brand management sunfeast yippee himanshu pgp30022
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Sunfeast Brand ExtentionTRANSCRIPT
7/18/2019 Brand Management Sunfeast Yippee Himanshu PGP30022
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Brand ExtensionAnalysis
Brand ExtensionAnalysis
Himanshu, PGP30022, Sec
7/18/2019 Brand Management Sunfeast Yippee Himanshu PGP30022
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ManufacturerManufacturer• It rst introduced !"itchens of India! in Au$us
enter in the food mar&et'
• In 2002, I( )entred the confectionery and stse$ments +ith the launch of the rands mint-and )andyman confectionery and Aashir.aadAtta/+heat our1'
• 2003 +itnessed the introduction of Sunfeast )om*any entered the iscuits se$ment, 200the randed snac&s cate$ory +ith Bin$o
•
I() has launched noodles rand Sunfeast 4i**
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B5A9:S
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Parent Brand - SunfeParent Brand - Sunfe
SunfeastBiscuits
Sunfeast YippeeNoodle!
Extension
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Sunfeast 4i**eeSunfeast 4i**eeand Extension -
Se$ment People looking for a healthy snack when hungry
(ar$et Grou* Young people and children from upper and middle c
Positionin$Sunfeast Yippee noodles do not lump even 30 minutcooking
(a$line; Slo$an The etter noodles Spread the smile
<SP "nstant noodles with di#erent tastes
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9oodles
9oodles
Sunfeast Yippee rand gained 3$ in value
share in %0&' y (&) leveraging strong distriution channel%) targeting oth mothers and children
"T* using an umrella rand sspace for the Yippee rand innoodle category+
Yippee,s *hinese -asala launched in %0&' andheavily promoted in T. commercials targetingkids has good acceptance in the market space+
Sunfeast Yippee noodles, telepositions /The Better Noodle, •
long• non1sticky• tasty
Yippee positioned well against the categoryleader and promoted as /does not form lumpseven 30 minutes after cooking,+
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Indian 9oodles Mar&et at a $lanceIndian 9oodles Mar&et at a $lance
=alue $ro+th of
%>? in 20%@ta&es noodlessales to I95 63
illion
Pouch instantnoodles re$ister
the hi$hestcurrent .alue
$ro+th of 2%? in20%@
5ura*enetratiosmall *ac
.ariantssu**ort
$ro+th in
A.era$e unit*rice increases
y ? in currentterms in 20%@
9estlC India Dtdcontinues to
lead +ith a 3?.alue share in
20%@
9oodle
ex*ected a >? .alueat constan*rices o.eforecast *
I di 9 dl M & t
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Indian 9oodle Mar&etIndian 9oodle Mar&et
% 0 & 0 % 0 & & % 0 & % 0+00$
2+00$
&0+00$
&2+00$
%0+00$
%2+00$
30+00$
32+00$
'0+00$
3@'%0?
2>'%?
2@'@2?
I95 million 200> 20%0 20%% 20%2 20%3 20%@
*hilled Noodles 1 1 1 1 1 1
4ro5en Noodles 1 1 1 1 1 1
"nstant Noodles&''0& &6%7' %'68% 3&0%9 379&0 '228%
1 *ups:Bowl "nstantNoodles %07 %'0 %7' 3&% 323 368
1 Pouch "nstantNoodles &'&6' &603' %'899 307&8 37'27 '2&88
Plain Noodles'386 '920 23'' 260' 820% 7%%9
Snack Noodles 1 1 1 1 1 1
9oodles %,0
2@,%2@
30,30
3,>32
@@,3%2
62,>
Sales of Noodles by Category: Value 2009-2014
Sunfeast)ate$ory
MA5"E( G58F(H 5A(E - P8<)H I9S(A9
Instant 9oodleProduct )ate$ory
$re+ y 2%? in
last 6 4ears
Mar&et Gro+has een de
o.er the yrom 3@? in
it came do20'? in
I di 9 dl M & tI di 9 dl M & t
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Indian 9oodle Mar&etIndian 9oodle Mar&et
9estle +ith itsMa$$i Brand,
continues to ethe DA5GES(PDA4E5 in the
*roduct cate$ory
Sunfeasts mashare has $ro
from 0'%? 20%0 to %0'%?
20%@
3?%%?
6?
3?
2?
%?%?
%?
%3?
MaIor Players 20%@
Nestl; "ndia <td
"T* <td
Bamino =gro "ndustries<td
"ndo Nissin 4oods <td
*apital 4oods <td
-T> 4oods <td
*? 4oods "ndia Pvt <td
@industan Anilever <td
thers
4ear 4i**ees M
Shar
20%@ %0'%
20%3 '3%?
20%2 6'30?
20%% 3'@0?
20%0 0'%?
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Thank you!Thank you!