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A PROJECT REPORT ON MARKETING MANAGEMENT ON SUNFEAST (ITC) UNDERTAKEN AT TOLANI INSTITUTE OF MANAGEMENT STUDIES

Submitted By: GROUP 6 ALOK 12004 VARINDER12006 DEEPA C 12011 NISHITA 12028 MAYURI 12052 GEETIKA 12061

Guided By: PROF. BHAVESH VANPARIYA

PGDM PROGRAMME (Year 2012-14) TOLANI INSTITUTE OF MANAGEMENT STUDIES ADIPUR

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Contents
HISTORY OF ITC: ................................................................................................................................................................ 4 The ITC Vision & Mission ................................................................................................................................................... 7 PRODUCT MIX OF ITC ........................................................................................................................................................ 8 INTRODUCTION OF SUNFEAST: ....................................................................................................................................... 10 VARIETIES OF SUNFEAST: ............................................................................................................................................ 10 Product life cycle ............................................................................................................................................................. 15 MARKET SHARE: .............................................................................................................................................................. 16 BRAND VALUE: ................................................................................................................................................................ 17 BRAND EQUITY IN TERMS OF ITC ................................................................................................................................ 17 ITC has several firsts to its credit: ............................................................................................................................... 17 4 PS OF MARKETING MIX .............................................................................................................................................. 18 MARKET SEGMENTATION: .............................................................................................................................................. 19 PROMOTIONAL STRATEGIES: .......................................................................................................................................... 20 CHANNELS OF DISTRRIBUTION: ...................................................................................................................................... 21 MICRO&MACRO ENVIRONMENT: ................................................................................................................................... 23 HOW IS THE PRODUCT ENVIRONMENTALY SAFE? ......................................................................................................... 24 CUSTOMER RELATIONSHIP: ............................................................................................................................................ 27 EMPLOYEE RELATIONSHIP: ............................................................................................................................................. 27 GLOBAL MARKET: ............................................................................................................................................................ 28 SUNFEAST BISCUIT CONSUMPTION IN INDIA ................................................................................................................. 30 VALUE CHAIN OF ITC ....................................................................................................................................................... 31 COMPITATORS OF ITC ..................................................................................................................................................... 32 COMPITATORS OF SUNFEAST: ................................................................................................................................... 33 TARGETING...................................................................................................................................................................... 34

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SUNFEAST

A product from: Imperial Tobacco Company of India Limited.

