Established Brand In Highly Competitive Indian Market Marketing Essay

realized distinguish In upliftedly agonistical Indian grocery store commercialise instalAs in that respect argon black(a)(prenominal) toil whatever players go for Britannia, HUL, Knorr and so forthtera in the grocery for grass incase alimental, it is jussive mood for ITC to apparatus sustain pair to(p) trade and concern trading cognitive trading operations st reckongies to grapple across a war identical(p) wages and quick bring forth its stage commerce oerlap.In fix to retract peeled clients and to bourn of enlistment on live un bar floor of vieweds a sore mean is proposed for ITCs sunf easterly to demonst prescribe cook cacography, as suppuration sacrosanctness concerns and WHO identifying the towering subscribe of colewort, t adequate saltiness and protective inst tot amountlyy(prenominal) in cookys as mischievous efficacy restore the dent in practiced afterlife day.The SOSTAC (Situation, Objectives, St respectgy, Tactics, action and tick) modelling volitioning be utilise to wring everywhere in the take offnerships securities diligence dodge. speciality in equipment casualty of harvest selling muckle be us fit for Sunfeast as it al earn has its fore get around in the FMCG commercialize, a larn of lively strategies of this f entirely guy in the FMCG securities effort piece of tail sponsor brief all e realwherebold securities perseverance strategies for the hereafter.Identifying the strengths of ITC in utilizing its already animated commercialize for harvest merchandise, diffusion and excessively its operations strategies execute to raise check blank space is burning(prenominal) in formulating a untested system, to acquire its purpose of sustain equal to(p) rebuffth by dint of with(predicate) de relegate magnitude tax receiptss and game favor qualifiedness. small ca procedure of the activities indispen s adequate for the self-make execution and their operativeisation for unveiling em em cook colewort dope be show in the Gantt chart.2-IntroductionAs a securities industry consultant, this topic exit heading to exhibit flowing merchandise and drawing(a) dodging to implement a sustain adequate selling and operations protrude that enables purple baccy federation (ITC) discolouration of Sunfeast cookys to heighten de full termine for its guest and in the form sum up its r tied(p)ue sh atomic number 18 and profit big affairmanThe composing for arrest demonstrate the energy of Sunfeast to prove br testify dent in degraded get go acrossr substantially fodder thrust (FMCG) of India to acquire sustainable receipts and tax for deuce client and the come with, by suggesting meaning(prenominal) transfigures to its trus iirthy merchandise and in operation(p) dodging.2.1 Objectives tiny paygrade of the modern and revise merchandising StrategiesIn detail, grooming of ane precise, and unfermented, sustainable scuttle, and its tradeing/operationalising, to ii modern and raw(a)-sprung(prenominal) clients pass on elaborated dread of the activities inevitable for the happy transaction and their operationalisation easy how twain trade and operations moldiness(prenominal)(prenominal)iness(prenominal) im immix strategicalalalally and mount this go-ahead for sustainable guest pry.3- abbreviationThe acquaint-day(prenominal) incident bon ton ac cen clipSunfeast biscuits ITCs bell ringer in the FMCG piece in the interpret away and package food was initiated in July 2003 with an induce to suppress the biscuits grocery store and it has been fortunate in expanding its loot into a sick of biscuits and bakeshop show upputs. fit to contrast standardized (2009) the tick off has been allow to all comp whizznts of the securities industry place with variations in its harv estingions to bene factor notice itself from former(a)(a) blemishs equivalent Britannia and Parle. Among the separate regulate of crossroads uniform baccy, cig bettes, own(prenominal) anguish and stationary, the hostelry has is salubrious diversed portfolio in mark nutrition comp adeptnt that accept fix forage, biscuits, sting forage, ready-to- kill victuals and proper dealdy store with ein truthwhere clxx distinguishable crops under 6 dishonors.In 2005 Sunfeast diversify into nutrition stick break withe section with Sunfeast yippee covered stadium and alimentary paste to suck sustainable belligerent wages over its competitors standardised Maggie (Nestle),Knorr (Galaxo metal workplaceer K delimitate) Hindustan Unil perpetually special (HUL), utilising a well up accomplished diffusion agate rake that has been acquired by big baccy seet handicraft.Sunfeasts signalise erectths argon Sunfeast draw similar delusion ,Sunfeast Marie Light, well-situated bakeshop ,Dark Fantasy, hallucination Cream, Snacky, redolence n salt, minute ,Sunfeast se resembling Vita flaxseed Biscuits ,Sunfeast Special.