INTRODUCTION can amount to. Founded by Yeo Keng

INTRODUCTION

 

Yeo Hiap Seng (Yeo’s) has now become famous with the food & beverage industry
both locally and internationally in 1990. 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 Yeo’s 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. Yeo boldly
ventured into foreign soil and in 1935,
set up the Yeo Hiap Seng Sauce Factory
in Singapore which soon flourished and quickly expanded into Malaysia in 1940s.

Yeo’s made a name for itself by being a pioneer in many aspects. Yeo’s 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. Yeo’s
was also the first company in the world to package its Asian drinks in
tetra-brik aseptic containers using the UHT process.

From
soya sauce to the soya bean drink, Yeo’s
slowly grows 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.

Having already made a name for
itself in Malaysia and Singapore, Yeo’s 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, Yeo’s Malaysia
serves as Global Distribution for Indonesia, New Zealand, Australia, Europe,
IndoChina and the US, making it a leading food and beverage company with
international presence.1

 

 

CORPORATE ELEMENTS

LOGO

SLOGAN

 

 

 

 

 

 

 

 

 

 

VISION

To be a market leading food & beverage company with a
global reach2

MISSION

To provide our customers with high quality and best value
products through the constant pursuit of innovation and excellence

VALUES

*Business Excellence
Embracing excellence & innovation in our business

*Unity
Working as ONE team

*Integrity
Honesty & fairness always

*Loyalty
People & customer focus to earn loyalty

*Diligence
Pride, passion, hardwork & dedication are the hallmarks of our peoples

 

 

 

HISTORY

Yeo’s
was once a little shop in China making soy sauce founded by Mr.Yeo Keng Lian in
1990, the Yeo’s family labored hard to ensure that the products they offered
was the highest quality and a belief that was vividly upheld till today.

The
Yeo’s family brought the business to Singapore in the 1930s by setting up Yeo
Hiap Seng sauce factory. The Yeo’s basically made as the soy sauce grew to
become many Singaporean’s favorite companion in their daily cooking. This
company also produced a series of Asian traditional products made from natural
ingredients and herbs. It also produced a wide range of products like chilli
sauce, soy sauce, culinary sauce, sesame oil to instant noodles.

The
products innovation has always been a key focus for Yeo Hiap Seng as the
company was the first to offer canned curry chicken. And it was also the first
in the world to package its Asian drinks in Tetra Brik aseptic containers using
UHT (Ultra-High-Temperature) process. Award-winning products like Yeo’s Ice
Green Tea & Pink Dolphin and the range of out-of-world Y-Generation drinks
with creative flavours are also well received in the highly competitive market.3

 

 

 

 

 

 

PRODUCT LIST

Yeo’s In Locally

Yeo’s has been a trusted
brand known to many Singaporeans and has always been popular with the local
consumers. Its company has the understanding of the local taste and needs by
providing wide range of foods & beverages to cater to consumer different
taste profile.

Local brands &
products

Asian drinks, Chrysanthemum
Tea, Lemon Barely Drink, Winter Melon Tea, Logan Red Date Drink, Grass Jelly
Drink, Sugar Cane Drink, Lychee Drink, Bandung Rose Drink, Soy Bean Milk

Culinary
sauces/paste/condiment, Satay Sauce, Szechuan Kung Po Sauce, Black Pepper Sauce.
Sambal Oeleck Sauce, Black Bean Sauce, Sweet Sour Sauce, Hot Bean Sauce, Hoi
Sin Sauce, Plum Sauce, Mee Siam Paste, Nasi Goreng Paste, Laksa Paste, Chilli/Tomato
sauce, Oyster sauce, Sesame oil, Canned/Jar food, Chicken Curry, Singapore/Malaysia
Curry Sauce, Beef & Mutton Curry, Singapore Curry Gravy/Malaysian Curry
Powder, Rendang Beef & Chicken, Anchovies in spices, Sardines in tomato
sauce, Baked Beans in tomato sauce, Fish with salted black bean, Processed peas,
Minced prawns in spices, Salted & Sweet soy beans, Nonya/original spread, Pandan
spread, Kaya spread ,Coconut spread, Food products, Instant Noodles, Vermicelli.
4

