Media Release for Brand Laureate 2007/2008
With changing lifestyle and consumers becoming more affluent, coffee drinking in this region has reached a new height. Having a cup of coffee is no longer confined to the local brew for breakfast but consumers can now opt for premium coffee, roasted or full bodied. Coffee instant mixes have enabled coffee manufacturers to introduce new products with different flavours and taste.The traditional 3 in 1 mix consisting of coffee, sugar and creamer is now expanded to 6 in 1 with herbal ingredients added in to give the extra zest to the cuppa.
Consumers are spoilt for choice with the numerous coffee brands that line the shelves of supermarkets. The Super brand offers consumers a wide choice of coffee instant mixes from premium grade to specialty coffee.
For the year 07/08 – Super is awarded the
“Brand Laureate Awards 2007/2008 Product Branding Best Brand In Food And Beverage – Coffee) which is conferred by YB Datuk Liew Vui Keong, Deputy Minister of International Trade and Industry, Malaysia
The Brand
Super Coffeemix Manufacturing Limited was set up in Singapore in 1987 and is a leading integrated manufacturer of instant beverages and popular convenience foods for global consumers. It was the first to introduce the 3 in 1 concept of instant coffee mix in Singapore and was widely received by the consumers for its convenience.
By drawing on its forte in research and development to develop products that cater to the different palates in individual countries, it aims to achieve its vision of being the leading F & B manufacturer, providing excellent quality instant convenient food and beverage products to the global market.In the instant coffee mix segment, it adopts advanced manufacturing systems for the production of the key ingredients, Instant Soluble Coffee and non –diary creamer. The Aroma Recovery System retains the premium taste superior aroma during the manufacturing process.
The Group’s strength lies in the food and beverages sector, withover 300 types of food and beverages products that are distributed in over 52 countries globally.The beverage range extends from coffee, cereal, tea, herbal tea can drinks and fruit flavoured drinks while the convenience food range includes cup noodles, potato chips and cream cake.
With ten leading brand names under its belt , amongst them Super, Café Nova and Grandeur under the coffee segment.Super Coffeemix is the market leader for the 3 in 1 instant coffee segment in Singapore and Thailand and the “Top 5 Growing Singapore Brand” for 2006. In Malaysia, Vietnam and China, it is one of the top ten coffee players. (source: Euromoniter 2006) It has also achieved the Number 1 growing brand in terms of sales from 2007-2008*( From AC Nielsen Malaysia)
Super Coffemix has manufacturing facilities in Singapore, Malaysia, China, Myanmar and Indonesia and a network of direct sales offices and distributors strategically located to reach consumers in Asia-Pacific and world markets.To meet the rising demand for Super’s products, the Group opened its latest and biggest coffee plant in Johore Bahru, Malaysia in April 2007. The plant which utilizes the latest cutting edge technology is able to bring the production volume to per annum to a staggering 8000 metrics tonnes, one of the largest Instant soluble coffee plant in Asia.
With its wide range of products and excellent manufacturing system Super Coffeemix is considered as one of the elites in the global beverage industry. It is listed on the Singapore Exchange - first on the SESDAQ secondary exchange in 1994 and thereafter on the main board in 1998.
The Brand Image
Super Coffeemix has developed a family of brands within its entity. Under the instant coffee mix segment, various product lines cater to the different target markets. The original Super Coffee 3 in 1 mix has evolved to more than 16 varieties comprising of white coffee, ginseng coffee, low sugar coffee to cappuccinos. All these varieties, carry Super Coffemix’ brand values and promise of providing quality and nutritious products at reasonable prices.
The Brand maintains its leadership position by being innovative and providing exciting and refreshing products thatcaters to different market segments such as the Café Nova, Grandeur and Super Power sub brands. The Café Nova brand image is distinctive and trendy appealing to the youths and professionals of today. The appealing taste and attractive packaging of Café Nova has led it to penetrate the Japanese market. Being able to enter the Japanese market where the consumers are very discerning in terms of quality and image is a testament to the success, recognition and quality of the brand
Under the Super Power range, the Super Power 6 in 1 with its exotic blend of herbs such as Tongkat Ali, Misai Kuching and Ginseng caters to males who need the energy boost due to the aphrodisiac qualities in the herb Tongkat Ali. The Super Power 5 in 1 contains Kacip Fatimah and Collagen is targeted to the ladies who derives great pleasure from drinking their favourite brew with the added knowledge that collagen will firm up their skin texture. These two products are well received in the Malaysian market. In the later part of 07 and first half of 08, 5 more new skus from the Superpower family were launched. Superpower-Teh Tarik, Chocolate drink, Kopi O and Cereal were subsequently introduced into the market to cater consumers’s for their sophisticated needs.
The Brand’s image is supported by the advertising and promotional activities in Singapore and the region. Sponsorship and joint promotional activities with related industries such as the confectionary, supermarkets and food and beverage outlets allow more effective channels of introducing new products and reaching out to the consumers. Loyalty reward programs where customers purchasing specific Super products are given loyalty stamps to redeem prizes have allowed the Brand to build brand loyalty.
Super Coffeemix’ stylish and quality packaging, wide variety and strong distribution network in the region have resulted in consumers switching to instant coffee mixes over freshly brewed coffee, strengthening its brand’s position.
Brand Culture
At Super Coffeemix, creating value for the customers and its shareholders is the cornerstone of the Brand culture. For the customers, creating value comes from
the spirit of innovation and commitment to quality. Innovation enables the staff to seek ways to improve the company’s operational efficiency from product development to customer relationship while stringent quality control and full automation ensure that the products leaving the factories are of consistently high quality - quality which leads to repeat purchases from consumers.
For the shareholders, the Group strives to create value by maximizing returns. This is achieved by practicing the Brand’s value of integrity in the manner it conducts all businesses and forging relationship with strategic partner to strengthen the brand equity.
These values are firmly upheld and cascaded to the staff by the Brand team consisting of the Chairman, Directors and senior management.
Worldwide Distribution
Alliances and partnerships forged with multinational corporations have enabled the Brand’s to expand itsglobal network. Super Coffeemix exports to 52 countries in the South East Asian Region, China, Europe, Russia and the USA with a number of emerging markets in Thailand, Myanmar, Vietnam and Russia. These have allowed Super Coffeemix to enhance its brand equity, locally and globally.
The Future
As one of the three fully integrated coffee, non diary creamer and cereal flakes manufacturer, the outlook for Super Coffeemix is optimistic as Asian economies are expected to achieve continuous growth within the next decade. Market surveys have also revealed that consumers are increasingly exposed to international consumer trends and willing to spend on brands associated with quality. Price is no longer an important consideration in the psychography of consumers. New varieties in the premium coffee and specialty lines will enable Super Coffeemix to capture niche markets that will allow it to expand its brand’s presence.
The Super brand is the most intangible asset for the Group. According to the Interbrand Brand Equity survey, the Super’s brand value was S$51.6 million in 2006 an increase of $10.3 million from 2005. With continuous brand building efforts and a commitment to honoring its brand promise, Super Coffeemix will be able to meet future challenges comfortably.
Snippets:
With the many awards, certificates and brand achievements, in 2006 alone, the Super Coffeemix brand was:
: nominated as 1 of the 5 growing brands in Singapore – Singapore Brand Award 2006
: awarded Grand Gold Metal for Super Instant Nutritious Cereal – Monde Selection
: awarded Gold medal for Super Instant 3-in-1 Coffeemix awarded by Monde Selection