EXECUTIVE SUMMARY

100PLUS is a brand of isotonic sports drink manufactured by Fraser and

Neave Limited (F&N) and created since 1983. 100Plus contains carbonatedwater, sucrose,
glucose, citric acid, sodium citrate, sodium chloride, potassium phosphate, flavourings,
sodium benzoate, calcium phosphate.100PLUS targetsactive individuals, sports interests,
travellers and those who really give priority to a healthier lifestyle. We choose this product
because of theincrease of Malaysian toward healthier lifestyle through sport and active living.

From 100PLUS advertisement, we can get the message which is the users of
100PLUS having a healthy lifestyle. Most of the athletes and the sport enthusiasts will like to
purchase 100PLUS. This is due to 100PLUS is an isotonic thirst-quenching drink and
caffeine free which is help to restore the energy loss during the physical exercise and regain
energy. The person that are suffer from sick, heatstroke and diarrhoea they will tend to
purchase 100PLUS isotonic drink to remove the heat and lower the temperature of body.

The brand personality of 100PLUS is sports, active and healthy lifestyle. This isotonic
drink is well-known in beverage industry of Malaysia including by the people all around the
worlddue to its product image and brand image.

The concept that used in 100PLUS advertisement is:

“Think outside the bubble”: Be Bold, Be Original, Be Different, Be Yourself.

“A good spirit in a good body.”

“For the out-of-the-ordinary individuals who like to challenge themselves’’

Media for the selection of the advertisements is television, radio, magazine and
internet.Though held the advertising campaign of F&N, we can emphasis the product of F&N
which can reduce the summer heat such as 100 PLUS to the consumers. This type of drink
can make consumers to refresh their body, give them energy and reduce hotness feeling.In
addition, the marketers give the concept of brand image to the consumers to easy differentiate
the 100Plus beverage drink compare with the competitors through the advertisement. For an
example, marketer injects emotion into the consumer’s learning and process of
advertisements. The marketer had selected the right appeals for the 100Plus in regards to the
targeted consumers. The advertisement that had used is successfully on deliver the product’s
message to the consumers which is “Rehydrate, Refresh, Re-energise”.

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 The very important key issues when consumer wanted to purchase 100PLUS which is
consumers taste and preference to the isotonic drinks.The first ways to resolve this issues is
doing more advertising about their own function through the media.The second ways to
resolve the issues is collect data from consumers in the form of questionnaire, mall intercepts
and mail survey.

As a loyal customer, the best way to respond in concluding to purchase product is

repeating to purchase.Moreover, consumers can respond in the best manner by behave, that is
purchase in large quantities.Next, consumers that prefer to buy 100 plus can give the response
by promote it using word of mouth or social media.

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Part A – THE PRODUCT: CONSUMER

Product

The product that we want to discuss is the beverage from Fraser and Neave Limited
(F&N). For the brand that we choose is 100PLUS.

Targeted consumers
At the beginning stage, 100PLUS targets were more toward athletes and those
involved in the sports field. The target markets for 100PLUS are mainly active individuals,
sports interests, travellers and those who really give priority to a healthier lifestyle.

The reason choose this product

Because with the rise of Malaysian toward healthier lifestyle through sport and active
living we choose this product because it meets the consumers’ need. Also 100PLUS has
brand reputation as the first isotonic drink that introduced to the Malaysian market.

Part B – CONSUMER DECISION MAKING PROCESS (CDMP): PSYCHOLOGY

FACTORS
Consumer’s individual factors to the product or advertisement
From 100PLUS advertisement, we can get the message which is the users of
100PLUS having a healthy lifestyle. Those people in the advertisement are like to exercise
and sporty. Because F&N hope that their target consumer know that 100 plus is a health and
energy drink.

Motivation and goals

Consumer decision making process can be influence by the psychological factor of

individual. The buying decision that made by the consumer is also based on motivation and
goals of consumer. Motivation is the driving force that impels people to act. It represents the
reasons one has for acting or behaving in a way. Meanwhile, goals are the sought-after results
of motivated behaviour and all human behaviour is goal oriented.

