Sunfeast pgp30135
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This document provides information about the brand extension project of Sunfeast Yippee! noodles by ITC Limited. It first introduces ITC's vision, mission and strategies. It then discusses ITC's brands portfolio and performance. Specifically, it analyzes the parent brand Sunfeast biscuits and its market position. It then introduces the brand extension Sunfeast Yippee! noodles, including its packaging, pricing, placement, promotion and positioning strategies. Finally, it compares Sunfeast Yippee! noodles with its main competitor Maggi noodles and discusses the advantages of this brand extension.
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Sunfeast pgp30135
- 1. BRAND MANAGEMENT BRAND EXTENSION PROJECT SUNFEAST YIPPEE! NOODLES PREPARED BY – Garima Syal Section – B IIML 2014 – 2016 PROJECT GUIDE – Prof. Sameer Mathur
- 4. VISION 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 MISSION To enhance the wealth generating capability of the enterprise in a globalizing environment, delivering superior and sustainable stakeholder value STRATEGIES ► Leveraging enterprise strengths to create Multiple Drivers of Growth with a robust portfolio of future ready businesses ► Building world-class Indian brands that Create, Capture and Retain Growing Value in India ► Making Societal Value Creation an integral part of its journey of growth ► Investing in Creating Assets for the Nation in the critical areas of agriculture, manufacturing and services Asia's 'Fab 50' World's Most Reputable Companies – Forbes magazine India's Most Valuable Companies – Business Today Asia's 50 best performing companies – Business Week. ITC Limited
- 5. COMPANY SALES (IN USD mn) ITC 6039 HUL 4651 Nestle India 1556 Dabur 1206 Britannia industries 1034 COMPANY MARKET CAP. (IN USD mn) ITC 47798 HUL 21149 Nestle India 7518 Dabur 5330 Godrej (consumer products) 4778 SEGMENT REVENUE (in Rs. Crores) % Cigarettes 30417.58 62% FMCG 8128.77 17% Hotels 1185.56 2% Agri business 5013.12 10% Paperboards, Paper & Packaging 3194.15 6% Others 1308.1 3% Total 49247.28 100% MARKET POSITION (2013 – 2014) SEGMENT WISE REVENUE BREAKUP
- 7. “A country’s brands are a reflection of its competitive strengths and a manifestation of its innovation and intellectual capacity. Strong domestic brands create much larger value since they create, capture and retain value within the country. ITC takes justifiable pride in creating world-class Indian brands that have demonstrated immense vitality in the global Indian market place.” Y C Deveshwar Chairman, ITC Limited
- 10. Market entry – July 2003 Sunfeast biscuits represent – Quality Innovative and wholesome biscuits. Within a span of 9 years, Sunfeast had established itself in almost all major categories of biscuits. “SPREAD THE SMILE…”
- 12. HEALTH BITES LIGHT 'N' FUN CREAM DELIGHT COOKIES Marie Light Milky Magic Glucose Farmlite Special Cookies Delishus Moms Magic Dark Fantasy Dream Cream Bounce Snacky Sweet 'n' Salt Nice VARIANTS
- 13. BRAND COMPANY NAME (GBO) 2010 2011 2012 2013 2014 Britannia Britannia Industries Ltd 35.40 34.60 34.60 35.10 35.30 Parle Parle Products Pvt Ltd 31.20 30.50 29.40 28.20 27.80 Sunfeast ITC Group 13.60 13.80 14.40 14.80 14.80 Priyagold Surya Food & Agro Pvt Ltd 2.60 2.80 3.10 3.50 3.90 Anmol Anmol Biscuits (P) Ltd 3.00 2.70 2.60 2.40 2.40 Oreo Mondelez International Inc - - 1.60 1.70 2.00 Bisk Farm Saj Industries Pvt Ltd 0.70 0.80 0.80 0.90 0.80 Horlicks GlaxoSmithKline Plc 0.70 0.60 0.50 0.40 0.30 Aliva PepsiCo Inc 0.20 0.30 0.30 0.20 0.20 Duke Wafers Ravi Foods Pvt Ltd 0.10 0.10 0.10 0.10 0.10 Unibic United Biscuits (Holdings) Plc 0.60 0.70 0.90 1.10 - Cadbury Mondelez International Inc - - 0.50 0.50 - Cadbury Kraft Foods Inc 0.50 0.50 - - - Private label Private Label 0.60 0.60 0.60 0.60 0.60 Others Others 10.60 11.00 10.70 10.40 10.70 TOTAL TOTAL 100.00 100.00 100.00 100.00 100.00 MARKET SHARE – BISCUITS (IN %) 2010 2011 2012 2013 2014 TOTAL 108,989.30 127,577.20 150,836.00 180,114.70 201,367.00 TOTAL BISCUIT SALES IN INDIA (in Rs. mn)
- 15. BRAND EXTENSION SUNFEAST – YIPPEE! NOODLES
- 16. SUNFEAST – YIPPEE! NOODLES ITC – entered the instant noodles segment – Sunfeast Yippee! in 2010. The sourcing and blending expertise has been leveraged to create a delightful noodle block. Round shape – does not need to be broken while cooking, providing really long & slurpy noodles. A special scientific process ensures that the noodles does not lump even 30 minutes after cooking.
