Sunfeast Marketing Strategy 2024: A Case Study

As the digital landscape continues to evolve, businesses are constantly seeking innovative ways to stay ahead of the competition. Sunfeast, a popular Indian brand known for its range of biscuits, has adopted a forward-thinking marketing strategy for 2024 that leverages digital marketing channels to enhance brand awareness and reach its target audience more effectively.

Sunfeast’s marketing strategy encompasses various elements, including targeted advertising and brand building initiatives. By employing data-driven insights and analytics, the brand identifies its ideal customer base and tailors its advertising campaigns to appeal to their preferences and interests. This approach ensures that Sunfeast maximizes its return on investment while creating a more personalized and engaging experience for consumers.

Additionally, Sunfeast recognizes the importance of brand awareness in a crowded marketplace. Through strategic partnerships and collaborations, the brand enhances its visibility and establishes itself as a trusted name in the industry. Sunfeast’s marketing efforts go beyond traditional advertising channels and extend to social media platforms, where it interacts with customers, shares engaging content, and builds a community around its products.

By embracing digital marketing tactics, Sunfeast aims to not only increase its market share but also foster long-term relationships with its customer base. The brand understands that in today’s digital age, consumers crave authenticity and meaningful connections with the brands they support. Sunfeast’s marketing strategy places a strong emphasis on building these connections through personalized communication, customer feedback, and continuous innovation.

Overall, Sunfeast’s marketing strategy for 2024 exemplifies the brand’s commitment to staying at the forefront of digital marketing trends. By harnessing the power of data, targeted advertising, and brand building initiatives, Sunfeast is poised for continued growth and success in the competitive biscuits market.

Key Takeaways:

  • Sunfeast’s marketing strategy for 2024 focuses on digital marketing channels to enhance brand awareness and engage with its target audience.
  • The brand employs targeted advertising and data-driven insights to create personalized and engaging experiences for consumers.
  • Sunfeast emphasizes brand building through strategic partnerships and collaborations, both online and offline.
  • The marketing strategy aims to foster long-term relationships with customers by leveraging personalized communication and continuous innovation.
  • By embracing digital marketing trends, Sunfeast is well-positioned for growth and success in the competitive biscuits market.

About Sunfeast

Sunfeast is a brand under the umbrella of ITC Limited, an Indian multinational conglomerate. Established in 2003, Sunfeast entered the biscuits market with a range of products including glucose, Marie, and cream biscuits. The brand has since expanded its portfolio to cover a wide variety of biscuit categories, catering to diverse consumer preferences.

With a commitment to quality and innovation, Sunfeast strives to bring happiness, contentment, and satisfaction to its consumers. The brand’s mascot, Sunny, and its tagline, “Spread the Smile,” reflect its mission to create joyful experiences through its delicious biscuits.

Sunfeast’s extensive brand portfolio includes a wide range of biscuits, offering consumers a plethora of choices. From classic favorites like Marie biscuits to indulgent treats like cream biscuits and the dark fantasy range, Sunfeast caters to all taste preferences. With its focus on creating delightful snacks, Sunfeast has become a trusted household name in the biscuit industry.

Sunfeast’s Diversification Success

Sunfeast owes its remarkable success to the strategic diversification efforts undertaken by ITC Limited. Originally recognized for its presence in the cigarette industry, ITC boldly entered the biscuits market by launching Sunfeast. This calculated move was driven by the recognition of the increasing demand for branded biscuits and the opportunity to provide consumers with products that catered to their preferences for taste and quality.

ITC’s decision to diversify into the biscuits market proved to be a game-changer for Sunfeast. Leveraging its extensive distribution network and outsourcing capabilities, ITC played a pivotal role in supporting Sunfeast’s brand building endeavors. The collaboration enabled Sunfeast to rapidly gain a significant market share, positioning itself as one of the leading brands in the biscuits industry.

The Power of Diversification

ITC’s diversification strategy allowed Sunfeast to tap into an existing customer base while leveraging the strengths of ITC’s established infrastructure. By venturing into the biscuits market, ITC showcased its agile and adaptive nature, capitalizing on the growing consumer preference for branded biscuits. As a result, Sunfeast emerged as a formidable competitor amidst a sea of existing biscuit brands.

