Description
This is about expalining the strategy of ITC sunfeast pasta.
Sunfeast Pasta
About Sunfeast Pasta
• ITC launched India's first instant pasta snack, Sunfeast Pasta Treat in 2004. • It is made from high protein Durum wheat. • It is not fried and does not contain maida, making it a nutritious snack. • This ready to cook pasta comes with a saucemaker inside the pack. • It is currently available in Six exciting flavours: Masala, Tomato and Cheese, Sour Cream Onion and Cheese, Pizza and Chicken.
Strategy
• Sunfeast wants to promote itself as a health brand which is clear from the sports events it’s promoting. Focus on sports like Golf and Tennis clearly indicates Target Group.
Sunfeast PastaTreat Advertisement
URL: http://sunfeastpastatreat.com/sunfeast_pastatreat_TV_gallery.asp
Website
Activities, Strategies and Promotions
• Sunfeast Pasta is now trying to make the kids involve in the process of making pasta, tapping on to the fact that kids like to imitate elders in this case cooking.
• They are now trying to educate people how to prepare Sunfeast Pasta. • They want to convey that anyone (even a child) can make Sunfeast Pasta.
Promotions
2 New Flavours
Secondary Data
• 2 Pasta products sold in the market
– Noodles – Macaroni
• Maggi Noodles 20,000 tons & 75% of share. TG 10-12 yrs • Top Ramen Smoodles targeted to teenagers. It constitutes 25% of share • Wai-Wai soup based noodles are widely spreading in eastern India, expected to sell 3000 tons • Sunfeast pasta is a part of macaroni • Sensitivity coefficient for pasta products is 8.3%
Competitors
• MAGGI: Maggi is the market leader in (Noodles/Pasta/Macroni) • TOP RAMEN Smoodles • Wai-Wai Noodls • Knor Soups
Past & Future Demand for Pasta
Market Growth Rate for Pasta
Living Alone & Bachelors
Urban Product Penetration (Noodles/Pasta/Macroni)
All India North Zone 44.8 East Zone 65.5 West Zone 36.5 South Zone 40
2004
43.8
2005 Percentage Change
40.8
42.9
60.4
33.4
37.1
-7.35294
-4.4289
-8.44371
-9.28144
-7.81671
Secondary Data
• The Indian food market is set to more than double by 2025 on the back of growing economy and changing lifestyles of people.
• Citing a study by McKinsey&Co, a report by the US Department of Agriculture says: "The market size for the food consumption category in India is expected to grow from $155 billion in 2005 to $344 billion in 2025 at a compound annual growth rate of 4.1 per cent."
Source: http://economictimes.indiatimes.com/
• 1,000 snack items are sold in India. • Potato chips and potato-based products are the largest product category with over 85 per cent share of the salty snack market. Pepsi and Haldiram's are some of the major players in the organized potato chips market.
Primary Data
• We took Interviews of 30 people:
– 18 House wives – 6 Bachelors – and 6 Children's.
Observations
Perceptions
• Currently seen more as only a snack. • Difficult to make.
• Sauce wont taste same like in an Italian restaurant.
Needs
• It needs to change the taste to suit Indian consumers. • Adding butter should not be there. • Quantity of saucemaker is not sufficient. • Extra garnishing is needed. • Actual cooking time is more than specified.
Wants
• Making it more nutritious by adding new flavours such as “Vegetables” • Beginners will need time to develop taste for pasta as it is not widely available across restaurants • Cooking time should be reduced to 5min
Opportunities
• Great scope if changes its positioning towards single bachelors also. • Can innovate something like instant-cup pasta • By reducing extras needed to make, the consumption frequency and time can be expanded
Insights
Insights
• Pizza and Masala Flavor are the most liked flavour which is observed both from the video and the stocks kept at the grocery stores. • Kids when hungry prefer maggi over pasta. • Housewife's are very reluctant to try anything new available even if it is healthy. • Almost all the housewife's believe Sunfeast pasta still requires milk to be included in the preparation, as they had tried it when it was launched and didn’t liked it that time so never tried it again. • Working moms prefer maggi cause it quicker & easy to cook by the child when nobody to cook at home during 4-5pm .
Problem Areas
• People didn’t got their choice of flavour most of the time. • The pasta was not properly stored as result the pasta inside the packet was totally crushed. • The chilli pasta was too hot for childrens. • Sunfeast pasta is not properly displayed in the shops/stores so it takes longer to locate it. The staff in the stores was not knowing about Sunfeast Pasta. • Sunfeast Pasta was not availbale in the shop near most of the residential area. It was available farway in large stores.
Strategy to re-launch
• Kids love to eat food when they can have fun with. Spaghetti Pasta will give them the opportunity to do that. • The association of pasta with spaghetti is quite evident from the shows watched by kids like Hannah Montana and zack and cody suite life on Disney channel.
• So our strategy for sunfeast pasta is instead of concentration on releasing more and more flavors it should introduce pasta in the form of spaghetti which is like noodles, so kids can enjoy it while eating (Fun while eating) also spaghetti is more accepted than pasta which we came to know while taking housewife interviews.