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HISTORY OF ITC:
ITC was incorporated on August 24, 1910 under the name Imperial Tobacco Company of India Limited. As the Company's ownership progressively Indianised, the name of the Company was changed from Imperial Tobacco Company of India Limited to India Tobacco Company Limited in 1970 and then to I.T.C. Limited in 1974. In recognition of the Company's multi-business portfolio 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 - the full stops in the Company's name were removed effective September 18, 2001. The Company now stands rechristened 'ITC Limited'. The Company's beginnings were humble. A leased office on Radha Bazar Lane, Kolkata, was the centre of the Company's existence. The Company celebrated its 16th birthday on August 24, 1926, by purchasing the plot of land situated at 37, Chowringhee, (now renamed J.L. Nehru Road) Kolkata, for the sum of Rs 310,000. This decision of the Company was historic in more ways than one. It was to mark the beginning of a long and eventful journey into India's future. The Company's headquarter building, 'Virginia House', which came up on that plot of land two years later, would go on to become one of Kolkata's most venerated landmarks. Though the first six decades of the Company's existence were primarily devoted to the growth and consolidation of the Cigarettes and Leaf Tobacco businesses, the Seventies witnessed the beginnings of a corporate transformation that would usher in momentous changes in the life of the Company. ITC's Packaging & Printing Business was set up in 1925 as a strategic backward integration for ITC's Cigarettes business. It is today India's most sophisticated packaging house. In 1975, the Company launched its Hotels business with the acquisition of a hotel in Chennai which was rechristened 'ITC-Welcomgroup Hotel Chola' (now renamed My Fortune, Chennai). The objective of ITC's entry into the hotels business was rooted in the concept of creating value for the nation. ITC chose the Hotels business for its potential to earn high levels of foreign exchange, create tourism infrastructure and generate large scale direct and indirect employment. Since then ITC's Hotels business has grown to occupy a position of leadership, with over 100 owned and managed properties spread across India under four brands namely, ITC Hotels - Luxury Collection, WelcomHotels, Fortune Hotels and WelcomHeritage. In 1979, ITC entered the Paperboards business by promoting ITC Bhadrachalam Paperboards Limited. Bhadrachalam Paperboards amalgamated with the Company effective March 13, 2002 and became a Division of the Company, Bhadrachalam
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Paperboards Division. In November 2002, this division merged with the Company's Tribeni Tissues Division to form the Paperboards & Specialty Papers Division. ITC's paperboards' technology, productivity, quality and manufacturing processes are comparable to the best in the world. It has also made an immense contribution to the development of Sarapaka, an economically backward area in the state of Andhra Pradesh. It is directly involved in education, environmental protection and community development. In 2004, ITC acquired the paperboard manufacturing facility of BILT Industrial Packaging Co. Ltd (BIPCO), near Coimbatore, Tamil Nadu. The Kovai Unit allows ITC to improve customer service with reduced lead time and a wider product range. In 1985, ITC set up Surya Tobacco Co. in Nepal as an Indo-Nepal and British joint venture. In August 2002, Surya Tobacco became a subsidiary of ITC Limited and its name was changed to Surya Nepal Private Limited (Surya Nepal). In 2004, the company diversified into manufacturing and exports of garments. In 1990, ITC acquired Tribeni Tissues Limited, a Specialty paper manufacturing company and a major supplier of tissue paper to the cigarette industry. The merged entity was named the Tribeni Tissues Division (TTD). To harness strategic and operational synergies, TTD was merged with the Bhadrachalam Paperboards Division to form the Paperboards & Specialty Papers Division in November 2002. Also in 1990, leveraging its agri-sourcing competency, ITC set up the Agri Business Division for export of agri-commodities. The Division is today one of India's largest exporters. ITC's unique and now widely acknowledged e-Choupal initiative began in 2000 with soya farmers in Madhya Pradesh. Now it extends to 10 states covering over 4 million farmers. Also, through the 'Choupal Pradarshan Khet' initiative, the agri services vertical has been focusing on improving productivity of crops while deepening relationship with the farming community. ITC launched line of premium range of notebooks under brand Paperkraft in 2002. To augment its offering and to reach a wider student population, the Classmate range of notebooks was launched in 2003. Classmate over the years has grown to become India's largest notebook brand and has also increased its portfolio to occupy a greater share of the school bag. Years 2007- 2009 saw the launch of Practical Books, Drawing Books, Geometry Boxes, Pens and Pencils under the 'Classmate' brand. In 2008, ITC positioned the business as the Education and Stationery Products Business and launched India's first environment friendly premium business paper under the 'Paperkraft' Brand. 'Paperkraft' offers a diverse portfolio in the premium executive stationery and office consumables segment. In 2010, Colour Crew was launched as a new brand of art stationery. ITC also entered the Lifestyle Retailing business with the Wills Sport range of international quality relaxed wear for men and women in 2000. The Wills Lifestyle chain of exclusive stores later expanded its range to include Wills Classic formal wear (2002) and Wills
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Clublife evening wear (2003). ITC also initiated a foray into the popular segment with its men's wear brand, John Players, in 2002. In 2006, Wills Lifestyle became title partner of the country's most premier fashion event - Wills Lifestyle India Fashion Week - that has gained recognition from buyers and retailers as the single largest B-2-B platform for the Fashion Design industry. To mark the occasion, ITC launched a special 'Wills Signature', taking the event forward to consumers. In 2000, ITC spun off its information technology business into a wholly owned subsidiary, ITC Infotech India Limited, to more aggressively pursue emerging opportunities in this area. Today ITC Infotech is one of India's fastest growing global IT and IT-enabled services companies and has established itself as a key player in offshore outsourcing, providing outsourced IT solutions and services to leading global customers across key focus verticals Banking Financial Services & Insurance (BFSI), Consumer Packaged Goods (CPG), Retail, Manufacturing, Engineering Services, Media & Entertainment, Travel, Hospitality, Life Sciences and Transportation & Logistics. ITC's foray into the Foods business is an outstanding example of successfully blending multiple internal competencies to create a new driver of business growth. It began in August 2001 with the introduction of 'Kitchens of India' ready-to-eat Indian gourmet dishes. In 2002, ITC entered the confectionery and staples segments with the launch of the brands mint-o and Candyman confectionery and Aashirvaad atta (wheat flour). 2003 witnessed the introduction of Sunfeast as the Company entered the biscuits segment. ITC entered the fast growing branded snacks category with Bingo! in 2007. In 2010, ITC launched Sunfeast Yippee! to enter the Indian instant noodles market. In just over a decade, the Foods business has grown to a significant size under seven distinctive brands, with an enviable distribution reach, a rapidly growing market share and a solid market standing. In 2002, ITC's philosophy of contributing to enhancing the competitiveness of the entire value chain found yet another expression in the Safety Matches initiative. ITC now markets popular safety matches brands like iKno, Mangaldeep and Aim. ITC's foray into the marketing of Agarbattis (incense sticks) in 2003 marked the manifestation of its partnership with the cottage sector. Mangaldeep is a highly established national brand and is available across a range of fragrances like Rose, Jasmine, Bouquet, Sandalwood, Madhur, Sambrani and Nagchampa. ITC entered the Personal Care Business in 2005. In seven years, the Personal Care portfolio has grown under 'Essenza Di Wills', 'Fiama Di Wills', 'Vivel' and 'Superia' brands which have received encouraging consumer response and are also being progressively extended nationally.