Furthermore, Sunfeast’s successful diversification journey highlights the significance of brand building. ITC’s expertise in brand management and its commitment to ensuring quality and taste played a vital role in shaping Sunfeast’s brand identity. Through focused marketing efforts and strategic collaborations, Sunfeast established itself as a trusted and beloved brand among consumers.

ITC’s Distribution Network and Outsourcing Capabilities

One of the pivotal factors behind Sunfeast’s diversification success stems from the immense support provided by ITC’s well-established distribution network. Leveraging its extensive presence across various retail channels, ITC enabled Sunfeast to swiftly penetrate the market and reach consumers across India. This significant advantage gave Sunfeast a competitive edge and expedited its brand growth.

In addition, ITC’s outsourcing capabilities contributed significantly to Sunfeast’s diversification success. By tapping into outsourced resources and leveraging external expertise, ITC could focus on core competencies while ensuring effective and efficient operations for Sunfeast. This approach allowed Sunfeast to scale up quickly and meet the demands of its growing customer base.

The Image of Success

In this context, the image below highlights the rapid growth and impact of Sunfeast’s diversification success:

Year Market Share (%)
2010 8.5%
2015 15.2%
2020 21.8%

As depicted in the image and data above, Sunfeast experienced substantial growth in market share from 2010 to 2020, underpinned by ITC’s diversification strategy and the brand’s successful foray into the biscuits market. This data serves as a testament to the positive outcomes achieved through diversification and brand building.

Through a combination of diversification, brand building, extensive distribution networks, and outsourcing capabilities, Sunfeast has carved a formidable position for itself in the competitive biscuits industry. The next section will delve into another crucial aspect of Sunfeast’s success: its focus on product innovation and catering to evolving consumer needs.

Sunfeast’s Product Innovation

Sunfeast’s success in the biscuits market can be attributed to its continuous focus on product innovation. The brand conducts extensive market research to identify consumer preferences and demands. Based on these insights, Sunfeast introduces new tastes, flavors, and product varieties that cater to the evolving needs of consumers.

From its initial offerings of glucose biscuits and Marie biscuits, Sunfeast has expanded its product range to include premium segments like the dark fantasy range, milk biscuits, salted crackers, and cookies. This commitment to innovation and variety has helped Sunfeast gain consumer interest and maintain a competitive edge.

Product Range Overview:

Biscuit Category Product Varieties
Glucose Biscuits Classic Glucose, Sugar-Free Glucose
Marie Biscuits Classic Marie, Lite Marie
Cream Biscuits Chocolate Cream, Vanilla Cream, Strawberry Cream
Dark Fantasy Choco Fills, Choco Meltz, Coffee Fills
Milk Biscuits Milk Bikis, Dream Cream, Milky Magic
Salted Crackers Classic Salt, Cheese Salt, Jeera Salt
Cookies Butter Cookies, Chocolate Cookies, Cashew Cookies

With a diverse range of products, Sunfeast offers something for everyone. Whether it’s the classic flavors or the innovative variations, Sunfeast ensures an indulgent experience with every bite. By keeping up with changing consumer preferences, Sunfeast continues to create excitement in the market and meet the needs of biscuit lovers across the country.

Sunfeast’s Marketing Strategy

Sunfeast’s marketing strategy is centered around brand building, distribution, and promotion. The brand understands the importance of creating brand awareness and establishing a strong brand identity across various marketing channels. Sunfeast employs a multi-faceted approach to promote its products, utilizing social media platforms, print media, television, and radio advertisements to reach its target audience.

One key element of Sunfeast’s marketing strategy is its focus on strategic partnerships with popular personalities who serve as brand ambassadors. By leveraging the influence and appeal of these individuals, Sunfeast enhances its visibility and connects with consumers on a more personal level.

Additionally, Sunfeast recognizes the significance of a robust distribution network in ensuring the availability of its products to consumers across India. The brand has established an extensive distribution system that spans multiple channels, including retail stores, supermarkets, and online platforms, allowing customers easy access to its range of biscuits.

The integration of Sunfeast’s marketing strategy not only aids in brand building efforts but also contributes to the overall success of the organization. Sunfeast’s commitment to effectively promoting its products through various channels and establishing a widespread distribution network has helped the brand solidify its position in the market.