Most of the athletes and the sport enthusiasts will like to purchase 100PLUS. This is
due to 100PLUS is an isotonic thirst-quenching drink and caffeine free which is help to
restore the energy loss during the physical exercise and regain energy. People with the motive
to quench the thirst after exercising and restore their energy will buy 100PLUS isotonic

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drink. The sport person will loss many of their water inside their body after they conduct the
outdoor activities such as jogging, playing football, playing badminton and so on. They are
sweating and cause loss of huge number of electrolytes inside their body. Hence, they must
supply with the electrolyte’s energy drink. Rather than getting energy from normal sugar and
carbohydrates, the 100PLUS isotonic drink also full of sodium, potassium, calcium,
magnesium, chloride, phosphate and water that can give them the boost they need.

Besides that, the person that are suffer from sick, heatstroke and diarrhoea they will
tend to purchase 100PLUS isotonic drink. Their goal is to remove the heat and lower the
temperature of body. Drinking 100PLUS isotonic drink can help the people achieves body
hydration and electrolyte balance and recover their energy. Therefore, drinking 100PLUS to
treat these diseases is more effective compare to just drink mineral water. 100PLUS is also
having the function of quench the thirst and let people filled with energetic. So, it is very
suitable for drink especially during hot weather and by the citizens of tropical country.

The consumer that bought the 100PLUS isotonic drink must have their own
motivations and goals. The motivation of selecting the goals is classified into 2 types. It can
be positive or even negative. In case the consumer bought 100PLUS for drink is to restore the
water inside body after conducting an extreme outdoor activity, then this is referred to an
approach object. This is because the positive motivation is driven the person towards an
object and his behaviour is directed towards achievement of a positive goal, that is a positive
outcome. However, if the person decides to buy 100PLUS for drink during the hot weather
for thirst-quenching, that becomes avoidance object. The driving force of person is against
his objective, and the consumer behaves directly towards negative goal, which is to avoid
thirsty.

Brand personality

A brand personality is how the brand is perceived by its consumers and how the brand
portrays itself. Brand personality provides a symbol and self-expression function. It links to
how the people will associate when consumers see a product from a certain brand.The brand
personality of 100PLUS is sports, active and healthy lifestyle. This isotonic drink is well-
known in beverage industry of Malaysia including by the people all around the world. Almost
all the people know that drink 100 plus is specially formulated beverage to help restore what
the body lost during physical exertion and rehydrate the body to its optimal hydration
balance.

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 When people talk about 100PLUS is a kind of sport drink, automatically people will
associate with Dato’ Lee Chong Wei, one of the world’s top badminton player. Dato’ Lee
Chong Wei had secured a lucrative personal endorsement deal with sports drink 100PLUS in
a few years ago. The quality of brand spokesperson can be pass to the brand. The
endorsement also causes the badminton fans interest to 100PLUS sport drink. The brand
personality has fascinated many teenagers. Thus, the sport lover that as a consumer tend to
buy 100PLUS because this brand has the similar personality with them, which is relevant to
the sport. Sport lover believes that 100PLUS enhances the ability to achieve peak
performance like at the time Dato’s Lee Chong Wei playing in badminton contest.

Moreover, the users of the brand are also the source of brand personality. Since a
group of consumers with similar backgrounds often use a certain brand, over the time, the
personality shared by the users is attached to the brand, thus forming a stable personality of
the brand. 100 PLUS is an isotonic drink that can restore the water loss by the body of the
day and provides an instant source of energy that allowing consumers to perform their best in
their daily activities. However, most of the athletes and sport enthusiasts like to drink
100PLUS. Therefore, 100PLUS become the preference of them. Gradually, the common
behaviour characteristics of sporting community is condensing on 100PLUS. This has formed
100 plus’s brand personality with sport drink. The brand personality successfully formed a
significant difference between 100PLUS and other isotonic drink brands. This let to
100PLUS gain the competitive advantage in the isotonic beverages market.

