Marketing Mix of Sunfeast Yippee Noodles and 4Ps (Updated 2024)

The Marketing mix of Sunfeast Yippee Noodles analyses the 4Ps of Sunfeast Yippee Noodles, including the Product, Price, Place, and Promotions. Sunfeast Yippee Noodles is a product of its owner company, ITC, the brand Sunfeast, which is a subsidiary of its parent company, ITC Limited. It is associated with the FMCG industry as it is a food product. Sunfeast as a food product brand was launched in 2003 for manufacturing biscuits, and later, in September 2010, the company launched yet another product, Sunfeast Yippee Noodles.

It is an Indian brand and has a Pan-India presence. Sunfeast Yippee Noodles belongs to the ready-to-cook category, and as it has unique spices available in several variants, it has gained a large part of the noodles market share. It faces serious competition from the following brands.

• Maggi
• Top Ramen
• Ching’s Secret
• Knorr Soupy Noodles
• Foodles

About Sunfeast Yippee Noodles

• Type: Instant noodle brand
• Industry: Food and beverage
• Founded: 1985
• Founders: Suresh Neotia and R. S. Goenka
• Headquarters: Kolkata, India
• Area served: India and Nepal
• Current CEO: Sanjiv Puri
• Number of employees: 10,000
• Major products: Yippee! Magic Masala Noodles, Yippee! Power Up Atta Noodles, Yippee! Stuffed Cups, Yippee! Lollipops, Yippee! Pasta

Sunfeast Yippee Noodles Product Strategy

At one point, Noodles had become a rage, and Sunfeast wanted to cash this market. Hence, it started with creating something different, with noodles retaining their basic properties. It gave its customers options in terms of variants to choose to eat the famous noodles.

Sunfeast Yippee Noodles is a blend of Aashirvaad Atta with different masalas in a process that does not allow lumping to form. The first products launched were Yippee Classic, Masala noodles, and Yippee Magic Masala in 2010. In 2013, the brand launched its first tri-color pasta; in 2016, it introduced its Power Up Atta Noodles.

Sunfeast Yippee! Noodles, a famous brand under ITC Limited, offers a variety of instant noodles and noodles. Their product mix is tailored to cater to diverse tastes and preferences, especially targeting the Indian market.

The new Product Mix of Sunfeast Yippee Noodles in 2023 is as follows (Source).

1. Classic Noodles Variants: Magic Masala: A signature flavor with a special masala (spice mix) that offers a unique and tangy taste; Classic Masala: A more traditional noodle flavor catering to those who prefer standard masala tastes.
2. Tricolor Noodles: Tricolor Pasta: An innovative offering that includes pasta in three different colors, each with a distinct flavor, adding fun to the dining experience.
3. Noodle Variants with a Twist: Mood Masala: A unique variant where customers can adjust the spice level to their preference using a dual sachet of spices provided with the noodles; Power Up Masala: A variant that offers a more wholesome and nutritious meal, often enriched with vegetables and other nutrients.
4. Limited Edition Flavors: Special Editions: Occasionally, YiPPee! Introduces limited edition flavors or unique collaborations, adding a seasonal or trendy twist to their product line.
5. Snack Variants: Noodle Snacks: These are ready-to-eat snack variants of YiPPee! Noodles, catering to the snack market.
6. Family Packs: Multi-pack Options: YiPPee! Noodles are also available in family packs, which include multiple servings catering to household consumption.

The product mix of Sunfeast Yippee! Noodles reflect a blend of innovation, taste adaptation, and an understanding of consumer preferences. The brand frequently updates its product line with new flavors and variants to keep different tastes of the offerings fresh and engaging for its customers.

Sunfeast Yippee Noodles Place Strategy

Sunfeast Yippee Noodles has spread its product presence to reach the consumer market easily in most parts of India. It was first introduced in consumer markets in Bengaluru, where its owner company has its headquarters. The company also launched another of its products in Bengaluru in 2013. Sunfeast Yippee Noodles has manufacturing plants in Bengaluru, Haridwar, Kolkata, and Pune. Its manufacturing plants have maintained high safety and quality standards, and all its products undergo rigorous testing procedures.

Sunfeast Yippee Noodles has a strong distribution channel that helps distribute its products far and wide. It also uses the distribution channel of its parent company to reach the consumer market quickly and conveniently.