Elements of Sunfeast’s Marketing Strategy Description
Brand Building Creating brand awareness and establishing a strong brand identity
Distribution Establishing a robust distribution network across India
Promotion Utilizing various marketing channels to promote products
Strategic Partnerships Collaborating with popular personalities as brand ambassadors

ITC’s Marketing Mix

ITC, the parent company of Sunfeast, implements a comprehensive marketing mix strategy to promote its diverse portfolio of brands. The marketing mix consists of product, price, place, and promotion strategies that collectively contribute to ITC’s marketing success.


ITC offers a wide range of products across various categories, including cigarettes, packaged foods, lifestyle clothing, personal care products, stationary, safety matches, hotels, paperboards, printing, and packaging. By diversifying its product portfolio, ITC caters to different consumer needs and preferences.


ITC adopts a pricing strategy that takes into account different market segments. The company offers reasonable prices for mass consumer products, ensuring accessibility and affordability. For luxury and premium items, ITC implements a pricing strategy that reflects their exclusivity and value.


With an extensive distribution network and a strong presence in retail stores, ITC ensures that its products are easily accessible to consumers across India. The company strategically places its products in key locations, maximizing their visibility and availability to target customers.


ITC employs a variety of promotional strategies to create awareness and drive demand for its brands. The company leverages advertising channels such as social media, print, television, and radio to reach a wide audience. In addition, ITC collaborates with popular personalities and influencers to enhance brand visibility and appeal.

Overall, ITC’s marketing mix plays a crucial role in positioning its brands, including Sunfeast, effectively in the market. By focusing on product diversification, pricing strategies, effective distribution, and impactful promotion, ITC ensures that its brands meet consumer demands and stay competitive in the industry.

ITC’s Competitive Landscape and Analysis

ITC operates in highly competitive sectors, including FMCG, hotels, and cigarettes, where it faces rivals aiming to capture market share. In the FMCG segment, prominent competitors include Hindustan Unilever Limited (HUL), Procter & Gamble (P&G), Nestle, Godrej Consumer Products, and Dabur. These companies have established themselves as key players in the FMCG industry, challenging ITC for market dominance.

Within the hotels sector, ITC competes with esteemed hotel chains such as Leela Hotels, Taj Group of Hotels, Oberoi Group of Hotels, and Sarovar Group of Hotels. These competitors strive to provide exceptional guest experiences and luxury accommodations, intensifying the competition within this industry.

Similarly, in the cigarettes segment, ITC faces fierce competition from established players like Philip Morris International and Godfrey Phillips India Ltd. These companies, along with several others, constantly strive to maintain their market share and attract consumers with diverse product offerings.

Despite the intense competition, ITC has managed to gain a competitive advantage through its extensive experience, diversified product range, and strategic initiatives. The company’s vast presence in the FMCG space, in addition to its foray into different sectors, has helped ITC maintain a strong foothold in the market.

One of ITC’s key strengths is its ability to leverage its diverse product portfolio to create synergies and cross-selling opportunities within its various business segments. This approach allows ITC to capitalize on its strong brand presence and customer loyalty across different industries.

Furthermore, ITC’s commitment to social initiatives, such as sustainability, agricultural development, and community empowerment, has helped the company build a positive brand image and gain the trust of consumers. These initiatives resonate with socially conscious consumers, giving ITC an edge over its competitors.

In conclusion, while ITC faces fierce competition from rivals in the FMCG, hotels, and cigarettes sectors, the company’s experience, diversified product offerings, and strategic initiatives have enabled it to establish a competitive advantage. By consistently focusing on innovation, customer satisfaction, and social responsibility, ITC continues to thrive in the market, driving growth and positioning itself as a leader in multiple industries.

ITC’s SWOT Analysis

Conducting a SWOT analysis helps identify ITC’s strengths, weaknesses, opportunities, and threats. It provides valuable insights into the company’s internal capabilities and external market conditions.


  • Strong Brand Presence: ITC has built a robust brand reputation over the years, which instills trust and loyalty among its consumers.
  • Excellent Research and Development Facilities: ITC invests in state-of-the-art R&D facilities, enabling innovation and product development across its diverse portfolio.
  • Well-Established Distribution Network: The company’s extensive distribution network ensures wide reach and availability of its products in both urban and rural markets.


  • Tobacco Company Perception: ITC is primarily recognized as a tobacco company, which can limit its market potential and hinder diversification efforts.
  • Increasing Tax on Tobacco and Cigarettes: The imposition of higher taxes on tobacco and cigarettes can impact ITC’s revenue and profitability in this segment.