100PLUS has symbolise the concepts of sport, active and healthy lifestyle. Most of
the consumers making decision to buy this isotonic drink is because they are from sporting
community, they are active in the selected sport and people in the trend become more health-
conscious. In brief, the brand and the human have shared the similar personality.

Consumer imagery

Consumer imagery refers to consumers’ perceptions of all the components of

products, services, and brands, and to how consumers evaluate the quality of marketers’
offerings. Products and brands have images and symbolic values for consumers based on the
unique benefits that these products claim they provide. Generally, consumers in the mass
beverage market are built deeply trust to the F&N drinks, especially 100PLUS isotonic drink.
This is due to its product image and brand image. The 100PLUS isotonic drinks build a good
image of product and brand in the mind of customers. Customers define that the original

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flavour of 100 PLUS as a sport drink and that is a best choice of beverage to drink during and
after exercising. Consumer also evaluate that the quality of 100PLUS is good. They judge the
product quality based on intrinsic cues such as physical characteristics of product and
extrinsic cues that not inherent by the product. Consumers also apply price/quality
relationship towards 100PLUS. The quality of 100PLUS is match with its price. They feel
that it is worth to the price, received benefit after purchasing 100 plus.

Moreover, it seems that ahead of its time there is the trend most of the people are
health-conscious, F&N introduced this healthier choice beverage and the company producing
original flavour of 100PLUS without adding colour food additive. Besides, 100PLUS that
consists a unique of combination of carbonate and electrolyte enable the customers recover
and having instant source of energy. This effect or function similar to 100PLUS attributes
that sport and active lifestyle positioning. Hence, the customers are satisfied with this brand
and product because this brand have provided the product that can deliver the unique and
core benefits to the customer to fulfil their desire and need and this drink will not affect their
health after drinking.

The product image also influencing the position of the product that occupied in the
mind of consumers. For an instance, the appearance, packaging and features of 100 plus.
Simple packaging and the descriptive terms that use by 100PLUS already writes down the
uniqueness and benefit of 100PLUS. Therefore, customer can easily understand the
advantage drink 100PLUS. 100PLUS have the symbolic value which is related to the sport.
Consumers tend to associate 100PLUS with sport. This is due to the function of this isotonic
drink – quench the thirst, rehydrate, re-energise and refresh the consumer’s mind and body in
necessary time and including the sport celebrity’s endorsement for advertisement. This drink
rewards the consumers a value of active in sport aspect and a healthy lifestyle.

PART C- MESSAGE EFFECTIVENESS THE IMPORTANCE OF ELEMENTS IN

CDMP

For advertisement:

a) Message structure and presentation

100PLUS: Outdo Your Everyday

With the aim of promoting active lifestyles and healthy living, 100PLUS remains at
the forefront of all major sporting events as the isotonic drink of choice, while encouraging

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consumers to outdo themselves in their everyday lives. 100PLUS was incorporated into the
sports community which was well accepted by the athlete and become popular among them.
People begin to percent 100PLUS as a healthy drink and this drink become popular not only
to sports personal but active individuals and travellers.

And the concept that used in 100PLUS advertisement is:

“Think outside the bubble”: Be Bold, Be Original, Be Different, Be Yourself.

“A good spirit in a good body.”

“For the out-of-the-ordinary individuals who like to challenge themselves.

Media selection for the advertisement

Before choosing the appropriate Medias F&N note that Generation Y consumers only
give partial attention to media. However, they can be reached through integrated programs.
They are typically using more than one communication media at a time; a behaviour that is
often called “multitasking”. This group of consumers doesn’t give its full attention to one
single message, but rather uses continuous partial attention to scan the media. Marketers can
still communicate with Generation Y by using a variety of targeted promotional tools.
Another important tactic to reach our target market is through “Isotonic Drink” marketing,
which F&N will heavily use in this campaign (campus, contests).

Justifications for advertising selections:

TV: Most viewed channel for now a days are geo ,Ary one world and Aagtv and
specially etc and MTV are the most viewed channels by teen age groups. And in Tamilnadu,
Kerla most viewed channel like Vijay TV, Sun TV should be targeted. TV communicates
with sight, sound and motion, which is needed for HOT ICE TEA. It is the only media that
can reach 99% of the homes at once. PEPSI has the budget to cover the high costs of this
media.

