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Sunfeast Dark Fantasy The desired cookie for your fantasy

Repositioning of sunfeast dark fantasy

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Study of the current positioning of sunfeast dark fantasy. Creating a IMC strategy to reposition it in the market.

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Page 1: Repositioning of sunfeast dark fantasy

Sunfeast Dark FantasyThe desired cookie for your fantasy

Page 2: Repositioning of sunfeast dark fantasy

Contents• Industry Analysis• Situation Analysis• SWOT Analysis• Competitor Analysis• Target Market • Creative• Media• Media Mix• Integrated Marketing Communications• Appendix- Creative Brief

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Indian Biscuit Industry• Indian Biscuit industry came into lime light in the

later part of 20th Century when urbanised society called for ready made food products

• Biscuits were considered as sick man’s diet, but over the years the perception has been widely changed. Now it is one of the most loved fast food item as it is easy to carry and tasty to eat

• Industry Size: 8000 Crore with CAGR of 15%• Per Capita consumption: 2 kg• Major Players: Britania, Parle and ITC Sunfeast

Industry Research• Around 16% of consumers prefer biscuits for

breakfast• Biscuits are consumed on breakfast, with tea, as

a complete meal, getting charged when energy is low.

• Majority of the Biscuit manufacturers capture market with introducing the product with low cost. Most of the biscuits provide value for money

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Situational Analysis Background of ITC Limited• Incorporated on August 24, 1910 under the name Imperial Tobacco Company of

India Limited.• The name of the Company changed from Imperial Tobacco Company of India

Limited to India Tobacco Company Limited in 1970 and then to I.T.C. Limited in 1974.

• ITC is one of India's foremost private sector companies with a market capitalization of US $ 45 billion and a turnover of US $ 7 billion.

• In July 2003, ITC made a foray into the biscuits market by launching the Sunfeast range of biscuits.

• Sunfeast connotes happiness, contentment, satisfaction and pleasure. Sunfeast Biscuits straddle all segments of the market led by Dark Fantasy at the premium end.

• Dark Fantasy Choco Fills has wowed the Indian consumer with its innovative centre-filled format and high-quality packaging.

• Through the years the tagline of dark fantasy has changed from “pure indulgence” to “Escape into one”.

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About the BrandChallenges • Brand is only pushed by advertising and packaging.• It has not created a momentum due to which the brand will expire if advertising is not done continuously.

Objectives• To extend the brand presence by associating it with special moments in one’s life so that the brand will be recalled

every time during these moments. To take the brand to next level where it can be associated with emotions like love, happiness etc.

Insights• Premium• Sensuous• Aspiring Product• Versatile

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SWOT AnalysisGained a status of

Premium Brand through Advertising, Pricing and

PackagingHigh quality an innovative

productHas the first mover

advantage in the premium brand segment

Less Occasions wherein a premium biscuit product

viz. Dark Fantasy be purchased

There are no functional attributes

Brand is comparatively younger, so need to

reinforce periodically

To make it an ingredient in food mix, like we have Oreo

ShakesSupplement it with a food

item, like Marie is with Drinking Tea

Limited target audience due to its positioning

strategyCookies which are with similar packaging and

tasteChocolates like Dark

Temptation which are entering into premium

Cadbury phase.

Strengths Weaknesses

Opportunities Threats

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Competitor AnalysisParley Hide & Seek • Brand Narrative-The light chocolate chips with crunchiness,

healthiness, freshness and deliciousness that cannot be denied

• Strengths: Good Advertising and Promotions. Product Differentiation: Moulded Chocolate Chips.

• Weakness: Losing its premiumness as it is easily available in small packs for impulsive buying.

Packaging is not good, biscuits break into pieces.• Campaigns: Shows the temptation of Hide & Seek to the

extreme level

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Competitor AnalysisCadbury Oreo• Brand Narrative: “the oreo ‘twist, lick and dunk’.

The ritual that creates a simple, carefree moment and allows everyone to connect.

• Strength- Perceived as a healthy and quality product, Available in many variants.

• Weakness- Brand Recall is low as it is new to Indian Market.

Penetration is very low in market.• Campaigns: The Oreo promotional campaigns in

India have been mainly about togetherness — dear dad with daughter and son, brother –sister and families.

