G.Sushma Reddy10D21E0027

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ITC was incorporated on August 24, 1910 under the name Imperial

Tobacco Company of India Limited.

As the Company's ownership progressively Indianised, the name of

the Company was changed from Imperial Tobacco Company of

India Limited to India Tobacco Company Limited in 1970 and

then to I.T.C. Limited in 1974.

In recognition of the Company's multi-business portfolio

encompassing a wide range of businesses - Cigarettes & Tobacco,

Hotels, Information Technology, Packaging, Paperboards & Specialty

Papers, Agri-business, Foods, Lifestyle Retailing, Education &

Stationery and Personal Care - the full stops in the Company's name

were removed effective September 18, 2001.

  The Company now stands rechristened 'ITC Limited'.

History

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Y C DEVESHWAR is the chairman of ITC

Sustain ITC's position as one of  India's most

valuable corporations through world class

performance, creating growing value for the

Indian  economy and the Company’s

stakeholders

ITC Vision

To enhance the wealth generating  capability of

the enterprise in a globalizing environment,

delivering superior and sustainable stakeholder

value

ITC Mission

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ITC's foray into the Foods business is an outstanding example of

successfully blending multiple internal competencies to create a new

driver of business growth.

It began in August 2001 with the introduction of 'Kitchens of

India' ready-to-eat Indian gourmet dishes.

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In 2002, ITC entered the confectionery and staples segments

with the launch of the brands mint-o and Candy

man confectionery and Aashirvaadatta (wheat flour).

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2003 witnessed the introduction of Sunfeast as the Company

entered the biscuits segment.

ITC's entered the fast growing branded snacks category

with Bingo! in 2007.

In eight years, the Foods business has grown to a significant size

with over 200 differentiated products under six distinctive brands, with

an enviable distribution reach, a rapidly growing market share and a

solid market standing.

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• In September 2010 , the brand launched its noodles brand

extension- Sunfeast Yippee.

• Indian noodles segment has now become a huge market worth Rs

1200 crore .

• Maggi is the market leader with a whopping 70% market share

( Business Standard).

• A huge market with one major market leader is definitely an

attractive one.

• That is one of the reason why so many players have recently

launched their brand in this segment.

• Sunfeast ( ITC) is a worthy player to take on the might of 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.

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ITC product portfolio has been further expanded with Sunfeast

Yippee! Instant noodles.

Three years of exhaustive developmental work has gone into the

creation of Sunfeast Yippee! 

The product has two intrinsic components - the noodle block and the

masala mix.

Wheat is a key ingredient of the noodle block.

The sourcing and blending expertise that has made Aashirvaad India's

No 1 branded Atta has been leveraged to make a truly delightful noodle

block. Sun feast Yippee noodles do not lump even 30 minutes after

cooking.

At present, Sunfeast Yippee is available in two lip smacking variants -

Classic Masala and Magic Masala.

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Ads of Sunfeast yippee

Choice of masala Round noodles9

Targeting Maggie with Benefit Positioning The above ad attacks the largest selling variant of  Maggie, Maggie

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

“Classic”.

 

The ad emphasizes that since we use choices in everything why

should we settle with only one choice with Maggie masala

The ad focuses on advantage of Yippee noodles on Maggie.

Usually Maggie comes in rectangular shape and while cooking it is

broken into two pieces (remember Maggie ad).

It results into short pieces of noodles.

On the contrary Yippee comes in round shape and can easily fits into

round vessel with no breaking which results in long noodles

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The biggest problem with cooked Maggie is that it is to be eaten

when freshly cooked.

If you keep it for some time its noodle get sticky

becomes inedible.

This ad exposes the same disadvantage with Maggie and

promises that Yippee noodles can be eaten even after some time.

In the end Kudos to branding and research team of Yippee

noodles for  such a good positioning for its noodles brand.

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Thus sunfeast has tried to give itself a totally different positioning

from the other competitors present in the market and it is the only

competitor to Maggi which has decided to take it head on while

competing with it.

The biggest advantages available with the Sunfeast Yippee

noodles brand are as follows: -

The deeper penetration provided by the already well established and

penetrative distribution channel provided to ITC by its channel member

in the tobacco business which provides it the most penetrative

distribution network both in rural and urban India.

Conclusion

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Then it used the Sunfeast brand, thereby using the Umbrella

branding strategy, which had already become a well known name

in the Indian households because of the equity that the brand had

gained in the minds of the consumers.

The financial muscle of the ITC conglomerate to back the

company to tackle all the competitive moves in an efficient

manner.

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