The Advent of New Game-Changer: ITC Noodle “Yippee”

Presented By-SANDEEP

Introduction ITC

India Limited Type Public (BSE:ITC)

Founded August 24, 1910 Radha Bazar Lane,Kolkata, India

Headquarters Virginia House, Kolkata, IndiaKey people Y C Deveshwar,

ChairmanK Vaidyanath, Director, CFO: Partho ChatterjeeIndustry Tobacco, Foods, Hotels

Products Cigarettes, Packaged Food, Hotels, ApparelRevenue $5.25 billion USD (2009)

Employees 21,000 (2009)Websitehttp: / / www.itcportal .com /

Contd….• Today. ITC also ranks among India's top 10 `Most Valuable

(Company) Brands', in a study conducted by Brand Finance and published by the Economic Times.

• ITC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers,

• Packaging, Agri-Business, Packaged Foods & Confectionery, Information Technology, Branded Apparel, Greeting Cards, Safety Matches and other FMCG products. While ITC is an outstanding market leader in its traditional businesses of Cigarettes, Hotels, Paperboards, Packaging and Agri-Exports, it is rapidly gaining market share even in its nascent businesses of Packaged Foods & Confectionery, Branded Apparel and Greeting Cards.

Sunfeast Noodles

• To grab a share of the Rs 1,200-crore instant noodle category, the tobacco to FMCG (Fast Moving Consumer Goods) major ITC Ltd enter into the segment with Sunfeast Yippee, instant noodles. ITC launched two variants of the product – Classic Masala and Magic Masala to begin with.

• The company, which currently is a big player in atta, spices, salt, (with the Aashirvaad brand), biscuits (with Sunfeast), branded snacks (with Bingo), confectionery (with Mint-O and Candyman), Ready To Eat (with Kitchens of India and Aashirvaad), now plans to make an impact in the instant noodle category with the extension of the Sunfeast trade mark with Sunfeast Yippee

Photos of the product

Mission

Sales goals: Leadership in the edible Fmcg instant food segment.

Capture the profit of market share in noodle industry.

Break the legacy of Maggie.

Advertising goals

Communication task:• Position Sunfeast noodle as the healthy noodle for

healthy people• Ensure that this did not erode the delivery of the

taste benefit.• Positioning had to be perceptually as far away from

Nesle Maggie.• Young, modern and premium feel• Execution had to be distinct and original to stand out

from the clutter.

Money:

• Stage in PLC: Introductory, therefore relatively large expenditure

• Market share: new product• Competitors:

Maggie (Nestle) it has still 85% market share.Top raman (Nissin)

• Foodles(gsk)

Message

Health was chosen as the platform, along with a supporting claim for taste. People who were healthy and energetic were concerned about the long-term prospects of their health. Thus ‘Health’

• is related to maintenance of good health• is applicable to all members of the family• is characterized by lively energetic people, and

growing children's.• Thus the message and (positioning): ‘its hot and

wet.

Media

Primary media: Television ad 30 seconds.

Print ad, shop ads

Project at schools ,and 2tier cities.

Just noticeable difference.

Supermarket and big bazar.

Measurement

• Within 6 months, Sunfeast Yippee became the largest growing noodles in Fmcg sector.

• Redefined the category and expanded the ITC Fmcg segment from 2.71% to 23% in 6 months.

• Now the largest selling ITC Fmcg brand holds 6% of branded noodle market.

• Greatest achievement –in one month Yippee penetrated 50% of noodle market.

Thank you