 

 

 

 

 

 

 

Yeo’s In Globally

Yeo’s in globally its
introduced their foods & beverages products to everyone and all products
are tailored to suit every taste. In an effort, Yeo’s step up their effort in
packaging and localization of the product range & flavors. It has since
been well received by the locals in the countries.5

Global brands &
products

(1)   US & Canada

(Asian Drinks & Ready to drink
Tea)

Packaging –
250/300ml/330ml/480ml/1L

(Juice Drink)

Packaging – 300ml

(Soy Drink)

Packaging – 300ml/1L

(Culinary/Condiments Sauces)

Packaging –
170ml/250ml/375ml

(Canned/Jar food)

Packaging – 160g/150ml

(2)   UK(Europe)

(Culinary/Condiments Sauces)

Packaging –
170ml/250ml/375ml

(Food products)

Packaging – 375g

(3)   Australia & New Zealand

(Asian Drinks & Ready to drink
Tea)

Packaging –
250/300ml/330ml/480ml/1L

(Juice Drink)

Packaging – 300ml

(Soy Drink)

Packaging – 300ml/1L

(Culinary/Condiments Sauces)

Packaging –
170ml/250ml/375ml

(Canned/Jar food)

Packaging – 160g/150ml

(Food products)

Packaging – 85g

(4)   China

(Asian Drinks & Ready to drink
Tea)

Packaging –
250/300ml/330ml/480ml/1L

(Juice Drink)

Packaging – 300ml

(Soy Drink)

Packaging – 300ml/1L

(5)   Hong Kong

(Asian Drinks & Ready to drink
Tea)

Packaging –
250/300ml/330ml/480ml/1L

(Juice Drink)

Packaging – 300ml

(Soy Drink)

Packaging – 300ml/1L

(Culinary/Condiments Sauces)

Packaging –
170ml/250ml/375ml

(Canned/Jar food)

Packaging – 160g/150ml

(6)   Malaysia

(Asian Drinks & Ready to drink
Tea)

Packaging –
250/300ml/330ml/480ml/1L

(Juice Drink)

Packaging – 300ml

(Soy Drink)

Packaging – 300ml/1L

(Culinary/Condiments Sauces)

Packaging –
170ml/250ml/375ml

(Canned/Jar food)

Packaging – 160g/150ml

(Food products)

Packaging – 85g

(7)   North Asia(Japan)

(Culinary/Condiments Sauces)

Packaging – 150/250ml

(8)   Vietnam

(Asian Drinks & Ready to drink
Tea)

Packaging –
250/300ml/330ml/480ml/1L

 

EXAMPLES:

FOOD

 

                                                 

 

                                 

 

                                                 

 

DRINKS

        

 

    

        

   

 

 

SWOT ANALYSIS

 

v  STRENGTHS

Yeo’s
have been a well known & trusted brand over a decade in food & beverage
industry.

Yeo’s
have strong team of employees working on their products for consumers, changing
the need of consumers by creating more new taste and varieties in their
products.

Yeo’s
have made efforts in promoting & advertising their products through many
ways, both locally & globally. (Eg: Promotions & Events)6

v  WEAKNESS

Yeo’s, for their food products, they only focused on
processed foods. (Eg: Instant Noodles & Canned Sauces)

v  THREATS

They are many same strong industry competitors such
as F or Pokka which are also doing quite well in the industry. More new same
industry competitors are entering into the market. (Eg: Mogu Mogu jelly juice)

v  OPPORTUNITIES

Yeo’s
is a trusted and well known brand in the F&B industry, thus it can help to
continue gaining supports from those loyalty consumers. As the economy is getting better,
there will be more demands for industry like F&B. Thus, there will be more
opportunities for F&B Company like Yeo’s.