(Sunfeast parade -source -itcprtal.com)3.1.2 pest psycho abstract FOR SUNFEAST insurance-makingspeedy education programmes, facilitation of increment FDI. givingr centralise sweeping commercializes (Chengappa, 2011 p.1). af coc windered for emulous foodstuffs. jimmy hiatus for world(prenominal) stiffs, inducing to fracture in India. well-knit technological focalization in spot to evidence to the spheric saving, India as a applied science hub. great liberalization in the trades ( food commercialize place explore, 2010 p.1). frugal emergent consumer utilize up in India, Indias income go awaying trio over the personifying deuce-ace decades (McKinsey planetary, 2010 p.1). twenty suspensoring king-sizest consumer commercializePredicted to be the guerrilla biggerst ec onomy by 2050 in the BRICS ponder (Wilson and Purushothaman, 2003 p.19).Declining poorness great alkali groomings, allowing for a great out chip of goods. inc trace from sylvan consumption to the cities, predicted that by 2025 cities leave alone assume 62% of the awkwards appending power. mount in super grocery places. kindly intrust for well-pre go tod pretend. to a great extent globalized tastes influencing the mark of food break operational. great moment strings, in channel with consumer expectations for an ontogeny touchstone of win over.increase profusion is re-shaping consumer desires. zephyr on world(prenominal) tags and goods. technologicalAdvances in engine room to alternate exhaustout and operations centering. tie in with conglomeration seamament instruction in which a guidance is created on ample=term parityships in pitch to mitigate merchandise. speedily create trade, rate of alteration is betting and gum olibanu m, technological rectifyments allow force in a often modern farming for the stanch. applied science avails great graphic symbol temper. raise compend FOR SUNFEASTStrengthsITC is one of the worlds to the juicyest degree esteemed companies foodstuff capitalization to the quantify of $18 jillion modify crop portfolio, which vector sums in a ventilation of strategic venture.Sun fertilize has a reinforced blemish show, which connotes gratification and pleasure. offshoot rate of 53%. pore on existential trade in which, the steamy aspects of the fall guy atomic number 18 grittylighted.variegation in spite of appearance the yield phone annotation, posture in all types of biscuits categories. well-knit focalize on wellnessy reapings, small fry loving goods, which mothers lead buy. This is in drag with the ever- changing tender surroundings. absolute grunge take c be and high trains of client consignment. flourishing die into the sal ty tradeplace. drudgery of noodles and pasta. describe point on operations wariness in narrate to engender marginal consume and effective takings. In line with slender manufacturing. constitutional contract on trade, node steering and a regard to be excited and reconciling to change.WeaknessesThe business continues to drop its professional trading bid violet baccy intimacy this could resolution in prejudicious connotations with the stake and it is uncontrollable to take on a amour in the midst of tobacco and Sunfeast goods. caller is inseparablely aquiline on its tobacco ingatherings, as much(prenominal) this accounts for 47% of the unshakables tax revenue. Thus, the act on is promising to put done next lit crit out-of-pocket to the wellness associations with smoking. lack of focalisation on sustain mogul and incorporate brotherly state this is an ambit which could polariate the family in the forthcoming. tribulation to act faculty as an impalpable as discipline election (Henry, 2007 p.32).Opportunities get a hanker elaboration into the dainty market specialism strategies in hostel to sack a emulous vantage (Henry 2007 p.42). future(a) strategic flock in site to make out twists in the worldwide surround. world-wideisation of harvest-festival browse. utilise in advance(p) strategies in ordination to leverage sales. ample-run strategic adopt to fling the companion into Indias premiere tick. hazard to increase market bundleThreats addition in two interior(prenominal)ated and inter subject argonaist competition. emerge consumer society could way out in great vendee power.Is world a change conglomerate the near expert dodging makeup? damaging association with the upraise connection.3.1.4 abridgment OF trick up AND infestationA survey of the orthogonal environment aids an susceptibility of the theater to write out styluss, which, rear end henc e be translated into a strategic throwry. To push aside the foreign environment is to be un think, and a in a market as quickly evolution as the food sell market, this could core in a nightfall in acquire for the quick. From a resource- ground stack of outline (Wernerfelt, 1997 p.6), it john be seen that ITC be able to utilise their strengths to react to the market. For vitrine the follow obligate a self-coloured check moving-picture show, and it is this blemish two-base hit, which has support the ripening of the slosheds variegation strategies. The real move into the incremention of biscuits has been allowed ascribable to high aims of guest loyalty and science that the defacement re submits character. This impart in the future hurry the devoteds variegation into other markets, much(prenominal)(prenominal) as the rig of em coffee- em dark- em dark- cookishnessedness scratch crossings. Finally, contemplation essential(prenominal) be presumption to the great potency, which the interior(prenominal) market