Radio: FM 100, FM 103, FM 106.2 and FM 101 are the most popular fm radio
stations which are equally listened by every age group.

Radio is an already segmented medium. There are many radio stations in Tamilnadu.
The average University or college student is a surprisingly heavy radio listener and spends
more time during the day listening to radio than watching network television we could also
use of “Interactive radio”.

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 Magazines: We should take advantage of the fact that magazines have become a very
specialized medium. There are many consumers’ magazines in Tamilnadu and Kerala. Good
color production is also an advantage that creates strong images which is the purpose of F&N
with its Isotonic Drink brand. Each magazine’s readers often represent a unique profile. Such
as Family Magazine, Defence Journal, Young World, She Magazine, Spot Magazine,
Computer Magazine.

Internet: Online advertising is similar to print advertising in that it offers a visual

message. It also has additional advantages; it can also use the audio and video capabilities. As
we are targeting our ads to young outgoing people, sound and movement may attract more
attention from viewers and has the unique feature of being interactive.

b) Appeal that used

100PLUS is an isotonic drink from F&N. Therefore, the clients also include athletes.
Both of advertising at the places are easy see by consumers and can give them a stronger
impression. Moreover, they also can easy recognize the brand of F&N. Furthermore, due to
F&N is the first mover to create 3Dimensional advertisement, so it can stimulate human
senses and whole target audiences will pleasantly surprise. According to that, F&N can build
a customer base though guerilla advertising campaign. Consumers can also realize the brand
of product F&N and they will always buy it. Other than that, first mover also can make F&N
become a strong brand. The brand of F&N can also become more famous than other drinks
brand. Its position will become steadier in the selling market and it can defeat its competitors.

The product will be distributed through all retailers including hyper markets and small
groceries. In addition, it will be also distributed to highly targeted areas such as gymnasiums.
In the promotional element, most of the advertisement will be a combination of emotional
and features appeals with respect to high level of creativity.

Analysis of promotional programs situation: internal analysis global food solutions

didn’t have a promotional department. Therefore, they don’t have the capability to develop
and execute promotional programs. The company will hire an agency to develop the
promotional campaign.

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 External analysis: to analyze the potential customers, the people who buy the products
are those who are athlete or have an active lifestyle or whoever enjoys the taste. Because
people mainly will buy the product when they feel dehydrated or they want to quench their
thirst. Customers will buy the product more in summer season as the weather is demanding
more fluids to maintain the normal perfomance in the lifestyle. In addition, younger people
will be expected to consume much more of the product due to their hectic lifestyle.

Known Malaysia is a tropical country. It also located at equator so recently the

weather is hot and Malaysian always live in the hot situation. Though held the advertising
campaign of F&N, we can emphasis the product of F&N which can reduce the summer heat
such as 100 PLUS to the consumers. This type of drink can make consumers to refresh their
body, give them energy and reduce hotness feeling. So, we encourage consumers can
purchase this type of F&N products.

c) Comments of effectiveness

The common measures of advertising effectiveness include advertising recall, ad

recognition, brand awareness, click through the rate, purchase consideration, and attitude
towards the ad or the brand. Of these common measures, attitudes toward the ad, clicks on ad,
and ability to recall as are the focus of the message effectiveness for 100PLUS. The
effectiveness of these three measures was assessed by their ability to predict purchase
decision.

As a promotional strategy, advertising provides a major tool in creating product

awareness and condition the mind of a potential consumer to make final purchase decision.
Besides, the function of the advertising is to reach potential customers and influence their
awareness, attitudes and buying behaviour to the products.

In addition, the marketers give the concept of brand image to the consumers to easy
differentiate the 100PLUS beverage drink compare with the competitors through the
advertisement. For an example, marketer injects emotion into the consumer’s learning and
process of advertisements. Besides, consumer is more likely to associate with advertisements
of those brands which have emotional values and messages. It is due to positive emotional
appeals also provide a strong brand cue and stimulate category-based processing. For
instance, educating the consumers on the importance of hydration in general, the ensuing

9
campaign also set out to present a surprising message about 100PLUS which is hydrates more
effectively than pure water.