  • Untapped Rural Market: ITC has the opportunity to tap into the vast potential of the rural market by introducing products and services tailored to rural consumers’ needs and preferences.
  • Strategic Mergers and Acquisitions: ITC can explore strategic partnerships, mergers, and acquisitions to expand its presence in new markets or diversify its product portfolio.
  • Expanding Hotel Chains: With its expertise in the hospitality sector, ITC can leverage its existing hotel chains and expand into new locations to capitalize on the growing tourism industry.


  • Intense Competition: ITC faces competition from both domestic and international players across its different business segments, which can impact market share and profitability.
  • Strict Regulations: The regulatory environment, particularly in the tobacco industry, poses challenges and constraints on ITC’s operations and marketing efforts.
  • Slowdown in Rural Market Growth: Any slowdown in the growth of the rural market can affect ITC’s revenue and expansion plans in this segment.


Sunfeast’s marketing strategy, supported by ITC’s expertise, has proven to be a resounding success in driving brand growth. Through an innovative approach, diverse product offerings, targeted advertising, and consistent brand building efforts, Sunfeast has been able to capture a significant market share and effectively engage with consumers. The brand’s ability to adapt to evolving consumer preferences and leverage digital marketing channels has further strengthened its position in the market.

By prioritizing product innovation and variety, Sunfeast has successfully catered to the dynamic tastes and demands of consumers. This commitment to continuous improvement, backed by extensive market research, has not only enhanced customer satisfaction but also provided a competitive edge in the industry.

As a case study, Sunfeast’s marketing strategy serves as a valuable example of effective brand growth and customer engagement. By adopting an integrated approach that combines innovation, targeted advertising, and brand building, Sunfeast has positioned itself as a trusted and preferred choice in the biscuits market. Moving forward, Sunfeast’s commitment to excellence and customer-centric approach will undoubtedly fuel its continued success and expand its market presence.


What is Sunfeast’s marketing strategy for 2024?

Sunfeast’s marketing strategy for 2024 focuses on digital marketing, brand awareness, and targeted advertising to increase market share and engage with customers effectively.

When was Sunfeast established?

Sunfeast was established in 2003 as a brand under the umbrella of ITC Limited, an Indian multinational conglomerate.

What is Sunfeast’s brand portfolio?

Sunfeast’s brand portfolio includes a wide variety of biscuit categories, offering glucose, Marie, cream biscuits, as well as premium segments like dark fantasy range, milk biscuits, salted crackers, and cookies.

What is Sunfeast’s approach to product innovation?

Sunfeast conducts extensive market research to identify consumer preferences and demands, and introduces new tastes, flavors, and product varieties to cater to evolving consumer needs.

How does Sunfeast build its brand?

Sunfeast focuses on building brand awareness and a strong brand identity through various marketing channels including social media platforms, print, television, and radio advertisements. The brand also leverages partnerships with popular personalities as brand ambassadors to enhance visibility and appeal.

What is ITC’s marketing mix?

ITC’s marketing mix comprises product, price, place, and promotion strategies. The company has a diversified portfolio and offers reasonable prices for mass products and premium prices for luxury items. It ensures its products are easily accessible through an extensive distribution network and employs various promotional strategies.

Who are ITC’s competitors?

ITC faces stiff competition in various sectors, including FMCG, hotels, and cigarettes. Its competitors include HUL, P&G, Nestle, Godrej Consumer Products, Dabur, Leela Hotels, Taj Group of Hotels, Oberoi Group of Hotels, Sarovar Group of Hotels, Philip Morris International, and Godfrey Phillips India Ltd.

What are ITC’s strengths, weaknesses, opportunities, and threats?

ITC’s strengths include a strong brand presence, excellent research and development facilities, and a well-established distribution network. Weaknesses include being primarily recognized as a tobacco company and increasing tax on tobacco and cigarettes. Opportunities include tapping into the untapped rural market, mergers and acquisitions, and expanding hotel chains. Threats include intense competition, regulations, and a slowdown in rural market growth.

How has Sunfeast’s marketing strategy contributed to its brand growth?

Sunfeast’s marketing strategy, backed by ITC’s expertise, has helped the brand capture a significant market share and engage with consumers effectively. Through innovation, product variety, targeted advertising, and brand building efforts, Sunfeast has strengthened its position in the market.
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