sec b pgp30220
TRANSCRIPT
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Brand Extension:ITC Sunfeast
Yipee Noodles
Under the guidance of: Prof. Sameer MathurBy: Ruchi Singh, PGP30220, Sec B
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• ITC was incorporated in 1910 under the name Imperial Tobacco Company of India Limited which was later changed to Indian Tobacco Company Ltd.
• Its foray in the Food Market: Kitchens of India- Aug. 2001Mint-O, Candy Man, Aashirvaad Aata- 2002Sunfeast Biscuits- 2003Bingo- 2007Sunfeast Yipee- 2010
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• Sunfeast has a well-established presence in almost all categories of biscuits and is also a key player in the pasta and instant noodles segments.
• In July 2003, ITC made a foray into the biscuits market by launching the Sunfeast range of biscuits
• Within a span of 12 years, Sunfeast has well-established presence in almost all categories of biscuits.
• Dark Fantasy Choco Fills has wowed the Indian consumer with its innovative centre-filled format and high-quality packaging.
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• In September 2010, Sunfeast launched its noodle brand extension: Sunfeast Yipee
• At present, Sunfeast Yipee comes in 3 variants: Classic Masala, Chinese Masala and Magic Masala
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Market Share Indian Noodle Market
Maggi70%
Yipee18%
Others12%
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Indian Noodle Market
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Brand Share
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Product
3 Variants
Round Noodles
Non-sticky
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Place
Modern Trade General Trade E-commerce
• Penetration Across channels• Reach in all the areas from urban cities to rural
areas owing to the strong sales and distribution network of ITCcc
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Price
• Rs. 5 and Rs. 10 packs to match the competitiors
• Mega packs also available
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Promotions
Television Media
Outdoor Media
Digital Media
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Segmentation
• People looking for a healthy snacks when hungry and belonging to upper and middle class (Demographic)
• Ensure that this does not take the emphasis on taste away
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Targeting
• Young people and children from upper and middle class
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Positioning
• Healthy noodles for people• Noodles that do not lump even 30 minutes after
cooking• Young, modern and premium feel• Distinct and original positioning to distinguish
from the rest • It targets the largest selling variant of Maggi,
Maggi Masala by offering two variants: Magic and Masala
• Round shapes ensure no breaking of noodles while cooking
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Competition
Maggi: The undisputed leader with 70% market share
Others: 12% market share
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Competitive Frame of Reference
Maggi, Top Ramen, Wai Wai Yipee
Noodles Industry: Health benefits
Non-sticky
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Points of similarity
Points of Difference
• Instant Noodles Category• Instant gratification and easy to cook• Tasty snack for with noodles and masala
• Round shapes ensure no breaking of noodles while cooking
• Noodles that do not lump even 30 minutes after cooking
• Healthy noodles for people
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Thank you!