Brand Extension

Analysis

Himanshu, PGP30022, Sec

Manufacturer
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 brandsmint-o
andCandymanconfectionery andAashirvaad
Atta(wheat flour).
2003 witnessed the introduction of Sunfeast as the
Company entered the biscuits segment, 2007 it entered
the branded snacks category withBingo!
ITC has launched noodles brand Sunfeast Yippee in the

MAJOR
BRANDS

Parent Brand - Sunfeast

Sunfeast
Biscuits
Sunfeast
Yippee
Noodle!

Extensi
on

rand Extension
Sunfeast
Yippee Noodle
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

Sunfeast Yippee!
Noodles
Sunfeast Yippee brand gained 3% in value
share in 2014 by :
1) leveraging strong distribution channel
2) targeting both mothers and children

ITC using an umbrella brand strategy to make

space for the Yippee brand in the instant
noodle category.

Yippees Chinese Masala launched in 2014 and

heavily promoted in TV commercials targeting
kids has good acceptance in the market space.

Sunfeast Yippee noodles television ad in 2014

positions The Better Noodle which is:
long,
non-sticky
tasty

Yippee positioned well against the category

leader and promoted as does not form lumps
even 30 minutes after cooking.

Indian Noodles Market at a glance

Value growth of
19% in 2014
takes noodles
sales to INR 53
billion
Average unit
price increases
by 8% in current
terms in 2014

Pouch instant
noodles register
the highest
current value
growth of 21% in
2014

Rural
penetration with
small pack size
variants are
supporting
growth in 2014

Nestl India Ltd

continues to
lead with a 63%
value share in
2014

Noodles is
expected to see
a 9% value CAGR
at constant 2014
prices over the
forecast period

Indian Noodle Market

INR million

2009 2010 2011 2012 2013 2014

Chilled Noodles

Frozen Noodles

Instant Noodles
- Cups/Bowl Instant
Noodles
- Pouch Instant
Noodles
Plain Noodles
Snack Noodles

Noodles

40.00%
34.10%
35.00%
30.00%

14,401

19,274

24,962

31,028

37,810

45,562

207

240

274

312

353

396

14,194

19,034

24,688

30,716

37,457

45,166

4,369

4,850

5,344

5,904

6,502

7,228

18,77 24,12 30,30 36,93 44,31 52,78

0
4
6
2
2
9

Sales of Noodles by Category: Value 2009-2014

Instant Noodle
Product Category

218% in

grew by
last 5 Years!

29.71%
24.42%

25.00%

21.95%

20.58%

20.00%

Sunfeast
Category

15.00%
10.00%
5.00%
0.00%
2010

2011

2012

2013

MAR KET GROWTH RATE- POUCH INSTANT NOODLES

Market Growth rate

has been declining
over the years.
From 34% in 2010,
it came down to
20.6% in 2014

2014

Indian Noodle Market

Major Players 2014

Year

YippeesMarket
Share

2014

10.81%

2013

8.31%

2012

5.30%

2011

3.40%

2010

0.71%

Nestl India Ltd

ITC Ltd

1%

Bambino Agro Industries

Ltd

13%
1%
1%
2%

Indo Nissin Foods Ltd

Capital Foods Ltd

3%

MTR Foods Ltd

5%
11%

63%

CG Foods India Pvt Ltd

Hindustan Unilever Ltd
Others

Nestle with its

Maggi Brand,
continues to be
the LARGEST
PLAYER in the
product category

Sunfeasts market
share has grown
from 0.71% in
2010 to 10.81% in
2014

Thank you!