Segmentation

Segmentation is the process of defining and subdividing a large homogenous market into clearly
identifiable segments with similar needs, wants, or demand characteristics. Its objective is to design
a marketing mix that precisely matches customers' expectations in the targeted segment.
In the case of Yippee Noodles, segmentation of the market is done on the basis

1. Lifestyle and eating habits of Indian consumers.

2. Based on age, it mainly targets school kids and youngsters.

Target group

The segments that fit into the company objective that can be serviced are identified & targeted.
When you have multiple, distinct market segments, you typically need to customize marketing
campaigns that appeal to each.
Targeting audience will help create brand awareness and customer loyalty for Yippee noodles; it will
also help to build new strategies for Yippee noodles
The current target group are:
1. Children and Young Teens
The age group of 5-15 years have similar tastes and are attracted to curly shaped Indian fast
food. Innovative strategies have helped Yippee target these groups, such as giving free toys
and stickers along with the noodle packet. It also has used Dhoni in an advertisement that
primarily influences kids.
2. Working women and men/ College going students
This segment of people have no time to cook, this fast food/snack which can help them cook
it in less than 3 minutes will help them satisfy their hunger in their busy schedule.

Positioning

Positioning will help create a favourable & distinctive image (or position) for the product in the
consumer's mind.

Points of Difference:

1. The biggest problem with cooked Maggi is that it should be eaten when freshly cooked. After
a while, it becomes sticky and is not good to eat. Whereas Sun feast Yippee noodles do not
lump even 30 minutes after cooking.
2. Maggie comes in a rectangular shape, and while cooking, it is broken into two pieces. On the
contrary, Yippee comes with a circular shape and can fit into a round vessel without
breaking.

Points of Parity:

1. Like the competitors, it is fast, easy food that can be cooked, approximately 3 minutes.
2. The price range is the same and competitive with other brands