A

PROJECT
REPORT ON THE POSITIONING OF THE

“I.T.C.’S SUNFEAST BISCUIT IN THE MARKET OF

TORPA VILLAGE (BOKARO THERMAL).

FROM 26TH OF NOV. TO 9TH OF DEC.

As the partial fulfillment of

POST GRADUATE DIPLOMA IN MANAGEMENT
.

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 INSTITUTE OF PRODUCTIVITY AND MANAGEMENT
MEERUT

PREFACE

“Learning categorizes you and practicing on that learning specializes you.”

Practical aspect gives more knowledge and experience than the theory and no
learning can be completed without practical aspect.

Winter training is one of the most important parts of our curriculum for
management students, its basic idea is to strengthen the students’ concept
through winter training and make them equipped with recent development.

This project report has been in partial fulfillment of my management

programme post graduate diploma in business administration (PGDBM). The
object of my project was
“Brand positioning of the I.T.C’s SUNFEAST biscuit at the market of Torpa
village in Bokaro Thermal, Jharkhand.”

In previous days companies could succeed by there new product with concept,
supported by hard selling and good advertisement, and considered that
customer exhibit diverse requirements for product / service combinations and
prices. They considered that the customers have high and rising expectations
of quality and services. In the face of their vast choices, customers will
gravitate to the offering that best meet their individual needs and expectations.
They will buy on the basis of their perception value.
And all this will come out as the positioning of the brand in the market.
This is a project on “POSITIONING OF .I.T.C.’S SUNFEAST BISCUIT IN THE
MARKET”.

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 ACKNOWLEDGEMENT

I would like to express our sincere regards to Mr. V.S. Solanki Sir (Deputy Director-IPM
Meerut) for giving me the permission for undertaking the project&helping me in completing
the project because it is very difficult to take up &complete a project without the help of a
guide. I thank profoundly all the respondents who very patiently responded and provided me
with all the necessary information without which completion of this project was quiet
impossible.

I am also thankful to Mr. Asit Mohan (Director-IPM MEERUT) for giving me permission
for the undertaking of the project.

Last but not the least, I must thank to all the respondents of the village who gave me their
precious time and information necessary without which completion of this project might
have remained a dream.

(PRATAP SAKTESH)

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 CONTENTS
PAGE NO.

1. PREFACE 2

2. ACKNOWLEDGEMENT 3

3. ABOUT I.T.C. 5

4. OBJECTIVE OF STUDY 8

5. RESEARCH METHODOLOGY 9

6. QUESTIONNAIRE 10

7. ANALYSIS OF QUESTIONS 12

8. SUGGESTION AND RECOMMENDATION 26

9. LIMITATION 27

10. CONCLUSION 28

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11. BIBLIOGRAPHY 29
.

ABOUT COMPANY

I.T.C. PROFILE

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ITC is one of India's foremost private sector companies with a market
capitalization of more than US $ 10 billion and a turnover of US $ 3 billion. Rated
among the World's Best Big Companies by Forbes magazine, ITC ranks third in
pre-tax profit among India's private sector corporations. ITC has a diversified
presence in Cigarettes, Hotels, Paperboards & Specialty Papers, Packaging, Agri-
Business, Packaged Foods & Confectionery, Branded Apparel, Greeting Cards
and other FMCG products. While ITC is an outstanding market leader in its
traditional businesses of Cigarettes, Hotels, Paperboards, Packaging and Agri-
Exports, it is rapidly gaining market share even in its nascent businesses of
Packaged Foods & Confectionery, Branded Apparel and Greeting Cards.

HISTORY AND
EVOLUTION

ITC was incorporated on August 24, 1910 under the name of 'Imperial Tobacco
Company of India Limited'. Its 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. The Company's ownership progressively Indianised, and the name of
the Company was changed to I.T.C. Limited in 1974. In recognition of the
Company's multi-business portfolio encompassing a wide range of businesses -
Cigarettes & Tobacco, Hotels, Information Technology, Packaging, Paperboards &
Specialty Papers, Agri-Exports, Foods, Lifestyle Retailing and Greeting Gifting &

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Stationery - the full stops in the Company's name were removed effective
September 18, 2001. The Company now stands rechristened 'ITC Limited'.

