DIGITAL MARKETING

PART ONE: Brand analysis

1. Introduction

Brand Name: Sunfeast

In 2003, ITC forayed into the biscuits market by launching Sunfeast range of
biscuits The brand name Sunfeast, since then has been associated with quality
as the brand has been known to offer wholesome biscuits that are innovative as
well as delicious in taste. Sunfeasts brand essence, Spread the Smile connotes
happiness, contentment, satisfaction and pleasure. In a span of 13 years,
Sunfeast has launched many new varieties and has its presence in almost all
types of biscuits categories.

Website URL: http://www.itcportal.com/businesses/fmcg/foods/sunfeast.aspx

Sunfeast Products:

Sunfeast has established its presence in market of almost all the biscuit
categories and has become an important player in the instant noodles and pasta
segments. Besides launching the high premium quality of biscuit range, it has
attracted the customers with some innovative and exciting dual cream biscuits
that have proven to be a delight for the consumers. The various products under
its brand name are as follows-

Sunfeast Sunfeast Dark Sunfeast Dark

Farmlite Fantasy Choco Fantasy Choco
Fills Luxuria Fills
 Sunfeast Dark
Fantasy Choco
Meltz
Sunfeast
Delishus Nut &
Raisins
Sunfeast
Delicious Nut
Biscotti
Dark Fantasy
Chocolate and
Vanilla
Sunfeast Dream
cream
Sunfeast Marie
Light
Sunfeast
sweetn salt
Sunfeast Milky
Magic
Sunfeast
Glucose
Sunfeast
Special Cookies
Sunfeast Nice
Sunfeast
Special Creams
Sunfeast
Snacky
Sunfeast Yippee
Sunfeast Pasta
Range
Reference: Marketingpractice.blogspot.in

Tone, Persona and Communication Style:

Sunfeast connotes happiness, satisfaction and contentment. Sunfeast has the

most positive sentiments. It encapsulates trust, honesty, need and influence. The
voice of Sunfeasts brand persona is friendly (buy to share), funny (moments),
creative and engaging. Sunfeast engages with its audience through a variety of
touch points, such as creative ads for customer acquisition. Strategy is to attract
the customers. So, Sunfeast as a brand is consumer centric, innovative and well
valued.

Markers comments:

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2. Target market

Target market of Sunfeast includes Mothers/Housewives, Children, teenagers and

young adults in the age group of 15-25. More focus is on teenagers and young
adults. They are college-goers or people who have just started to work and
enthusiastic about new products. We focus on these people for the new varieties
because the usage of biscuits in this age group is high. They dont have a fixed
time for eating biscuits, they consume it either whenever they are hungry or
whenever they feel like munching something.
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3. SMART objectives

SMART Tactic(s) KPIs Tracking Tools

Objective
Increase 1.Engage more and 1.The followers 1.Social media
audience more customers in for sunfeast on dashboards such
connections the social media social media sites as hootsuite,
through communities by 2. Customer TweetReach, social
Facebook, increasing the social interaction mention;
Instagram, media activities through social 2.Facebook
Twitter every continuously; media platform insights, Twitter
year by at 2.Conduct online 3. Number of analytics
least 25%. campaigns, quizzes likes, comments 3.Other online
etc. and shares on monitoring tools
3.Social media Facebook and no. like how sociable,
marketing of retweets on twazzup, Icerocket,
twitter etc.
Increase 1.SEO & Content 1.Bounce rate and 1.Online marketing
website traffic Marketing time on site tools;
by 25% by 2.Advertising with 2.Type of sources 2.Visitors section
adding social Search Engines (Pay- 3.Types of users of Google
media per-Click) 4. New Vs. analytics;
content. Keep 3.Advertising with Returning visitors 3.Map overlay
the official Social Media 5.Traffice report
website up to 4.Online Contests distribution per
date. 5.Email Marketing country

Increase 1.Customer 1.Number of 1.Analytics tools

market share relationship purchases such as from
by 5% in 12 management through social HubSpot &
months and 2.Social media media platform Marketo
the revenue marketing 2. No of repeat 2.Purchase data
per sale by at 3.Sales marketing purchases by tracking in
least 15 % existing Analytic/
customers (B2B Collaborative/Oper
purchases ational CRM tools

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PART TWO: Strategic considerations

1. Competitor analysis

Within a short span of time Sunfeast has made a name and place for itself and at
present, the brand is synonymous with contentment, cheerfulness, customer
satisfaction and happiness. Some of its main competitors are Britannia, Parle,
Oreo, Priya Gold, Horlicks, etc.

