and Wills Clublife evening wear (2003). In 2000, ITC spun off its information technology business into a wholly owned subsidiary, ITC Infotech India Limited, to more aggressively pursue emerging opportunities in this area. Today ITC Infotech is one of Indias fastest growing global IT and IT-enabled services companies and has established itself as a key player in offshore outsourcing, providing outsourced IT solutions and services to leading global customers across key focus verticals Manufacturing, BFSI (Banking, Financial Services & Insurance), CPG&R (Consumer Packaged Goods & Retail), THT (Travel, Hospitality and Transportation) and Media & Entertainment. ITC's foray into the Foods business is an outstanding example of successfully blending multiple internal competencies to create a new driver of business growth. It began in August 2001 with the introduction of 'Kitchens of India' ready-to-eat Indian gourmet dishes. In 2002, ITC entered the confectionery and staples segments with the launch of the brands mint-o and Candyman confectionery and Aashirvaad atta (wheat flour). 2003 witnessed the introduction of Sunfeast as the Company entered the biscuits segment. ITC's entered the fast growing branded snacks category with Bingo! in 2007. In just over a decade, the Foods business has grown to a significant size with over 200 differentiated products under six distinctive brands, with an enviable distribution reach, a rapidly growing market share and a solid market standing. In 2002, ITC's philosophy of contributing to enhancing the competitiveness of the entire value chain found yet another expression in the Safety Matches initiative. ITC now markets popular safety matches brands like iKno, Mangaldeep, Aim, Aim Mega and Aim Metro. ITC's foray into the marketing of Agarbattis (incense sticks) in 2003 marked the manifestation of its partnership with the cottage sector. ITC's popular agarbattis brands include Spriha and

Mangaldeep across a range of fragrances like Rose, Jasmine, Bouquet, Sandalwood, Madhur, Sambrani and Nagchampa. ITC introduced Essenza Di Wills, an exclusive range of fine fragrances and bath & body care products for men and women in July 2005. Continuing with its tradition of bringing world class products to Indian consumers the Company launched 'Fiama Di Wills', a premium range of Shampoos, Shower Gels and Soaps in September, October and December 2007 respectively. The Company also launched the 'Superia' range of Soaps and Shampoos in the mass-market segment at select markets in October 2007 and Vivel De Wills & Vivel range of soaps in February and Vivel range of shampoos in June 2008.

The ITC Vision & Mission

Sustain ITC's position as one of India's most valuable corporations through world class performance, creating growing value for the Indian economy and the Companys stakeholders To enhance the wealth generating capability of the enterprise in a globalising environment, delivering superior and sustainable stakeholder value

Introduction of sunfeast:
In 2003 the introduction of Sunfeast as the Company entered the biscuits segment. In just over a decade, the Foods business has grown to a significant size with over 200 differentiated products under six distinctive brands, with an enviable distribution reach, a rapidly growing market share and a solid market standing.

Varieties of sunfeast:
:: Snack foods

In July 2003, ITC forayed into the Biscuits market with the Sunfeast range of Glucose, Marie and Cream Biscuits. Sunfeast's brand essence connotes happiness, contentment, satisfaction and pleasure. In a span of 9 years, Sunfeast has well-established presence in almost all categories of biscuits and is also a key player in the pasta and instant noodles segments.

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. 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. Sunfeast Marie Light Oats: The first of its kind in India, Sunfeast Marie Light Oats is enriched with the goodness of natural wheat fibre and soluble oats fibre. 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, its a luxurious mix of aromatic cocoa and vanilla. Sunfeast Dark Fantasy Choco Fills

Sunfeast Dark Fantasy Choco Fills is the latest and the most premium offering from the portfolio of Sunfeast. An exquisite combination of luscious chocolate filling enrobed within a perfectly baked rich cookie outer. An offer that fully epitomizes the brand promise of "Pure Indulgence". 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. Sunfeast Dream Cream A truly scrumptious range of cream biscuits that have become an instant hit with children. ITCs chefs have put their legendary skills into these biscuits to deliver truly tasty cream biscuits.

'Dream Cream' split cream variants are available in 'Choco-Vanilla' and 'Strawberry-Vanilla' flavours.

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.