Here’s an overview:

1. Extensive Retail Distribution: Yippee! Noodles are distributed through ITC’s vast distribution network, ensuring presence in a wide range of retail outlets, including supermarkets, hypermarkets, convenience stores, and small local shops across urban and rural areas.
2. E-Commerce Platforms: Recognizing the growing trend of online shopping, YiPPee! Noodles are readily available on various e-commerce platforms and online grocery stores, facilitating easy access for the digitally savvy consumer.
3. Strategic Urban and Rural Penetration: The brand targets urban and rural markets, with tailored distribution strategies to ensure the product reaches consumers across different socioeconomic segments.
4. Visibility in Wholesale Channels: YiPPee! Noodles are also distributed through wholesale channels, which helps reach smaller retailers and canteens, including schools, colleges, and offices.
5. International Presence: Leveraging ITC’s global reach, YiPPee! Noodles are available in international markets, catering to the Indian diaspora and local consumers abroad, thus expanding its global footprint.

Sunfeast Yippee Noodles Pricing Strategy

Sunfeast Yippee Noodles has targeted children and younger generations from the middle, upper-middle, and upper class looking for healthy in-between-meals snacks when hungry as its target customers. It has positioned itself as instant noodles with different tastes and no lumping even after thirty minutes of cooking.

Sunfeast Yippee Noodles belongs to a cut-throat industry with powerful competitors. It has to handle its pricing strategy very delicately to beat its competitors at their own game. The company has adopted a competitive pricing policy and kept its prices at par with the prices set by its rivals.

One smart thing Yippee did was increase its quantity marginally so that its competitors give less of the product at nearly the same prices. This is a considerable factor in a competitive market and makes an even more significant difference. It has resulted in Sunfeast coming out at the top with its marketing strategy and increasing its sales figures to register better revenues and profits.

Sunfeast Yippee! Noodles, a prominent player in the instant noodle market, employs a strategic pricing approach that reflects a keen understanding of the company’s diverse consumer base and competitive landscape. Here’s an expert analysis of their pricing strategy:

1. Competitive Pricing: YiPPee! Noodles are priced competitively to match or slightly undercut vital competitors in the instant noodle market. This strategy positions the brand as an attractive option for cost-conscious consumers without compromising quality.
2. Psychological Pricing: Like many FMCG products, YiPPee! Noodles often use psychological pricing tactics. For instance, pricing products just under a round figure (e.g., Rs. 49 instead of Rs. 50) makes the price significantly lower and more attractive to the consumer.
3. Value Packs and Economy Pricing: To cater to budget-sensitive segments, YiPPee! Offers value packs and larger family packs at a lower cost per unit. This not only appeals to price-sensitive consumers but also encourages bulk purchases.
4. Product Line Pricing Strategy: The brand employs a product line pricing strategy, where different flavors and variants are priced differently based on their perceived value and production costs. Premium or unique edition flavors may carry a higher price tag.
5. Promotional and Discount Pricing: Regular promotions, such as bundled offers or discounts during festive seasons, increase sales volume and attract new customers. These promotions also encourage trial among consumers who have not previously tried YiPPee! Noodles.
6. Dynamic Pricing Based on Market Feedback: YiPPee! Adapts its pricing based on market feedback, competitive actions, and cost fluctuations. This dynamic approach helps the brand stay relevant and competitive in different market conditions.
7. Regional Pricing Variability: Understanding diverse economic conditions across regions, YiPPee! Noodles’ prices may vary slightly to accommodate local purchasing power and competitive dynamics, ensuring market penetration and retention.

Sunfeast Yippee Noodles Promotion Strategy

Sunfeast Yippee Noodles believes in a marketing mix and heavy advertising to market its products to the consumer. It has launched several ad campaigns via print, digital, and visual media to attract and maintain its customer base. Its ads are shown via popular television channels, radio, newspapers, magazines, leaflets, and hoardings.

The company also advertises heavily via social media accounts like its website, other shopping portals, Twitter, Facebook page, and YouTube. Sunfeast Yippee Noodles recently launched an advertising campaign emphasizing its product quality and safe eating. The ad commercial shows the inside look outside of the manufacturing plant and offers all relevant information so that the customer is in no doubt about the product. Its initiative, You Ask We Answer, has been appreciated by the regular users of Sunfeast Yippee Noodles. Its tagline is Spread the Smile, the Better Noodles.

Some Recent Video ads and Print ads for Sunfeast Yippee Noodles are:

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