ITC has been trying to establish itself into one of the major player in biscuit segment with brand Sunfeast , launching wide spectrum of biscuit varieties . It has got products to match all major segment s of biscuit market such as Marie , Nice , Glucose, Bourbon , Cream and Salty .Competition comes from Britannia and Parle .
Chitranjan Dar on ITC marketing strategies
Chitranjan Dar on ITC marketing strategies
source
Dar pointed out that ITC Foods was able to disrupt the leadership of Parle in the biscuits’ category, which was primarily lea by the Glucose segment. “Five years ago, ‘Glucose biscuits’, coming at affordable price points and targeted at the masses commanded almost 55 per cent share of the biscuits’ category,” he said, adding, “Today, cookies and cream biscuits are emerging as the largest segment within the category.”
This, he said, was possible when Sunfeast, an ITC brand, along with other players came up with cookies and cream biscuits in smaller packaging, priced at Rs 5. “A market that led for 95 years, crumbled in two years,” he said, referring to the leadership Parle commanded.
exchange4media.com