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Introduction
F&N Beverages Marketing Sdn Bhd manufactures and distributes soft drinks in Malaysia.
Founded in 1992, the company is based in Selangor, Malaysia with other offices in different
regions of Malaysia. Operating under Fraser & Neave Holdings Bhd (the Malaysian wing of
Fraser & Neave Ltd.) F&N Beverages is Malaysias largest soft drinks manufacturer with 3
production plants and 10 warehouse centres in Malaysia. Differentiated marketing has
enabled them to become the leading beverage company in Malaysia, offering a dynamic
range of products from fruit and vegetable juices all the way to sports and energy drinks, they
aim to serve many different markets using their diverse range of products. Their brands
include 100PLUS, F&N Fun Flavours, F&N Seasons, F&N Fruit Tree, F&N Ice Mountain
and Oishi. The broad range of products shows that F&N Beverages are constantly responding
to changes in consumer demand. This report focuses on their isotonic drink, 100PLUS, which
is their response to consumers demanding for healthier and more nutritional beverages.
Official website: http://www.fnbm.com.my/
Target Market
100PLUS segments its market using four different variables geographic, demographic,
psychographic and behavioural variables, to ensure that its able to cater and fulfil the needs
and wants of separate markets.
100PLUS segments its consumer market psychographically by identifying that people have
different values 100PLUS targets people who value nutrition and emphasise healthier
lifestyles and exercise regularly. The health concerns in Malaysias population results in
people becoming increasingly health conscious leading to a trend which shifts away from
junk food and a growing interest for products which are healthier and more beneficial for the
body. 100PLUS uses endorsement with Malaysias top badminton player Lee Chong Wei to
appeal to people who aspire to be active and healthy (see appendix I/X). 100PLUS targets
people in the lifestyle groupings Young Optimism or Look At Me because people in these
groups succumb easily to changes in social trends. On their official Facebook page they
always use sportspeople with a bottle of 100PLUS to showcase the product (see appendix B),
reinforcing that 100PLUS targets people who aspire to be active and healthy.
They segment their market geographically by targeting the population of urban cities who are
always on the go and are more prone to social trends, therefore exercise regularly and lead an
active lifestyle. Evidence comes from advertisements on their YouTube Channel showing a
rush hour crowd with the caption life is always on the move (see Appendix A). Their
Facebook posts emphasise that 100PLUS is a good way to rehydrate in hot urban cities (see
Appendix H), reinforcing that 100PLUS targets people living in urban cities leading active
and busy lifestyles. Due to the hot and humid nature of city life, people search for a
convenient form of rehydration, therefore 100PLUS caters exactly this it is ready to drink
and can be found in vending machines and supermarkets so its easily accessible to everyone,
anywhere (see Appendix C/Y).
Demographically, 100PLUS targets the wider population men, women, boys and girls, who
are above the age of 7 (the age at which kids start getting active) up until their mid-30s (the
age of peak activeness). 100PLUS targets people of all income groups in all occupations
from students and labour workers, all the way to professionals. This is evident from their
YouTube advertisements which show people of all ages and occupations drinking 100PLUS

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(see Appendix P). The fact that the price of 100PLUS is in line with most other carbonated
soft drinks (see Appendix D) reinforces that 100PLUS is aimed to serve consumers of all
occupations as long as they lead active lifestyles.
100PLUS also uses behavioural segmentation through benefit segmentation they identified
that consumers living the busy, active lifestyles seek forms of rehydration which are not only
cheap and convenient but are also healthier in comparison to traditional carbonated soft
drinks. Advertisements on their YouTube channel claims that 100PLUS Replenishes better
and faster than water (see Appendix F) not only is it a healthier alternative to carbonated
soft drinks but its even better than water. This is reinforced on their website which says that
hydration is about more than just water and that we should make 100PLUS your daily
hydration choice (see Appendix G), also showing that the market of active and sporty
consumers are considered medium- and heavy-user groups who purchase 100PLUS on a
regular basis.
The target market of 100PLUS are people who are becoming more health conscious, who
come from all income and occupations situated in urban cities who live a busy and active
lifestyle and seeking for convenient, affordable, yet healthier alternative ways of rehydrating
themselves after a long day.
Values Demanded by Target Market

Nutritional benefits
Rehydrating and re-energising after exercise
Convenience of accessibility
Affordable
Psychological benefits of consuming something healthier
Refreshing after-taste
Enhanced physical performance