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.

SUNFEAST

Riding on the success of offerings in the

Glucose, Marie and Cream categories, ITC
has recently enriched its 'Sunfeast' range of
biscuits. The Company has launched three
new cream flavours - Coconut, Strawberry
and Pineapple. Strawberry & Pineapple
creams have flavour enhancers. ITC has pioneered the launch of coconut
cream biscuits in India. The Company has also introduced 'Sunfeast Dark
Fantasy', a dark chocolate and vanilla cream offering for the premium
segment in select markets.

'Sunfeast' has also entered the milk biscuit category

with its 'Sunfeast Milky Magic' biscuits. These biscuits
are made of cow's milk. Sunfeast has tied up with
'Aavin', the biggest milk brand in Tamil Nadu, for
sourcing cow's milk. Both the new cream biscuits and milk biscuits have
received an enthusiastic response from consumers.

The Sunfeast range has been further expanded with the launch of 'Sunfeast
Snacky' salted crackers in 2 unique variants viz., Chilli Flakes and Classic
Salted.

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Sunfeast's latest offering, Golden Bakes blends the sheer richness of pure
butter with that of crisp cashews. This range is available in 3 exciting variants
viz. Butter, Cashew and Honey & Cashew.

Sunfeast Pasta Treat', whole wheat based non-fried product in 4 exciting

flavours, has been introduced as a healthy snacking option for children. The
snack food team is geared and ready to further enrich its product portfolio in
the near future.

I.T.C. Launched Sunfeast range of biscuits on July 30, 2003.

PROJECT TITLE
‘POSITIONING OF THE I.T.C.’S SUNFEAST BISCUIT IN THE MARKET.’

OBJECTIVE OF THE PROJECT

In view of upcoming competition and forthcoming challenges in the biscuit

market SUNFEAST Biscuit has come out with the various varieties of biscuit
such as cream biscuit and also with the biscuit of salty taste. It has positioned
itself as a family biscuit among the other biscuit available in the market.
SUNFEAST is emerging as a good quality of biscuit in the market. Some other
costomeris are also associating themselves with the SUNFEAST. What is the
reason of this, so to find out the real story of SUNFEAST I tried to find out how
it has positioned itself?

The objective of the project was to “Find out how the SUNFEAST biscuit
positioned itself at the market of Torpa village in Bokaro.”

SCOPE OF THE PROJECT

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This project is confined to study the market of Torpa village of Bokaro
Thermal(Jharkhand). Under this project a sample of 75 different person & the
responses of retailer were taken. On the basis of interview and the
questionnaire the decision were taken. It is well known that consumer’s
behaviour is quiet unexpected so it might be that they have exaggerate about
their monthly expenditure on biscuits and the consumption of the biscuits.

It may also be that the persons were bias about a particular brand affecting by
this fact their answer could be wrong. But from my side I have tried to escape
from all errors.

RESEARCH METHODOLOGY

The systematic approach is essential in a good

research. The methodology adopted in this
report was based on the primary as well as
secondary data source of information available
from the various marketing statements and the
journal of the different magazines.

The major emphasis is on discovery of ideas and insights. A comprehensive

analysis of the facts and figures about the brand SUNFEAST.

The method of data collection I used is -

1. PRIMARY DATA:
I used the following method of collection of the primary
data-
A) Interview method
B) Questionnaire method

2-SECONDRY METHOD-
The data were collected by the other
Sources like:

a) MAGAZINES
b) INTERNET
c) NEWSPAPERS

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 After the collection of the data, from the
various sources I analyzed the data. I meet 75 persons in the city to get the
required answer regarding the positioning of the SUNFEAST biscuits.
The study, essentially exploratory in nature, is based on a field survey having
close and open ended questions The study is actually is qualitative and
quantitative survey and is understanding of the customers
behaviour/psychology for SUNFEAST biscuit.

