A New Product Yeos Café.

Chapter 1

Introduction

The project was an attempt to know how the company would like to expand with the new venture products. In doing so firstly Brand has to be positioned competitively in the market, creating more awareness among the potential customers. Secondly a study on customer’s decision making factors is required in order to understand their priorities which can be worked upon.

For this purpose a research is to undertaken to find out the market scenario. With the help of the responses given by the consumers and data analysis, the company will be able to understand its strengths, weakness, opportunities and threats. The survey report submitted by me will assist the company to take right decisions to increase the turnover and market share.

1.2 Problem statement

1. Innovation: Competitors, namely Nestle, have the expertise and innovation to react and create

    a new product that rivals the Yeos~café.

2. Marketing Budget: Both Wonda and Nestle has shown that they are willing to spend a lot on  

    their marketing campaign and is very aggressive to grab the market share.

3. Brand loyalty: Nescafe strong image and pioneer status are difficult to shake off from the

    consumer’s mind and perception.

4. New entry: Low barrier of entry means a new brand may enter the market and compete with

   Yeos~café unique POD.

1.3 Propose Solution

- Use an appropriate channel to distribute the products.

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Chapter 2 : Literature review

2.0. Company Background

Today, Yeo’s Malaysia serves as an important manufacturing center for Yeo’s Global Distribution for Indonesia, New Zealand, Australia, Europe, IndoChina and the US, making it a leading food and beverage company with international presence. What continues to make Yeo’s a leader in its own right is its commitment to only manufacture products using the freshest ingredients in order to maintain the natural delicious taste and flavor. The company adheres to strict hygiene standards and stringent quality control to ensure the high quality of all its products. In anticipating consumer needs and providing consumer satisfaction, Yeo’s is also committed to continuous research and development to further improve its products as well as keep abreast of the market trends.All these aspects form the core values and culture that the company was founded on more than a hundred years ago, and which till today continues to remain the stronghold of Yeo’s success both locally and internationally