31 Jul '13, 9pm

David Teo And Family Have Made Singapore's Super Group Into A Food And Beverage Force

David Teo And Family Have Made Singapore's Super Group Into A Food And Beverage Force

Instead, he tinkered with the coffee’s ingredient mix to better appeal to the Singaporean palate. “I tested it, gave it to my wife, my friends, everyone,” he says. He also spent heavily on a big marketing push. In the second year sales in Singapore reached nearly $3 million, and the bigger picture came into focus: Asia’s coffee market was experiencing double-digit growth, and his coffee-mix formula could be adapted to fit different tastes. While Singaporeans prefer a thick, aromatic coffee, the mix could be made sweeter for Thais, for example, or milkier for Chinese. Convinced it would work, Teo began to export. “After the sachets became a hit in Singapore, my dad immediately moved into Malaysia, Thailand and Myanmar,” says Teo’s son, Darren, the corporate strategy manager for the family company, Super Group. “That’s why in all of these markets we have the first-mover adva...

Full article: http://www.forbes.com/sites/forbesasia/2013/07/31/an-almo...

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