QUESTIONNARE
(FOR CUSTOMER ONLY)

NAME :

AGE :

SEX :

ADDRESS :

Q1 How much importance do you give to a brand name when asking for biscuit?
a) Very much b) moderate c) low

Q2 Which of the following influences you most when asking the biscuit?
a) TV. commercial b) press advertisement
c) in-store promotion d) gift scheme

Q3 If you don’t get your favourite brand what will you do?
a) Take what the seller gives
b) Ask your next preference
c) Leave the shop

Q4 Do you any have any idea about SUNFEAST biscuit? What type of quality and taste
this biscuit have?
a) Yes b) no c) could not say

Q5 Do you use sunfeast biscuit? If yes how frequently you use sunfeast biscuit (packets)
a) Less than 5 b) between 5-7 c) above 7

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Q6 Which brand of biscuit do you use and why (give reason)?
…………………………………………………………..
…………………………………………………………………….

Q7 Are you satisfied with the product quality of the biscuits?

a) Yes b) no

Q8 Let’s say the price of the sunfeast biscuit goes up while the price of the other biscuit
brand remain same what will you do?
A) Change the brand b) remain the customer of the sunfeast
c) Go for economic one

Q9 Distribute 10 points among the following 6 attributes based on the importance they have
in your purchasing decision?

Attribute Points
(Brand name)
SUNFEST
1-Price
2-packging
3-promotion schemes
4-advetrtising
5-avialibility
6-quality

Q10 Who suggests you to buy Sunfeast biscuits?

a) Family member b) friends c) relatives d) retailer/dealers

Q 11 For whom you buy Sunfeast biscuit?

a) For own b) for family c) for guests

Q12 What is the amount paid by you in a month on the SUNFEAST biscuits?
a) Less than 50 b) between 50-100 c) above 100-150

Q13 How many person in your family use Sunfeast biscuit?

a) 1 b) 2 c) 3 d) 4 and above

Q14 What is your next preference brand biscuit if Sunfeast is not available?

A) Parle-g
B) Britania
C) Priya gold

Q15 Which brand biscuit do you think has the highest sales revenue?
A) PARLE-G

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B) BRITANIA CREAM TREAT
C) PRIYA GOLD
D) SUNFEAST

Q16 If any suggestion you want to give to the company (most welcome)?
………………………………………………………………………..
…………………………………………………………………………..

Q1 How much importance do you give to the brand when asking for biscuit?

a) Very much b) Moderate c) Low

IMPORTANCE OF BRAND NAME

35 30
30 25
25 20
20
Series1
15
10
5
0
VERY MUCH MODERATE LOW

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INTERPRETATION: From the chart we could say that people generally give
highest importance to the brand name. But there are people who do not go on
a brand name but it can easily perceive that most of the time people are brand
conscious, they do not tend to compromise on the brand they purchase.

Q2 Which of the following influences you most when purchasing the biscuit?

a) TV commercial b) Press advertisement

c) In –store promotion d) Gift scheme

T.V.
Factor affecting purchase decission
COMMERCIAL

PRESS
12, 18%
ADVERTISEMEN
T
8, 12% 32, 50%
IN-STORE
PROMOTION
13, 20%
GIFT SCHEME

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INTERPRETATION: We could easily say that the T.V. commercial influences
the customers most. Out of 75 respondent 32 said they are influenced by T.V.
commercial. The other important factor is press advertisement; as soon as
awareness is generated they get influenced by information medium.

Q3 If you do not get your favourite brand what will you do?

a) Take what the seller gives

b) Ask your next preference
c) Leave the shop

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 CUSTOMER REACTION

80
70 10
LEAVE THE
60
SHOP
50
42 ASK YOUR NEXT
40
PREFERENCE
30
TAKE WHAT THE
20
SELLER GIVES
10 23
0
1 2 3

INTER PRETATION: Out of 75 respondent 23 said that they will take what
the seller gives to them, other 42 said that they will ask for their next
preference. As consumer behavior is to not come back without having the item
to which he/she gone for so they generally asked for next preference.

