SHUBHAM ROY

PGDM 3UNIVERSAL BUSINESS SCHOOL

Company History ITC is an Indian conglomerate headquartered in West Bengal Imperial Tobacco Company Founded by William Henry Wills in 1901-England Later Imperial Tobacco formed Imperial Tobacco Company of India in 1910 Renamed to Indian Tobacco Company Ltd in 1970 and further to I.T.C. Ltd in

1974 Renamed as ITC Ltd in September 2001 Its currently headed by Y.C. Deveshwar (Chairman)  FMCG, Hotels, Paperboards & Packaging, Agri Business & IT

ITC LogoSunfeast Logo &

Mascot

ITC entered the instant noodles segment in 2010

Launching Classic Masala and Magic Masala

2013Launched Chinese Masala

Block in round shape Really long & slurpy noodles.

noodles does not lump even 30 minutes after cooking

Launched with 80gm packet and 280 gm packet

Currently has a market share of 33%- 34%

About

Market Share Of Yippee

Note: 2016 Till August

Ref:- http://economictimes.indiatimes.com/industry/cons-products/food/rivals-gain-as-maggi-market-share-declines/articleshow/51083889.cms

SWOT Analysis• Wide expanded distribution channel• Image of ITC• Umbrella Branding Strength

• Less Variants• More brand loyalty towards MaggieWeakness

• New Variants• Non Veg: Chicken Variants• More Promotional Strategies• ITC/ Sunfeast can Sponsor Cooking Shows.

Opportunities

• Competitors• Consumer Taste and Preferences Threats

Branding Strategies

Brand Extension

Line Extension

Co Branding

Pack Size-2 in 1 , 4 in 1 , 6 in 1Choice of variety of masala

Market Penetration Strategies

Product Development StrategiesNew product introduced in the already existing noodles market by ITC• Yippee Classic masala • Magic Masala

Product Portfolio• 35g For Rs. 5• 70gm For Rs. 10• Double Pack Rs 20• 4 in 1 pack of 280 gm. For Rs 40

New Product• Chinese Masala • 75 gm For Rs. 15

Market Development Strategies

Yippee Chinese Masala for Chinese food lovers

Targeting rural market with Yippee Truck

Targeting new segment - Adults and elders

People looking for healthy snacks

Co Branding Strategy used help to connect with wide

market

Different Pack Size for different family size

Brand Positioning 

• Targeted mainly kids and young people

• Sunfeast Yippee noodles’ television ad in 2014 positions ‘The Better Noodle’ which is: long, non-sticky and tasty

• Round Shape Noddle's which keeps the noodles intact and long and smooth.

• Promoted as ‘does not form lumps even 30 minutes after cooking’.

Brand Repositioning• Targeted Kids as well as family members

• Promotion strategy used “Sunfeast Yippee- Tasty and Safe’’

Brand Communication

Company Brand V/S Competitors Brand

2010Yippee Classic, Magic, Chinese

Masala

The Better Noddle

Targeted Kids and Moms, elders

Price 10 Rs

Market Share 34%

1982Maggi Masala,

Atta, Chicken, hot heads

Do minute Maggi

Targeted Kids and Moms, elders

Price 12 Rs

Market Share 57%

1992Yummy Masala,

More Masala, Curry

Don’t be a noodle, be a Smoodle

Targeted Working Moms

Price 9 Rs

Market Share:- unkown

Other Competitiors such

as

HUL- Knorr Soup

Patanjali Noodles

Chings Noddles

Horlicks foddles

Wai Wai Noodles

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Suggestions and Recommendations

More Push and Pull Strategies

Untapped Rural Market

ITC/ Sunfeast can Sponsor Cooking Shows

International MarketNew Variants

Non Veg: Chicken Variant

Focus on Schools and Colleges

Free Toys with Yippee Noodles

Did You Know?

Sunnyhappiness and peace

Yippee nears Rs 1000 crore mark, from

Competitors controversyMr. Momofuku

Ando1958- Taiwan – Chikin Ramen

Yippee Atta Noodles

Yippee..........mp4