SUNFEAST

Segmentation, Targeting & Positioning

The STP process describes the link between an overall market and how the
company chooses to compete in that market. The goal of the STP process is to
guide the organization towards development.

SEGMENTATION

The needs and wants of all the people may not be the same. Some may prefer
taste over health while some may compromise on the taste of an item for its
health benefits . In the process of segmentation, marketers identify various
groups of buyers who might prefer a particular product over the other.

Demographic Segmentation:

As India is diversified and demographically vivid, the need is therefore very

different. So, the company catered the need of every life cycle as there is a
product for all age group.
1. Age and Life cycle stage:

- Sunfeast Glucose Biscuits: children between the age group 4–14 years and
their mothers

For those light hunger pangs, a wholesome & nutritious choice as these golden-
brown biscuits are made from the best quality wheat. Sunfeast Glucose biscuits

are ideal not just for kids but adults too.

- Sunfeast Orange Cream, Butterscotch Cream & Bourbon Cream:

Children

A truly scrumptious range of cream biscuits that have become an instant hit
with children. ITC’s chefs have put their legendary skills into these biscuits to
deliver truly tasty cream biscuits. Special Flavour Crystals in Strawberry and
Pineapple cream biscuits keep the creamy flavour linger on.

2. Income:

- Economy: Glucose, Milky, Special, Special Cream

- Medium: Golden Bakery, Treat

- Premium: It is the richest of chocolate vanilla biscuits. These biscuits are
created using carefully chosen premium ingredients. Dark Fantasy is more
than a biscuit, it’s a luxurious mix of aromatic cocoa and vanilla.

Psychographic Segmentation:

 It’s how brands find the right customer match based on customer attitudes and
lifestyles.

1. Life Style:
1.1 Sunfeast Marie Light and Sunfeast Orange Marie is directed as
Light & Crispy biscuit targeting housewives.
1.2 Sunfeast Snacky is directed as light and crispy biscuit targeted for
family members specially for having snacks

Behavioural Segment:

A process in marketing that divides customers into segments depending on

their behaviour patterns when interacting with a particular business or
website.

1. Benefit:
1.1 Sunfeast Benne Vita Flaxseed Biscuits: People who are very
health conscious.

TARGETTING
The final step of the process includes implementing the targeting. It involves the
target market’s perception of the product’s key benefits and features, relative to
the offerings of competitive products.

 Glucose Biscuit Children between 4-14 years,

Mothers

 Dark Fantasy Teen and Youth

 Cream Biscuit Children and Youngsters

 Marie Light Housewives and Adults

POSITIONING

The final step of the process includes implementing the targeting. It involves the
target market’s perception of the product’s key benefits and features, relative to
the offerings of competitive products.

 Marie Light: Tea-time biscuit

 Sunfeast Milky Magic: Nutritious biscuit for children

 Sunfeast Benne Vita Flaxseed: Healthy biscuit

 Sunfeast Nice: Nice moments

 Dark Fantasy: Premium biscuit

 Sunfeast Snacky: Family biscuit

 Golden Bakery: Rich biscuit

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