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Marketing Management Project

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Organized

Market

Unorg

Mar

65% 3rd in World Market Behind US & China

GlobalRank

Rs 12000 Crores +

Per Capita consumption of2kg

Industry

Size

Domestic : 15-17 %

Export : 17 %

IndustrySize

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ITC Limited.

Headquartered in Kolkata, India.

Its turnover is $6 billion.

Listed on Forbes 2000.

ITC Limited completed 100 years on 24th

August, 2010.

Cigarettes

Hotels

Paperboards & Specialt

Agri-Business

Packaged Foods & Conf

Branded Apparel

Personal Care

Stationery

Safety Matches

FMCG Products

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Brita

37

Parle

31%Sunfeast

7%

Priyagold

5%

Others

20%

Market Share

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Volume Based Business Mass Market & Middle Class

Niche Market Segment (Sunfeast Dark Fantasy)S Initially Targeted children of 4-14 years & their mothers

Later on offered a range of offerings in both basic and vadded & health segments

T "Spread the Smile" & Sun Mascot connotes happines

contentment & pleasure through taste & quality

SRK has the energetic persona that goes well with the

P

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Until 2003, the biscuitsindustry had witnessedlittle innovation.

The company decided

that this could be itsbiggest point of attack tothe market leader andopportunity for Sunfeast.

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Volume Based Pricin

Profit Margin

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Market Leader in termsof market reach.

ITC used experience inTobacco business inDistribution Channel.

Due importance wasgiven to supplymanagement andvisibility of products.

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Free Comics

Ads on Public Transport

Tennis Sunfeast Open

Mumbai & Bangalore Marathon

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SAMPLE SIZE= 100 Survey Location

Vasant Kunj, New Delhi Value Proposition for

Biscuits

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0

10

20

30

40

50

10-14 Yrs 14-16 Yrs 16-25 Yrs Above 25 Mothers

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Taste is the mostimportant considerationswhile buying a biscuitpack.

Sensitivity to price is highonly in older age groups.

Packaging is a veryimportant aspect.

Branding & Offers playsalmost same importance inall clusters.

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Product Price

Place Promotion

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ComplementaryProducts Concept

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Innovating Tastes andprefrences as per

customer preferences

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Targeting SmallPlayers & Players in

unorganized Sector.

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Thank You

&

Open for Quer