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In 2010, ITC launched its handrolled cigar, Armenteros, in the Indian market. Armenteros cigars are available exclusively at tobacco selling outlets in select hotels, fine dining restaurants and exclusive clubs.

The ITC Vision & Mission

THE ITC VISION


To enhance the wealth generating capability of the enterprise in a globalising environment, delivering superior and sustainable stakeholder value

Sustain ITC's position as one of India's most valuable corporations through world class performance, creating growing value for the Indian economy and the Company's stakeholders

THE ITC MISSION

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FMCG & CIGRATES

HOTELS & I.T.

Agri Business

PAPERBOARD & PACKAGING 5

PRODUCT MIX OF ITC

Product Mix of ITC Ltd


FMCG Cigarettes Hotels Paper boards & Packaging Paper Boards Packing & IT AgriBusiness

Foods
Lifestyle Retailing Education Stationary

Leaf Tobacco

Agri Commodit ies e-Choupal

Safety Matches Agarbaties

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Hotels & Tourism

FMCG PRODUCTS
1. 2. 3. 4. 5. CIGARETTES FOODS LIFESTYLE RETAILING PERSONAL CASE EDUCATION AND STATIONARY 6. SAFETY MATCHES 7. AGARBATTIS

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INTRODUCTION OF SUNFEAST: In July 2003, ITC forayed into the Biscuits market with the Sunfeast range of Glucose, Marie and Cream Biscuits. Sunfeast's brand essence connotes happiness, contentment, satisfaction and pleasure. In a span of 9 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

Sunfeast Pasta

Sunfeast Yippee!

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 commitment to continuously delight the consumer.

VARIETIES OF SUNFEAST:
:: Snack foods

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:: Sunfeast Milky Magic

Packed with goodness of milk these deliciously nutritious crisp and crunchy biscuits are a favorite among mothers and kids. Milky Magic has the Magic of 2 - A perfect balance of energy that aids physical strength and mental ability. These biscuits strike the right balance of milk and wheat which helps in an all round development and nurturing of the child.
:: Sunfeast Marie Light

Sunfeast Marie Light Original : This ideal teatime biscuit is made from the finest quality wheat high in fibre and keeps one light and healthy through the day . Sunfeast Marie Light Orange : It has the distinction of being one of the most successful innovative Marie biscuits and is liked by one and all. Sunfeast Marie Light Oats: The first of its kind in India, Sunfeast Marie Light Oats is enriched with the goodness of natural wheat fibre and soluble oats fibre

:: Sunfeast Dark Fantasy

Inspired by the Master Chefs of ITC hotels, it is the richest of chocolate vanilla biscuits. These biscuits are created using carefully chosen premium ingredients for a sensory experience unlike any other. Dark Fantasy is more than a biscuit, its a luxurious mix of aromatic cocoa and vanilla.
:: Sunfeast Dark Fantasy Choco Fills

Sunfeast Dark Fantasy Choco Fills is the latest and the most premium offering from the portfolio of Sunfeast. An exquisite combination of luscious chocolate filling enrobed within a perfectly baked rich cookie outer. An offer that fully epitomizes the brand promise of "Pure Indulgence".

