Itc Sunfeast

Table of Content

INTRODUCTION 2

About ITC Sunfeast 4

ITC’s PROFILE 7

COMPETITOR’S ANALYSIS 9

4p’s 12

SALES AND DISTRIBUTION 16

SEGMENTATION, TARGET AND POSITIONING 17

SWOT ANALYSIS 19

ANSOFF MODEL 20

SUGGESTIONS 21

CONCLUSION 22

INTRODUCTION

GLIMPSE OF BISCUIT INDUSTRY IN INDIA

India is the third largest biscuit manufacturing country after USA and CHINA .Estimated annual turnover of Indian biscuit industry is around INR 65.0 billion .Biscuit Industry in India is entering into competitive phase, from period of two major players dominating the industry to number of player making mark on national scene and getting share of the market which is good for the industry.

Apart from Big 3 ( Britannia, Parle , ITC ) there are around 150 medium to small biscuit factory in India .

Biscuit consumption per capita in India has grown to 2.1kg per capita in comparison to 10kg per capita consumption in USA, UK and Europe.

According to IBMA (Indian Biscuit manufacturer’s association), the biscuit industry in India witnessed annual growth as 15% in 2003-04, 14% in 2004-05 and 2005-06, 13% in 2006-07, 15% in 2007-08 and 17% in 2008-09 with the total estimated production to be around 30 lakh MT, the organized sector accounts for 65% and the unorganized sector accounts for 35% of the total industry volume. The organized sector is valued at above Rs. 8000 crores.

The organized biscuit manufacturing industries annual production

Year | 2003-04 | 2004-05 | 2005-06 | 2006-07 | 2007-08 | 2008-09 |

Annual Production(Lakh MT) | 11.00 | 12.54 | 14.29 | 16.14 | 17.14 | 19.5 |

In India, the penetration of biscuits in urban and rural market is 85% and 55% respectively and it employs almost 3.5 lakh people directly and 30 lakh people indirectly.

While the growth rate has been stagnating during last 4 years, it has picked up momentum during the 2007-08 and the first quarter of 2008-09 mainly on account of exemption from Central Excise Duty on biscuits with MRP up...