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Wonda Case Study

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INTRODUCTION
Background of Wonda Coffee by Asahi Group of Japan:

Wonda Coffee is one of the products produced by Asahi Group of Japan. In September 1986, the canned Mitsuya Coffee product name was changed for the first time to “NOVA”. “NOVA” was changed to “J.O” in February 1990 and then again was changed to Wonda Coffee in September 1997. In the same year, an American professional golfer began appearing in the very first commercials of Wonda Coffee using the tag line, “Wonderful Wonda”.

A company named PERMANIS Sdn Bhd introduced Wonda coffee to Malaysia. It has been primarily involved in the manufacturing, distribution and marketing beverages franchise from PepsiCo and also owned subsidiary of Asahi Group Holdings Ltd, Japan. PERMANIS Sdn Bhd is one of Malaysia’s leading beverage manufacturers and have a comprehensive network to distribute products throughout the both east and west of Malaysia. They produce world renowned brands such as Pepsi, Mirinda, 7Up, Revive isotonic, Gatorade, Lipton, Tropicana and Evervess. Wonda Premium Coffee is another impressive array of drinks brought by PERMANIS Sdn Bhd. The company also introduced Wonda Premium Coffee as “the fastest growing a ready-to-drink coffee in Malaysia” in their official website – www.permanis.com.my/brands.

The advertisements that PERMANIS Sdn Bhd has been using to market Wonda Premium Coffee comprise both broadcast and print media including TV, radio, out-of-home media advertisements and newspapers. They

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