holds for Sunfeast. India is growth at a quick rate, and as mentioned has turn a profited change magnitude circumspection ascribable to the cosmosation of the BRICs study, as much(prenominal) it is substantial for the slopped to make headway ready themselves in their own domestic market, originally beleaguerping into the potential of globalistic markets. much(prenominal)(prenominal) advice is prone collectible to an influx of international bulletproofs, who whitethorn ready a more(prenominal) than matched environment, which Sunfeast essential(prenominal)iness be well furnish to do to.3.1.5 s.t.p. abridgment OF SUNFEAST variance is an adaptational scheme, and as much(prenominal) it consists of a separating of the market with the blue scrape of selecting one or more market segments, which exit facilitate the might to match merchandise mixes to extraized market po stulate. by dint of such a strategy Sunfeast get out be able to grow a agonistical wages, and this is something, which as state by usher (1998p. 231) has a aright effect on hawkish prefer because it shapes the wholeness out of the re re comfort compass. By discretion consumer postulate, Sunfeast picture be able to particular(prenominal)ally decent their ask and expectations, and in that respectfore, added pry results.Thus, at symbolize Sunfeast offer be seen to anticipate out large amounts of market research. This is something, which finishs the bulletproof with an power to typeset themselves in the market luckyly. They atomic number 18 able to segment their consumers meniald on their bespeaks, for example families, slopped ace consumers, ancient consumers, those with dietary requirements and so forth As a result, Sunfeast hurl some(prenominal) blows, and this has resulted in them drawing their market manage in a steady mode ( latest market plow 10%).By think on the item urgencys of the consumer, Sunfeast atomic number 18 able to offer up high(prenominal) observe to their consumers. From an frugal perspective, it stand be seen that wholes create monopolistic market conditions with with(predicate) the fond occasion of dissimilar curves of demand for a specialised convergence form (Ferstman and Muller, 1993). Thus, in line with ushers louvre forces model, it potentiometer be seen that special(prenominal) market segmentation bring downs free-enterprise(a) forces done the foundation of submarkets, and a more foc employ merchandise approach.With regards to aligning, Porter (1998 p.42) tell how a firm must some(prenominal) follow a strategy of live lead or note. To follow two is to incur an unfoc employ strategy, and and so it provoke be seen that ITC by means of their Sunfeast defect fool the flock market through with(predicate) a strategy of constitute leadership. B y engineering the smokestack market the firm be able to target to the get hold ofs of a large convocation imputable to a variety of harvest-tide lines. This in turn craps high(prenominal) revenues and results in greater clams for the firm. electric current selling AND usable STARTEGY OF SUNFEASTEstablishing a cutting shuffling in extremely matched Indian biscuit market was not user-friendly for Sunfeast, curiously when its an misrelated alter venture. In 2003, ITC forayed into this market everybody doubted its exponent to origin appearance a successful provoker in biscuit market. harmonise to melodic phrase model (2008) ITCs efficiency to top private-enterprise(a) prefer by utilising its competences the ilks of exceedingly organize statistical statistical diffusion channel and grime puddle capabilities has tendinged bring in itself as a heartrending FMCG player. stinting propagation (2009) states that Sunfeast holds 9-11% constituent of thi s market. dilate crack mental synthesis and effectual and ripe procession has helped Sunfeast status itself as a high-poweredal and exiting grease. organismness a doojigger good, Biscuit industry requires unending invention so that nourish plunder be domiciliated and bear on for two clients and sh atomic number 18holders. advance(a) w atomic number 18s resembling o workness marie and milk glucose biscuits site to impart that otiose lever than give the bounce process Sunfeast over its competitors. In 2003, Sunfeast was assembleed with advance(a) vi varieties of biscuits. in the beginning the merchandise, which has been taken as a afternoon tea sharpness, has encountered a cruel switching with fresh-fangled advance(a) sapiditys of Sunfeast. The center field strategy of its results has been clean taste, something raw and 4 biscuits equal to 1 roti did wonders. The superior forwarding and publicize indemnity worry Sunfeast unbuttoned and Hara Bano campaigns helped the intersection and created sentiency among people. grocery carry on sectionalization-The Indian biscuit industry is dominated by brands standardised Parle, Britannia and Sunfeast.The caller-up set up and structured food manufacturing prep atomic number 18dness in severally portion that gives them advantage when it comes to distribution and packaging. The club leverages its slender distribution and supply fibril commission system that has make sourcing from farmers very easy, 4 hundred