Coursera Assignment

• Introduction

• Brands: Maggi and Yippee Noodles

• Why?
After facing criticism due to the presence of MSG and Lead in the product , Maggi had a great
comeback accompanied by a Nestlé advertising campaign to win back the trust of members
of the Indian community. The impact or place it has made in the minds of people helped the
brand to have a great come back in the market. Yippee is another brand loved by people after
maggi.

• Brand pyramid

Brand Pyramid Maggi Yippee

Brand core/ Essence Hunger Satisfaction Hunger Satisfaction

Brand Personality free-spiritedness, playfulness, Traditional, Playfulness

Emotional Benefits Credibility, fun, laughter, fun, laughter, happiness

happiness, nostalgia

Product Benefits Ready to make, variety, easily Ready to make, Non sticky
available, fast to cook noodles,

Product Attributes Rectangular shape Circular shape, Long and slurpy,

vegetables
 • Brand comparison

Comparison Maggi Yippee

Manufacturing Nestle ITC

Price (100gm) 16 17

Best Before 9 months 9 months

Fat 5.53 6

Energy 3.9 4.75

Protein 6.64 6.4

Carbohydrate 3.41 3.14

Iron 1.89 2.16

Calcium 3.94 2.9

Glutamate 3.84 3.92

Sodium 2.85 2.7

Lead 2 2

Cadmium 2 2

Arsenic 2 2

Mercury 2 2

Ash excluding salt 1.52 1.76

TPC and Salmonella 1.97 1.95

Aflatoxin 2 2

Labelling Provided all the required Provided all the required

information information

Packaging Laminate plastic Laminate plastic

Boxes coloured in orange colour are better as compared to other one.

SWOT Analysis:

Maggi Yippee

Strength • Market leader • Under the well-established

• Brand loyalty brand (ITC)
• Distribution Channel • Umbrella Strategy
• Advertising Strategy • Distribution channel

Weakness • New innovative products • Low Variants

failed
Opportunities • Market growing in double • Market growing in double
digits digits

Threats • Regional Players • Competitors like maggi

4. Brand value/equity

Maggi

The brand equity for maggi comes from Brand Loyalty and Brand Awareness. Maggi always
highlighted and emphasized its customers and consumers as their ambassadors. They made it
clear that it is only because of the Moms and their kids love and likings; they are now one of
the strongest brands in instant food market. So, the consumers through the years have become
loyal to this brand awareness.

The “2-minute noodle” product created a bond that no other brand in the category, or even
across categories of instant food could build. Maggi is to instant noodle what Xerox is to
photocopies, where the product and brand have become synonymous.

Maggi has achieved differentiation through the other competitors in the category of noodles.
That has a result other product to be blocked from extending. The brand needs loyal customers
to all of its products. New strategies could be followed in order to help other products become
popular, too.
Yippee noodles

In the year 2010 ITC launched noodles brand named as Sun feast Yippee Noodles in Indian
market. It has two varieties such as classic and magic masala. Wheat is the key ingredient of
Sun feast Yippee and it is available as round cake which can easily fit into any vessel without
breaking and it will not lump even 30 minutes after cooking .The product is mainly targeted
towards working individuals, mothers as they purchase and wants healthy food for their
children. The sales promotion strategy followed by ITC is to use the existing distribution
channel which acts as a catalyst

Within noodles, yippee is the second largest brand with about 22% market share, trailing
Nestle Maggi which is nearly thrice as big. Yippee can be seen as a better competitor to Maggi.
Yippee invades its growth in market rapidly when Maggi was banned in India.

Both the products have created a great brand value by providing knowledge to their customers
about their products and even the both products under famous brands like Nestle and ITC.
But Maggi has created such an image infront of its consumers which helped the brand in
getting back to track. Though the market share is decreased now, but now also maggi is
consider as market leader. The credibility it provided to its customers was the main reason for
its comeback.

• References

https://en.wikipedia.org/wiki/Maggi

https://economictimes.indiatimes.com/industry/cons-products/food/itcs-instant-noodle-
yippee-crosses-rs-1000-crore-sales-mark/articleshow/66645115.cms?from=mdr

https://www.researchgate.net/publication/

https://www.maggi.in/