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Competitor AnalysisBritannia Bourbon• Brand Narrative- The first Choco treat for Indian

Customers, an alternative with sips of coffee, can team up with gossip and gupshup, while a few can enjoying it with a book

• Strengths- Market Leader in Choco Cream Biscuit. Extensive distribution network Low Price• Weakness- Available in only one variety. The overall quality is not comparable to the

competitors.• Campaigns: The bourbon biscuit ad takes the hostile

route, but with a memorable twist.

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Perception map for Competitor Analysis

The map shows that both the factors of Taste and Value for money for our brand is high against the competitors

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Target MarketOur target market includes teenagers and young adults in the age group of 15-25. They are generally college-goers or people who have just started to work and enthusiastic about new products. We focus on these people because the usage of biscuits in this age group is high. There don’t have a fixed time for eating biscuits, they consume it either whenever they are hungry or whenever they feel like munching something.

Campaign strategy To associate the brand with special moments in life. We

aim to associate our brand with emotional and affectionate situations. As the brand already says that it is sensuous and premium, therefore we would like to associate it with some rare moments. As these events are special moments in an individual’s life, associating Dark Fantasy with those moments would deepen the essence of the Brand.

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Creative Advertisement

Billboard

• A medium to reach large number of new and existing customers.

• will increase the brand awareness and visibility.

• The bill boards would be placed at various places.

Magazine

• This is the best way to reach our target group directly in their home.

• While reading a magazine people usually spend some time on the advertisement page before flipping it.

• Whereas in the case of TV commercial, they might consider it as an interruption while watching a show.

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The scene features a rich young guy of age 20-25 years who is going to meet his girlfriend. She is waiting for him in a restaurant in a 5-star luxury hotel. On the way he notices that he is late for the date. In order to convince her he purchases a bouquet of red roses and few bars of chocolate. When he reaches the restaurant, he finds that his girlfriend is very angry at him.

He gives her chocolates, flowers and makes many promises to convince her, but he fails to do so. So feeling hopeless and tired the man looks in his bag and finds a pack of Sunfeast Dark Fantasy biscuits, he walks away with sorrow and silently eats the crispy chocolaty Dark Fantasy biscuits.

The girl notices that the man is enjoying the taste and is completely lost in it. The girl becomes eager to taste the biscuit; she goes and snatches the remaining piece of biscuit from him, takes a bite and gets lost in it as well. A voice over then says “The desired cookie for your fantasy”

Television Advertisement

Creative

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MediaObjectives• To reach adults in the age group of 15-25.

They are open to trying new brands and different flavors.

• To target people belonging to middle and high income group in urban areas.

• To make the brand a part of special moments in your life.

• To create a strong association with the customer on a personal level through the usage of social media.

• To increase the value of the brand.

Strategies• To use social media and television as the

primary mediums to create awareness as these mediums will have more reach in our chosen target group.

• The TV commercials will be 35-40 seconds in length and will convey the message that the biscuit can be used as a means to express one’s emotions. The magazine advertisement will be full page.

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Media MixTelevision Magazines & Newspaper

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IMCSponsorship of reality show• Sunfeast dark fantasy will sponsor the latest season of MTV

Spiltsvilla – a reality dating show• Reasons- High viewership, seen mostly by youth, goes well

with our brand insights- sensuous and love, increase brand presence and visibility by making the brand more close to the customers

• Apart from sponsoring the show, the brand will also be placed in the show by using dark fantasy in some tasks done by the contestants.

• Twitter handle – #SunfeastDarkFantasy• This will result in building a strong association with our

customers through interactions

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IMCRedefining your Love – Social media campaign• We’ll run a campaign wherein we’ll customize the Dark

Fantasy packs with “Dark Fantasy Congratulations”, “Dark Fantasy Thank You”, etc. (The packaging will involve putting a sticker of the customized words).

• Kiosks can be set up at prominent malls, so consumers would come and put up their own message on the Dark Fantasy packet viz I Like You, will you marry me, etc.

• All the on-going activities will be updated on its facebook page. Consumers can discuss their experience on this page and give suggestions for new customised packs.

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Recommendations• The advertising campaign should focus more on social

media. It should involve more of interaction with the consumers so as to build a strong a relationship.

• The opening visuals and the background music should be changed. The first visual should make the target group curious to look for the full advertisement.

• The content of the campaign should be engaging• Dark Fantasy can be used as an ingredient in food mix

like shakes, cakes etc.

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