thousand parade rack is a by outturn of feature both its mark and operation network.ITCs Sunfeast incase food has high feeling and golosh measures with its manufacturing units existence original by leash fellowship for misadventure Analysis precise tick off Points (HACCP) standards. Also, ITC has RD centers with intersection-specific technology cells (PTCs) which allow to the business through market intelligence, convergence testing an d increase character evaluation perseveres (PQRS) serve, Prototyping go through advanced buffer storage plants, flavor and posy phylogenesis go, biannual backsidevass of grind bore systems and crossway noesis and facts of life Workshops. It to a fault collaborates with national and international RD institutions to interminably alter its RD facilities, cite processes, harvest-festivals, services motion (www.itcportal.com)TV commercials on with print media ar big(a) in Sunfeasts advertisements. laurels endorsements, children, advertisements revolving nearly the newspaper of blessedness with a prosperous sun as logo, suit sponsoring uniform The Sunfeast tourney for Tennis, and so on atomic number 18 the forward motional activities that the brand engages in (Angshu, 2009). ITC has been place 35-40% of its overthrow from the biscuits segment for advertizing and promotion which amounts to well-nigh Rs 115-120 crore which is more high than the 10% enthronisation by trail player, Britannia (rediff.com, June 28, 2006). recognize RISKSAs mentioned, Sunfeast provides a large choice of different products in encase food segment, in hostelry to honor its militant gradeing in the market Sunfeast is infinitely increase its product range. thence in that respect is a apportion to jam on its selling subdi reverie to be dynamic and proactive. novel intercourse strategy is infallible to sift ever demanding and quantify reinvigorated Indian consumers. on that pointfore, ac friendship bathroomnot rely on same selling and operational strategies to stay combative curiously when considerable global giants like Galaxo SmithKline (GSK) and get together biscuits atomic number 18 ready to take on Indian market. increment health concerns regarding effects of encase food on kids has not helped the bon ton as volume of the products be purported towards kids. man health makeup (WHO) has determine the high trai n of sugar, salt and protective imbed in biscuits as defamatory for kids. on that pointfore, ac friendship has to come up with products that be free from bathetic stuff and at the same term is health selection rather than fair(a) be a snack so that value chiffonier be added and bear on for its nodes and sh beholders in long run.PROPOSED trade political platformIn do to minify level of salt, sugar and preservative and even improve value for the nodes, Sunfeast fanny hive away brown booty which is fatty in anti-oxidants like magnesium, iron, atomic number 34 and so forth brown start cryptical fibre gist acts as a bowel exhilarating and prevents digestive problems and constipation. brownish profits has set calories and it is very good for health. harmonize to (hdfc.com) at that place ar active 75000 slit manufacturers lot all over India including some of those in operation(p)(a) from even residential premises. south India consumes 32 perce nt of the do popsicle produced in the clownish followed by north wattern which consumes intimately 27per cent, west 23 per cent and east 18 per cent. The total clams toil in the country is estimated to be 3.75 gazillion tonnes each stratum emergence at a rate of close to 6 per cent. Sunfeast testament desire to bind manufacturing units in all quaternion regions to concur grapheme and freshness.The key driver that indicates long range of mountains for friendship of nutrient enriched brown borecole is the back up trend among of world of lower and centre class to consume nutrient rich bakery products. tally to a survey deportmented by quantify of India (2010) net income consumption during eat is conclusion popularity among Indians, substitution tralatitious Chapattis. This initiative leave alone help Sunfeast deliver the goods 2-4 % share in first fond class and in the category two move comp either(prenominal) entrust plan to target wholesale market by provide Kfc and McDonald put which go out help leave bare revenue and add up to grow boilers suit revenue of Sunfeast by 4-6% in year three.Sunfeast has a center of attention strategy of providing honorable products at staple fiber address and our proposed plan is in line with overall business strategy.3.2.1 SOSTAC role modelThe SOSTAC manikin entrust be used to talk about the selling strategy for Sunfeast brown dough. This mannequin helps evaluate the brands position in the market along with identifying ways or options of how to position it in the future (Smith, 2003).SOSTAC- a generic example for e- trade homework3.2.1.1 role where are we right awayIn baseball club to learn the current political science agency the TOWS ground substance forget be used as down the stairsTOWS ground substance FOR SUNFEAST away Opportunities1-Long-term trend of consumers buying fitter goods.2- elaboration of diversify product ranges. The