Marketing Case Challenge

“YiPPee! First”
September 2022

Instructions:
• Teams will submit a case analysis document addressing the expected outcome,
comprising a 10-slide power point presentation with footnotes wherever applicable.
• There is no pre-determined structure to analyse the case. Participants are free to use
any format which best illustrates and provides convincing arguments supporting their
solutions.
• Wherever necessary, the participants must refer to the sources of information and
data.
• Case presentations will be judged based on the following criteria:
• Originality, creativity and uniqueness of the idea

• Feasibility of implementation, sustainability and scalability of the idea;

• How does the solution fit with ITC’s vision and how it can leverage ITC’s strengths

• The thoroughness of research, analytics and economic logic used to defend the viability
and execution of the idea

• Last date for submission of case solutions is 21st September, 2022. Teams must
send their entries to the link provided to your Campus Point of Contact.

For full details, please refer to the ITC Interrobang Season 12 Case Challenge Brochure
available with your Campus Point of Contact or contact interrobang@itc.in.
 Interrobang?! : ITC On Campus – Season 12 – Case Challenge

Context
First party data is of great importance to the companies to understand the consumer needs,
foster deeper relationships, have personalized communications and consumer-centric
intelligent business decisions. It is challenging for FMCG brands in India to collect first-party
data, as they follow a distribution-led model and don’t have a direct transaction with the end
consumers except for their D2C platforms, which is a very miniscule part of their sales. Most
FMCG brands rely on third-party purchase data, either shared by retailers at their discretion
or research agencies at an aggregate level. In the wake of Google and Apple phasing out
third party cookies by 2023 completely, first-party data strategy becomes even more critical
for brands now.

Objective
The objective of the present case is to find the avenues to collect first-party consumer data
for ITC’s Instant Noodles & Pasta brand YiPPee! while ensuring solutions to have the right
brand fit. It is encouraged that candidates go through the digital outlets of the brand
(YouTube, Social Media Pages, Brand Website etc) to familiarize themselves with the Brand
World and understand brand fit.
Scope and Deliverables

• Why should people give data to you - Participants need to build relevant value
propositions for the consumers or potential consumers, in exchange for which they
can share their data
• How do you collect the data - The propositions can be in the form of and not limited
to - Consumer Promos, Digital Campaigns, On-ground Activations, Content Strategy,
Personalized Communications and Offers, Packaging, and POSM Innovation
• What data should you collect - Contact information – Phone Number And/or Email
is a must for the data gathering; Gender, age group and interests are a good to have
• Participants should put the budgeting aspect and expected consumer reach for their
solutions
• Recommendation on analytics that can be done on collected first party data
• Solutions will be evaluated on technology, innovation, creativity, ease/speed of
implementation, and cost
• Concept testing/Demo of solutions supported by consumer evidence will be highly
appreciated
Regulations Related to Data Protection
It is expected that candidates familiarize themselves with the basic tenets of General Data
Protection Regulation (GDPR) and ensure that solutions given do not violate the core
principles of GDPR. Link to GDPR below:
https://gdpr-info.eu/

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 Interrobang?! : ITC On Campus – Season 12 – Case Challenge

Reference Examples of Brand Campaigns that have led to collection of first party data

• YiPPee! Win Your Wish Campaign (https://winyourwish.bigcityexperience.com/terms-

and-conditions)
• YiPPee! LootMaal Contest (https://yippeelootmaal.com/#/terms-and-conditions)
• Aashirvaad Happy Tummy (https://happytummy.aashirvaad.com/)
• https://blog.beaconstac.com/2020/10/cpg-brands-first-party-data/
Brand Website and Social Media Page Links
https://www.sunfeastyippee.com/
https://www.instagram.com/sunfeast_yippee/?hl=en
https://www.facebook.com/SunfeastYippee/
https://twitter.com/SunfeastYippee

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