A series of ads water and hydration-related facts were facts developed to work as
conversation starters and highlight the benefits of 100PLUS over other hydration drinks. In
that case, messaging placed near to where the product was sold were shown to translate into
immediate sales showed that the awareness for the hydration initiative among consumers
were very high.

d) Right appeals (advertisement) for the products in regards to the targeted

consumers

The marketer had selected the right appeals for the 100PLUS in regards to the
targeted consumers. The advertisement that had used is successfully on deliver the product’s
message to the consumers which is “Rehydrate, Refresh, Re-energise”.

Furthermore, a variety of channels will be used to deliver the intended message. The
communication channels that have used by 100PLUS, including televisions, newspapers,
magazines, radio and internet. Through these communication channels, the internet is used
intensely by the youth especially the target market of the product 100PLUS.

Train stickers, posters at bus shelters and table top stickers at cafes become a
reminder to consumers of the need to stay hydrated and suggested them to drink the
100PLUS. These tools also be the advertisement to consumers for recall the 100PLUS of
them.

On the other hand, one of the media channel that have selected to advertise the
product “100Plus” is a poster on the sliding doors of a supermarket, hyper market or small
groceries. This method of ad is simply to build brand awareness, since every customer of a
supermarket will be exposed by the ad before entering the shop.

Thus, the other way to advertise the 100PLUS is through the gymnasiums. This
location is suitable to attract the target market of the 100PLUS who are the athlete and
sportsman. The best location of the ad is in front of the treadmill. The reason for advertise the
100Plus at that location is due to when a person working out can be exposed to the ad and
will read out the message “Dehydrated? Go to grab a 100PLUS from the gym store”.

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Indirectly, this message would stimulate the person to buy and own a 100PLUS while they
felt fatigue.

Effectiveness evaluation of promotional program have created under “100PLUS”

brand which is to avoid mistakes and risks occur, it is essential to evaluate the effectiveness
of the advertisements that will be used. Most importantly, evaluating the messages that were
conveyed by every approach. Evaluation through calculating the response rate which will be
an indication of how many customers have responded by purchasing the product or customers
calling for more information about 100PLUS, especially for the wholesalers and retailers.

2. For product and the elements

(a) The key issues when consumer wanted to purchase the product

Recently, there is an increase in awareness towards advocating healthy lifestyle

amongst individuals. People nowadays have the awareness about their health. Based on the
report, people start eating more organic food, exercise more and also reduce to drink
beverages with many colours.

We all know that the first product of 100PLUS is in white colour. But in this few
years, 100PLUS company doing innovation and produces 100PLUS drinks with different
colours and different functions. There are orange colour, purple colour, green colour and also
red colour. Different colour of 100 plus have their own function.

Because of the colours of the new products, some regular consumers will more prefer
the original products. There maybe cannot accept the new colour or new flavours of the
products and there will feel like many colouring substances inside the drinks. So there will
think the new products is unhealthy and reject to trying to purchase the products. Hence,
there is a very important key issues when consumer wanted to purchase 100PLUS which is
consumers taste and preference to the isotonic drinks.

(b) Alternatives to resolve the issues

The first ways to resolve this issues is doing more advertising about their own
function through the media. The media such as television, radio and internet. Different
colours of 100PLUS product have their own function. For example, the green colour
100PLUS is lemon line flavour and the function is rehydrate, refresh, and re-energise. The
orange colour is orange flavour with the function of maintain a better hydration balance. The

11
red colour is strawberry flavour which contains glucose and minerals to hydrate as well as
increase the level of endurance. The purple colour is blackcurrant flavour and purpose to
giving body energy.

With the advertising, people will get to pay more attention for the function of the
drink. There will like the healthier variant and more accepting of different tastes and texture,
as long as there are benefits.

