Tjgj free essay sample

Market penetration stratergies of magi noodles Promotional campanes in schools Advertising stratergies * Focusing on kids Availability in diff pack sizes * Packaging is the biggest plus point of magi market penetration * They have product available in all sizes to tap the categories of consumer New product innovations Following are the stratergies undertaken by magi to launch new products * Nestle sa introduced magi brand in india by 1982 with launch of magi 2min prod as instant noodles product * With launch of magi noodles nil created entirely new food category instant noodles in the Indian packeg food market bcz of its frst mover advantage nil successfully managed to rtain its leadership in instant noodle categories even until 2000s * They launch campan test b health b nw bcomes synonymus with magi * They changed the jingle of magi instant noodles campaign it was pretty catchy and went down well with target audience children * Nil started offering healthy prod to their consumers bcz they knw that if they have to tap Indian consumers they have to focus on health benefits * Focus on wellness n nutrition factor * The company moved away frm not so healthy maida to make its noodles and launched the magi veg aata noodles followed by dal aata noodles and finally rice noodles varients The first point used by Yippee to position itself as a better alternative over Maggi was that it was telling the customers that they should have the choice of variety of masala with two variants in their product portfolio – Classic and Magic. We will write a custom essay sample on Tjgj or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page The stress was made upon the point that we want choices in each and everything in life so why not have a choice while having instant noodles. 2 – The second point focused on the shape of the contents within the pack. The contents in other options available are in rectangular shape which have to be broken which leads to short pieces of noodles, where as in Yippee noodle pack the cake is in round shape which keeps the noodles intact and long and smooth. 3 – Then third thing that it focuses upon is the fact hat Maggi must be had immediately after it is cooked as after sometime the taste deteriorates and you cannot have it, where as Yippee noodles promises that they can even be had after some time. Thus it 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 noodle s brand are as follows: 1 – 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. 3 – The financial muscle of the ITC conglomerate to back the company to tackle all the competitive moves in an efficient manner. The  Marketing Mix  for Sunfeast Yippee Brand : 1 –  Product  Ã¢â‚¬â€œ It is a product that is different in terms of package (red and yellow contents), contents (which was round cake instead of the rectangular cakes as used by other brands), labeling, 90 gram pack (where as the biggest competitor Maggi is offering 85 g m pack), with two variants available and many more lined up for launch in the coming months. 2 –  Price- available at the price tag of Rs. 0 to match the competitive prices that the other competitors are offering. 3   Ã‚  Place –  The distribution reach is the biggest asset that ITC has got and Yippee is also using this biggest advantage of ITC to penetrate especially into the rural market at a rapid pace. 4   Ã‚  Promotion –  The company is focusing very heavily on the benefit positioning concept in their ads focusing on the benefits or the advantages it has over Maggi as a competitor. Click on the links below to see the ads: http://www. youtube. com/watch? v=PU3WCgIDjb8NR=1 http://www. youtube. com/watch? v=7aIWsqb0jR0feature=related http://www. youtube. com/watch? v=lIG5uUZQm9Qfeature=related Thus all in all ITC has come up with an alternative which seems to be a bit different from all the options that have tried to compete with Maggi and the only alternative that has decided to take the market leader head on through its television commercials which are making direct comparisons with Maggi thought without naming it and showing how Sunfeast Yippee Noodles is a better option than Maggi. The competitive scenario in this industry is getting more intense as the customers habits are changing and they now want more options in anything and everything that they consume and the entry of these variants has provided the customers with a lot of options, and the brands are using their financial and marketing prowess to come out on top of the competitors. It now needs to be seen how Sunfeast Yippee Noodles from ITC is able to make a dent in stronghold of Maggi from Nestle and how it is able to come out on top in this battle of FMCG giants.