Sunfeast Yippee

Message Health was chosen as the platform, along with asupporting claim for taste. People who were levelheadedand energetic were concerned about the long-termprospects oftheir health. Thus ? Health? ? is related to alimony of good health ? is applicable to all members of the family ? is characterized by lively energetic people, andgrowing childrens. ? Thus the message and(positioning) ? its hot and wet. Media Primary media Television ad 30seconds. publish ad, shop adsProject at schools ,and 2tier cities.Just noticeable difference. Supermarket and big bazar. Measurement ? Within 6 months, SunfeastYippee became thelargest growing noodles in Fmcgsector. ? Redefined the category and expanded the ITC Fmcgsegment from 2. 71% to 23% in 6 months. ? Now the largestselling ITC Fmcgbrand holds 6% ofbranded noodle market. ? Greatestachievement ? in one month Yippeepenetrated 50% of noodle market. Sunfeast Yippee Noodles Parent Company ITC kinsfolk Food Products Sector Food Products Tagline/ Slogan The better noodles Spread the smileUSP Instant noodles with different tastes STP Segment People looking for a healthy snack when hungry Target Group Young people and children from upper and middle class Positioning Sunfeast Yippee noodles do not lump even 30 minutes after cooking SWOT Analysis Strength 1. Good advertising and visibility2. Good product distribution and availability3. Lots of flavors and varieties available Weakness 1. Media generated give-and-take about health issues2. Brand loyalty of Maggi is tremendous Opportunity 1.Untapped rural markets2. DINKS, single professionals3. Newer tastes Threats 1. Price wars with other noodle brands Competition Competitors 1. Maggi http//www. afaqs. com/advertising/storyboard/index. html? id=3387 A kid is standing in one corner of the room holding his ears (as a form of punishment). His set about is getting ready to prepare noodles. Seeing his mother prepare noodles, he asks his dad who is sitting nearby Usually achi cheeze round hoti hain na? The dad doesnt really agree to this. The kid starts giving examples, verbalise that if car tyres werent round then would the car work? , the sun, moon and the world are all round as well. The father sticking to his show up says Lekin yeh room to square hai. The son confidently says round hota to, when suddenly the mother interrupts and says, then a naughty boy like him wouldnt be punished in a corner and that if his Sunfeast yippee wasnt round then he wouldnt be able to eat long noodles VO Naya Sunfeast yippee. Sabse alag round shape main. So no breach aur mile really long noodles.