SUNFEAST
Overview of the Brand:
In the month of July 2003, ITC made a foray into the biscuits market by launching the new Sunfeast range of biscuits. Sunfeast biscuits have always stood for its quality and are known for offering innovative and wholesome biscuits. Sunfeast offers happiness, contentment, satisfaction and pleasure. Within this span of 14 years, Sunfeast has well-established presence in almost all categories of biscuits.
Sunfeast Products:
Sunfeast has established its presence in market of almost all the biscuit categories and has become an important player in the instant noodles and pasta segments. Besides launching the high premium quality of biscuit range, it has attracted the customers with some innovative and exciting dual cream biscuits that have proven to be a delight for the consumers. The various products under its brand name are as follows-
• Sunfeast Dark Fantasy Choco Fills Luxuria • Sunfeast Dark Fantasy Choco Fills
• Sunfeast Dark Fantasy Choco Meltz • SunfeastDelishusNut & Raisins
• Sunfeast Delicious Nut Biscotti • Dark Fantasy Chocolate and Vanilla
• Sunfeast Dream cream • Sunfeast Marie Light
• Sunfeastsweet’n salt • Sunfeast Milky Magic
• Sunfeast Glucose • Sunfeast Special Cookies
• Sunfeast Nice
Role of Digital media and social media
Sunfeast’s strategy revolves around the temptation. With brilliant imagery and visuals, they have managed to strike decent chord with mature audiences. It has a huge number of Facebook community that manages to keep its audience engaged also though Twitter and YouTube. They had launched different campaigns in social media platforms to improve their sales and awareness.
Increase audience connections through Facebook, Instagram, Twitter every year by at least 25%.
1.Engage more and more customers in the social media communities by increasing the social media activities continuously;
2.Conduct online campaigns, quizzes etc.
3.Social media marketing
1.The followers for sunfeast on social media sites
2. Customer interaction through social media platform
3. Number of likes, comments and shares on Facebook and no. of retweets on twitter
1.Social media dashboards such as hootsuite, TweetReach, social mention;
2.Facebook insights, Twitter analytics
3.Other online monitoring tools like how sociable, twazzup, Icerocket, etc.
Increase website traffic by 25% by adding social media content. Keep the official website up to date.
1.SEO & Content Marketing
2.Advertising with Search Engines (Pay-per-Click)
3.Advertising with Social Media
4.Online Contests
5.Email Marketing
1.Bounce rate and time on site
2.Type of sources
3.Types of users
4. New Vs. Returning visitors
5.Traffice distribution per country
1.Online marketing tools;
2.Visitors section of Google analytics;
3.Map overlay report
Increase market share by 5% in 12 months and the revenue per sale by at least 15 %
1.Customer relationship management
2.Social media marketing
3.Sales marketing
1.Number of purchases through social media platform
2. No of repeat purchases by existing customers (B2B purchases
1.Analytics tools such as from HubSpot&Marketo
2.Purchase data tracking in Analytic/ Collaborative/Operational CRM tools
Facebook page boasts of a 1.1 million member strong with a very impressive engagement rate to show off. They generally have used visual content that is literally mouthwatering and the results are there for all to see. They have some really great jingles and seeing people gushing about it, they have done a great job by allowing them to download it.
In twitter too there is a presence of this brand on which people are talking about. Although youtube is a boom for the vedios which reach at a faster rate.
Comparison with competitor
The competing brand which targets the same TG and has the same ‘temptation’ theme would be Parle’s products. But Parle is unable to match the quality content that Sunfeast has come up with and hence having the low engagement rate. Within a short span of time Sunfeast has made a name and place for itself and at present, the brand is synonymous with contentment, cheerfulness, customer satisfaction and happiness. Some of its main competitors are Britannia, Parle, Oreo, Priya Gold, Horlicks, etc.
Consider ‘Oreo’ brand for competitor analysis. It scores notably above Sunfeast in the following areas: Sunfeast has performed better in the social media marketing. Following points give clear picture of how effective is the social media for Oreo.
· Sunfeast in total (considering all product pages of sunfeast) has around 2 million followers on Facebook. Comparatively, Oreo has around 42 million followers on Facebook which is far better than Sunfeast.Oreo’s biggest success has been its daily twist campaign launched in 2012.
