stp and 4p analysis of sunfeast dark fantasy
Post on 20-Oct-2014
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DESCRIPTION
Segementation, Tagetting, Positioning, and 4P analysis of sunfeast dark fantasy. Includes competition analysis and perception chartand reccomendations.TRANSCRIPT
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
THANK YOU!