Sunfeast Snacky

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

The Sunfeast product portfolio was expanded in early 2005 to include healthy snacking options as well. Sunfeast Pasta Treat, a whole wheat based instant pasta was introduced as a healthy snacking option for children and young adults. After the tremendous success of the 4 initial flavours, (Masala, Tomato Cheese, Cheese and Sour Cream), the instant Pasta range has been extended with three new exciting flavours - Pizza style, Chicken and Tangy Tomato.

Sunfeast Yippee!

The portfolio has been further expanded with Sunfeast Yippee!instant noodles. Three years of exhaustive developmental work has gone into the creation of Sunfeast Yippee! The product has two intrinsic components - the noodle block and the masala mix. Wheat is a key ingredient of the noodle block. The sourcing and blending expertise that has made Aashirvaad India's No 1 branded Atta has been leveraged to make a truly delightful noodle block. Sunfeast Yippee noodles do not lump even 30 minutes after cooking. At present, Sunfeast Yippie is available in two lip smacking variants -Classic Masala and Magic Masala.

Product life cycle

Life cycle of sunfeast Sunfeast is a brand which came to market in the year 2003. The brand has just entered the growth stage from the introduction stage. The brand has showed a remarkable transistion with in a short period of time. During the introduction stage itself the brand showed a remarkable growth compared to the other products during their initial stages of introduction. During the initial stages the brand showed a growth rate of 5%, whereas the other competitors showed a growth of just 2% to 3% during their introduction stages.

MARKET SHARE:
Achieving 7% of market share with in three years of introduction is something which all the products would dream off. But sunfeast achieved this target without any difficulty due to its brand image which has been set as a red carpet to the product in the market. "According to the AC Nielsen retailsales audit in March 2006, both Britannia and Parle have lostvolumes. Britannia's shares have dropped from 35.8 per centin 2004-05 to 30.5 per cent in May 2006 (volumes). Parle'sshares have also dropped from 42.2 to 38.4 per cent in thesame period.Even PriyaGold has seen a minor dip from 6.4 per cent to 5per cent. ITC's Sunfeasthas been a big gainer with its shareincreasing from 2.7 to 6.7 per cent. Now the brand holds a market share of 11% in the fmgc industry .

BRAND VALUE:
There is no need for sunfeast to create a brand image because the company ITC itself holds a huge amount of brand value. If someone thinks of biscuit immediately the term which comes to the mind of the consumer is SUNFEAST such kind of image has been created in the minds of the consumer. Sunfeast has created the value in the minds of the consumer through variety of products,reasonable price, effective marketing techniques,and proper identification of need,wants and demand of the target market.

4 PS OF MARKETING MIX PRODUCT:

ITC is known for its variety of products. It provides a list of products which attracts the all kinds of consumer. It targets the consumer right from upper level to the lower income group. It 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 :
The channels of distribution play a major role in their target. Sunfeast has a friendly relationship with their distributors, wholesalers, salemen etc..they offer a good percentage of commission to their distributors which enables them to market their product in all over the place. Today sunfeast product has reached all the corner of In dia. Sunfeast has replaced in the place of many of its competitors.

PROMOTION:
Sunfeast is known for its promotional activites. 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.

MARKET SEGMENTATION:
Their market segmentation is can be divided into three they are

Based on gender: Itc provide a various kind of products based on gender like clothing, food products, cigars, agro based products etc..

Based on age group: With regard to food products their main target is kids they provide a variety of products in order to attract the kids with the right amount of analysis of their taste,need and preferences . They provide products for the other age groups also .

Based on the behavior: They have a good study about the behavioral pattern of the consumer. So they provide goods based on their taste and behavioral needs. For example some class of people wanted to have products which showcase their status , some peop le wanted to have products which statisfies them etc..

PROMOTIONAL STRATEGIES: ITC uses varies kinds of strategies in order to attract the consumer. They frequently change their advertisements based on the channel in the market and they uses famous film actors in different states who are famous in the film industry in that state. And they use famous sports personalities in order to attract the said market.

CHANNELS OF DISTRRIBUTION:

The above diagram shows how the distributional channel of sunfeast works.