Q4 Do you have any idea about SUNFEAST biscuit? What type of quality and
taste this biscuit have?

a) Yes b) No c) Could not say

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 AWARENESS ABOUT SUNFEST
BISCUIT

11, 15%
36, 48%

28, 37%

YES NO COULD NOT SAY

INTERPRETATION: Most of the people to whom I visited were satisfied with

the quality of the SUNFEAST biscuit. It seemed that there is a good image of
the quality the SUNFEAST biscuit. While some of the respondents find that
there are some draw backs in the quality of the SUNFEAST biscuit.

Q5 Do you use Sunfeast biscuit? If yes how frequently you use this
SUNFEAST band in a month?

a) Less than 5
b) Between 5-7
c) Above 7

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 CONSUMPTION OF BISCUITS IN
PACKS

18 12
LESS THAN 3
BETWEEN 5-7
ABOVE 7
45

INTERPRETATION: The chart shows that maximum consumption is of 7

packs in a month by 45 people. 18 people said that they consume 5-7 packs
of biscuit. The consumer have find that the quality of the biscuit is alright that
is why out of 75 respondent consuming 7 packs of 100 gm in a month.

Q6 Are you satisfied with the product quality of the biscuit?

a) Yes

b) No

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 QUALITY SATISFACTION LABLE

NO, 28,
37% YES
YES , 47, NO
63%

INTERPRETATION: Out of 75 respondent 47 that they are satisfied with the

product quality. It shows that these persons are feeling deep involvement in
the SUNFEAST biscuit. The quality satisfaction level is really very high.

Q7 Lets say the price of your favourite brand goes up while the price of the
other biscuit brand remains same what will you do?

a) Shift the brand

b) Be brand loyal

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c) Go for the economic one

Customer reaction

26, 27, SHIFT THE

35% 37% BRAND
BE BRAND
LOYAL
GO TO THE
ECONOMIC ONE

21,
28%

INTERPRETATION: We could interpret in the case of price change most of

the customer will shift the brand as it is the human tendency that generally
people wants the commodity at reasonable price.

Q9 Distribute10 points among the following attributes based on the

importance they have in your purchasing decision?

ATTTRIBUTE POINTS
SUNFEAST
1-price
2-packaing
3-avalibility

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4-promotion schemes
5-advertising
6-quality

ATTRIBUTES &POINTS GIVEN

50
40
30 POINTS
20 PERSON
10
0

ADVERTSIN
AVIALIBILT
PACKAING

QUALITY
PROMOTIO
PRICE

INTERPRETAION: We could interpret that the most important factor effecting

consumer behaviour are advertising and price of the biscuit. These are the
two aspects which really influences the customers. Availability of the product
on the right time is quiet necessary. These are the features which people like
in a brand.

Q10 Who suggests you to buy SUNFEAST brand?

A) Family member

B) Friends

C) Relatives

D) Retailer/ dealers

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 Effecting factor
FAMILY
2, 3% MEMBER
FRIENDS
10, 13%

18, 24% 45, 60% RELATIVES

RETAILER/DEAL
ERS

INTERPRETATION: Family member and the friends generally affect most of

the persons buying behaviour. Some time relatives suggests them they should
buy such and such brand.

Q11For what purpose you use the biscuit?

A)for own

B)for family

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c)others

PERSON WHO CONSUME BISCUIT

50 43
40
28
30
Series1
20
10 4
0
FOR OWN FOR FAMILY OTHERS

INTERPRETATION: Generally people buy the biscuit for their family members
And for own consumption out of 75 respondent 43 said they buys SUNFEAST
biscuit for their family. It represents that SUNFEST positioned it self as a
family biscuit pack.

Q12 What is the average amount spent by you in a month?

A) less than 50

B) between 50-100

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C) above 100-150

MONTHLY EXPENDITURE

ABVOVE 100-150 21

BETWEEN 50 -100 33 Series1

LESS THAN 50 21

0 10 20 30 40

INTERPRETATION: Out of the sample of 75 majority of people spend around

100-150 Rs in a month. It represents that SUNFEAST has positioned itself as
a good brand.

