Your Partner for every crazy mood!

Client Briefing

Business Issues Marketing Objective Target Assumptions

Context Prospective
In the highly competitive Instant noodle market Giving the TG the Primarily GenZ : students People looking for a
instant noodle industry, today is driven by issues prospect of ‘Better in the age group of 10-22 healthy yet tasty snacking
with Maggi in the pertaining to health, Noodles’ in terms of and also the household option
dominant position, noodle texture and giving them the option of mothers
market acceptance product variety that customising the taste as Difference in preference
becomes a major issues Yippee tried to target in per their mood wrt to the tastemaker
its campaigns Price sensitivity

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 Sunfeast Yippee through its Mood
ROLE AND BEHAVIOUR
Masala campaign aims to play a
role of a ‘Power Packed’ Brand in
the mind of the customer –
keeping prospects always
energetic and fun loving. This is
coupled with the healthiness
offered.
Projects an offer of total
playfulness
The specific behaviour that
Sunfeast Yippee mainly aimed to
target among its TG :
• When you need a break have
Yippee noodles, it easy to cook
and tastes great
• Parents not at home, yippee
will take care if your hunger
woes
• Having the option of
customising the taste as per
your preference given the two
tastemaker option
• Instant food being trendy and
nutrious
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 FUTURE GOALS
Core Values Past Associations Communication
Objectives
 Innovation Since inception, Primarily driving
Yippee TG consisted brand switching
 Focus on ‘Better of children and their
Noodles’ mother.
 Promise of good Presently, that TG has
health evolved and Yippee
 Nation needs to expand its
Orientation market targeting the
grown up Yippee
 Excellence generation

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 Group 1
Aakrati Khandelwal
Akash Jayadev
Abhishek Ajith
Amit Panda
Anirudh Singh
Unnati Vaid
Saksh Sethi
Ambika Singh