Yippee

1. 1. SHUBHAM ROY PGDM 3 UNIVERSAL BUSINESS

SCHOOL
2. 2. FMCG, Hotels, Paperboards Its currently headed by
Y.C. Deveshwar (Chairman)  Renamed as ITC Ltd in
September 2001  Renamed to Indian Tobacco
Company Ltd in 1970 and further to I.T.C. Ltd in 1974 
Later Imperial Tobacco formed Imperial Tobacco
Company of India in 1910  Imperial Tobacco Company
Founded by William Henry Wills in 1901-England  ITC
is an Indian conglomerate headquartered in West Bengal
Company History & Packaging, Agri Business & IT
3. 3. ITC Logo Sunfeast Logo & Mascot
4. 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. 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. 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
7. 7. Branding Strategies Brand Extension Line Extension
Co Branding
8. 8. Pack Size-2 in 1 , 4 in 1 , 6 in 1 Choice of variety of
masala Market Penetration Strategies
9. 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. 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. 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’’
12. 12. Brand Communication
13. 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. 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. 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
Parent Company ITC

Category Food Products

Sector Food & Beverages

Tagline/ Slogan The better noodles; Spread the smile

USP Instant noodles with different tastes

Segment People looking for a healthy snack when hungry

Target Group Young people and children from upper and middle class

Positioning Sunfeast Yippee noodles do not lump even 30 minutes after cooking

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Sunfeast Yippee
Noodles. Strengths are:
Strengths 1.Good advertising and visibility
2.Good product distribution and availability
3.Lots of flavors and varieties available

Here are the weaknesses in the Sunfeast Yippee Noodles SWOT Analysis:
Weaknesses 1.Media generated news about health issues
2.Brand loyalty of Maggi is tremendous

Following are the Opportunities in Sunfeast Yippee Noodles SWOT Analysis:

1.Untapped rural markets
Opportunities
2.DINKS, single professionals
3.Newer tastes

The threats in the SWOT Analysis of Sunfeast Yippee Noodles are as mentioned:
Threats
1.Price wars with other noodle brands
 Competitors 1.Maggi

The brandguide table above concludes the Sunfeast Yippee Noodles SWOT analysis along with its marketing
and brand parameters.

he company further said, "No restrictions have been imposed in any state on the
manufacture, distribution or sale of Sunfeast Yippee noodles."ITC Ltd stated in the handout
that they want people to be aware of the quality of Sunfeast's Yippee! Noodles.“People still
come and ask for Maggi but I request them to buy Yippee! Noodles instead of Maggi.
Hesitatingly, they buy Yippee!,” said a local retailer.
In the handout ITC also hinted on other Instant Noodle brands where the government has
ordered to withdraw Nestle's Maggi noodles from the market and stated that lead in Yippee
Noodles is found to be in permissible limits.

FSSAI, last week had ordered testing of various instant noodles, pasta and macaroni brands
which includes Top Ramen, Foodles and Wai Wai to check whether these brands are
following the food safety norms in the wake of Maggi controversy.Nestle India, ITC, Indo
Nissin Food Ltd, GSK Consumer Healthcare, CG Foods India, Ruchi International and AA
Nutrition Ltd are the companies whose products have been listed for testing, according to
FSSAI order.

Even as instant noodles in India are going through a difficult phase with vanishing act from
shelves of stores all around, ITC is doubling up its efforts to divert customer loyalty from
Maggi noodles to its Yippee! brand of noodles.Retailers and distributors have been given
handouts by ITC stating that Sunfeast Yippie! Noodles are safe. A local retailer in Mumbai
said, “We have been asked to show this handout (picture attached) to customers so that
they can be assured of their safety before buying Yippee! Noodles.”ITC, on the website of
Sunfeast Yippee has put out an alert stating, "Stringent tests are conducted for our food
products at ITC's NABL accredited Life Sciences and Technology Centre as well as FSSAI
approved, NABL accredited external laboratories. In all these tests, our food products have
consistently been found to comply with all regulatory standards."