Q13 How many people use SUNFEAST biscuit in your family?

a) 1
b) 2
c) 3
d) 4 and above

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 NO.OF CONSUMER

9, 12% 16, 21% 1

2

27, 36% 3
23, 31% 4 and abve

INTERPRETATION: In maximum families 3 people eat Sunfeast biscuit. It

shows that it has positioned itself as a family biscuit. It is being considered as
a good quality biscuit to the person to whom I visited.

Q14 What is your next preference brand biscuit name (if any)? And why

A)Parle-g

B)Britania

C)Priya gold

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 OTHER BRAND PREFERED BY
CUSTOMER

PRIYA GOLD 17

BRITANIA 23 Series1
PARLE-G 35

0 10 20 30 40

INTERPRETATION: Out of the total 75 respondent maximum people said

their next preference is PARLE-G. Other 23 respondent said that they will
purchase BRITANNIA biscuit in case on unavaibility of their favourite brand.

Q15 Which biscuit brand you think will have the highest sales figure in the
city?

a)PARLE-G
b)BRITANIA CREAM TREAT
c)PRIYA GOLD
d)SUNFEAST

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 MAXIMUM SALES REVENUE

40 35
35
30
25 23
20
15 12
10 5
5
0
1

PARLE-G BRITANIA CREAM TREAT

PRIYA GOLD SUNFEAST

INTERPRETATION: From the survey of 75 people and retailers the sale of the
PARLE –G is highest where as SUNFEAST stands on the second position
and BRITANIA and PRIYA GOLD are 3rd & 4th in terms of sales revenue.

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SUGGESTIONS AND RECOMMENDATIONS

 Sunfeast has to give attention towards Advertisement.

 Sunfeast has to maintain its status by providing more and more

facilities.

 Sunfeast has to develop more variety of biscuit so that the

customer could not return in case of lack of choice.

 Timely and proper follow-up should be there in market by sales

team.

 Since the SUNFEAST biscuit is not very much recognized so the

company should take necessary steps not only on
advertisements but the company should also give emphasis on
other gift schemes.

 The company should start the very heavy advertising campaign

so that it is easy for them to differentiate with other biscuits
available in the market.

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 LIMITATIONS

Although every effort is made to make this report as accurate and appropriate
but yet it has got some limitations. The limitations of my study are----------

1. The study may be infested by the exaggeration of some respondents.

2. It is possible that some potential source might have remained untapped.

3. This study is limited to time.

4. I visited person to person to collect the opinion and perception about

Sunfeast biscuit and this may vary because of their replies.

5. Sometimes the person to whom I visited was busy in some other work
so they could not able to give proper time for interview and filling the
questionnaire hence some of the answers may not be exact.

6. Some time due to lack of time the respondent were not really able to
give me proper time.

7. It is human behaviour to boast about themselves so it is possible that

they have exaggerated the facts.

CONCLUSION
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From visiting so many person, retailers and the distributor of SUNFEAST
biscuit I come on this fact that really SUNFEAST has made a good brand
image if itself in the market of TORPA. The term positioning is really very vast
it is depended upon the different factors that how exactly a brand has make its
image in the mind of the consumer. Are all the customer really aware of that
brand.

After all this research I have come to know with the help of the primary as well
as secondary data and with the help of the internet and the website, I have
come to this fact that SUNFEAST has positioned itself as a family biscuit in
the mind of customer.

There are some findings of this

research are as follows-

 SUNFEAST is doing well at the market of Torpa in terms of sales

volume.
 SUNFEAST still has to work on the local promotion campaign in
the market.
 SUNFEAST has positioned itself as the family biscuit.
 SUNFEASTS sales is just second to the PARLE-G.
 In Torpa SUNFEAST main competitors are Britannia, Krack jack
and Priya Gold.
 SUNFEAST still has to work on the quality of the biscuit
 According to the most of the consumer & retailer the taste of the
biscuit should be more crispy.
 In terms of market share SUNFEAST in on 2nd position.

BIBLIOGRAPHY
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 BOOKS AUTHORS

Marketing Management Philip Kotler

Research Methodology C.R. Kothari

WEBSITES

www.i.t.c.portal.com

www. google.com

www.kitchen.sofindia.co.in

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