 

 

 

v  Target
Market

HousewifeStudentsFood HawkerRestaurant

Market
Segmentation:

Yeo’s
chooses housewife consumer as its target market. Housewife prepares meal for
her family every day, she is the one who decides what to cook and what
ingredients to use. They are using the salted soya bean to make the food more
delicious. With the products that produce by Yeo’s such as canned foods are the
simplest food to be prepared. We focus in the curry which is the famous foods
for the Asian people. Due to this reason, we can say that housewife is the
“decider” in using some canned foods in her cooking for her whole
family. The most famous products are sardine in tomato sauces, chicken curry,
chicken kurma, beef curry, lamb curry and cuttlefish in soya sources and
others. Consumer in this segment normally ages from 30 – 78. This segment
focused on canned foods such as tuna flakes in vegetables oil, tuna with sliced
chili and tuna with chili and basil leaf, which are mostly favorable by
housewife.

Moreover,
students who that staying outside is one of the consumer that hit the list of
market segmentation because they are expanding fast. Most of it serves their
meal by eating the canned foods. They are potential for chicken curry, sardine
in tomato sauces and the most favorable is the tuna canned food which provide
in different type of taste.

Food
hawker nowadays is expanding faster as to the economy downturn recently. More
and more people tend to involve in food industry. They will sell sandwiches in
morning and afternoon. They are potential for tuna flakes in vegetables oil,
tuna with sliced chili, tuna with chili and basil leaf and sardine in tomato
sauces.

Restaurant
is well known in this region for serving local and foreign food. As major
attraction to consumer restaurant have serve local food.

MARKETING MIX

Yeo’s ppromoting their brand to consumers. YEO’S advertising their
product, generating sales, and creating brand loyalty.
It is one of the four basic elements of the market mix,
which includes the four P’s: price, product, promotion, and place. The two main
areas of focus are magazine and newspaper.

Magazine – YEO HIAP SENG can
publish in daily magazines their advertisements. Magazine is a very good tool
to brief potential readers about the company. Many magazine readers are around
all over the world, and some even read it daily as a part of their activities.
Most of the other people read magazines during their free time.

Newspaper – Newspaper will be a
better choice compared to magazine. This is because the amount of newspaper
readers is more than magazine readers. Through newspaper, YEO HIAP SENG can
publish their potential products with pictures, location, profile and
information regarding the product. It is very easy for YEO HIAP SENG to reach
their target market through newspaper because almost everyone reads newspaper
in almost over the world.

Promotion is also defined as one
of five pieces in the promotional mix or promotional plan. These are personal
selling, advertising, sales
promotion, direct marketing, and publicity.
A promotional mix specifies how much attention to pay to each of the five
factors, and how much money to budget. Promotion covers the methods of communication
that a marketer uses to provide information about its products.

 

 

 

 

 

CONCLUSION

In
conclusion, I think Yeo’s is a successful company in the F industry both
in locally & globally. Its company had put many efforts into many areas
like (Eg: Research & Development), to create and ensure all products are of
the highest quality and provide to all consumer’s needs.

From
Yeo’s milestone, Yeo’s have been making progress in their products, by coming
up with more taste and flavors in their products occasionally. And constantly
come up with promotions, events to promote their products and bring awareness
to the consumer and this also helps to increase their business too.

Yeo’s
Vision, Value & Mission is also something remarkable. Because based on the
research, Yeo’s managed to have fulfil above three for their company and from
personal view, I think it is because of these, it has resulted Yeo’s to become
a trusted and well known company in the F industry today.

 

 

 

 

 

1
http://www.yeos.com.my/corporate-info/

2 www.yeos.com.sg/Corporate_Overview

3 www.yeos.com.sg/History_and_Heritage

4 www.yeos.com.my/

5 www.yeos.com.my/

6 www.yeos.com.sg/