ITC Sunfeast Modified

8/9/2019 ITC Sunfeast Modified

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ITC

Founded in 1910 under the name Imperial TobaccoCompany of India Limited

Diversied businesses like FC!" #otels" $%ri&products"

'aperboards" 'acka%in%" Tobacco products and IT

$ppreciated %lobally for undertakin% several C() initiatives

Corporate mission of becomin% the *o+ 1 player in theIndian FC! market

One of the most inuential sto!s in the In"ian sto!e#han$es %ith ma!et a' of aoun" ()*+)+++ oe


3/18

,I(C-IT I*D-(T).

arket (i/e I*) 10"000 Crore

'er Capita Consumption +1 2%s in India" 10 2%s in -($ 34urope

(ectors 5r%ani/ed 607" -n&or%ani/ed 807

Consumed across all a%es

10&117 %roth :in hat& sales; market si/e; revenues;<over the last years+

'roduction has increased 10 fold in the last 80 years


4/18

(-*F4$(T ,)$*D

Launched in =uly 008 ith the ob>ectives of businessdiversication 3 product innovation

Initially forayed into the market ith three products+

11 varieties of biscuits o?ered today by (unfeast" alon%ith 'asta and .ippee

Levera%ed the already&in&place distribution netork of itsci%arette and tobacco business

'olicies of FIF5 inventory and destroyin% e@pired %oods

has enabled them to maintain Auality standards


5/18

,I(C-IT I*D-(T). $)24T (#$)4

PAR,E - ./ 0

1RITANNIA - (2 0

ITC - 3+ 0

OT4ERS - (20


6/18

$)24T F5LL5B4)

Cloner & 4mulates the leadersproducts" name and packa%in% ithsli%ht variations

4@amples & (unfeast arie li%ht vs ,ritannias arie !old

(unfeast *ice vs ,ritannias *ice Time (unfeast Dark Fantasy vs ,ritannia 'ure a%ic


7/18

$)24T F5LL5B4) & CL5*4)


8/18

$)24T F5LL5B4)

Imitator& Copies from arket leader butdi?erentiates on packa%in%"advertisin%" pricin% or location

4@amples (unfeast (eet En (alt

(unfeast ilky a%ic

(unfeast !lucose


9/18

$)24T F5LL5B4)

$dapter & Takes leaders products andadapts or improves them

4@amples (unfeast Dream Cream

(unfeast .ippee


10/18

$)24T C#$LL4*!4)

Frontal attack Competitive price and advertisin%

'roducts are eAual in Auality and better value

4@amples (unfeast arie li%ht vs ,ritannia arie %old

(unfeast (nacky vs 'arle onaco

(unfeast (eet n (alt vs ,ritannia 0&0

(unfeast (pecial Cookies vs ,ritannia !ood Day

(unfeast !lucose vs 'arle %


11/18

$)24T C#$LL4*!4)

Flank attack $ttacked the eaker se%ment of the leader

Tar%eted rural India

-sin% e@istin% distribution netork

'roduct di?erentiationG ,utterscotch cream ith actual %ranules in the

cream (traberry cream ith Havour&enhancers and

oran%e&Havoured arie and double cream biscuits

*ascent instant pasta market


12/18

$)24T C#$LL4*!4)

4ncirclement attack & Capture a ideslice of market

4ntered the market ith di?erentbiscuits+ $t present& 11 types of biscuits" (unfeast

.ippee and pasta treat


13/18

$)24T L4$D4)

'osition Defense 5ccupyin% the most desirable market

space in the minds of the consumers

'ositionin% of Dark Fantasy as a premiumbiscuit brand

The proposition of JIndul%enceJ

'acka%in% as its -(' bold colours"superior calli%raphy and tin packa%in%


14/18

$)24T L4$D4)

Flank Defense 4rection of outposts to protect a eak front

or serve as an invasion base for

counterattack (unfeast Dark Fantasy & Choco lls

Forcin% competitors like 'arle to launch

ne brands in this cate%ory+ 4@tended this strate%y to its cookie

cate%ory & Delishus brand of cookies


15/18

$)24T L4$D4)

're&emptive Defense ore a%%ressive manoeuvre & leader

attacks before rival starts its o?ense

(unfeast 'astaG continuous productinnovation based on consumer insi%hts

(uccess of the K initial Havours folloed by

the launch of 8 more Havours Further e@pansion in 006 ith the launch

of J(unfeast ,enne ita Fusilli 'astaJ in Kvariants


16/18

$)24T L4$D4)

obile Defense Leader stretches its domain over ne

territories that can serve as future centres

for defence and o?ense Dark Fantasy at the premium end to

(unfeast !lucose at the lo cost end

'roduct portfolio e@panded in 00 &(unfeast 'asta Treat

Further e@pansion in 010 & (unfeast .ippee *oodles


17/18

$)24T L4$D4)

Contraction Defense !ivin% up eaker territories in the ake of

intense competition and reassi%nin% resources

to stron%er territories (unfeast launched (achin Fit 2it in 006 ith

hu%e e@pectations arket si/e as too small for such a hu%e

investment The tar%et consumers & kids" preferred taste

and variety over health benets Taken o? the market ithin a couple of months+


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F-T-)4 5F ITC & (-*F4$(T

*earin% breakeven by 01" aimin% to become topmarket leader

!roth rate e@pected to slo don

)a material cost risin% (tandard packa%in% si/es to be introduced by %ovt+

Introduction of heat biscuits" either under (unfeast or

the $ashirvaad brand

Focus to shift mainly on premium like cream 3 cookies

International markets & -$4

ITC Sunfeast Modified

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