Makhanlal Chaturvedi National University of

Journalism And Communication

Department Of Advertising and

Public Relations
Media Planning
SUBMITTED TO:- MR. Submitted By:- Pooja
ABHISHEK KAUSHAL Agnihotri
MA-APR (4th semester)
 MEDIA
PROPOSAL
OF
SUNFEAST
YIPPEE

Bowl Of Happiness
 INFINITY CREATIONS

Our promise

we are a team of creative hands so lets join us together to provide a

seamless customer experience by creating sustainable strategy for the
brand campaign.
 About us
Infinity has created tremendous success for some of India’s leading
brands.

Infinity manages more number of brands amongst India’s Top Ten most
trusted brands.

The agency lends its branding and creative expertise to a host of clients in
India.

We ensure our clients satisfaction with our works

 MEDIA
PROPOSAL
OF
SUNFEAST
YIPPEE

Bowl Of Happiness
 Client’s Background
History of Sunfeast
YiPPee Noodles is a fully owned brand of ITC Limited. The company makes instant noodles
under its brand Sunfeast which was launched in the year 2003 and manufactured biscuits.

The sourcing and blending expertise that has made Aashirvaad India’s No 1 branded Atta has been
leveraged to create a delightful noodle block by ITC.

ITC has launched noodles brand Sunfeast Yipee in the Indian market in 2010.

Indian noodles segment has now become a huge market worth Rs 1200 crore.

Sunfeast (ITC) is a worthy player to take on the might of the Maggi. ITC is a company that is not
averse to taking risk and have a huge cash reserve to fight a marketing war with nestle.

This is a completely owned Indian brand and comes under the category of ready to cook foods.
The instant noodles are available in a lot of variants to suit the Indian taste buds and also because
they want to increase their market share in India.
Sunfeast the challenger biscuit brand launched in 2003 within a span of 7 years, has
made presence felt in categories like biscuit,pasta and now in noodles.

Sunfeast made its first brand extention in 2005 when it launched Sunfeast Pasta Treat
and created the pasta category in the Indian market.

Carried a market research before entering which showed that existed a Rs.4000 crore
biscuit market in India. 12 -14% yearly growth in biscuit segment.
 Product Description
Sunfeast YiPPee noodles: spread the
smile
Sunfeast YiPPee Noodles are available in most parts of India and was first introduced in
Bengaluru in India.This is a completely owned Indian brand and comes under the category of
ready to cook foods.

The instant noodles are available in a lot of variants to suit the Indian taste buds and also
because they want to increase their market share in India.

In 2013, a variant of this instant noodles was also launched in the same state and ten was
released in other parts of the country.

Sunfeast noodles is known for maintaining the high quality and safety while manufacturing
these noodles.

The first noodle which was launched by the brand was YiPPee Classic Masala and YiPPee
Magic Masala in the year 2010. This was a revolution in this category and also raised the market
share of the company to 12% in this category.
 Product Variants
Magic Masala Noodles: This is a special flavor developed by the brand and are known
for their long and non-sticky noodles. The pack is available in size of six, four, two, one
and mini.

Classic Masala Noodles: These noodles have a very Indianized flavor and is very
popular in the country.

Mood masala noodles The pack contains 2 kinds of masalas which is the USP of this
product. In one sachet is the special masala and in the second sachet is a flavor which
can be added to the noodle has per your ‘mood’.

Power Up Masala Noodles: This is a wheat base noodle made by the brand. It is

healthiest amongst all the variants and also comes with veggies in the masala packet
along with the noodles.

Wow chicken-  It is YiPPee’s first non-vegetarian offering and combines a round
brown noodle block with 2 seasonings – a Masala Mix and Flavored Seasoning Oil.
 Uniqueness about sunfeast
The noodles made by this brand are blended with the companies famous atta
‘Aashirwad’ which does not allow them to form any lumps. It do not lump even 30
minutes after cooking.

