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Brand Management Sunfeast Yippee Himanshu PGP30022
Brand Management Sunfeast Yippee Himanshu PGP30022
Analysis
Manufacturer
It first introduced 'Kitchens of India' in August 2001 to
enter in the food market.
In 2002, IT Centred the confectionery and staples
segments with the launch of the brandsmint-o
andCandymanconfectionery andAashirvaad
Atta(wheat flour).
2003 witnessed the introduction of Sunfeast as the
Company entered the biscuits segment, 2007 it entered
the branded snacks category withBingo!
ITC has launched noodles brand Sunfeast Yippee in the
MAJOR
BRANDS
Extensi
on
rand Extension
Sunfeast
Yippee Noodle
Tagline/ Slogan
USP
Segment
Target Group
Positioning
Sunfeast Yippee!
Noodles
Sunfeast Yippee brand gained 3% in value
share in 2014 by :
1) leveraging strong distribution channel
2) targeting both mothers and children
Pouch instant
noodles register
the highest
current value
growth of 21% in
2014
Rural
penetration with
small pack size
variants are
supporting
growth in 2014
Noodles is
expected to see
a 9% value CAGR
at constant 2014
prices over the
forecast period
Chilled Noodles
Frozen Noodles
Instant Noodles
- Cups/Bowl Instant
Noodles
- Pouch Instant
Noodles
Plain Noodles
Snack Noodles
Noodles
40.00%
34.10%
35.00%
30.00%
14,401
19,274
24,962
31,028
37,810
45,562
207
240
274
312
353
396
14,194
19,034
24,688
30,716
37,457
45,166
4,369
4,850
5,344
5,904
6,502
7,228
Instant Noodle
Product Category
218% in
grew by
last 5 Years!
29.71%
24.42%
25.00%
21.95%
20.58%
20.00%
Sunfeast
Category
15.00%
10.00%
5.00%
0.00%
2010
2011
2012
2013
2014
Year
YippeesMarket
Share
2014
10.81%
2013
8.31%
2012
5.30%
2011
3.40%
2010
0.71%
1%
13%
1%
1%
2%
3%
5%
11%
63%
Sunfeasts market
share has grown
from 0.71% in
2010 to 10.81% in
2014
Thank you!