itc yippee

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Submitted to:Prof. Durba Roy

By:Ajay RaghuvanshiAnkit chandra PrakashDhairya ShuklaJaidev PurkayasthaMayank Gakher

HISTORY• ITC was incorporated on August24,1910 under the name Imperial

Tobacco Company of India Limited later it changed its name as India Tobacco Company Limited in1970.

• It first introduced 'Kitchens of India'  in August 2001 to enter in the food market.

• In 2002, IT Centred the confectionery and staples segments with the launch of the brands mint-o and Candyman confectionery and Aashirvaad Atta(wheat flour).

• 2003 witnessed the introduction of  Sunfeast  as the Company entered the biscuits segment, 2007 it entered the branded snacks category

with Bingo!

INTRODUCTION

•  ITC has launched noodles brand Sunfeast Yippee in the Indian market in 2010.

• Indian noodles segment has now become a huge market worth Rs1200crore.

Product Attributes:-

• Wheat is key ingredient.

• No lumping even 30mins after cooking.

• Available in round cake.

• Available in two variants:

Classic & Magic Masala

Segment &Target Segment• Segmented for youngsters mainly.

Target• Mainly targeted towards working individuals.

• Mothers as they purchase and wants healthy food for their children.

Positioning• It  attacks the largest selling variant of  Maggie, Maggie

Masala, and gives consumers the choice of two masala “Magic” and “Classic”.

• Maggie comes in rectangular shape and while cooking it is broken into two pieces. On the contrary Yippee comes in round shape and can easily fits into round vessel with no breaking .

• The biggest problem with cooked Maggie is that it is to be eaten when freshly cooked. Get sticky becomes inedible. Yippee promises that Yippee noodles can be eaten even after some time.

Market Research & Share• Indian noodle market.

• Increasing competition.

• New product launches and extensive marketing.

• Stress on health and wellness.

• Traditional flavours still dominate.

• Addressing rural market.

•Health and wellness theme.

•Huge Rural market

Product Development

• New Product introduced in the already Existing Noodles market by ITC.

• Yippee now has to slowly climb the market share and give a tuff competition to Maggie.

• The prevailing distribution channel of ITC will act as a catalyst.

Marketing Mix

Promotion• Advantages over maggi as competitor.• Ads mostly shown on particular channels & time.

Consumer Behaviour

• The competitive scenario in this industry is getting more intense as the customers habits are changing and they now want more options in anything and everything that they consume.

• The entry of these variants has provided the customers with a lot of options.

• It now needs to be seen how Sunfeast Yippee Noodles from ITC is able to make a dent in stronghold of Maggie and how it is able to come out on top in this battle of FMCG giants.

Conclusion • Lot to be done for Yippee.

• The biggest advantage for Maggie is its taste and first mover advantage in the instant noodle market.

• Become generic and mere advertising is not going to do any harm to Maggie.

• Key to success for Yippee will be the taste and targeted promotional activities and good distribution channel with ITC’s reach.

• Top Roman and Foodles failed. Maggie with 80% market share is being targeted by ITC’s Yippee noodles with a slight different and a well thought out strategy and with a huge cash reserve to fight a marketing war with Nestle.

• Noodle brands mainly target children only. India is vastly consumed by Young population also, then why not target this group and segment the market. ”Divide and Conquer”.