A unique strategy adopted by the brand is to sell via e-choupals. This is a distribution
network of its owner company ITC.
They are known for selling a high quantity product in lesser price which works well
for the brand and has also increased the sales of their products.
 KEY CONSUMER INSIGHTS
YiPPee has segmented the market according to the various regions and is available
across India and has been focusing the rural and semi-rural areas of India as well as
urban areas.

It has segmented the market according to the age, and is most famous among the
teens and also as a quick bite for the adults to enjoy. It belongs to the ready-to-cook
category

The brand presents diverse tastes targeting various groups of people. It has also
developed products called MOOD MASALA and POWER UP which is used to target
the
calorie conscious consumer group or for different mood swings.

One significant target business for YiPPee is the youthful and the youngsters, for
example, the purchasers of working people even at home, students and children.
 COMPETITORS
Maggie

Top Ramen

Ching’s Secret

Knor soupy noodles

Foodless
 Objectives Of Campaign
To increase market share and give tough competition to Maggi.

To establish a unique position in the mind and heart of the people.

Improve brand sentiment when the entire category was facing onslaught.

Aware people about Well-being Out of Waste (WOW) to tackle the environmental
challenge of plastic segregation and responsible reclamation of natural resources.

To produce high quality and healthy products in reasonable prices.

To acquire a strong distribution channel of networks.

To increase profit and carefully deal with customer satisfaction.

 Target Group
Sunfeast YiPPee segmentation:- people looking for a healthy snack
while hungry within few minutes .

Target Group :- Young people and children from upper and middle class

Positioning :- Introducing the choice of variety of masala with three

varients in their product portfolio- classic, magic and chinese masala.

Focusing on the shape of contents within the pack .

Do not forms lumps even after 30 minutes of cooking.

 Media used
Television

Print ( newspapers and magazines)

Social media like facebook page , twitter, instagram and you tube

Banners, Billboards, Displayed ads on store walls, etc.

We use social media platform because these are the place where you can
get audience along with there feedback(comments).

One of the most appreciated campaign which is still ongoing is ‘You Ask
We Answer’. This has been appreciated by the regular users of Sunfeast
YiPPee Noodles.
 Segmentation and positioning

Demographic :- urban, semi – urban, rural areas

 mostly children and their mothers who are worried about safety
Working people who want snacks in very less time

Age- above 5 years

Family cycle – young, married with children

Behavioural :-
User status :- Regular users(urban), first time users(rural)
Usage Status: heavy users(urban), light(rural),medium(semi-urban) .

The brand has focused on having child artists in most of their TV commercials
because of the target audience of the brand. The tagline of the brand is ‘Spread the
smile, The better noodles’
MARKET SHARE
Famous advertisements
 Competitor analysis
MAGGI:
Nestle India Ltd(NIL) the Indian subsidiary of global FMCG player introduced
Maggi brand in year 1982

NIL created entirely new food category-instant noodles

Being the first mover NIL could retain its market leader position till date.
Maggi occupies nearly 80% of noodles market share in India.

Maggi launched Dal Atta noodles to attract health conscious consumers, but it
was not able connect well with the consumers.
 Competitor analysis
Nestle

Nestle adopted 360 degree marketing strategy

They were able to connect well with the consumers by running the very famous
campaign “ME AND MERI MAGGI”

Consumers began to have emotional connection with the brand

Maggi undertook many PR events and conducted many programs in schools to

target kids.

Maggi new positioning strategy- “convenience” for mothers and “fun” for children
 New strategies we will provide

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

Target young consumers who are about to start eating i.e. 3 -6 years
children

Focus on the health conciousness of the consumer and market

accordingly.

More push and pull strategy can be used.

Free toys with yipee noodles to attract childrens.

Sponsor cooking shows.

Increase your reach and frequency with the use of different media
channels .
 SERVICES WE PROVIDE
Online Reputation Management,

Social Listening & Monitoring,

Creative Website Design & Development

Social Media Management

Content Marketing

Digital marketing services

Programmatic advertisements

Digital transformation
Thank you