Sunfeast ITC CBB

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Group : 12

SUNFEAST DARK FANTASY

SUNFEAST
• Biscuit segment of ITC
• Started in 2003
• Had tough competition when entered the market from Parle and
Britannia
• Focused on quality and product innovation than low pricing

DARK FANTACY
• A sub brand of ITC Sunfeast
• Launched in 2005 as a premium biscuit brand • Which was a new trend in Indian market • Acquired the status of a standalone brand • introduced with a tagline " Pure
Indulgence “
• later launched with the tagline to "
Escape into One “

PRODUCT







Available in 5 variants
Dark Fantasy chocolate
Dark Fantasy vanilla
Choco fills launched in 2011
Choco fills coffee
Choco Meltz in 2013

Market segmentation
• Level of segmentation: differentiated
• Segments:
- Demographic: Age, and Income Class

TARGETING : DEMOGRAPHIC
“WE ARE TARGETING THE MIDDLE AND HIGH INCOME ADULTS WHO ARE
SEEKING SELF INDULGENCE”

Positioning
• “To the middle and high income adults who are seeking self indulgence, our brand Sunfeast Dark Fantasy is a premium cookie cream biscuit that gives a pure chocolate sensual indulgence for one to escape reality into exotic fantasies “
• Positioned as a premium biscuit brand
• Took a risk in positioning as the premium space was vacant
• Uncertainty about how customers will react
• had the first mover advantage
• Heavy campaigns were used

Consumer perception
PRODUCT
• Innovative product
• A new experience
• High quality , premium brand image
• Better than competitors
PRICE
• Slightly on expensive side ,
• But its worth
PACKAGING AND LABELLING
• Highly attractive and appealing
• New and makes product unique
• Gives a more luxurious aura to the brand

Promotion strategy
• Heavy promotion
• Spends around 35-40 per cent of its turnover • Print ads
• TV commercials
• Digital presence
• Outdoor advertisements
• Visual merchandising

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