An Assignment On Marketing For Customer Value

RVIM

An Assignment On Marketing For Customer Value

RASHTREEYA SIKSHANA SAMITHI TRUST

R V INSTITUTE OF MANAGEMENT

Report on Best Packaged Product in the Market

SUBMITTED TO:PROF. SANGEETHA DAS MADAM

SUBMITTED BYSAGAR S HANCHATEMBA I YEARC SECTION

REPORT ON MOST INNOVATIVE PACKAGING PRODUCT FROM A SUPERMARKET

Dark fantasy biscuit Escape into oneIntroductionThe report contains about innovative packaging of dark fantasy. Before that we should about company Sunfeast. Dark Fantasy is the story of a brand which started its journey as a sub-brand and later acquired the status of a standalone brand. ITC forayed into the biscuit market in 2003 and Sunfeast Dark Fantasy was launched in 2005. It was only after four years, that ITC thought of taking the brand to the next level.Dark Fantasy's success can be attributed to the careful detail with which the brand was built by ITC. ITC took a risk in positioning Dark Fantasy as a premium biscuit brand. The premium space was vacant in the Indian market and a marketer was unsure how consumers would react to a premium biscuit offering.This is rich chocolate cookies which has a really gooey chocolate filled in the centre. The outer layer of the cookies is so crisp and interior is so molten with dark chocolateThis cookie comes in a fancy packet, seeing that packet itself makes us to get one. Inside that packet there are 6 individual pouches. The cost of this is Rs 30 and it is worth the price.Cylindrical Packaging:

Advantages:1) Giving the feature of Airtight Packaging to High End Cookies.2) Tin shaped look. Gives luxurious premium feel to the Cookies.3) Small and easy to store and carry along anywhere.4) After the consumption of the cookies, the container can be used as a pencil stand or can even store biscuits or other small stuffs again.5) Materials used are recyclable

Ziploc packaging with box converted tray

Advantages: 1) Secure locking top which provides an excellent way to keep out foreign elements that may damage or compromise the biscuits.2) Because of its resalable feature, it is an excellent way for keeping out contaminants such as moisture, dust, and dirt.3) The zip lock can also be used for storing other smaller things as well.4) Even in the process of packaging its just one more add on process ans thus the cost wont be affected to a larger extent.5) The outer box gives stability to the biscuits inside and also takes care of the necessary branding of the product.6) The box can be opened and serve the biscuits in the form of tray.

WHAT IS INNOVATIVE ABOUT ITS PACKAGING

The packaging division is also responsible for making clutter-cutting packaging designs for ITC's own packaged food and personal care products such as engage deodorants and Sunfeast Dark Fantasy biscuits. This has become an area of concern, with some rival FMCG companies turning cautious about using ITC's packaging. The dark fantasy is innovative packagings which as two layers covers which protect from sun light and damage and cream will be always feels like fresh & silky.

The Sunfeast Dark Fantasy, the premium range of crme biscuits from ITC was launched in 2005. The brand is currently the leader in the premium crme segment and is available in three variants, Chocolate, Vanilla and Choco Fills.

Conclusion:Looking at the packaging strategy of Sunfeast dark fantasy pack. I conclude that the packaging is one of the most influential medium of promoting the product. Like this company have increased its sales and profits through these kinds of promotional activities.

Thank you

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