Consider Oreo brand for competitor analysis. It scores notably above Sunfeast
in the following areas:

1. Social media presence:

Sunfeast has performed better in the social media marketing. Following points
give clear picture of how effective is the social media for Oreo.

Sunfeast in total (considering all product pages of sunfeast) has around 2

million followers on Facebook. Comparatively, Oreo has around 42 million
followers on Facebook which is far better than Sunfeast. Oreos biggest
success has been its daily twist campaign launched in 2012.
Oreo performs better on twitter too. Oreo has highest number of followers
and fans on twitter also. Twitter is the home of Oreos agile marketing
strategy. It is a channel where you can respond to a trend in seconds and
Oreo certainly takes this proposition and runs with it.
Oreo has a blast on Instagram. It knows exactly what makes its channel
attractive for a user to follow.

Oreos global brand image have helped it to gain more followers than
Sunfeast

2. Agile marketing:

Oreo have devised the correct environment in which to deliver truly agile
marketing campaigns. They hit the headlines of agile marketing during the
34-minute blackout in the last Super Bowl, tweeting, You can still dunk in the
dark. The result was 15,000 retweets within 14 hours. In total, Oreo has well
and truly signed up to the creative direction and now has a catalogue of great
examples around popular discussion topics online - typically using Twitter as
its vehicle.
3. Website creativity

Oreo has creatively designed its website to increase the website traffic. Oreo
website looks more user friendly compared to sunfeast official website (which
can be easily seen in the screenshot below). Oreo through their page not only
promotes their cookie, but has gone a step ahead by introducing recipes
including Oreo has an ingredient or side. It provides recipes of all its products
on the official website
 Screenshot of Sunfeasts official website

Screenshot of Oreos Official website

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2. Role of data

Data will be used in a limited way for our social media marketing. It will be used
to track our conversion rates for the affiliate marketing program. A future goal
can be to make a social CRM system to track our customer relations across
platforms and channels. That can help us to integrate our offering and give the
customer a consistent experience across channels/platforms. But as of now
executing a social CRM would stretch the resources unnecessarily. The following
are few examples where tracking can be used

Growth in the number of followers in different owned media

channels like blogs, YouTube channel, Facebook likes, twitter
followers, etc.
Engagement rates
Tracking the amount of traffic generated through the channels to
our landing pages
Tracking the quality of traffic generated using the engagement
levels
Affiliate funnel and the conversion rates

Multiple metrics would be tracked to ascertain the effectiveness of the digital

marketing efforts like

Growth in traffic m/m

Entry/exit/ landing pages
Completion rate of the videos
How many videos they watch
Drop off in the conversion funnel
Engagement rates
Volume and quality of user generated content
Retweets/sharing rates of our posts (ideally the % viewers who
retweet/share should grow)

These insights will help us tailor content to satisfy our consumers and get more
engagement.

Markers comments:

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PART THREE: Tactical plan

Tactic 1: Video Marketing

Video marketing is an ideal tactic to achieve the digital marketing goal of

increasing audience connection. Sunfeast might not be able to attain much direct
sales through the online channels but it can leverage the online channels to drive
customers to the store and more importantly increase brand awareness and
brand recall.
This tactic would form the core of our online marketing efforts. Videos are the
most efficient at holding customer attention. They are also very effective in
retaining information. They are to be vivid and the colour scheme must be
consistent with the brand manuals specifications. The YouTube channel will be
the most important means of sharing the videos. Facebook videos have also
caught up to the number of audience YouTube has and should be our second
focus. Every other place the video is shared should be using these two hosting
places so we have a central place to track all the traffic.

We would first generate own content and upload it on the channels. The idea is
to have a few long form videos and repurpose them multiple times in small
snippets to make short form videos. This would reduce the cost and the smaller
videos can channel the customers to view the long form videos.