MICRO&MACRO ENVIRONMENT:

SUNFEAST has reached all the corners of india. It is available all over the place more than its competitors product and it is available at the nominal rate. Sunfeast has replaced the parle g place by providing biscuits at the rate of rupees 5 as same as parle g. due to their innovative advertisement campaign it has been registered as a valuable brand in the minds of the consumers. The product has entered the growth stage just now it has enourmous smount of time to reach the maturity stage so it has all the capacities to enjoy a huge amount of market share and play a major role in the market. It has become a tough competitor to the other products in the market during the growth stage itself hence they have the opurtunities to be a king in the industry in the near future provide they should keep track of the market condition and the changes in the taste and preferences of the consumer and make changes according to it.

Product development:
Sunfeast adopts a way of introducing new varieties of products into the industry frequently. They try to come up with new products atleast one in a year. This makes them active in the market and enables them to provide a huge varies of products for different class of people in the segmentation. They study the taste and preference of the people very closely especially kids and they are coming up with new new products in the market every year.

HOW TO TACKLE COMPETITORS?

Sunfeast has entered the growth stage just now. They came into market just nine years back. So within short period of time they are treated as a tough competitors in the market. In order to tackle the competitors sunfeast has coming up with large varieties of products in the fmgc sector. In the near future they are planing to introduce other kinds of foods products adding to the list of biscuits,noodles,snaks etc And with their sales promotional strategy they have evoled as a brand which cannot be touched by any of its rivals.

HOW IS THE PRODUCT ENVIRONMENTALY SAFE?

Environment Policies The Company believes that commitment to sustainable development is a key component of responsible corporate citizenship and therefore deserves to be accorded the highest priority. Accordingly, the Company is committed to Best Practices in environmental matters arising out of its business activities and expects each business to fully demonstrate this commitment. In addition to complying with applicable laws and regulations, Businesses must establish procedures for assessing the environmental effects of their present and future activities. They should adopt Best Practices in their environmental policies and procedures. ITCs mission is to sustain and enhance the wealth-generating capacity of its portfolio of businesses in a progressively globalising environment. As one of Indias premier corporations employing a vast quantum of societal resources, ITC seeks to fulfil a larger role by enlarging its contribution to the society of which it is a part. The trusteeship role related to social and environmental resources, aligned to the pursuit of economic objectives, is the cornerstone of ITCs Environment, Health and Safety philosophy. ITCs EHS philosophy cognises for the twin needs of conservation and creation of productive resources. In the multi-business context of ITC, Corporate Strategies are designed to create enduring value for the nation and the shareholder, through leadership in each business and the attainment of world-class competitive capabilities across the value chain. The objective of leadership extends to all facets of business operations including Environment, Health and Safety. ITC is, therefore, committed to conducting its operations with due regard for the environment, and providing a safe and healthy workplace for each employee. Various international and national awards and accreditations stand testimony to ITCs commitment to EHS. Such external recognition further reinforces the need to direct the collective endeavour of the Companys employees at all levels towards sustaining and continuously improving standards of Environment, Health and Safety in a bid to attain and exceed benchmarked standards, whether regulatory or otherwise.

In particular, it is ITCs EHS policy

To contribute to sustainable development through the establishment and implementation of environment standards that are scientifically tested and meet the requirement of relevant laws, regulations and codes of practice. To take account of environment, occupational health and safety in planning and decisionmaking. To provide appropriate training and disseminate information to enable all employees to accept individual responsibility for Environment, Health and Safety, implement best practices, and work in partnership to create a culture of continuous improvement.

To instill a sense of duty in every employee towards personal safety, as well as that of others who may be affected by the employees actions. To provide and maintain facilities, equipment, operations and working conditions which are safe for employees, visitors and contractors at the Companys premises. To ensure safe handling, storage, use and disposal of all substances and materials that are classified as hazardous to health and environment. To reduce waste, conserve energy, and promote recycling of materials wherever possible. To institute and implement a system of regular EHS audit in order to assure compliance with laid down policy, benchmarked standards, and requirements of laws, regulations and applicable codes of practice. To proactively share information with business partners towards inculcating world-class EHS standards across the value chain of which ITC is a part.

