Sunfeast Marketing Mix (4Ps) & Marketing Strategy
Marketing strategy of Sunfeast through marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).
Sunfeast Product Strategy:
Sunfeast is a leading brand under the umbrella of ITC, which manufactures biscuits and also other packaged food. Sunfeast’s biscuits segment product offerings in its marketing mix can be divided broadly into four categories:
• Health Bites
• Light ‘n’ Fun
• Cream Delight
• Cookies
Sunfeast Health Bites is the line of biscuits which are targeted at health-conscious consumers with products which are light on sugar such as Marie Light, nutritious like Milky Magic and Glucose biscuits and made up of healthy grains like Farmlite. Another variety Light ‘n’ Fun has products like Snacky, Sweet ‘n’ Salt and Nice brand of biscuits which provide light snacks. Cream delights is the premium range of biscuits with cream filled cookies such as Dark Fantasy, Dream cream, Bounce, Bourbon Bliss and Yumfills. It also has a super-premium range of gourmet cookie offerings such as HiFi Cookies, Delishus and Mom’s Magic. Sunfeast also has a sub-brand called Yippie which offers a variety of products in the instant noodles and pasta segment such as- Magic Masala Noodles, Mood Masala Noodles, Classic Masala Noodles, Power Up Masala Noodles, Creamy Corn Pasta and Masala Pasta. Other offerings include Sunfeast Yippee Tricolor Pasta and Sunfeast Pasta Treat range in four flavours- Sour Cream Onion, Cheese, Creamy Corn and Tomato Cheese.
Image: company website
This concludes the product strategy in Sunfeast marketing mix & strategy.
Sunfeast Price/Pricing Strategy:
Below is the pricing strategy in Sunfeast marketing mix strategy:
Sunfeast offers biscuits in all price ranges and caters to all segments of the market, be it the lower income group with its glucose biscuit offering, or the premium segment with Dark Fantasy and HiFi Cookies. Sunfeast also caters to the newly emerging highly health conscious segment who does not want to consume maida and sugar which is placed in medium to high premium category.
Sunfeast positions its brands to the respective target segments via proper promotional techniques. Its Pasta Treat range and Yippie Tricolor Pasta are priced at INR 25. The Yippie noodles are start from INR 10-15 per packet. In the biscuits segment, the premium products are priced at INR 30 per packet while digestive biscuits packs come at INR 25. Other lower range biscuits like Snacky etc vary from INR 5-25 depending on the size of packet. Sunfeast follows different pricing segment for different categories. It follows competitive pricing in its marketing mix in the lower segment to compete with low cost brands while charges higher margins for the premium products.
Sunfeast Place & Distribution Strategy:
Following is the distribution strategy in the Sunfeast marketing mix:
Sunfeast has a good presence in Urban India already and is working towards establishing a formidable rural presence as well. Competitors like Parle and Britannia have huge presence in rural areas which is an immensely growing sector for biscuits consumption. Although the urban market is not saturated yet, but the company can’t afford to ignore rural market which accounted for 11% of the total ITC foods sales in the year 2012. The sector is increasingly moving towards premium biscuit brands and thus is a lucrative opportunity for Sunfeast. The distribution system of Sunfeast consists of Carry and Forward agents who transport the products from factory to wholesale distributors, from where they further go to the wholesale retailer and end retailers. Sunfeast also leverages the e-choupal distribution network of parent company ITC.
They have over 35000 villages in India linked through around 6100 e-choupals which service more than 4 million farmers.
Sunfeast Promotion & Advertising Strategy:
The promotional and advertising strategy in the Sunfeast marketing mix is as follows:
Sunfeast is a brand that caters to the whole country, it has products for every consumer segment and preference. And therefore, its marketing strategy reflects the same. To cover every major region in the country, the company has a total of 108 running TV commercial ads in 10 languages. Sunfeast spends a lot on its marketing budget as it serves in a low product involvement, nominal decision-making category. Being kind of a late entrant in biscuits sector, where brands like Parle and Britannia were already established names in the households, Sunfeast had to resort to credibility building when it launched initially to capture the market. Therefore, it employed various Indian celebrities for promotional campaigns like famous Bollywood actor Shah Rukh Khan, cricketer Sachin Tendulkar and tennis player Sania Mirza. This helped Sunfeast gain market share from its competitors, especially in the premium segments. Sunfeast also promotes on digital channels and social media. It has separate Facebook pages for different sub-brands with special focus on the newly launched Farmlite brand. This covers the marketing mix of Sunfeast.
About Sunfeast:
ITC, a leading Indian fast moving consumer goods (FMCG) giant launched Sunfeast Biscuits in July 2003 as one its adventures into diversification. Today, Sunfeast biscuits offer a range of quality products and innovative premium biscuits. Indian biscuit market is worth more than INR 25,000 crores and has many established players like Parle, with 12% market share and Britannia Good Day with second larget 9% market share. But despite of that Sunfeast has made its mark with brands like Dark Fantasy and Delishus in the premium segment. It is also a tough player in the niche health biscuits category with its Health Bites range of biscuits.
As of 2013-14, the turnover of Sunfeast is more than Rs.2500 crores. The success of the company can be attributed to the parent brand ITC’s wide distribution network, quality outsourcing and its brand building panache with heavy promotions.
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