Thank You
doc_919836425.pptx
This is about expalining the strategy of ITC sunfeast pasta.
Sunfeast Pasta
About Sunfeast Pasta
• ITC launched India's first instant pasta snack, Sunfeast Pasta Treat in 2004. • It is made from high protein Durum wheat. • It is not fried and does not contain maida, making it a nutritious snack. • This ready to cook pasta comes with a saucemaker inside the pack. • It is currently available in Six exciting flavours: Masala, Tomato and Cheese, Sour Cream Onion and Cheese, Pizza and Chicken.
Strategy
• Sunfeast wants to promote itself as a health brand which is clear from the sports events it’s promoting. Focus on sports like Golf and Tennis clearly indicates Target Group.
Sunfeast PastaTreat Advertisement
URL: http://sunfeastpastatreat.com/sunfeast_pastatreat_TV_gallery.asp
Website
Activities, Strategies and Promotions
• Sunfeast Pasta is now trying to make the kids involve in the process of making pasta, tapping on to the fact that kids like to imitate elders in this case cooking.
• They are now trying to educate people how to prepare Sunfeast Pasta. • They want to convey that anyone (even a child) can make Sunfeast Pasta.
Promotions
2 New Flavours
Secondary Data
• 2 Pasta products sold in the market
– Noodles – Macaroni
• Maggi Noodles 20,000 tons & 75% of share. TG 10-12 yrs • Top Ramen Smoodles targeted to teenagers. It constitutes 25% of share • Wai-Wai soup based noodles are widely spreading in eastern India, expected to sell 3000 tons • Sunfeast pasta is a part of macaroni • Sensitivity coefficient for pasta products is 8.3%
Competitors
• MAGGI: Maggi is the market leader in (Noodles/Pasta/Macroni) • TOP RAMEN Smoodles • Wai-Wai Noodls • Knor Soups
Past & Future Demand for Pasta
Market Growth Rate for Pasta
Living Alone & Bachelors
Urban Product Penetration (Noodles/Pasta/Macroni)
All India North Zone 44.8 East Zone 65.5 West Zone 36.5 South Zone 40
2004
43.8
2005 Percentage Change
40.8
42.9
60.4
33.4
37.1
-7.35294
-4.4289
-8.44371
-9.28144
-7.81671
Secondary Data
• The Indian food market is set to more than double by 2025 on the back of growing economy and changing lifestyles of people.
• Citing a study by McKinsey&Co, a report by the US Department of Agriculture says: "The market size for the food consumption category in India is expected to grow from $155 billion in 2005 to $344 billion in 2025 at a compound annual growth rate of 4.1 per cent."
Source: http://economictimes.indiatimes.com/
• 1,000 snack items are sold in India. • Potato chips and potato-based products are the largest product category with over 85 per cent share of the salty snack market. Pepsi and Haldiram's are some of the major players in the organized potato chips market.
Primary Data
• We took Interviews of 30 people:
– 18 House wives – 6 Bachelors – and 6 Children's.
Observations
Perceptions
• Currently seen more as only a snack. • Difficult to make.
• Sauce wont taste same like in an Italian restaurant.
Needs
• It needs to change the taste to suit Indian consumers. • Adding butter should not be there. • Quantity of saucemaker is not sufficient. • Extra garnishing is needed. • Actual cooking time is more than specified.
Wants
• Making it more nutritious by adding new flavours such as “Vegetables” • Beginners will need time to develop taste for pasta as it is not widely available across restaurants • Cooking time should be reduced to 5min
Opportunities
• Great scope if changes its positioning towards single bachelors also. • Can innovate something like instant-cup pasta • By reducing extras needed to make, the consumption frequency and time can be expanded
Insights
Insights
• Pizza and Masala Flavor are the most liked flavour which is observed both from the video and the stocks kept at the grocery stores. • Kids when hungry prefer maggi over pasta. • Housewife's are very reluctant to try anything new available even if it is healthy. • Almost all the housewife's believe Sunfeast pasta still requires milk to be included in the preparation, as they had tried it when it was launched and didn’t liked it that time so never tried it again. • Working moms prefer maggi cause it quicker & easy to cook by the child when nobody to cook at home during 4-5pm .
Problem Areas
• People didn’t got their choice of flavour most of the time. • The pasta was not properly stored as result the pasta inside the packet was totally crushed. • The chilli pasta was too hot for childrens. • Sunfeast pasta is not properly displayed in the shops/stores so it takes longer to locate it. The staff in the stores was not knowing about Sunfeast Pasta. • Sunfeast Pasta was not availbale in the shop near most of the residential area. It was available farway in large stores.
Strategy to re-launch
• Kids love to eat food when they can have fun with. Spaghetti Pasta will give them the opportunity to do that. • The association of pasta with spaghetti is quite evident from the shows watched by kids like Hannah Montana and zack and cody suite life on Disney channel.
• So our strategy for sunfeast pasta is instead of concentration on releasing more and more flavors it should introduce pasta in the form of spaghetti which is like noodles, so kids can enjoy it while eating (Fun while eating) also spaghetti is more accepted than pasta which we came to know while taking housewife interviews.
Thank You
doc_919836425.pptx