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:: Sunfeast Glucose

For those light hunger pangs, wholesome & nutritious choices as these golden brown biscuits are made from the best quality wheat. Sunfeast Glucose biscuits are ideal not just for kids but for adults too.
:: Sunfeast Dream Cream

A truly scrumptious range of cream biscuits that have become an instant hit with children. ITCs chefs have put their legendary skills into these biscuits to deliver truly tasty cream biscuits 'Dream Cream' split cream variants are available in 'Choco-Vanilla' and 'Strawberry-Vanilla' flavours. Bourbon A special delight for all those chocolate lovers. Orange Cream Experience a tangy twist in biscuits with every Orange cream. Butterscotch Cream Another first, the taste of butterscotch ice-cream in cream biscuits.

:: Sunfeast Snacky

Bigger than most others in the salted biscuit category, Snacky is light and crispy like no other. From kids to adults, its the quintessential Family Biscuit. Available in two variants, Classic salted and Chilli flakes - the very first of its kind in India.

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:: Sunfeast sweet 'n salt

These thin and crisp biscuits come with a distinctive sundry taste, that of salt and sweetness. A bite into one of these one keeps wondering about its taste!

:: Sunfeast Nice

These are crisp coconut biscuits showered with sugar crystals. The crisp sugary sweetness will just go on to make all those nice moments nicer.

:: Sunfeast Special

ITC Sunfeast presents a range of Special cookies and creams. Special Cookies: Made with best quality wheat, cashew and butter, Sunfeast Special cookies are baked with real butter and the finest ingredients to give a mouth-watering treat that makes every moment special. Available in Cashew & Butter. Special Creams: Delicious value for money cream biscuits with a thick layer of cream sandwiched between two biscuits. Available in Orange, Chocolate & Elaichi variants.

:: Sunfeast Pasta

The Sunfeast product portfolio was expanded in early 2005 to include healthy snacking options as well. Sunfeast Pasta Treat, a whole wheat based instant pasta was introduced as a healthy snacking option for children and young adults. After the tremendous success of the 4 initial flavours, (Masala, Tomato Cheese, Cheese and Sour Cream), the instant Pasta range has been extended with three new exciting flavours Pizza style, Chicken and Tangy Tomato.
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:: Sunfeast Yippee!

The portfolio has been further expanded with Sunfeast Yippee!instant noodles. Three years of exhaustive developmental work has gone into the creation of Sunfeast Yippee! The product has two intrinsic components - the noodle block and the masala mix. Wheat is a key ingredient of the noodle block. The sourcing and blending expertise that has made Aashirvaad India's No 1 branded Atta has been leveraged to make a truly delightful noodle block. Sunfeast Yippee noodles do not lump even 30 minutes after cooking. At present, Sunfeast Yippie is available in two lip smacking variants -Classic Masala and Magic Masala.

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SUNFEAST
BISCUITS SPECIAL Butter Cashew Crunchy Coconut SNACKY Chilli flakes Classic salted GLUCOSE Orange Milky magic Nice DREAM-CREAM MARIE Choco Vanilla Orange Milk cream Orange GOLDEN BAKERY Coconut Butter nut Butter scotch FIT-KIT Vitamin Multigrain

PASTA: MASALA FLAVOUR: Cheese, pizza, chicken, & benne vita

Product life cycle

Life cycle of sunfeast

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Sunfeast is a brand which came to market in the year 2003. The brand has just entered the growth stage from the introduction stage. The brand has showed a remarkable transistion with in a short period of time. During the introduction stage itself the brand showed a remarkable growth compared to the other products during their initial stages of introduction. During the initial stages the brand showed a growth rate of 5%, whereas the other competitors showed a growth of just 2% to 3% during their introduction stages.

