There is probably a lot Bollywood superstar Shah Rukh Khan and erratic tennis star Sania Mirza have in common between them. However, the first three things that struck us were - They both love sports, they both color their hair and they both get their body hair removed!
In a unique marketing move, FMCG major ITC has launched a new range of Sunfeast Biscuits: Sunfeast Sachin's Fit Kit. The brand's uniqueness lies in the fact that first time in India a product is being co-created by the company and the brand ambassador. In a world cup Googly , Sunfeast has not only roped in Sachin as a brand ambassador but also bought in a variant of a different kind.Sunfeast Sachin's Fit Kit is the first Indian brand where the celebrity has been actively involved in the product development. Sachin has shared his dietary regimen which has helped him to stay in top fitness for more than 17 years ,with the company and the product was developed taking inputs from the dietary regime. The new variant is branded as Sunfeast Sachin's Fit Kit.Sachin's Fit Kit comes in two variants : Vitamin and Protein Enriched and Multi-Grain. The Vitamin and Protein biscuit has Vitamin B1 B2 B5,B6 & B12 in it. The Multi-Grain biscuits has 6 grains in it viz Barley,oats, raggi,corn and
Major players in biscuits who dominated the industry long back were Parle and Britannia. With that there were smaller brands in various regions. Instead of all this ITC took a bold step to hit on these biscuit mammoths making 82% of industry (in 2004)Now the important question at hand is the reason why ITC entered into this product category. Let me enumerate some reason:Food segment is Rs. 550,000 crores (112 b$)6% is FMCG (Branded and packaged) – Rs. 33000 crores In developing markets, the above percentage is as high as 95%. So looking into future, India’s will have more organized and branded food product categories. It will lead to dual effect: Increase in base of biscuit segment and Increase in % of branded food categories ITC has a great scope to be a branded player Branded Biscuits industry come out to be around Rs. 4000 crores Increasing at the rate of 12 to 14% yoy Synergies with ITC core competencies (value addition to wheat with Aashirwad Atta brand)Biscuits as a segment p
