sunfeast yippee noodles
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TRANSCRIPT
G.Sushma Reddy10D21E0027
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ITC was incorporated on August 24, 1910 under the name Imperial
Tobacco Company of India Limited.
As the Company's ownership progressively Indianised, the name of
the Company was changed from Imperial Tobacco Company of
India Limited to India Tobacco Company Limited in 1970 and
then to I.T.C. Limited in 1974.
In recognition of the Company's multi-business portfolio
encompassing a wide range of businesses - Cigarettes & Tobacco,
Hotels, Information Technology, Packaging, Paperboards & Specialty
Papers, Agri-business, Foods, Lifestyle Retailing, Education &
Stationery and Personal Care - the full stops in the Company's name
were removed effective September 18, 2001.
The Company now stands rechristened 'ITC Limited'.
History
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Y C DEVESHWAR is the chairman of ITC
Sustain ITC's position as one of India's most
valuable corporations through world class
performance, creating growing value for the
Indian economy and the Company’s
stakeholders
ITC Vision
To enhance the wealth generating capability of
the enterprise in a globalizing environment,
delivering superior and sustainable stakeholder
value
ITC Mission
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ITC's foray into the Foods business is an outstanding example of
successfully blending multiple internal competencies to create a new
driver of business growth.
It began in August 2001 with the introduction of 'Kitchens of
India' ready-to-eat Indian gourmet dishes.
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In 2002, ITC entered the confectionery and staples segments
with the launch of the brands mint-o and Candy
man confectionery and Aashirvaadatta (wheat flour).
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2003 witnessed the introduction of Sunfeast as the Company
entered the biscuits segment.
ITC's entered the fast growing branded snacks category
with Bingo! in 2007.
In eight years, the Foods business has grown to a significant size
with over 200 differentiated products under six distinctive brands, with
an enviable distribution reach, a rapidly growing market share and a
solid market standing.
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• In September 2010 , the brand launched its noodles brand
extension- Sunfeast Yippee.
• Indian noodles segment has now become a huge market worth Rs
1200 crore .
• Maggi is the market leader with a whopping 70% market share
( Business Standard).
• A huge market with one major market leader is definitely an
attractive one.
• That is one of the reason why so many players have recently
launched their brand in this segment.
• Sunfeast ( ITC) is a worthy player to take on the might of Maggi.
ITC is a company that is not averse to taking risk and have a huge
cash reserve to fight a marketing war with Nestle.
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ITC product portfolio has been further expanded with Sunfeast
Yippee! Instant noodles.
Three years of exhaustive developmental work has gone into the
creation of Sunfeast Yippee!
The product has two intrinsic components - the noodle block and the
masala mix.
Wheat is a key ingredient of the noodle block.
The sourcing and blending expertise that has made Aashirvaad India's
No 1 branded Atta has been leveraged to make a truly delightful noodle
block. Sun feast Yippee noodles do not lump even 30 minutes after
cooking.
At present, Sunfeast Yippee is available in two lip smacking variants -
Classic Masala and Magic Masala.
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Ads of Sunfeast yippee
Choice of masala Round noodles9
Targeting Maggie with Benefit Positioning The above ad attacks the largest selling variant of Maggie, Maggie
Masala, and gives consumers the choice of two masala “Magic” and
“Classic”.
The ad emphasizes that since we use choices in everything why
should we settle with only one choice with Maggie masala
The ad focuses on advantage of Yippee noodles on Maggie.
Usually Maggie comes in rectangular shape and while cooking it is
broken into two pieces (remember Maggie ad).
It results into short pieces of noodles.
On the contrary Yippee comes in round shape and can easily fits into
round vessel with no breaking which results in long noodles
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The biggest problem with cooked Maggie is that it is to be eaten
when freshly cooked.
If you keep it for some time its noodle get sticky
becomes inedible.
This ad exposes the same disadvantage with Maggie and
promises that Yippee noodles can be eaten even after some time.
In the end Kudos to branding and research team of Yippee
noodles for such a good positioning for its noodles brand.
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Thus sunfeast has tried to give itself a totally different positioning
from the other competitors present in the market and it is the only
competitor to Maggi which has decided to take it head on while
competing with it.
The biggest advantages available with the Sunfeast Yippee
noodles brand are as follows: -
The deeper penetration provided by the already well established and
penetrative distribution channel provided to ITC by its channel member
in the tobacco business which provides it the most penetrative
distribution network both in rural and urban India.
Conclusion
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Then it used the Sunfeast brand, thereby using the Umbrella
branding strategy, which had already become a well known name
in the Indian households because of the equity that the brand had
gained in the minds of the consumers.
The financial muscle of the ITC conglomerate to back the
company to tackle all the competitive moves in an efficient
manner.
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