Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to ITC Sunfeast Yippee Noodles Marketing Strategy
Similar to ITC Sunfeast Yippee Noodles Marketing Strategy (20)
Recently uploaded
Recently uploaded (20)
ITC Sunfeast Yippee Noodles Marketing Strategy
- 1. SHUBHAM ROY PGDM 3 UNIVERSAL BUSINESS SCHOOL
- 2. 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
- 3. ITC Logo Sunfeast Logo & Mascot
- 4. ITC entered the instant noodles segment in 2010 Launching Classic Masala and Magic Masala 2013 Launched 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
- 5. 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
- 6. SWOT Analysis • Wide expanded distribution channel • Image of ITC • Umbrella BrandingStrength • Less Variants • More brand loyalty towards Maggie Weakness • New Variants • Non Veg: Chicken Variants • More Promotional Strategies • ITC/ Sunfeast can Sponsor Cooking Shows. Opportunities • Competitors • Consumer Taste and Preferences Threats
- 8. Pack Size-2 in 1 , 4 in 1 , 6 in 1 Choice of variety of masala Market Penetration Strategies
- 9. Product Development Strategies New 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
- 10. 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
- 11. 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’’
- 13. Company Brand V/S Competitors Brand 2010 Yippee Classic, Magic, Chinese Masala The Better Noddle Targeted Kids and Moms, elders Price 10 Rs Market Share 34% 1982 Maggi Masala, Atta, Chicken, hot heads Do minute Maggi Targeted Kids and Moms, elders Price 12 Rs Market Share 57% 1992 Yummy 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 Ref:-http://economictimes.indiatimes.com/industry/cons- products/food/rivals-gain-as-maggi-market-share- declines/articleshow/51083889.cms
- 14. Suggestions and Recommendations More Push and Pull Strategies Untapped Rural Market ITC/ Sunfeast can Sponsor Cooking Shows International Market New Variants Non Veg: Chicken Variant Focus on Schools and Colleges Free Toys with Yippee Noodles
- 15. Did You Know? Sunny happiness and peace Yippee nears Rs 1000 crore mark, from Competitors controversy Mr. Momofuku Ando 1958- Taiwan – Chikin Ramen Yippee Atta Noodles Yippee..........mp4