Executive Summary

The world of business has been increasingly complex and competitive due to the advancements of

technology and globalization. Thus, Multinational corporations play a huge role in today’s business

context by being the business giants in the industry. Yoke Food Industries is a Malaysian based

Multinational Corporation, which provides various drinks such as energy drink, coffee, herbal tea and
fruit juice. The company owns “Day” brand, which falls under refreshment beverage category since it
provides seven exciting varieties of fruit juice flavours.

The main purpose of the report is to create a report to the management including the marketing
plan, focusing on the launching of “Day Day” brand to the Sri Lankan market. Thus, the report
consists with four chapters, mainly spotlight on ‘Product, Price, Promotion and Brand strategies.

The in-depth analysis has been conducted in terms of “Day Day” fruit juice product strategy, price

strategy, promotional strategy and brand strategy in accordance with Sri Lankan market.
The secondary research has been conducted utilizing books, journal articles, and valid websites to
gather information.

Key findings and recommendations of this report are as follows.

 “Day Day” brand has strong brand name in the Malaysian market. Therefore, launching “Day

Day” brand to Sri Lankan market can be defined as an excellent decision and an effective

business expansion method since there is relatively low fruit juice products available in the Sri

Lankan market and increasing demand for healthier lifestyles.

 The standard band name and logo will be utilized in the Sri Lankan market in order to maintain

uniqueness of the brand and as well as the reputation.

 The manufacturing operations will be done in Malaysia, to secure the product quality, and

labelling and packaging should be adopted in accordance with the Sri Lankan market.

 The high value pricing strategy will be utilized to provide high quality products for medium

price. The price of “Day Day” fruit drink can is decided as Rs. 150.00 in Sri Lankan local market.

 Strong promotional campaigns should be implemented through social media, TV

advertisements and posters in order to improve brand awareness in the Sri Lankan market.

 Benefit Focused positioning statements has been designed to aware customers about
the benefits of the product.
1.0 Introduction

Yoke food Industries Sdn. Bhd is a Malaysian based FMCG multinational corporation started its

business operations in 2013 (Yokefood.com, 2017). The company has variety of business operations
in terms of providing all kind of Asian drinks such as energy drink, coffee, herbal tea and fruit juice to

the European markets. ‘Day Day’, ‘Juice Secret’, ‘Uniflex’, and ‘Sosoy’ can be identified as the major
brands of the Yoke Food Industries (Yokefood.com, 2017). The huge production line, in which
provides the total production capacity of 75000 cans per hour can be defined as the major strength
of the company (Yokefood.com, 2017). In addition, Yoke Food industries has obtained and
awarded HACCP (Hazard Analysis and Critical Control Point) and US-FDA (Food and Drug
Administration) certifications, in which secure the quality of the products (Yokefood.com, 2017).

“Day Day” can be defined as a brand which includes in to refreshment beverage category since it

provides seven exciting varieties of fruit juice flavors such as Apple, Orange,
Watermelon,

Chrysanthemum, Lychee, and Soursop (Yokefood.com, 2017). “Day Day” fruit drinks have been

popularized as a quality fruit drink since it made out from real fruit juices, fortified with vitamins

without the preservatives. The main aim of the brand is to offer consumers with a variety of choices

while providing refreshing experience for their mind, body and soul (Yokefood.com, 2017). The
target

market of the brand can be identified as a broad market in which caters to kids, youth and adults of
all genders since it’s a refreshment product.

The report includes four chapters; the first chapter will elaborate on product strategy of “Day Day”,

while mainly highlighting the product levels and product decisions. The second chapter

comprehensively explains the pricing strategy of the selected brand. The third chapter will elaborate
on promotional strategy, while mainly highlighting on identification of promotions and
communication process. The final chapter comprehensively explains the branding aspect of “Day
Day” fruit juices. Author has conducted a secondary research and referred to books, journals and
valid websites in order to gather information and statistics to make the report effective.

The following assumptions and limitations have been made for the effectiveness of the report.

 All seven varieties of “Day Day” brand have been chosen to introduce to the Sri Lankan

market.

 The target market of the product will mainly based on Western Province of Sri Lanka at the

beginning stage.
2.0 Product Strategy

The selection of product can be identified as

one of the significant decisions when it comes
to international business due to its complexity. The
term “Product” can be simply defined as a tangible
or intangible good or service in which caters the
needs and wants of human. This is further explained
by Kotler and Armstrong (2008), who defined
product as a good or service that fulfils the
wants of a corporation’s target market.
Furthermore, this chapter refers to the total of
tangible and intangible characteristics of “Day
Day” products such as product design, size,
brand name, packaging, labelling and after-sales.
The main objective of introducing “Day Day” is to offer Sri Lankan customers a better choice and
healthier alternatives to energy/nutritional drinks

2.1 Identification of Product

“Day Day” products can be identified as a convenience product which is appeals to a large market.
“Day Day” brand consists with seven exciting flavours of fruit juice products to provide refreshing
drink at any time of the day to quench a quick thirst and further for the healthier lifestyle. The
product comes in 300ml cans and offer in two different ways, consumer can either buy single can or
they can buy the 6 pack carton (Yokefood.com, 2017)

Figure 0.1 - "Day Day" Brand

1.0
Figure 0.2 - Product Types

Source: Author’s work based on (Kotler and Armstrong, 2008)

2.1.1 Product Levels

According to Kotler (2012), every product has an abstract value except to its tangible value. Five

product levels are associated with the product value which will lead to customer satisfaction when
the specified value is identical or higher than the expected value. The following table
elaborates on product levels in terms of “Day Day” products.
Table 0.1 - Product Levels

Product level Description

Product Level Description

This level understands the real motive behind the
Core Product product; it’s rather a physiological factor that needs to be
satisfied. In terms of “Day Day” brand, the main purpose is to
offer a Fruit Juice can as a refreshment beverage to quench the
thirst and further for the betterment of healthier life.

Basic Product This level highlights the qualities of the product, physical
product with very basic concept. High quality, fresh, aroma and
strong blend Can of Fruit juice drink in exciting seven different
flavours can be identified as competitive qualities of the
product.

Expected Product This stage highlights what the consumer expects when they
purchase the product, attributes or characteristics of the
product. In terms of “Day Day products”, consumer expects a
can of fruit juice drink to rejuvenating the soul with the right
taste, sweetness and right temperature

Augmented Product This level highlights the attributes of the product that
will provide competitive edge. “Day Day” product are made
out from real fruit juices, fortified with vitamins without the
preservatives. In addition, Fruit juice products with seven
varieties of flavours can be identified as a competitive edge to
the company.

Potential Product
This level highlights the future improvement area of the
product. Introduce more new flavors such as Lime, Pineapple
etc and enhance the product in terms of rich taste, healthier
and value for money can be identified as the areas for future
improvement.

Source: Author’s work based on (Kotler, 2012)