The second ways to resolve the issues is collect data from consumers. The data can be
in form of questionnaire, mall intercepts and mail survey. With the data collection, the
information we gather is more validity and reliability. It can be an open-ended and close
ended question in the data collection form. Through the data collection form, the 100PLUS
company will more understand the taste and preferences of consumers in the market trend.

PART D: SUGGESTIONS

In recent global trend, Malaysia has seen a rise in awareness and pursuit of healthier
lifestyles through sports and active living. Therefore, many people will choose 100PLUS to
fulfil their needs and somebody were loyalty to the brand, especially for the Malaysian. It is
because 100PLUS is an isotonic drink that help people to replenish the fluids and electrolytes
that lose during physical activities. Besides, it is the first isotonic drink to be introduced to the
Malaysian market and it had gained popularity as well as brand reputation.

Then, 100PLUS was incorporated into sports community which was accepted by the
athletes and become popular among them. Not only the athletes become the market for
100PLUS, the active individual and travellers also be the target market of 100PLUS.

With the increase of Malaysian toward healthier lifestyle by sporting and active
living, it had created an opportunity for 100PLUS to expand their market. It is due to the
market needs had change to the rehydration and healthier product. By increase the demands
for the isotonic drink and indirectly leads to the growth of the isotonic drink market when
more people concern about healthy drinks.

By changing the lifestyle of consumers, the needs for purchase also will changes. It is
due to a person’s attitude toward performing that purchase behaviour, not just the general
attitude toward the purchase behaviour. Therefore, consumers will keep purchasing the
100PLUS because the products fulfil their needs which is a healthier and isotonic drink and
provide various type and flavour of products to them.

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 Although 100PLUS is already well-known at isotonic beverage market and has large
amount of buyer, however as the role of loyal consumers, their still have the right in
responding and giving their feedback towards 100PLUS. The consumers can give the
response in the best possible manner in concluding to purchase or use and dispose the
product.

As a loyal customer, the best way to respond in concluding to purchase product is

repeating to purchase. The brand loyalty status reveals that consumer who buy only one
brand in all the time is hard-core loyals. They are regular user and heavy user. Once they are
satisfied with the product performance (the benefits provided by 100 plus), they will prefer
100 PLUS as their first choice of isotonic sport drink. When they like to the benefit of
100PLUS, they will repeat their purchase for the same brand product and they will not switch
to another brand or even try a new brand. This is due to 100PLUS can provide the
competitive advantage that can fulfil the target customer’s unfulfilled need compare to other
competitors.

Moreover, consumers can respond in the best manner by behave, that is purchase in
large quantities. When in the conjunction with new years festival, 100PLUS will having the
seasonal offer. For the example, buying a carton of 24 tins 100PLUS will free a bottle of 1.5
litre 100PLUS. Consumers tend purchase more if free gift is given and in the conjunction
with new years festival. This promotional strategy is use by 100PLUScompany to attract and
encourage consumers buying in large quantities. On the other hand, this also can increase the
sales of 100PLUS and generate the revenue for 100PLUScompany.

Next, consumers that prefer to buy 100PLUS can give the response by promote it
using word of mouth or social media. Most of the consumers are likely to share their own
experience to other after experienced something. So, they may share benefits of drinking 100
PLUS to their neighbour or friend who are non-user of 100 plus. People in the new
generation is likely to post and share their experience online in social media platform such as
Facebook. This approach can attract more people who are non-user to buy and try 100PLUS
in order to support this brand product. By the helping hand of high technology era, choosing
online advertising as the promotional tool may help the promotional message spread globally
wide in the short time period and becoming the more effective way.

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PART E: CONCLUSION

100PLUS is a brand of isotonic sports drink manufactured by Fraser and

Neave Limited (F&N) and created since 1983. From 100PLUS advertisement, we can get the
message which is the users of 100PLUS having a healthy lifestyle. Most of the athletes and
the sport enthusiasts will like to purchase 100PLUS. This is due to 100PLUS is an isotonic
thirst-quenching drink and caffeine free which is help to restore the energy loss during the
physical exercise and regain energy.