MARKET SHARE:
The Rs 3,600-crore premium cream biscuit market has turned hyper competitive with Cadbury's Oreo and ITC's Sunfeast brands biting into the share of Britannia Industries, and Parle Products planning to enter super-premium creams. The numbers reveal how Oreo and Sunfeast (Dark Fantacy , Dream Cream and Premium Cream) creamed Britannia to garner shares of 6% and 10.6%, respectively during January to September 2011. The Sunfeast portfolio gained the most with 7% jump in value share. Britannia's combined value share of the premium cream biscuit portfolio (Bourbon and Treat) declined from 18% in January to 14.7% in September , as per Nielsen data available with TOI. This has narrowed the share gap in premium creams between Britannia and ITC.

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BRAND VALUE:
Brand equity is a used in the marketing industry which describes the value of having a wellknown brand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well known name, as consumers believe that a product with a well-known name is better than products with less well known names. Another word for "brand equity" is "brand value" or "brand recognition" BRAND EQUITY IN TERMS OF ITC ITC constantly endeavours to benchmark its products, services and processes to global standards. The Company's pursuit of excellence has earned it national and international honours. ITC is one of the eight Indian companies to figure in Forbes A-List for 2004, featuring 400 of "the world's best big companies". Forbes has also named ITC among Asia's'Fab 50' and the World's Most Reputable Companies. ITC has several firsts to its credit:
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ITC is the first from India and among the first 10 companies in the world to publish its Sustainability Report in compliance (at the highest A+ level) with the latest G3 guidelines of the Netherlands-based Global Reporting Initiative (GRI), a UN-backed, multistakeholder international initiative to develop and disseminate globally applicable Sustainability Reporting Guidelines. ITC is the first Indian company and the second in the world to win the prestigious Development Gateway Award. It won the $100,000 Award for the year 2005 for its trailblazing ITC e-Choupal initiative which has achieved the scale of a movement in rural India. The Development Gateway Award recognizes ITC's e-Choupal as the most exemplary contribution in the field of Information and Communication Technologies (ICT) for development during the last 10 years. ITC e-Choupal won the Award for the importance of its contribution to development priorities like poverty reduction, its scale and replicability, sustainability and transparency

4 PS OF MARKETING MIX PRODUCT:


ITC is known for its variety of products. It provides a list of products which attracts the all kinds of consumer. It targets the consumer right from upper level to the lower income group. It provides high quality product with a nominal price.

PRICE:
The price of the sunfeast product is too affordable so that each class of people can afford it. The price of sunfeast biscuits starts from Rs.5 to Rs.60 for per pack based on the flavour and the ingridients offered.

PLACE:
The channels of distribution play a major role in their target. Sunfeast has a friendly relationship with their distributors, wholesalers, salesmen etc. They offer a good percentage of commission to their distributors which enables them to market their product in all over the place.
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Today sunfeast product has reached all the corner of India. Sunfeast has replaced in the place of many of its competitors.

PROMOTION:
Sunfeast is known for its promotional activites. They adopt a unique kind of promotional activites in order to attract the mass world. They have actor Sharuk Khan as their brand ambassador for the sunfeast biscuits.

MARKET SEGMENTATION:
Their market segmentation is can be divided into three they are Based on gender: Itc provide a various kind of products based on gender like clothing, food products, cigars, agro based products etc... Based on age group: With regard to food products their main target is kids they provide a variety of products in order to attract the kids with the right amount of analysis of their taste,need and preferences . They provide products for the other age groups also. Based on the behaviour:

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They have a good study about the behavioural pattern of the consumer. So they provide goods based on their taste and behavioural needs. For example some class of people wanted to have products which showcase their status, some people wanted to have products which satisfies them etc..

PROMOTIONAL STRATEGIES:
ITC uses varies kinds of strategies in order to attract the consumer. They frequently change their advertisements based on the channel in the market and they uses famous film actors in different states who are famous in the film industry in that state. And they use famous sports personalities in order to attract the said market.

