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And Sachin? well he gets a part of the royalty on each packet
sold, besides what he gets for being the brand ambassador
for Sunfeast. And then ITC `claim that they are the first
company in India to have an icon of Sachin's stature who has
been actively involved in product development as co-creator
of the range named after him.
And marketing – well Sunfeast is a co-sponsor of the
soon to be held Cricket World Cup in the West Indies and the
Fit Kit sub brand will grab the major part of ITC's World
Cup promotional spends according to ITC's Food Division chief
executive Ravi Naware. Three 10 second announcement TVC's
will be beamed in a lead up to World Cup, after which a 40
second ad on the VPE and the one 35 second ad on the MG range
will be beamed to coincide with the World Cup. The tag line
of each ad is "Ab har `ghar mein Sachin" or a Sachin
in every house in the Queen's English. Basically Sunfeast
want to convey that their aim is to have a Sachin Tendulkar
in every house. The other USP of the product that the ads
harp on is "Sachin ne banaya" or Made by Sachin"
The TVC's have been directed by film director Prahlad Kakkar
and FCB Ulka are the creative agency. Other 'surprise' marketing
gimmicks are on the anvil says Naware.
The Rs.60 billion (MRP) organized biscuit industry has grown
by 18% over the last calendar year ending December 2006. ITC
claims that its share has grown from around 4.5% to 8% in
the last quarter of 2006, with an annual growth of around
6.2%. Naware is looking at double digit growth for the next
year.
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So
why not biscuits? And that is exactly what ITC Foods have done
have done when they announced the launch of two varieties of
biscuits sub-brand Sachin's Fit Kit under their umbrella brand
Sunfeast – Sunfeast Sachin's Vitamin & Protein Enriched
biscuits (VPE) and Sunfeast Sachin's Multigrain biscuits (MG).
The former is priced at Rs.5/- per 75 gram pack and the latter
at Rs.10/- per 100 gm pack. The launch was held in Bangalore
today.