CUSTOMER RELATIONSHIP:
SUNFEAST is a role model in customer relationshiop because it provides all the facilities to their customers and solves all their queries and doubts through their help desk and online websites. And they maintain a personalised relationship with the customers inorder to make them loyol customer of the product. Through conducting games,tradeshows,sponsoring shows etc

EMPLOYEE RELATIONSHIP:
Dealing with People in the Organisation In dealing with each other, directors, senior management and employees shall uphold the values which are at the core of our HR Philosophy - trust, teamwork, mutuality and collaboration, meritocracy, objectivity, self respect and human dignity. Indeed, these values form the basis of our HR management systems and processes. In selection and recruitment, while meritocracy will be a prime criterion, managers will scrupulously consider all factors that go towards securing the interests of the Company.

ITC will focus on meritocracy, equity and upholding of Company values in all people processes including performance management systems, appraisals, remuneration and rewards.

A Gender Friendly Workplace As a good corporate citizen, ITC is committed to a gender friendly workplace. It seeks to enhance equal opportunities for men and women, prevent/stop/redress sexual harassment at the workplace and institute good employment practices. Sexual harassment includes unwelcome sexually determined behaviour such as: unwelcome physical contact; a demand or request for sexual favours; sexually coloured remarks; showing pornography and any other unwelcome physical, verbal or non-verbal conduct of a sexual nature. ITC maintains an open door for reportees; encourages employees to report any harassment concerns and is responsive to employee complaints about harassment or other unwelcome and offensive conduct. A Grievance Committee on Gender Issues has been constituted to enquire into complaints and to recommend appropriate action, wherever required. ITC demands, demonstrates and promotes professional behaviour and respectful treatment of all employees.

LEVEL OF MANAGEMENT:

Board of directors

audit committe

Compensation committee

Nomination committee

Investors service committee

Sustainability committee

Corporate management committee

GLOBAL MARKET:
Itc is a brand which is already globally well known company. So its easy for the sunfeast to enter into the global market without much difficulties. Sunfeast has of now had entered in the foreign market just befor three years. Within the short period of time the product has globaly accepted in the foreign market.
ITC also featured on the Forbes World's Most reputable Companies List at position 95.

CONCLUTION:
In 2002, ITC entered the confectionery and staples segments with the launch of the brands mint-o and Candyman confectionery and Aashirvaad atta (wheat flour). 2003 witnessed the introduction of Sunfeast as the Company entered the biscuits segment. ITC's entered the fast growing branded snacks category with Bingo! in 2007. In just over a decade, the Foods business has grown to a significant size with over 200 differentiated products under six distinctive brands, with an enviable distribution reach, a rapidly growing market share and a solid market standing.

In 2002, ITC's philosophy of contributing to enhancing the competitiveness of the entire value chain found yet another expression in the Safety Matches initiative. ITC now markets popular safety matches brands like iKno, Mangaldeep, Aim, Aim Mega and Aim Metro. ITC's foray into the marketing of Agarbattis (incense sticks) in 2003 marked the manifestation of its partnership with the cottage sector. ITC's popular agarbattis brands include Spriha and Mangaldeep across a range of fragrances like Rose, Jasmine, Bouquet, Sandalwood, Madhur, Sambrani and Nagchampa. ITC introduced Essenza Di Wills, an exclusive range of fine fragrances and bath & body care products for men and women in July 2005. Continuing with its tradition of bringing world class products to Indian consumers the Company launched 'Fiama Di Wills', a premium range of Shampoos, Shower Gels and Soaps in September, October and December 2007 respectively. The Company also launched the 'Superia' range of Soaps and Shampoos in the mass-market segment at select markets in October 2007 and Vivel De Wills & Vivel range of soaps in February and Vivel range of shampoos in June 2008.

ITC Foods was able to disrupt the leadership of Parle in the biscuits category, which was primarily lead by the Glucose segment. Five years ago, Glucose biscuits, coming at affordable price points and targeted at the masses commanded almost 55 per cent share of the biscuits category, Today, cookies and cream biscuits are emerging as the largest segment within the category. This, was possible when Sunfeast, an ITC brand, along with other players came up with cookies and cream biscuits in smaller packaging, priced at Rs 5. A market that led for 95 years, crumbled in two years, referring to the leadership Parle commanded.

STRATEGIC MARKET MANAGEMENT

DONE BY JENIFER 12-PCO-04