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CHANNELS OF DISTRRIBUTION:

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The above diagram shows how the distributional channel of sunfeast works. Firstly sunfeast products are produced in the factory. then it goes for cnf process This stands for cost and freight, which means that the sells pays for the all of the transportation costs that it is going to take to ensure that the product gets to the customer. The freight of the product is going to be included within the price. This is a good system for the customer as they know that they are not going to have to pay for the product to be transported as well as paying for the product itself. It is going to cost the seller more but it is going to ensure that the customer is more attracted to doing business with this particular seller as they know that all of the transportation is going to be sported and paid for. This stands for cost and freight, which means that the sells pays for the all of the transportation costs that it is going to take to ensure that the product gets to the customer. The freight of the product is going to be included within the price. This is a good system for the customer as they know that they are not going to have to pay for the product to be transported as well as paying for the product itself. It is going to cost the seller more but it is going to ensure that the customer is more attracted to doing business particular seller as they know that all of the transportation is going to be sported and paid for.
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Then goes to wholeseller After that to whole seller bases Then to retailer And finally customer purchases the product Distribution system of sunfeast Itc uses fifo method to reduce wastage of goods due to expiry They also keep the good on constant move from low sales area to high sales area The company collects all expired goods 4 times a and distribute them Retailers must retain expired or damaged product within 6 months after date of expiry

MICRO&MACRO ENVIRONMENT:

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SUNFEAST has reached all the corners of india. It is available all over the place more than its competitors product and it is available at the nominal rate. Sunfeast has replaced the parle g place by providing biscuits at the rate of rupees 5 as same as parle g. due to their innovative advertisement campaign it has been registered as a valuable brand in the minds of the consumers. The product has entered the growth stage just now it has enourmous smount of time to reach the maturity stage so it has all the capacities to enjoy a huge amount of market share and play a major role in the market. It has become a tough competitor to the other products in the market during the growth stage itself hence they have the opurtunities to be a king in the industry in the near future provide they should keep track of the market condition and the changes in the taste and preferences of the consumer and make changes according to it. Product development: Sunfeast adopts a way of introducing new varieties of products into the industry frequently. They try to come up with new products atleast one in a year. This makes them active in the market and enables them to provide a huge varies of products for different class of people in the segmentation. They study the taste and preference of the people very closely especially kids and they are coming up with new new products in the market every year. HOW TO TACKLE COMPETITORS? Sunfeast has entered the growth stage just now. They came into market just nine years back. So within short period of time they are treated as a tough competitors in the market. In order to tackle the competitors sunfeast has coming up with large varieties of products in the fmgc sector. In the near future they are planing to introduce other kinds of foods products adding to the list of biscuits,noodles,snaks etc And with their sales promotional strategy they have evoled as a brand which cannot be touched by any of its rivals.

HOW IS THE PRODUCT ENVIRONMENTALY SAFE?

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Environment Policies The Company believes that commitment to sustainable development is a key component of responsible corporate citizenship and therefore deserves to be accorded the highest priority. Accordingly, the Company is committed to Best Practices in environmental matters arising out of its business activities and expects each business to fully demonstrate this commitment. In addition to complying with applicable laws and regulations, Businesses must establish procedures for assessing the environmental effects of their present and future activities. They should adopt Best Practices in their environmental policies and procedures. ITCs mission is to sustain and enhance the wealth-generating capacity of its portfolio of businesses in a progressively globalising environment. As one of Indias premier corporations employing a vast quantum of societal resources, ITC seeks to fulfil a larger role by enlarging its contribution to the society of which it is a part. The trusteeship role related to social and environmental resources, aligned to the pursuit of economic objectives, is the cornerstone of ITCs Environment, Health and Safety philosophy. ITCs EHS philosophy cognises for the twin needs of conservation and creation of productive resources. In the multi-business context of ITC, Corporate Strategies are designed to create enduring value for the nation and the shareholder, through leadership in each business and the attainment of world-class competitive capabilities across the value chain. The objective of leadership extends to all facets of business operations including Environment, Health and Safety. ITC is, therefore, committed to conducting its operations with due regard for the environment, and providing a safe and healthy workplace for each employee. Various international and national awards and accreditations stand testimony to ITCs commitment to EHS. Such external recognition further reinforces the need to direct the collective endeavour of the Companys employees at all levels towards sustaining and continuously improving standards of Environment, Health and Safety in a bid to attain and exceed benchmarked standards, whether regulatory or otherwise.

