Message Health was chosen as the platform, along with asupporting claim for taste. People who were healthyand energetic were concerned about the long-termprospects of their health. Thus ? Health? ? is related to maintenance of good health ? is applicable to all members of the family ? is characterized by lively energetic people, andgrowing children’s. ? Thus the message and (positioning): ? its hot and wet. Media Primary media: Television ad 30 seconds. Print 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 largest selling ITC Fmcgbrand holds 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 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 news about health issues2. Brand loyalty of Maggi is tremendous| Opportunity| 1.