Brand Sunfeast from the house of
ITC, has cultivated strong brand equity in biscuit industry as well as in
consumers mind. Recently, it has extended portfolio in health premium segment
and launched brand ‘Sunfeast Farmlite’ on 25th April’14 at Bengaluru
Airport. Sunfeast Farmlite is targeting health conscious people and it is
available in two variants Oat & Almond and Oat & Raisin.
Brand launched with on ground promotional
activity and distributed 1.50 lacs free sampling with simple message “Pick Me”
at Bengaluru Airport. On –ground activity is one of the best strategy where you
can connect direct end-users, brand reach level very high, generate strong
awareness, get prompt review & feedback, brand recalling, and interact with
end-users appropriately.
Being a premium brand, launching
strategy has executed on right place where target audience are certainly available
and formed farm sort of atmosphere which is related to brand essence & feel.
 |
| Bengaluru Airport - On ground Activity - Brand Launch |
Brand Sunfeast Health Biscuits Portfolio:- Marie light, Milky Magic, Glucose & now Farmlite
Today, health conscious segment is
expanding and companies are launching variety of products in food &
beverages category which is related to health conscious segment as brand
extension. Companies are covering untapped market & develop new market by
launching products in this segment whereas consumers too willingly ready &
showing acceptance level up to some extent especially in India.
In India, within the 5 years many
companies have been launched health conscious related brand in food, bakery
& biscuits, snacks, beverages in order to change perception of consumers as
well as fulfill consumers’ demand who are health conscious & suffering from
disease like diabetes, cholesterol. The real situation in India is like “Consumers are buying products in food
bakery, biscuits, snacks, beverages category but level of perception towards it
very low or consumers are not consider as health benefit, they are buying and
consider as just ‘Taste’. Even though brands like Kellogs, McDonald are
being tried to change perception by launching products morning breakfast and
McDonald have been launched morning breakfast menu in India though it has not
been success as expected and acceptance level is there up to some extent but considering
as healthy breakfast perception level is low.
The same way in health biscuits category
brands like Britania NutriChoice, Horlicks Nutribic, Mcvities Digestive, Parle
Actifit Marie Digestive and few others are being targeted to health conscious
consumers whereas Sunfeast Farmlite is targeting same but it is focused on
premium/upper class segment. Moreover, price of Sunfeast Farmlite INR 50 of
150gm which is bit higher than rivals. Though, Britania NutriChoice having well
brand image & value. However trying to cover & establish segment market.
Brand image, value and recognition
can consider only when consumer perceived value towards it. Usually people are
saying I like so n so biscuits/snacks etc. because overall good taste or like
to eat with Tea/coffee etc. but only few or less people will saying that I like
it because I am feeling good for my health or I can work much better etc. In
India, when buyers asking about glucose biscuits, first name comes Parle-G. . Why?
Because consumers having perceived value towards brand & feeling result of
Parle-G glucose biscuits. Brand can become strong when consumer feel it and it
value will increase automatically.
All health biscuits brands having
an opportunity to build brand like consumers must feel & perceive value of
brand. Let’s see how Sunfeast Farmlite will change consumer’s perception…
Product acceptance level + Consumer perception level high = Strong
Brand Equity