· Oeo performs better on twitter too. Oreo has highest number of followers and fans on twitter also. Twitter is the home of Oreo’s agile marketing strategy. It is a channel where you can respond to a trend in seconds and Oreo certainly takes this proposition and runs with it.
Social Media:
Social media is to be used to generate interest in the brand. But the platform is to be used to engage the users with the videos which are going to be our prime source of generating awareness and recall. The idea is that users wouldn’t want to engage too much with a biscuit brand as it is a quite low involvement product. They might not have that much time to spare. With this in mind we should make sure to take up only as much time of theirs as much as we can effectively engage them. This is an appropriate strategy as we know social media is where most of the internet funnels into. Most interactions, news, broadcasts, etc. start from social media and then they lead into the specialized channels. The brand needs to keeps its presence felt in this platform as they competitors might be waiting to attract out customers too. Our target market available here and spends significant time here and that is enough reason to consider being here.
This tactic would be used mainly to get our hashtags trending and to be a platform from where we can elicit user generated content in the form of videos, for Tactic 1. We can organize competitions on social media and get the engaged customers to make videos/selfies/ etc. that we will then share on our channels. We can use the paid ads/ promoted tweets too occasionally in get more viewers for our content.
The challenges would be the usual problems faced by any brand that is trying to use social media to connect with the customers. The amount of attention the user can give is limited and the number of brands fighting for it is very high. We need to very creative and engaging to fight it out in this tactic.
Affiliate marketing techniques for sunfeast:
They can be used to encourage users to make new recipes using multiple topping etc. They can make cookies, cakes, milk shakes, ice cream sundaes, etc. We need to set up a means to integrate affiliate program into the web offerings. This is appropriate for us as there is very few things we can do online as the product is majorly a habitual buying or impulse purchase. Getting the customers to buy biscuits online is a very new concept and it would be good to get on this bandwagon early. Affiliate program would be a very appropriate tactic as it would give us a pay for performance kind of a platform and thus it would be very less risk.
An affiliate program needs to be set up from the brands side. This can be targeted at generating sales on our own ecommerce platform. But this would be of a very small scope. Another interesting idea would be to get an affiliate program for getting page subscribers. The technology for this is available but the tracking mechanism needs to be set up by the brand. It is a very new concept that is used in very few industries like travel and hospitality. Getting users to adopt this can be hard. The main advantage is that there is very less upfront cost in this. We only need to pay for performance.
Online advertising technique to be used
The idea is to use advertising to bring up viewership at times when we need a certain amount of critical mass of users engaged at any given point in time. The organic means should be able to support our cause after that critical mass is achieved. This can be in the form of promoting the hashtag/tweets till we get to the top 10 in the trending lists. We need to be confident that once the hashtag is on the trending list it can support itself organically to stay in the trending list for a considerable amount of time. This is ideal as it provides us with a safety net in case our campaign falls flat on a critical day. We need to be prepared with the whole environment set up for online advertising as it is hard to manage multiple channels and messages in an adhoc manner.The main risk in this tactic is that it can get very costly very fast. The manager should have strict limits on the CPC and the total budget allocation or it can go out of hand the drive the ROI down in once sweep.
Areas for improvement for sunfeast
1. The advertising campaign should focus more on social media. It should involve more of interaction with the consumers so as to build a strong a relationship.
2. The opening visuals and the background music should be changed. The first visual should make the target group curious to look for the full advertisement.
3. The content of the campaign should be engaging
4. Dark Fantasy can be used as an ingredient in food mix like shakes, cakes etc.
Alignment of digital strategy with traditional strategy for sunfeast
There is no question that the explosion in technology has significantly changed the marketing landscape for all types of products. Social media, blogs, websites, articles and email marketing are some of the tools now available to help you reach your audience online and can be important elements of your overall communications approach. With so many choices, it can be overwhelming determining where one should devote your resources. A digital strategy is really no different than a traditional marketing strategy except for the specific tools employed in digital media. In fact, a digital strategy should be integrated into ones overall marketing communications plan. Consider online communications a key element of your overall marketing communications toolkit. With that in mind, it is important to consider their use in light of your communications objectives, brand personality, audiences, and resources. Sunfeast have a well alignment of digital strategy through various online campaigns as well as for their traditional strategy.
