24-10-2014, 04:14 PM
Sunfeast Biscuits - Market Segmentation
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About ITC
Incorporated on August 24, 1910 and first named as “Imperial Tobacco Company of India Limited”.
As the Company's ownership progressively Indianised, the name of the Company was changed to “India Tobacco Company Limited” in 1970 and then to ”I.T.C. Limited” in 1974.
Encompassing a wide range of businesses - Fast Moving Consumer Goods comprising Foods, Personal Care, Cigarettes and Cigars, Branded Apparel, Education and Stationery Products, Incense Sticks and Safety Matches, Hotels, Paperboards & Specialty Papers, Packaging, Agri-Business and Information Technology.
It is ITC's strategic intent to secure long-term growth.
The Company's institutional strengths are:
Deep understanding of the Indian consumer.
Strong trademarks.
Deep and wide distribution network.
Agri-sourcing skills.
Packaging.
ITC's Branded Packaged Foods business is one of the fastest growing foods businesses in India.
Its seven popular brands - Aashirvaad, Sun feast, Bingo!, Kitchens of India, mint-o, Candy man and Yippee!
Introducing SunFeast
In July 2003, ITC made a foray into the biscuits market by launching the Sunfeast range of biscuits.
Sunfeast biscuits have always stood for quality and are known for offering innovative and wholesome biscuits.
Sunfeast connotes happiness, contentment, satisfaction and pleasure.
Within a span of 12 years, Sunfeast has well-established presence in almost all categories of biscuits and is also a key player in the pasta and instant noodles segments.
Sunfeast Biscuits straddle all segments of the market led by Dark Fantasy at the premium end.
High quality married with exciting innovations has helped drive this category.
Dark Fantasy Choco Fills has wowed the Indian consumer with its innovative centre-filled format and high-quality packaging.
In addition, the launch of the Dream Cream range of biscuits in two exciting and innovative dual cream formats further reinforces ITCs