stp and 4p analysis of sunfeast dark fantasy

Section AGroup 2

SEGMENTATION

Level of segmentation: differentiated

Segments:- Demographic: Age, and Income Class- Behavioural: Benefit sought

TARGETING: DEMOGRAPHIC

Adults

Elders

Adults

Children

Middle and High Income

High

Middle

Low

Age Income Class

TARGETING: BEHAVIOURAL

Labour saver

Family luxury

Self-Indulgenc

e

Family necessit

y

Convenience

Personal

Luxury

Benefit Sought

TARGETING: BEHAVIOURAL

Labour saver

Family luxury

Self-Indulgenc

e

Family necessit

y

Convenience

Personal

Luxury

Benefit Sought

TARGETING STATEMENT

We are targeting the middle and high income adults who are seeking self indulgence

POSITIONING STATEMENT

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

PRODUCT

Brand: Dark Fantasy– Sunfeast’s popular sandwich

Cookie, high quality premium product

Three Variants: Chocolate ,Vanilla, and Choco Fills

Launched Dark Fantasy in 2005Choco fills: 2011

SKU:Choco Fills:75 gms(6

pieces)Chocolate,Vanilla:10

0gms(8 pieces)

Packaging: Matte finished, rich colored packs to position it as an indulgence, exclusive biscuit

THE PRODUCT HIERARCHY

Brand Variant: Chocolate,

Vanilla,Chocofill

Product Line: Cookies

Product Class: Biscuits

Product Family: Snacks

Need Family: Hunger

• Satiate HungerCore benefits

• Cookie Cream Biscuit

Basic Product

• Tasty and Palatable

Expected Product

• Nutritious with vitamins/minerals

Augmented Product

• Different Formats and Flavors

Potential Product

PRICE

Choco Fills(75 gms):Rs 30

Dark Fantasy(100 gms):Rs 25

Retailer’s Margin:

(approx.)7to8% per SKUVarying on

festive occasions

Online Retail Prices:

Choco Fills(75 gms):Rs 28

Dark Fantasy(100 gm):Rs 24

Pricing Objective to position it as a premium

luxury biscuit

Follows a two pronged strategy:• high

margin from dark fantasy

• volumes from dream cream and glucose biscuits

PLACE

Available at 1.8 million

outletsPresent in

Metros, Tier 1/2/3 cities

Present in• modern

trade(supermarket, hypermarket)

• general trade(kiranas)

Uses alternate channels such as college

canteen, and online retailers

DISTRIBUTION

Uses fifo method Keep goods on constant move from low sales

area to high sale area

Company collects all expired goods four times a year

and destroys them

Benefits received by the retailer

depends on the sales volume and location of their

shops

ITC provides retailers with

hangers, racks etc. to display their product

Beat Time:7days

Credit Period: (Retailer) Varying from 2 days to a

week

PLACE

Available at 1.8 million

outletsPresent in

Metros, Tier 1/2/3 cities

Present in• modern

trade(supermarket, hypermarket)

• general trade(kiranas)

Uses alternate channels such as college

canteen, and online retailers

PROMOTION

Indulgence

PureSensualEscape From

RealityCapture the

"mmm" moment

I,Me,Myself with my

dark fantasy

Focusing on pure

escapism into exotic fantasiesCurrent

campaign: How far will you go for a

Dark Fantasy

Targeted primarily at

Adults

Introduction: Seven Cardinal

Sins

PROMOTION CHANNELS

Digital Presence• Active

presence on Facebook with various events on all occasions

Outdoor Displays• Hoardings and

posters

Below The Line Activities• World 10K

Bangalore(first three editions sponsored by Sunfeast)

Print Ads

TV Campaigns

Visual Merchandizing: The company tries for a shelf at the retail stores. They have their poster on the

back wall of the shelf and paste stickers

around it

PROMOTION CHANNELS: FACEBOOK

COMPETITORS

6.6 6.8 7 7.2 7.4 7.6 7.8 8 8.20

1

2

3

4

5

6

7

8

Perception Map

Hide n Seek OreoBourbon

Dark Fantasy

Value for money

Taste

RECOMMENDATION

More SKUs can be added (Rs.5 variant:2 pieces)

Fantasy shake(on the lines of Oreo shakes) in places like Barista(Premium place)

Assortment of all variants on a combo pack

Section AGroup 2

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