How Sunfeast Cookies became One of the Top Cookie Brand under ITC Marketing matters #6:

How Sunfeast Cookies became One of the Top Cookie Brand under ITC Brand strategies #6:

Sunfeast cookies marketing strategies

Sunfeast is a brand under the umbrella of ITC. The brand manifests its slogan which is happiness, contentment, satisfaction, and pleasure by mascot sun with a smile. Sunfeast has launched different types of biscuits as per consumer tastes and preferences.

Sunfeast marketing Mix (4ps)

Product strategy:

Sunfeasts offers different types of biscuits divided broadly into four segments Health bites- Marie light, Milky magic, and Glucose biscuits.

Light ‘n’ fun- Snacky, Sweet ‘n’ salt

Cream delight- Dark fantasy, Dream cream, Bounce, Bourbon bliss, and Yumfills.

Cookies- Mom’s magic, Delishus

Pricing strategy:

The price range of Sunfeast biscuits is feasible for all segments of the market. It targets each group in the market lower to high-income groups. The product range for the lower group is different from the upper-income groups. It plays with the price in accordance to change in market competition.

Place strategy:

The presence of the brand Sunfeast is high in urban areas as compared to rural ones. The company is targeting the rural area too as competitors like Britannia and Parle have a strong presence in the rural area. Sunfeast also leverages the distribution channel of parent company ITC, thee-choupal.

Promotion strategy:

Sunfeast brand majorly covers the whole country by promoting their products in TV ads in 10 languages. It invests a lot in promotional activities to reach huge consumer segments. As a latecomer in the biscuit sector where already Britania and Parle are leaders, it needs to pay heavy amounts in promotional activities. For making a strong image of the brand it hired big celebrities for commercial ads. This helped Sunfeast biscuit gain market share in the premium segment from its competitors.