YUVA PROJECT REPORT ON

CONSUMER BEHAVIOR OF SUNFEAST DARK FANTASY

PREPARED BY:
Akash Patel
MBA 2019

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 SUNFEAST DARK FANTASY

INTRODUCTION

In July 2003, ITC made a foray into the biscuits market by launching the Sunfeast range of
biscuits. Since then, 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 9 years, Sunfeast has established itself in almost all major categories of
biscuits.

Sunfeast Dark Fantasy is the story of a brand which started its journey as a sub-brand and later
acquired the status of a standalone brand. ITC forayed into the biscuit market in 2003 and
Sunfeast Dark Fantasy was launched in 2005. It was only after four years, that ITC thought of
taking the brand to the next level.

Dark Fantasy's success can be attributed to the careful detail with which the brand was built by
ITC. ITC took a risk in positioning Dark Fantasy as a premium biscuit brand. The premium space
was vacant in the Indian market and marketers was unsure how consumers would react to a
premium biscuit offering.

MARKET SEGMENTATION

Level of segmentation used is differentiated segmentation. The basis of segmentation is both

demographic and behavioural. Under demographic segmentation is done based on age and
income. Being a premium biscuit brand product is mainly aimed at young adults who belong to
upper middleclass or high income group.

TARGET GROUP

The product is aimed at targeting mainly young fun loving adults. And also target Youngstrs

POSITIONING

The product is been positioned as a premium biscuit brand. The manufactures had made an
attempt to use the empty space in Indian market by introducing it as a premium brand.Position
statement goes like this “to the middle and high income adults who are seeking self-indulgence,
our brand Sunfeast Dark Fantasy is a premium cookie cream biscuit that gives a pure chocolate
sensual indulgence for one to escape reality into exotic fantasies “.

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VARRIANTS OF DARK FANTASY

 Dark fantasy chocolate

 Dark fantasy vanilla
 Dark fantasy choco fills
 Dark fantasy coffee fills
 Dark fantasy chocomeltz

MAJOR COMPETITORS OF DARK FANTASY

1.Parle Hide & Seek.
2.Parle Milano.
2.Cadbury.
3.Britannia Bourbon.

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 SWOT ANALYSIS OF DARK FANTASY

Strengths :
1. Low cost.
2.Good advertising and visibility.
3.Good product quality and packaging.

Weaknesses :

1. The targeting audience is limited because everyone does not like

chocolate.

Opportunities :

1. Tie-up with corporates and also with Hotels.

Threats :

1. Compeititors.
2. Ingredients.
3. Slightly higher on side of Price.

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 CONSUMER BEHAVIOUR OF DARK FANTASY

• Under this project they have given the different stores to different students so we find out
the problems those discuss below:

• Customers does not intend to buy dark fantasy due to many reasons. Such as Price and
quantity.

• People revealed that the Sunfeast Dark Fantasy is not suitable for all kind of consumers
because it has too much sugar, low protein plus too much carbohydrates.

• Many customers have problems of availability issues in local stores.

• ITC is lacking on giving attractive discounts and offers to customers.

Suggestions :

• Always there should be a feedback form the customers on Monthly or Yearly bases. And
also they should interact with shopkeeper in weekly basis.

• Provide the displays and banners for Advertising the brand of sunfeast. And also provide
some intresting schemes for dealers and customers also.

• And also sunfeast should introduce new variants which is healthier than present variants.