Wellness was chosen as the woking platform, along with asupporting assert for taste. People who had been healthyand energetic were concerned with the long-termprospects of their overall health. Thus Health
relates to maintenance of health
applies to all family members
is definitely characterized by lively energetic persons, andgrowing kid's.
Therefore the communication and (positioning):
its hot and moist.
Main media: Tv set ad 30 seconds. Print advertising, shop adsProject at educational institutions, and 2tier cities. Merely noticeable big difference. Supermarket and big bazar.
Way of measuring
Within just 6 months, SunfeastYippee became thelargest growing noodles in Fmcgsector.
Expanded the category and expanded the ITC Fmcgsegment from 2 . 71% to 23% in 6 months.
Now the largest selling ITC Fmcgbrand retains 6% of branded noodle market.
Greatest achievement in one month Yippeepenetrated 50% of noodle market.
Sunfeast Yippee Noodles
Parent Company| ITC
Category| Food Products
Sector| Food Products
Tagline/ Slogan| The better noodles; Spread the smile
USP| Instant noodles with different preferences
Segment| People looking for a healthy snack food when starving
Target Group| Young people and children via upper and middle class| Positioning| Sunfeast Yippee noodles do not lump even thirty minutes after cooking| SWOT Analysis
Strength| 1 . Good advertising and visibility2. Good product division and availability3. Lots of flavours and types available| Weakness| 1 . Mass media generated reports about health issues2. Company loyalty of Maggi is tremendous| Opportunity| 1 . Untapped rural markets2. DINKS, single professionals3. More recent tastes| Threats| 1 . Value wars with other noodle brands
Competitors| 1 . Maggi
A child is standing in one corner of the space holding his ears (as a form of punishment). | His mother gets ready to prepare...