Brand Extension:ITC Sunfeast

Yipee Noodles

Under the guidance of: Prof. Sameer MathurBy: Ruchi Singh, PGP30220, Sec B

• 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

• 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.

• 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

Market Share Indian Noodle Market

Maggi70%

Yipee18%

Others12%

Indian Noodle Market

Brand Share

Product

3 Variants

Round Noodles

Non-sticky

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

Price

• Rs. 5 and Rs. 10 packs to match the competitiors

• Mega packs also available

Promotions

Television Media

Outdoor Media

Digital Media

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

Targeting

• Young people and children from upper and middle class

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

Competition

Maggi: The undisputed leader with 70% market share

Others: 12% market share

Competitive Frame of Reference

Maggi, Top Ramen, Wai Wai Yipee

Noodles Industry: Health benefits

Non-sticky

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

Thank you!