“A Comparative Analysis of Sunfeast Yippee

In
Comparison to Other Noodles”

Presented By: Natrajan Sampath

Submitted To: Ms. Sonali Sharma
Mr. Khelan Parikh
Based On: Project “YUVA”

Outlet Name: Rajaveer Super Mart

Branch Name: Kubernagar

 Company Profile
THE ITC VISION

Sustain ITC’s position as one of India’s most valuable corporations through world class
performance, creating, growing value for the Indian economy and the Company Stakeholders.

THE ITC MISSION

To enhance the wealth generating capability of the enterprise in a globalizing
environment, delivering superior and sustainable stakeholder value.

ITC was incorporated on August 24, 1910 under the name of ‘Imperial Tobacco
Company Of India Limited.’ Its beginnings were humble. A leased office on Radha Bazaar
Lane, Kolkata, was the centre of the Company’s existence.

The Company celebrated its 16th birthday on August 24, 1926, by purchasing the plot of
land situated at 37, Chowringhee, (now renamed J.L. Nehru Road) Kolkata, for the sum of Rs.
3,10,000. This decision of the Company was to mark the beginning of a long and eventful
journey into India’s future.

The Company headquarter building, ‘Virginia House’, which came up on that plot of land
two years later, would go on to become one of Kolkata’s most venerated landmarks. The
Company’s ownership progressively indianised, and the name of the Company was changed to
I.T.C. Limited in 1974.

In recognition of the Company’s multi-business portfolio encompassing a wide range of

businesses-Cigarettes & Tobacco, Hotels, Information Technology, Packaging, Paperboards &
Specialty Papers, Agri-Exports, Foods, Lifestyle Retailing and Greeting Gifting & Stationery-
the full stops in the Company’s name were removed effective September 18, 2001. The
Company now stands rechristened ‘ITC Limited.’

Personal care products have been an important part of our life, since ages. The Soap industry has
been growing at around 10% for the last three years, while the branded segment is growing at
about 30% per annum.
 Sunfeast Yippee
 In September 2010, the brand launched its noodles brand extension –
Sunfeast Yippee.
 Indian noodles market has now become a huge market of Rs. 1300 crore
(approx).
 Maggie is the market leader with a whopping 70% market share.
 A huge market with one major market leader is definitely an attractive one.
 That is one of the reasons why so many players have recently launched
their brand in this segment.
 Sunfeast (ITC) is a worthy player to take on the might of Maggie.
ITC is a company that is not averse to taking risk and has a huge cash
reserve to fight a marketing war with Nestle.
 ITC product portfolio has been further expanded with Sunfeast Yippee!
Instant noodles.
 Three years of exhaustive development work has gone into the creation of
Sunfeast Yippee!
 The product has two intrinsic components – the noodle block and the
masala mix.
 Wheat is key ingredient of the noodle block.
 The sourcing and blending expertise that has made Aashirvaad India’s No.1
branded Atta has been leveraged to make a truly delightful noodle block.
Sunfeast Yippee noodles do not lump even 30 minutes after cooking.
 At present, Sunfeast Yippee is available in four lip smacking variants –
Classic Masala, Magic Masala, Mood Masala and Power up Masala.
 Indian Noodle Market

 In India the instant noodles market is worth Rs. 1300 Cr. (approx)

 In this Nestle’s Maggie is on top capturing 70% market share.

 After this ITC Sunfeast Yippee capturing 18% market share.

 Other brand like HUL’s Knorr Soupy noodles, GSK’s Horlicks Foodles,
Indo-Nissan’s Top Ramen etc. are capturing 12% market share.
 STP for SUNFEAST YIPPEE!

 Segment
 Segmented for youngsters mainly.

 Also segmented for school kids.

 Target
 Mainly targeted towards working individuals.

 Mothers as they purchase and want healthy food for their children.

 Positioning
 The biggest problem with cooked Maggie is that it is to be eaten when
freshly cooked. Get sticky becomes inedible.

 Yippee noodles can be eaten even after some time.

 Maggie comes in rectangular shape and while cooking it is broken into

two pieces.

 On the contrary Yippee comes in round shape and can easily fits into
round vessel with no breaking.
 Consumer Behaviour

 The competitive scenario in this industry is getting more intense as the

customers habits are changing and they now want more options in
anything and everything that they consume.

 The entry of these variants has provided the customers with a lot of
options.

 It now needs to be seen how Sunfeast Yippee Noodles from ITC is able to
make a dent in stronghold of Maggie and how it is able to come out on top
in this battle of FMCG giants.

Objective of the Study

 To ensure availability and visibility of ITC’s Noodles at Retail outlets.

 To offer suggestions for increasing market-share of ITC in Noodles Industry.

 To gain knowledge about Sunfeast Yippee’s consumer buying behaviour.

 Suggestions

 ITC can put some small toys into Yippee to attract children.

 ITC should distribute free cooked Yippee noodles it will give correct
feedback from market.

 ITC can launch other flavours of Yippee.

 Schools can also be targeted for making awareness among the kids because
they are the major consumer.

 Sponsor the Yippee noodles in several youth based shows to target the
adults.
 Conclusion
 Lot to be done for Yippee.

 The biggest advantage for Maggie is its taste and first mover advantage in
the instant noodle market.

 Become generic and mere advertising is not going to do any harm to

Maggie.

 Key to success for Yippee will be the taste and targeted promotional
activities and good distribution channel with ITC’s reach.

 Top Roman and Foodles failed. Maggie with 80% market share is being
targeted by ITC’s Yippee noodles with a slight different and a well thought
out strategy and with a huge cash reserve to fight a marketing war with
Nestle.

 Noodle brands mainly target children only. India is vastly consumed by

Young population also, and then why not targets this group and segment
the market. “Divide and Conquer”.