In 2005, Sunfeast launched their response to the high-end cream biscuit, Pure Magic. The biscuit is called Dark Fantasy and after a year, it can be said that Dark Fantasy is better marketed. There are a number of reasons for this, such as:
- Dark Fantasy distribution system is better. It delivers it product every week on Monday and its outreach is better that Pure Magic.
- Dark Fantasy’s packing is much more attractive that Pure Magic. While Pure Magic, only adorns a simple and colourful plastic packing, Dark Fantasy reveals a glossy packaging.
- Dark Fantasy also is relatively bigger that Pure Magic. The biscuit itself is bigger and the packet contains more biscuits that Pure Magic.
- The advertising of Dark Fantasy was based on the seven sins and the ad positioned Dark Fantasy as an indulgent biscuit. Compared to Dark Fantasy, Pure Magic has a very weak advertising base.
As far as can be seen, Pure Magic has failed to react to the challenge of Dark Fantasy and it will not be long before it is overtaken.
