itcyippee- mk03

7/29/2019 itcyippee- MK03

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Presentation TitleMy nameMy position, contact informationor project description

Submitted to:

Mrs.REETU SINGH

By:Jaya Pandey


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HISTORY

ITC was incorporated on August24,1910 under the nameImperialTobacco Company of India Limited later it changed its name as

India Tobacco Company Limited in1970.

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 brands mint-o and Candyman confectionery and Aashirvaad

Atta(wheat flour).

2003 witnessed the introduction of Sunfeast as the Company entered the

biscuits segment, 2007 it entered the branded snacks category

with Bingo!


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INTRODUCTION

ITC has launched noodles brand Sunfeast Yippee in the

Indian market in 2010.

Indian noodles segment has now become a huge market worth

Rs1200crore.

Product Attributes:-

Wheat is key ingredient.

No lumping even 30mins after cooking.

Available in round cake. Available in two variants:

Classic & Magic Masala


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Segment &Target

Segment Segmented for youngsters mainly.

Target

Mainly targeted towards working individuals.

Mothers as they purchase and wants healthy food for their

children.


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Positioning

It attacks the largest selling variant of Maggie, MaggieMasala, and gives consumers the choice of two masala

Magic and Classic.

Maggie comes in rectangular shape and while cooking it isbroken into two pieces. On the contrary Yippee comes in

round shape and can easily fits into round vessel with no

breaking .

The biggest problem with cooked Maggie is that it is to be

eaten when freshly cooked. Get sticky becomes inedible.

Yippee promises that Yippee noodles can be eaten even after

some time.


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Market Research & Share

Indian noodle market.

Increasing competition.

New product launches and extensive

marketing.

Stress on health and wellness.

Traditional flavours still dominate.

Addressing rural market.

Health and wellness theme.

Huge Rural market


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Product Development

New Product introduced in the alreadyExisting Noodles market by ITC.

Yippee now has to slowly climb the market shareand give a tuff competition to Maggie.

The prevailing distribution channel of ITC will

act as a catalyst.


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Marketing Mix

Product

Differentpackage

RoundCake

80gm pack

2 Variants

Price

At Rs 10 tomatchcompetitors.

Also in Rs.5

Place

UrbanMarket

RuralMarketpenetrationdue to ITC

distributionchannel.

Promotion

Advantagesover maggi as

competitor.

Ads mostly

shown on

particular

channels & time.


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Consumer Behaviour

The competitive scenario in this industry is getting more

intense as the customers habits are changing and they now

want more options in anything and everything that they

consume.

The entry of these variants has provided the customers with a

lot of options.

It now needs to be seen how Sunfeast Yippee Noodles from

ITC is able to make a dent in stronghold of Maggie and how it

is able to come out on top in this battle of FMCG giants.


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Conclusion Lot to be done for Yippee.

The biggest advantage for Maggie is its taste and first mover advantage in the

instant noodle market.

Become generic and mere advertising is not going to do any harm to Maggie.

Key to success for Yippee will be the taste and targeted promotional activities and

good distribution channel with ITCs reach.

Top Roman and Foodles failed. Maggie with 80% market share is being targeted by

ITCs Yippee noodles with a slight different and a well thought out strategy andwith a huge cash reserve to fight a marketing war with Nestle.

Noodle brands mainly target children only. India is vastly consumed by Young

population also, then why not target this group and segment the market. Divide

and Conquer.


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itcyippee- mk03

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