VS

PRODUCT LIFE CYCLE OF

MAGGI AND YIPPEE
NOODLES
Presented by: Group 3
Submitted to: Prof. Maulik Shah
Group Members
Names Enrollment No.
Gupta Kanhaiya 168360592020
Jadeja Khyat 168360592024
Rangwani Mamta 168360592049
Shah Ankita 168360592050
Sharma Harshal 168360592052
Sorathia Jignesh 168360592054

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Product Life Cycle
A concept that provides a way to trace the
stages of a product’s acceptance, from its
introducton(birth) to its decline(death).

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Overview of Maggi
• Its brand of instant noodles made by Nestle India Ltd.
• It was found by Maggi family in Switzerland in 19th
century.
• Nestle launched Maggi for first tme in India in 1982.
• The brand is popular in Australia, India, Malaysia, New
Zealand, Singapore.
• Nestle wanted to explore the potental for instant food
in Indian market.
• It took several years and lot of money for Nestle to
establish its Noodles brand in India.
• Now it enjoys around 80% market share in this segment.
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Introductory Stage
• High failure rates
• No competton
• High marketng and producton cost
• Nestle India Limited an Indian subsidiary of
the global FMCG major, Nestle introduced the
Maggi brand in India with its Maggi 2 minute
noodles.

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Market Penetraton
• Promotonal campaign in school
• Advertsing strategies: focus on young
children
• New product inventons according to the
need of customers : Vegetable Atta noodles,
Oats noodles.
• Different packaging: 50grms, 100grms packs.

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Growth Stage
• Increasing rates of sales
• Entrance of compettors
• Inital healthy profits
• Development cost are recovered
• In 1990 the demand for Maggi noodles started to fall due to
launch of Top Ramen, another instant noodles product.
• So in order to increase sales Nestle formulated the flavour of
Maggi noodles which was not accepted by the customers.
• In 1999 Nestle re-launched the old version of Maggi
noodles, after which the sales revived

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Maturity Stage
• Declining sales growth
• Saturated market
• Extending product lines
• Heavy promotons to dealers and customers
• Price and profit falls

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Decline Stage
• Long drop in sales
• Large inventories of unsold items
• Eliminatons of all non-essental marketng
expenses

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 Overview of Yippee
• In 2010, ITC launched its noodles brand named Sunfeast
Yippee.
• Sunfeast (ITC) is a worthy player to take on the might of
Maggi. ITC is a company that is not averse to taking risk
and have a huge cash reserve to fight a marketng war
with Nestle.
• ITC product portfolio has been further expanded with
Sunfeast Yippee Instant noodles.
• Wheat is also a key ingredient of the noodles.
• At present, Sunfeast Yippee is available in three variants
Chinese Masala, Classic Masala and Magic Masala.
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Introductory Stage
• Yippee was introduced in the market in 2010 to
compete against the market leader NIL Maggi.
• Yippee tll 2015 before Maggi crisis was growing at
an moderate rate.
• As Maggi has gained it's market share by
positoning themselves, Yippee attempted to
positon themselves in some different ways and
coming up with solutons of problem which were
faced by Maggi user's.

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Market Penetraton
• Promotonal campaign through various
attractve advertsements.
• Mainly targetng children and grab their
attenton.
• New product development by offering non-
stcky noodles which differentate it from Maggi.
• Different packaging: 70grms, 140grms, 240grms

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Growth Stage
• Before Maggi crisis ITC Yippee was growing
at around 40% every year.
• During the period of Maggi ban it growth
jumped to 80% doubled up the market share
of yippee in 2016.
• As the result, Yippee gained around 40%
market share and stood 2nd positon while
the first was stll the Maggi.

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Thank You

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