In particular, it is ITC s EHS policy

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To contribute to sustainable development through the establishment and implementation of environment standards that are scientifically tested and meet the requirement of relevant laws, regulations and codes of practice. To take account of environment, occupational health and safety in planning and decision-making. To provide appropriate training and disseminate information to enable all employees to accept individual responsibility for Environment, Health and Safety, implement best practices, and work in partnership to create a culture of continuous improvement. To instill a sense of duty in every employee towards personal safety, as well as that of others who may be affected by the employees actions. To provide and maintain facilities, equipment, operations and working conditions which are safe for employees, visitors and contractors at the Companys premises. To ensure safe handling, storage, use and disposal of all substances and materials that are classified as hazardous to health and environment. To reduce waste, conserve energy, and promote recycling of materials wherever possible. To institute and implement a system of regular EHS audit in order to assure compliance with laid down policy, benchmarked standards, and requirements of laws, regulations and applicable codes of practice. To proactively share information with business partners towards inculcating worldclass EHS standards across the value chain of which ITC is a part.

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CUSTOMER RELATIONSHIP:
SUNFEAST is a role model in customer relationship because it provides all the facilities to their customers and solves all their queries and doubts through their help desk and online websites. And they maintain a personalised relationship with the customers inorder to make them loyal customer of the product. Through conducting games, tradeshows, sponsoring shows etc

EMPLOYEE RELATIONSHIP:
Dealing with People in the Organisation In dealing with each other, directors, senior management and employees shall uphold the values which are at the core of our HR Philosophy - trust, teamwork, mutuality and collaboration, meritocracy, objectivity, self respect and human dignity. Indeed, these values form the basis of our HR management systems and processes. In selection and recruitment, while meritocracy will be a prime criterion, managers will scrupulously consider all factors that go towards securing the interests of the Company. ITC will focus on meritocracy, equity and upholding of Company values in all people processes including performance management systems, appraisals, remuneration and rewards. A Gender Friendly Workplace As a good corporate citizen, ITC is committed to a gender friendly workplace. It seeks to enhance equal opportunities for men and women, prevent/stop/redress sexual harassment at the workplace and institute good employment practices. Sexual harassment includes unwelcome sexually determined behaviour such as: unwelcome physical contact; a demand or request for sexual favours; sexually coloured remarks; showing pornography and any other unwelcome physical, verbal or non-verbal conduct of a sexual nature. ITC maintains an open door for reporters; encourages employees to report any harassment concerns and is responsive to employee complaints about harassment or other unwelcome and offensive conduct. A Grievance Committee on Gender Issues has been constituted to enquire into complaints and to recommend appropriate action, wherever required. ITC demands, demonstrates and promotes professional behaviour and respectful treatment of all employees.

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LEVEL OF MANAGEMENT:

Board of directors

audit committe

Compensation committee

Nomination committee

Investors service committee

Sustainability committee

Corporate management committee

GLOBAL MARKET:

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Itc is a brand which is already globally well known company. So its easy for the sunfeast to enter into the global market without much difficulties. Sunfeast has of now had entered in the foreign market just befor three years. Within the short period of time the product has globaly accepted in the foreign market. ITC also featured on the Forbes World's Most reputable Companies List at position 95.

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SUNFEAST BISCUIT CONSUMPTION IN INDIA

BISCUIT CONSUMPTION IN INDIA

28%

25%

NORTH WEST SOUTH EAST 23% 24%

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VALUE CHAIN OF ITC

The value chain categories the genric value added activities of the organization .these primary activities operations includes Inbound logistics,marketing and logisticsand services .the support activities includes firm infrastructure,Hrm,technology,procurement

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COMPITATORS OF ITC

Golden tobacco ltd

Godfrey Philips India ltd

Vst industries ltd

Rtcl ltd

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COMPITATORS OF SUNFEAST:

Britania

Parle-g

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TARGETING
PRODUCT SPECIALIZATION (SUNFEAST)

MARKET MARKET 1
PRODUCT

MARKET 2 MIDDEL INCOME

MARKET 3 HIGH INCOME

LOW INCOME

PRODUCT 1

PRODUCT 1

PRODUCT 1

TOLANI INSITUTE OF MANGEMENT STUDIES

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