Launched inwards 2003, Sunfeast has come upwards a long way. The construct has larn an umbrella construct endorsing a broad attain of biscuit too other products from the ITC stable. It is interesting to encounter the construct architecture of Sunfeast.
Brand Architecture refers to the strategy inwards which the society decides on how to purpose the construct elements too how these elements are shared across products. So Sunfeast's construct architecture refers to the strategy on the usage of Sunfeast construct elements across diverse products.
ITC has used Sunfeast equally an Umbrella ( Family ) construct advert for biscuit too snack products from its stable. Sunfeast endorses the next products - biscuits, noodles too pasta.
Within each category, the construct architecture of Sunfeast is interesting.
According to the brand's website, ITC has divided the biscuits into 4 sub-categories - Cookies, Cream based biscuits too Light too Fun biscuits too Healthy biscuits.
In the construct architecture , the society has used sub-brands for diverse types of products .
In the cookie sub-category, Sunfeast has next sub-brands - Delishus, Special Cookies too Mom's Magic .
In the salubrious biscuits sub-category, Sunfeast has Farmlite, Marie Lite, Glucose too Milky Magic sub-brands.
In the cream biscuit sub-category, Sunfeast has Dark Fantasy, Bounce , Bourbon Bliss too Dream Cream sub-brands.
In the low-cal too fun biscuit sub-category, Sunfeast has Sweet'N'Salt, Nice too Snacky sub-brands.
Within the Dark Fantasy brand, at that spot are iii modifier brands - Choco Meltz too Choco Fills too Luxuria.
Besides the biscuit category, Sunfeast is too extended to Noodles too Pasta . For noodles category, Sunfeast uses Yippee sub-brand too for pasta, it has Pasta Treat sub-brand.
Recently Sunfeast launched a challenger for Choco Pie inwards the cast of Yumfills which is non a biscuit but a cream filled cake.
It is interesting that ITC is investing inwards non exclusively Sunfeast but its sub-brands because it has lot of cash to spend. These sub-brands are differentiated through packaging too other construct elements similar color.
In this construct architecture, the rear construct Sunfeast is acquaint equally a logo inwards close of the products. In all the packaging too construct related communication, the principal driver is the sub-brand. ITC expects that over a menstruum of time, these sub-brands volition larn equity too Sunfeast would merely hold upwards a token endorser.