The second part is to encourage the users to create video content. This can be
from their blog or any other platform. We can encourage them create recipes
using the sunfeast biscuits and then select the best to share on our channel. We
can also use a contest with public voting to eliminate the risk of making them
feel that the brand is rejecting their ideas. So this way the curation can be either
driven by the public or the company brand managers.

The major challenge would be that the user generated content can go viral and
sometimes the wrong kind of videos might go viral. We might not want the
customers to use the product in a certain way but it might become a popular use
of the product which the brand might not be comfortable with.

Another challenge would be that the attention span of customers is reducing

greatly and they have become very adept at ignoring ads. The short form videos
would be of great help here. They can be used to lead the customers to the long
form videos.

Markers comments:

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Tactic 2: Social media

This is generally the core strategy of most companies. We are going to use this
as a secondary form. Social media is to be used to generate interest in the
brand. But the platform is to be used to engage the users with the videos which
are going to be our prime source of generating awareness and recall. The idea is
that users wouldnt want to engage too much with a biscuit brand as it is a quite
low involvement product. They might not have that much time to spare. With this
in mind we should make sure to take up only as much time of theirs as much as
we can effectively engage them.
This is an appropriate strategy as we know social media is where most of the
internet funnels into. Most interactions, news, broadcasts, etc. start from social
media and then they lead into the specialized channels. The brand needs to
keeps its presence felt in this platform as they competitors might be waiting to
attract out customers too. Our target market available here and spends
significant time here and that is enough reason to consider being here.

This tactic would be used mainly to get our hashtags trending and to be a
platform from where we can elicit user generated content in the form of videos,
for Tactic 1. We can organize competitions on social media and get the engaged
customers to make videos/selfies/ etc. that we will then share on our channels.
We can use the paid ads/ promoted tweets too occasionally in get more viewers
for our content.

The challenges would be the usual problems faced by any brand that is trying to
use social media to connect with the customers. The amount of attention the
user can give is limited and the number of brands fighting for it is very high. We
need to very creative and engaging to fight it out in this tactic.

Markers comments:

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Tactic 3: Affiliate marketing

This is another avenue that we might consider. They can be used to encourage
users to make new recipes using multiple topping etc. They can make cookies,
cakes, milk shakes, ice cream sundaes, etc. We need to set up a means to
integrate affiliate program into the web offerings.

This is appropriate for us as there is very few things we can do online as the
product is majorly a habitual buying or impulse purchase. Getting the customers
to buy biscuits online is a very new concept and it would be good to get on this
bandwagon early. Affiliate program would be a very appropriate tactic as it would
give us a pay for performance kind of a platform and thus it would be very less
risk.

An affiliate program need to be set up from the brands side. This can be targeted
at generating sales on our own ecommerce platform. But this would be of a very
small scope. Another interesting idea would be to get an affiliate program for
getting page subscribers. The technology for this is available but the tracking
mechanism needs to be set up by the brand.
It is a very new concept that is used in very few industries like travel and
hospitality. Getting users to adopt this can be hard. The main advantage is that
there is very less upfront cost in this. We only need to pay for performance.

Markers comments:

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Tactic 4: Online Advertising

This should be ideally a small part of our efforts. The idea is to use advertising to
bring up viewership at times when we need a certain amount of critical mass of
users engaged at any given point in time. The organic means should be able to
support our cause after that critical mass is achieved. This can be in the form of
promoting the hashtag/tweets till we get to the top 10 in the trending lists. We
need to be confident that once the hashtag is on the trending list it can support
itself organically to stay in the trending list for a considerable amount of time.

This is ideal as it provides us with a safety net in case our campaign falls flat on a
critical day. We need to be prepared with the whole environment set up for online
advertising as it is hard to manage multiple channels and messages in an adhoc
manner.

The main risk in this tactic is that it can get very costly very fast. The manager
should have strict limits on the CPC and the total budget allocation or it can go
out of hand the drive the ROI down in once sweep.

Markers comments:

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Section Mark Out of

Part One 40
Part Two 20
Part Three 40
Total 100
Percentage 100%
Markers comment: