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Brand Building Architecture of Sunfest Yippee and Maggie Noodles Introduction To Sunfeast Yipee Noodles

Sunfeast Yippee Noodles and Maggie Noodles are two leading instant noodle brands in India. Yippee Noodles is produced by ITC Limited and was launched in 2003, while Maggie Noodles is produced by Nestle India. Both brands use different marketing strategies - Yippee promotes its noodles as healthy and containing vegetables, while Maggie focuses on being quick to cook. Although Maggie has a larger market share, Yippee has been able to increase its market presence since Maggie faced a ban in India for containing lead. The brand values of both noodles are determined by their market shares, marketing strategies, and reach to consumers.

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269 views4 pages

Brand Building Architecture of Sunfest Yippee and Maggie Noodles Introduction To Sunfeast Yipee Noodles

Sunfeast Yippee Noodles and Maggie Noodles are two leading instant noodle brands in India. Yippee Noodles is produced by ITC Limited and was launched in 2003, while Maggie Noodles is produced by Nestle India. Both brands use different marketing strategies - Yippee promotes its noodles as healthy and containing vegetables, while Maggie focuses on being quick to cook. Although Maggie has a larger market share, Yippee has been able to increase its market presence since Maggie faced a ban in India for containing lead. The brand values of both noodles are determined by their market shares, marketing strategies, and reach to consumers.

Uploaded by

radhika
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Brand Building Architecture of Sunfest Yippee and Maggie Noodles

Introduction to Sunfeast Yipee Noodles:-

YiPPee Noodles is a fully owned brand of ITC Limited. The company makes instant noodles
under its brand Sunfeast which was launched in the year 2003 and manufactured biscuits.

The sourcing and blending expertise that has made Aashirvaad India’s No 1 branded Atta has
been leveraged to create a delightful noodle block by ITC.

#YiPPeeFact – The noodle block made by this brand is round in shape & does not need to be
broken while being cooked. This makes the noodles really long and slurpy.

This is a completely owned Indian brand and comes under the category of ready to cook foods.
The instant noodles are available in a lot of variants to suit the Indian taste buds and also because
they want to increase their market share in India.

However, this brand faces heavy competition from:

 Nestle Maggi
 Chings
 Knorr Soupy Noodles
 Top Ramen

Sunfeast YiPPee Noodles are available in most parts of India and was first introduced in
Bengaluru in India. In 2013, a variant of this instant noodles was also launched in the same state
and ten was released in other parts of the country.

The manufacturing plants of this company are located in Bengaluru, Haridwar, Pune and
Kolkata. They are known for maintaining the high quality and safety while manufacturing these
noodles.

The distribution network for this brand is very strong. This is also because of the parent
company’s hold in the market. A unique strategy adopted by the brand is to sell via e-choupals.
This is a distribution network of its owner company ITC
Brand Pyramid of Sunfeat Yippee

Brand Core/Essence-School going kids, urban and


rural

Brand Personality - Easy to cook, Non sticky,


Unbreakable

Emotional Benefits - Healthy, Nutritional Values

Product Benefits - Noodles with veggies,

Product Attributes- Small package, flavours,

Introduction to Maggie Noodles:-


Maggi is a product that belongs to Nestle India, which is one of the leading fast food companies
in the country. The various Maggi products are stocks, instant noodles, ketchups and instant
soups. The major products of Maggi are Maggi Masala-ae-Magic Noodles, Maggi 2-Minute
Noodles, Maggi Rice Mania, Maggi Sauces and Maggi Magic Cubes.

Maggi is a product of Nestlé India, a subsidiary of Nestlé of Switzerland. Major Maggi products
that are manufactured by Nestlé include instant noodles, stocks, instant soups and ketchups. The
various products of Maggi are manufactured in the seven highly technologically advanced
factories of Nestlé India that are located in Moga (Punjab), Choladi (Tamil Nadu), Nanjangud
(Karnataka), Samalkha (Haryana), Bicholim and Ponda (Goa), Pantnagar (Uttarakhand) and
Tahliwal (Himachal Pradesh).
Brand Pyramid of Maggie Noodles

Brand Core/Essence- Enthusiastic, simple,


uncomplicated, easily accessible, Fun loving,
carefree, On the move, busy schedule
Brand Personality Health Conscious individual who is
Hard pressed for time, Young and Fun loving, living
with family
Emotional Benefits - Taste bhi Health Bhi, providing
convenient food within 2 minutes with health and
hygiene factor, caring and nurturing

Product Benefits Reliable, Innovative, Aspirant


Lifestyle for rural areas, Sharing happiness, responsible

Product Attributes -Yellow Coloured Pack, 2 minute


Noodles, fast to cook good to eat, Maggi Logo, Healthy
Snack between meals

Brand Comparison between Sunfest Yippee and Maggie Noodles

 Yippee Magic Masala is product of Indian based company name Imperial Tobacco Company
ITC ) while most famous Maggi is product of Switzerland based company Nestle.
 Maggi small packet comes in market with a price tag of Rs. 5 and Yippee comes with a tag of
Rs. 12.
 If we talked about packing, Yippee packed in most decorative way in red while Maggi also
comes in yellow packing looking decorative as well.
 Yippee Magic Masala raw noodles come in sticky circular shape while Maggie comes in
sticky rectangular shape.
 Yippee noodles contain dehydrated vegetables including small Ring beans, Carrot flakes and
Cabbage but Maggie does not contain such vegetables.
 Small chopped vegetables can be seen in Yippee noodles with naked eyes that also increases
their taste.
 Both Maggi and Yippee have masala packet inside.
 Both noodles having alike ingredients while some ingredients changes in Yippee noodles.
 Yippee magic masala came in a market with a slogan of “Long Non-Sticky Noodles”, Yippee
doesn’t stick or merged including when it cooled this is their best part while Maggie sticks
when it cooled, weird its taste.
 When Yippee cooked their color is fade red while maggi have fade yellow in color.
 Yippee is longer while it cooked but Maggi breaks down mostly decreases its size.
 At last, Yippee can be seen as better competitor to Maggi. Yippee invades its growth in market
rapidly when Maggi was banned in India but Maggi tops market with a 70% share of market in
India.

Brand Equity/ Value of Maggie noodles:-

Learning from Brand Value:-


Sunfest Yippee has more brand value than Maggie Noodles because they positioned themselves
as the healthy, tasty and long noodles. Another reason is they have added vegetables which can
be seen easily where they stated is has nutritional values as compare to others.
Brand value of Maggie noodles has been reduced after the ban on selling it in India market. The
same was done when lead particles were found in Maggie and Yippee has taken advantage of the
same.
After analyzing the various marketing strategy used by both Yippee noodles and Maggie noodles
the brand value of Maggie is still high as compare to Yippee Noodles because after the ban they
have come up with new strategy by promoting itself as “We are back” which influences the
customers and they have used mothers to promote their products by saying that it is good to eat.
So after the ban they have actually created the new image in the eyes of customers.
In order to determine the brand value for both the brands the main things which needs to be
figure out is their market value i.e. Share market, marketing strategy and their overall reach to its
final consumers.

Sources:-
https://www.zeebiz.com/companies/news-itc-s-yippee-noodles-now-rs1000-crore-brand-
71969
https://www.slideshare.net/anilnandyala/pbm-final-report
https://www.researchgate.net/publication/327906373_A_STUDY_ON_BRAND_AWARENESS_O
F_SUNFEAST_YIPPEE_NOODLES_WITH_SPECIAL_REFERENCE_TO_ITC_LTD_IN_SALEM_DISTRICT
https://www.slideshare.net/probikersagar/brand-study-maggi

Submitted by
Radhika Rani Kashyap
E-mail:-
[email protected]

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