Product and Brand Management (BARB4033) CONFIDENTIAL

September 2014 Final Examination

SECTION A (50 MARKS)

There are SEVEN (7) questions in this section. Answer ALL questions based on Article
1, 2 and 3 in the space provided under each question.

Article 1
From its humble origins in 1900, Yeo Hiap Seng (Yeos) has now become
synonymous with the food & beverage industry both locally and internationally.
Taking root from a small little shop making soya sauce to the leading home-
grown food & beverage company that it is today, the history of Yeos is the
epitome of what dreams, hard work and perseverance can amount to. Founded by Yeo Keng
Lian in Zhangzhou in the Fujian Province of China, the small scale proprietorship was
renowned for its quality product, a practice that is vividly upheld till today. A man of great
foresight, Yeo boldly ventured into foreign soil and in 1937, set up the Yeo Hiap Seng Sauce
Factory in Singapore which soon flourished and quickly expanded into Malaysia in 1940s.

Through the never-ending innovations of the company, Yeos made a name for itself by being
a pioneer in many aspects. Yeos was the first to offer canned curry chicken to consumers. It
was also the first in the world to offer bottled Soya Bean Milk and Chrysanthemum Tea,
making it convenient and readily available for mass consumption. From soya sauce to the
soya bean drink, Yeos slowly diversified into food and beverage products which included a
series of Asian traditional beverages made from natural ingredients and herbs, and a wide
range of products from chilli sauce, soy sauce, culinary sauce, sesame oil and instant
noodles. With a significant market presence in the ethnic market and in line with the
governments aim to further develop the Malaysian halal brand as a global benchmark, Yeos
leverages on Malaysias role as the worlds Halal manufacturing hub.

Having already made a name for itself in Malaysia and Singapore, Yeos took the bold step
to establish joint ventures with several foreign companies as well as establish direct overseas
operations in countries such as Indonesia, Hong Kong, China, Canada, the US and other
parts of the globe. Today, Yeos Malaysia serves as an important manufacturing centre for
Yeos 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 Yeos 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
flavour. The company adheres to strict hygiene standards and stringent quality control to
ensure the high quality of all its products. 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 Yeos success both locally and internationally.

Source:
http://www.yeos.com.my/corporate-
info/ accessed on 3 November, 2014

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Product and Brand Management (BARB4033) CONFIDENTIAL
September 2014 Final Examination

Article 2
Dettol is the trade name for a line of hygiene products manufactured by
Reckitt Benckiser. It has been in use since before the 1950s.

Our brand first started in hospitals 80 years ago, where Dettol was first
used for the cleaning and disinfection of skin during surgical procedures.
Dettol was also used to protect mothers from illness after childbirth. Ever
since then, Dettol liquid has been trusted around the world to help clean wounds caused by
cuts, bites, grazes, insect stings and for personal hygiene to help mums protect their families
from harmful germs. Our brand is still valued today as a reliable and effective. Dettol have
products which are safe to use on skin but also have powerful enough products to use for
environmental germ-killing tasks. Whilst Dettol started by preventing infection and sickness
in hospitals in the UK, our brands mission was always much bigger. In order to help keep
people healthy, Dettol needed to protect families as part of their every-day lives in the home.

This is our mission for health. Our first important job was first aid, preventing cuts and grazes
from infection. Since then, our mission has been extended to preventing the spread of illness
causing germs on hands, bodies, laundry and surfaces. We now offer many Dettol products,
all designed to protect family from germs & illness.

Dettol products: Antiseptics (Dettol Antiseptic Disinfectant Liquid, Dettol

Antiseptic cream), Hand Wash (Dettol Anti-bacterial Hand Wash, Dettol No
Touch Hand Wash System, Dettol Touch of Foam Hand Wash), Body Wash
(Dettol Profresh)

Sources as accessed on 4th of November, 2014

http://en.wikipedia.org/wiki/Dettol,
http://www.dettol.co.uk/about-us/our-history/

Article 3
Antabax is a Malaysian personal care band that offers a range of
antibacterial products. Antabax first started with its three soap
ranges: Shield, Gentle, and Balance. But the challenge for Antabax
is to convince customers that its products belong in the hygiene care category, the same
category as some of Antabax competitors: Lifebuoy, Protex, and Dettol. Despite the brands
longevity, the company fears that customers still dont see its products as sitting within the
health and hygiene category. By dubbing them Halal health care products, Antabax has
reformulated and repackaged its personal care products.

The company is working on new schemes which aim to increase customer awareness. For
instance, it has introduced a new brand ambassador, Malaysian singer Ziana Zain, who is
involved with the Antabax new range product launches and roadshows. It has also started
an Antabax Facebook contest called 2012-My Attribution Year For Others, and has been
promoting the Antabax family of products with a hygiene concept in schools. Today,
Antabax is the fastest growing brand within the bar and liquid medicated category.

Antabax products: Bar Soap, Shower cream, Hand soap, Hand Sanitizer, Cleansing Wipes,
Medicated Powder
Sources:
Kevin Lane Keller, Strategic Brand
Management, 4th ed., p.85
http://www.lamsoon.com.my/prodAntabax.asp,
accessed on 4th November 2014

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Product and Brand Management (BARB4033) CONFIDENTIAL
September 2014 Final Examination

Question 1, 2, 3 and 4 are based on Article 1

1. Describe the brand elements for Yeos. (4 Marks)

2. Brands can reduce the perceived risks in consuming and buying a product. Explain THREE
(3) perceived risks that can be minimized by buying a well-known brand like Yeos.
(6 Marks)

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Product and Brand Management (BARB4033) CONFIDENTIAL
September 2014 Final Examination

3. Assess FIVE (5) criteria of Yeos brand elements that are able to contribute to Yeos brand
equity. (10 Marks)

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Product and Brand Management (BARB4033) CONFIDENTIAL
September 2014 Final Examination

4. Yeos has just introduced a new beverage in the Malaysian market to compete in yogurt
drink category. Identify FIVE (5) new product development phases the company normally
go need to through to develop the new yogurt drink. (10 Marks)

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Product and Brand Management (BARB4033) CONFIDENTIAL
September 2014 Final Examination

Question 5, 6 and 7 are based on Article 2 & Article 3

5. Dettol is planning to design marketing mix programs to extend the product life cycle of its
products. Elaborate the marketing mix strategies the company could undertake to keep
the product selling. (12 Marks)

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Product and Brand Management (BARB4033) CONFIDENTIAL
September 2014 Final Examination

6. Identify ONE (1) point of parity (POPs) for each of Antabax and Dettol products. (4 Marks)

7. Suggest ONE (1) point of difference (PODs) for each of Antabax and Dettol products.
(4 Marks)

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