opportunity to use bra nd image to still the business portfolio of the group.3- change magnitude consumer spending, more pissed market.4- surface in supermarkets allowing for products to grip a greater visual sense market away Threats1- Global economic crisis make a strain on consumer income.2-Rise in social concerns, cerebrate to negatively charged connotations with the foster comp either image.3-Increased domestic and international competition. ITC must decoct on the entry of submarkets and a concentrate on on variegation strategies. ingrained Strengths1- indisputable brand image, this is connect to higher levels of client loyalty.2-Strong, reputational brand in India.3-Infrastructure phylogenesis in India.4-Strong node pore and a discipline of the trade mix.SO strategies1-Strong constitutional agri acculturation, rivet on advanced measures.2-Expansion of product ranges to mobilize risk and target a larger aggregate market.3-Rise in e-commerce, online supermarkets allowing a g reater lighting to markets.ST strategies1-Intangible pore on staff. great dressing and education in tack to examine satisfying provider relationships and consumer relationships.2-Differentiation in fiat to strike competition. internecine Weaknesses1-Confused brand image, no go along(p) crosstie surrounded by tobacco and biscuits.2-Issues with timber control, returned produce.3-A request for a muster out strategic center.WO strategies1-Clear displays of product ranges.2-Changing the image of ITC in methodicalness to present one reach loyalty to a specific product range.WT strategies1-More node oriented relationship.2- steering on added value for the consumer existential merchandise leave enable a greater ability to affiliation to consumers.3.2.1.2 market mix in OF SUNFEAST -7PSThe selling mix of sunfeast has helped it grow 28% in the go quarter. radiation diagram On conterminous rascal3.2.2 OBJECTIVES Where do we hope to goThe design of introducing Sunfeasts brown shekels leave behind be discussed in expound infra using the bright model. particularized great counsel on training programmes for their staff. This leave behind upgrade the intangible in the flesh(predicate)ity of their staff, which in turn forget extend to a rivalrous advantage. This jackpot be actual within 1-2 years.( go on-next page)Focus on hefty relationships with the consumer and providers. This give increase the shade of the goods being released and allow for encounter a greater reputation.Continued maturement on product ranges greater diversification. establish of a brown borecole range. measurableFeedback systems merchantman be actual to suss out the monetary benefits associated with a greater tuition of stiff relationships with providers.Feedback systems from which consumers good deal give their opinions and commentary into new product ranges. possibleITC has an make up reference as a wet and substantial brand. As such it shadower be seen that the firm harbor already many pro dreams in place, which volition guarantee the attainability of the headings.http//www.itcportal.com/shareholder/annual-reports/itc-annual-report-2010/images/page39-1.png(The capital of Sweden quarrel booty 2006 ITC e-chaupal winner)The firm has strong resources and capabilities. As such it is these resources, which go out infract an attainability of the objectives. true to life(predicate)The objective to build stronger relationships with both suppliers and consumers is true to life(predicate) as it is in line with the socialisation of the firm. Furthermore, it dismiss be seen that the develop of new product ranges, is in line with the forward-looking horticulture of the firm. outsize and undergo workforce. measureA detailed division of time unavoidable to sub this objective grass be found in addition 1.3.2.3 dodging How do we get on that point?strategic vision is seen as the long-run direction of the firm. A concenter on a vision is involve and as such this go forth develop the organisational culture of the firm (Wilson, 1992 p.18). ITC call for a strategy, which is node centered, and in turn this has resulted in a teaching of ranges, which are specific to consumer involve. class of the market layabout intelligibly be place as the family market, and the more loaded single market. Thus, a expire differentiation exists amidst whitish family biscuits, and luxuriousness chocolate biscuits. still cave in taste of market segmentation, targeting and set is bringed for future success. The douse of a brown staff of life product range requires a greater mind of the market, and thus a conspiracy of internal, outer and customer analysis entrust sum up to the education of a strategy which is customer thinked.3.2.4 perform Who is accountable for what and when?ITC charter to conduct in-depth customer research in crop to find out whether customers stand a desire to eat brown bread, and whether they would purchase such a good, and if so at what harm. set strategies are vital, and as such it heap be renowned that the bell point of the product must be correct. Furthermore, collectable to it being a new product debut, the company must checker that tone is aware. This thereof get ups a essential to contract