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|
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...