Sunfeast Yippee

Topics: Taste, Ramen, Noodles Pages: 2 (413 words) Published: November 27, 2012
Health was chosen as the platform, along with asupporting claim for taste. People who were healthyand energetic were concerned about the long-termprospects of their health. Thus Health 
is related to maintenance of good health

is applicable to all members of the family

is characterized by lively energetic people, andgrowing children's. 
Thus the message and (positioning):

its hot and wet.

Primary media: Television ad 30 seconds.Print ad, shop adsProject at schools ,and 2tier cities.Just noticeable difference.Supermarket and big bazar.


Within 6 months, SunfeastYippee became thelargest growing noodles in Fmcgsector. 
Redefined the category and expanded the ITC Fmcgsegment from 2.71% to 23% in 6 months. 
Now the largest selling ITC Fmcgbrand holds 6% of branded noodle market. 
Greatest achievement in one month Yippeepenetrated 50% of noodle market.

Sunfeast Yippee Noodles|
Parent Company| ITC|
Category| Food Products|
Sector| Food Products|
Tagline/ Slogan| The better noodles; Spread the smile|
USP| Instant noodles with different tastes|
Segment| People looking for a healthy snack when hungry|
Target Group| Young people and children from upper and middle class| Positioning| Sunfeast Yippee noodles do not lump even 30 minutes after cooking| SWOT Analysis|
Strength| 1.Good advertising and visibility2.Good product distribution and availability3.Lots of flavors and varieties available| Weakness| 1.Media generated news about health issues2.Brand loyalty of Maggi is tremendous| Opportunity| 1.Untapped rural markets2.DINKS, single professionals3.Newer tastes| Threats| 1.Price wars with other noodle brands|

Competitors| 1.Maggi|

A kid is standing in one corner of the room holding his ears (as a form of punishment).| His mother is getting ready to prepare...
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