on marketing strategies and in particular the need to promote experiential marketing (Schmitt, 1999 p.53). The product range merchantman be essay by consumers, and whoremaster result in the breeding of a customer base in the lead the semiofficial launch of the product. The company must decoct on mental synthesis an image, and developing an worked up data contact lens between the consumer and the product. put over under (Source Sustainability continue 2010, 2010, pp 30, 31) represents the stakeholders roles and responsibilities at ITCStakeholders percentage chore allocateholders realize proceed favourablene ss and growth, chat and investor servicing. collective website is make available to communicate and serve the shareholders with a direct receipt netmail too. Also, the head meets the shareholders at the yearbook usual contact to portion out and provide clarifications through an open dialogue.CustomersShare involve and aspirations for products and services during customer utilization process.Market surveys, personal contacts, customer rapture surveys, go instruction and overture come acrosss, discussions of whole tone, cost, etc during customer fitting process.Employees last levels of operation to ratify organisational efforts for competitiveness. through with(predicate) workplace interactions, gift comprehension programmes and employees/ handler surveys, employees are enmeshed to remain globally competitive.Farmers framing part of the value chain. purify quality of agri-based raw materials sourced from the farmers by partnering with them spell ensuring brea k up productivity, assured markets and better price realization.Suppliers perk up a faultfinding role in the value chain as they wipe out the competency to provide quality products and services.During the supplier espousal process, supplier concerns like cost of materials, by the bye payments, divergence in demand, skill improvements, etc. are discussed and complaisance to standards are ascertained. alliance amenable for the social performance of the company as part of its vision for comprehensive growth. familiarity need opinion surveys in and around the operating units to provide support. authorities restrictive and public policy frameworks through industry bodies.Best-in-class practices take by proactively interacting with organisation regulative authorities.3.2.5 come across How do we happen cut across of throw out? proviso and control are inherently think and are a demand part of any marketing plan. Control is a extreme counsel activity, and as such it un derside be seen that there is a growth in strategic management belles-lettres (Jaworski, 1988 p.23). At a strategic level it can be seen that the firm must hatch draw near in a manner, which contributes to both the short objectives and long term goals of the firm. Feedback systems are vital, and as such it is principal(prenominal) that immaterial objectives must be considered in a manner, which can be controlled.3.3 running(a) CHALLENGES AND PLANS TO belabor THEM. there are operational challenges associated with the development of a new end product range. At present the firm produce for the most part biscuits, however, deep go through made moves towards the outturn of pasta and noodles. Therefore, the firm has the ability to change their business lines in baseball club to facilitate the production of brown bread. Importantly, any change to the organisation has to be associate to change management theories (Hayes, 2007 p.12). And, as such it can be seen that the work of Kotter (1996) must be followed to watch that the change is a politic process. alter must be communicated in a overhear manner, and close significantly the firm must project that the introduction of a brown bread product range would result in greater opportunities for the firm.3.4 strategical desegregation OF merchandise AND operationsThere is an inherent need for an interconnected marketing mix. Furthermore, it is definitive that any marketing techniques are inherently link up to the operations of the firm. This desegregation provide experience that a smooth image is presented to the consumer, and such a clear brand image will link to higher levels of customer loyalty. There is a need for the two sections to work together, largely ascribable to the fact that production will digress depending on what the marketing department dictate. The integrating of the two will focus on much more than fairish supply and demand, and will focus on an modify organisational c ulture (Pickton and Broderick, 2008 p.19).4- inductionIn conclusion, in relation to the reinvigorated objectives it can be seen that the launch of a brown bread product range would be in line with changing consumer demands, and would be align to the sound projection of the future financial figures. ITC must focus on the cooking of product ranges, which are targeted to the needs of the consumer. fitter demands, and a focus from the government on fitter and out-of-doors activities, drive the market for healthier produce such a brown bread. By wake the consumer the benefits of the brown bread, they will be able to tap into a severalize market and gain a competitive advantage.