At the beginning stage, 100PLUS targets were more toward athletes and those
involved in the sports field. The reasons choose this product is because with the rise of
Malaysian toward healthier lifestyle through sport and active living we choose this product
because it meets the consumers’ need. Also 100PLUS has brand reputation as the first
isotonic drink that introduced to the Malaysian market.

Consumer decision making process can be influence by the psychological factor of

individual. The buying decision that made by the consumer is also based on motivation and
goals of consumer. Motivation is the driving force that impels people to act. It represents the
reasons one has for acting or behaving in a way. Meanwhile, goals are the sought-after results
of motivated behaviour and all human behaviour is goal oriented.

The marketer had selected the right appeals for the 100PLUS in regards to the
targeted consumers. The advertisement that had used is successfully on deliver the product’s
message to the consumers which is “Rehydrate, Refresh, Re-energise”.

By the helping hand of high technology era, choosing online advertising as the
promotional tool may help the promotional message spread globally wide in the short time
period and becoming the more effective way.

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BIBLIOGRAPHY AND APPENDIX
APPENDIX A-Formal Questionnaire
STUDY OF CONSUMERS TASTE AND PREFENRENCES FOR ISOTONIC DRINKS IN
MANY FLAVOURS
Your responses will be recorded safely and your personal information will be strict in
confidence.
Read 100PLUS privacy policy here.
1) Gender
Male ( ) Female ( )
2) Age
0-15 ( ) 16-30 ( ) 30-45 ( ) 45-60 ( ) 60 and above ( )

3) Do you drink energy drinks? (100PLUS, REVIVE, RED BULL)

Yes ( ) No ( )

4) Would you consider drinking if 100PLUS introduce a new products with differents
colour?
Yes ( ) No ( )

5) How often do you drink 100PLUS?

Once a week ( )
Once a month ( )
Once a year ( )

6) Purpose for drinking energy drinks?

To boost energy ( )
The price is cheap ( )
To make me feel active ( )
To quench my thirst ( )

7) Do you check the ingredients before drink the energy drink?

Yes ( ) No ( )

8) How probably would you consider to purchasing if 100PLUS introduce a new product
with blue colour?
Won’t buy purchase ( )
Likely won’t buy ( )
Neutral ( )
Probably purchase ( )
Surely purchase ( )

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9) What is your point of view for 100PLUS that contain colouring substances?
Not sure ( )
Maybe good ( )
Neutral ( )
Nice idea ( )
Perfect ( )

10) Your email address:_________________

Thank you for your participation.

APPENDIX B: Concept of 100PLUS

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REFERENCES
Beverages. (n.d.). Retrieved from Fraser and Neave,Limited:
http://www.fraserandneave.com/our-brands/food-beverage/beverages#100plus
BlueMountain's. (2013, August 17). Malaysia Travel Notes: 100Plus and Yeo's Yang
Xiecheng Drink . Retrieved from Blog sina:
http://blog.sina.com.cn/s/blog_67faab1a0101d6xf.html
Introduction. (n.d.). Retrieved from 100 PLUS: https://100plus.com.my/about
Marketing Plan for New Product by F and N. (2016, December 5). Retrieved from UK
Essays: https://www.ukessays.com/essays/marketing/marketing-plan-for-new-
product-by-f-and-n-marketing-essay.php#citethis

A Mehta (2000). Advertising Attitudes and Advertising Effectiveness. Retrieved from

https://www.warc.com/content/article/A49271_Advertising_Attitudes_and_Advertisi
ng_Effectiveness/49271

Dr.D.Prasanna Kumar & K. VenkateswaraRaju (n.d.). The Role of Advertising in

Consumer Decision Making. Retrieved from
https://pdfs.semanticscholar.org/b73f/90fd9441e0e2f0c654a9375da5730b08a8d8.pdf

ChoongLyong Ha (1998). The theory of reasoned action applied to brand loyalty. Journal of
Product & Brand Management, Vol. 7 Issue: 1, pp.51-
61, https://doi.org/10.1108/10610429810209737

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