Positioning
More nutritional benefits
Gatorade
100PLUS
Water
Milo
Red Bull

Less
expensive

Expensive
Diet CocaCola

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Coca-Cola
Pepsi

Less nutritional benefits

100PLUS targets people with an active lifestyle and exercise regularly, but arent only
seeking convenience and affordability, but are also looking for more nutritional ways of
rehydrating themselves, therefore the two most important variables are nutritional benefits
and the affordability, with people seeking the most nutritious drinks for the cheapest price.
On its website, 100PLUS claims that it has been clinically proven to provide 43% more
endurance than water alone as its unique formula helps ensure that your body is properly
hydrated (see Appendix H), therefore it offers more nutritional value than water. Milo is
healthy as it offers 6 essential vitamins and minerals which promotes optimal release of
energy (see Appendix I); however, based on the nutrition information on Milo Malaysias
website it has a sugar content of 7.1g per 100ml, which is higher than 100PLUS (see
appendix H and I), therefore its less healthy. Similar to 100PLUS, Gatorade hydrates better
than water, and its sugar content is 5.7g per 100ml (see Appendix M) so its healthier than
100PLUS. However Red Bull aims simply to provide a boost of energy and has a sugar
content of 11mg per 100ml (see Appendix J). Its sugary and caffeinated nature makes it less
healthy than 100PLUS. Colas such as Coca-Cola, Pepsi give an injection of sugar yet no
nutritional benefits (see Appendix K and L). Referring to Appendix D and E, 100PLUS is
more expensive in comparison to water, and in line with other budget drinks (Coca-Cola,
Pepsi), but is cheaper than upper-class drinks (Red Bull, Gatorade and Milo). In the market,
100PLUS is considered to be one of the leaders as it offers the most nutritional benefits at a
relatively low price.
Differentiation
F&N uses actual product differentiation to make 100PLUS stand out from other carbonated
soft drinks. Being the first isotonic drink in Malaysia its healthier in comparison to other
carbonated soft drinks such as Coca-Cola and Pepsi its caffeine-free, has a lower sugar
content and contains electrolytes which rehydrates your body (see Appendix H). This product
differentiation gives consumers who are looking for healthier alternatives a reason to choose
100PLUS over market leaders such as Coca-Cola. F&N also uses image differentiation by
giving the impression that 100PLUS is healthier compared to other carbonated soft drinks.
They do this by promoting healthy living by posting posters of people exercising and using
motivational messages to encourage people to get active (see appendix O). These two forms
of differentiation gives 100PLUS a competitive advantage over rival firms in Malaysias
carbonated soft drink industry.
Marketing Mix

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Product
The core product of 100PLUS is the rehydrating effects which makes the end user feel reenergised after being active the whole day. The actual product is the tangible can of beverage
consumed by customers which makes them feel hydrated. By providing 43% more
endurance than water it helps to deliver the refreshing effects of 100PLUS to consumers. The
actual product also consists of the different variations of packing it comes in 325ml cans,
500ml and 1.5l bottles, all which come with the signature tri-coloured stripes which people
associate with 100PLUS (see appendix R). Due to the consumable nature of 100PLUS it
offers limited augmented products; however, the label of each can/bottle has the contact
details of the manufacturer and the place of manufacturing for after sales service purposes
such as complaint or consumer feedback, as well as the manufacturers website for product
information (see appendix Q).
Price
100PLUS uses a form of competitive pricing which is going-rate pricing the price is in line
with rival brands in the soft drinks market. For example in Tescos e-shop each 325ml can of
100PLUS costs RM 1.49, which is the same price as Pepsi, but is RM0.10 cheaper in
comparison to Coca-Cola. 100PLUS is also significantly cheaper (RM1.20) than Gatorade
(see appendix E), which is probably why 100PLUS is Malaysias market leader, making up
88% of Malaysias isotonic drinks market (see appendix H). 100PLUS adjusts its prices by
using quantity discounts. Appendix S shows that in AEON, one 325ml can costs RM1.99;
however, if you purchase a pack of 6 cans it will only cost you RM6.99, which is RM1.165
per can. Using this price-adjustment strategy encourages people to bulk-buy 100PLUS and
become regular users.
Promotion (see appendix T)
Facebook page: https://www.facebook.com/my100plus
YouTube channel: https://www.youtube.com/user/100PLUSIsotonic/
Twitter page: https://twitter.com/my100plus
Official website: http://100plus.com.my/#home
They use these forms of communication to create and maintain awareness of their brand, and
also to communicate directly to consumers about ongoing events and promotions.
Place
100PLUS is sold in supermarkets such as AEON (see appendix C) and The Cold Storage (see
appendix D), online shops such as Tesco (see appendix E) and Presto Grocer (see appendix
W), in vending machines in university campuses and university residences (see appendix Y).
The fact that 100PLUS is readily available anywhere, anytime, reinforces the fact that
100PLUS is targeted at people from all occupations who are more health conscious and
active.
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References
100Plus Malaysia. (2008, February 12). 100PLUS GameOn! [Video file]. Retrieved from
https://www.youtube.com/watch?v=L5_dJl6WO8E
100Plus Malaysia. (2011, July 11). Keep Moving with 100PLUS commercial 2 (ENG)
[Video file]. Retrieved from https://www.youtube.com/watch?v=aCmtoLfl558
100Plus Malaysia. (2011, June 3). 100PLUS Malaysia [Twitter page]. Retrieved from
https://twitter.com/my100plus
100Plus Malaysia. (2013, May 13). 100PLUS Malaysia On The Move - Dato' Lee Chong Wei
Promotion [Video file]. Retrieved from https://www.youtube.com/watch?v=7kgvisXhdkg
100Plus Malaysia. (2013, November 8). 100PLUS Tawanlah Harimu [Video file]. Retrieved
from https://www.youtube.com/watch?v=DjnBsz57tl4
100PLUS Malaysia. (2014, December 26). Timeline photos [Photo album]. Retrieved from
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set=a.235808899768572.80398.234051409944321&type=3
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The Coca-Cola Company. (2014). Official Website. United States of America. Retrieved
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