Brand Management Sunfeast Yippee Himanshu PGP30022

7/18/2019 Brand Management Sunfeast Yippee Himanshu PGP30022

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Brand ExtensionAnalysis

Brand ExtensionAnalysis

Himanshu, PGP30022, Sec



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**



B5A9:S



Parent Brand - SunfeParent Brand - Sunfe

SunfeastBiscuits

Sunfeast YippeeNoodle!

Extension



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



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,+



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



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



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'%?



Thank you!Thank you!

Brand Management Sunfeast Yippee Himanshu PGP30022

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