- 17. “THE BETTER NOODLES…” Classic Masala Classic Masala is the Classical Indian Masala flavour with a perfect blend of spices Magic Masala Magic Masala is a special masala created by ITC with spices and also has five different types of dehydrated vegetables Chinese Masala Chinese Masala is a unique combination of Chinese and Masala Flavours.
- 18. MARKET SHARE – NOODLES (IN %) BRAND COMPANY NAME (GBO) 2010 2011 2012 2013 2014 Maggi Nestlé SA 61.40 60.60 59.70 61.60 63.10 Sunfeast ITC Group 0.70 3.40 5.30 8.30 10.80 Bambino Bambino Agro Industries Ltd 7.30 6.40 5.80 5.40 5.10 Top Ramen Nissin Foods Holdings Co Ltd 6.10 4.70 3.90 3.40 2.50 MTR Orkla Group 1.80 1.60 1.50 1.40 1.30 Wai Wai Chaudhary Group 0.40 0.40 0.50 0.70 1.30 Ching's Secret Capital Foods Ltd 1.60 1.50 1.40 1.30 1.20 Knorr Unilever Group 2.40 2.50 2.10 1.80 0.80 Smith & Jones Capital Foods Ltd 0.20 0.30 0.30 0.40 0.70 Taii-Paii Maruthi Quality Food Products Ltd 0.20 0.20 0.30 0.40 0.60 Nissin Nissin Foods Holdings Co Ltd 0.70 0.60 0.50 0.50 0.50 Bluebird United Agro Industries 0.80 0.60 0.50 0.40 0.40 Horlicks GlaxoSmithKline Plc 1.30 1.60 1.20 0.90 0.40 Mom's Choice Prayag Foods Pvt Ltd 0.30 0.30 0.30 0.30 0.30 Private label Private Label 1.30 1.20 1.20 1.20 1.30 Others Others 13.30 14.10 15.60 12.10 9.80 TOTAL TOTAL 100.00 100.00 100.00 100.00 100.00 2010 2011 2012 2013 2014 TOTAL 24,123.80 30,306.10 36,932.50 44,311.80 52,789.50 TOTAL NOODLE SALES IN INDIA (in Rs. mn)
- 20. THE 4Ps ANALYSIS
- 21. PACKAGING bright colours - red, yellow & orange SKU – 42.5gm 75gm 280gm Round Cake Variants – Classic masala, Magic masala Chinese masala
- 22. • Competitively priced • Available at Rs.5, Rs.10 and Rs.40
- 23. Wholesalers – stockists – retailers and malls Rural distribution penetration good Kiryana shops Supermarkets Malls e-Choupal network – direct communication and working with the farmers
- 25. MAGGI
- 26. Packaging bright colours - red & yellow Wide variety of SKU including cup noodles Rectangular cake
- 27. “Taste Bhi, Health Bhi” More family and relationship oriented positioning “Recipe for happiness” – to be enjoyed by family as a whole
- 28. POSITIONING
- 29. • Product – noodles • Comes as a competitor in list of all evening snack/ ready to eat products Home made snacks Biscuits Fast food – Burger, pizza etc. Pasta Packaged food – namkeen, chips
- 30. • Demographic segmentation Middle class and upper segments Areas – urban and semi urban, rural (still growing) • Behavioral segmentation User status: regular users (urban), first time users (rural) Usage status: heavy users(urban) light users (rural) medium users (semi urban)
- 33. Instant noodle category Satisfying the hunger and taste requirements of kids Solves the problem of evening snacks for working women and housewives
- 37. ADVANTAGES FOR YIPPEE! 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. 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
- 38. REFERENCES http://www.itcportal.com/ http://itcportal.mobi/about-itc/shareholder-value/annual-reports/itc- annual-report-2014/index.aspx - ITC limited – Reports and Accounts – 2014 www.itcportal.com/businesses/pdf/brand-booklet.pd http://www.portal.euromonitor.com/portal/magazine/homemain http://www.mindtools.com/pages/article/newSTR_94.htm https://www.youtube.com/results?search_query=sunfeast+yippee+ads
- 39. THANK YOU!