Singapore Superbrands Worldwide | Narcissus Brand of Yit Hong Pte Ltd

Singapore Superbrands Worldwide | Narcissus Canned Food

The Market

After 150 years of existence, the tin con is more versatile, economical, and convenient than ever. It seems that every day, more and more canned goods are introduced to this already highly competitive market. For a canned goods brand to emerge as a market leader, a number of factors are required including a concentrated effort, a keen insight into the minds of customers and emerging market trends, and perhaps above all, a steadfast commitment to brand development.

In Singapore, the canned goods segment is flourishing, with few shopping trolleys missing a canned food of some sort. Over the years, the Narcissus brand, on established China canned food brand distributed by Yit Hong Pte Ltd, has emerged as an innovative industry leader with a reputation for quality and great taste.

Narcissus carries such local favourites as whole mushrooms, pork leg with mushroom, spiced pork cubes, stewed pork chops, lychees and pickled lettuce.

Achievements

With a history of close to 50 years, Narcissus has quite a long list of enviable achievements. Most recently, Narcissus achieved first place in the Independent Retail Audit by AC Nielsen in the Canned Meat and Mushrooms category. The prestigious ranking has reaffirmed Narcissus Management’s commitment to quality and customer service above all else, and acknowledged Narcissus as a Singapore favourite.

It is through its uncompromising insistence on quality that Narcissus has been able to establish itself as a market leader with a strong and royal customer following. Using the finest and freshest ingredients, all hand-selected to ensure the highest quality, Narcissus has developed a reputation for product excellence. By focusing on its core products, rather than delving into new product extensions, Narcissus has maintained its key strengths without losing its consumer base.

The success of Narcissus is due in no small part to the missionary zeal and the deep belief in the quality and taste of its products instilled in the employees of the company. In fact, Narcissus has flourished for a wide variety of reasons, but the root of its success can be traced to a simple notion conceived by Mr S.L.Ngo: people will pay for quality canned goods ii they trust in the brand.

History

Narcissus' roots con be traced back to 1954 with the inception of the Yit Hong Trading Company, set up by Mr Ngo Kai Tian and three other partners. Over the years, Yit Hong, the sole distributor of the Narcissus brand, has expanded to become one of the two major agents for the import and export of canned food from China to Singapore, Malaysia and Brunei. In 1968, it become a private limited company and began expanding its base of operations in Singapore.

The mid I980s through mid-1980s was a tumultuous time for the Narcissus brand. Incessant price wars resulted in o slackening of quality control due to distribution channel disruption that led to frustration and confusion. The subsequent impact on the Narcissus brand was overwhelming. The management questioned the brand's future and a general lethargy swept over the brand.

During the early years while Yit Hong expanded rapidly there was also little modernization and operational improvement. However, in 1987 Mr Ngo's grandson, Mr S.L.Ngo, took over as executive director, and immediately implemented a series of sweeping changes that sparked a process of modernization and revitalization for the Narcissus brand.

Realizing that the manufacturing, production and distribution were much the same as they have been twenty years before, Mr Ngo set about aligning the vast systems to accommodate for the company's expansion and ensure the brand's future growth.

The subsequent re-organization of Yit Hong's warehouses and the implementation of control systems to ensure product quality had a profound effect on distribution efficiency, manufacturing quality and employee morale. The operation of the warehouse was mechanised to facilitate the transportation of goods. A full computerization programme was established to link the office to the warehouse and a new bilingual (English and Mandarin) invoicing process was developed.

The revamping of Yit Hong's systems and procedures had a profound effect on the Narcissus brand. Narcissus developed stronger relationships with suppliers as well as a stronger overall reputation in the market.

By mid to late 1990s, o totally revitalized Narcissus brand was poised to capture the lion's share of the Singapore canned goods market and emerge as a solid Singapore favourite. New management also stressed the importance of improving the company's overall image and maintaining close communication with suppliers to ensure their continued support.

Port of the process by which Narcissus developed strong supplier ties was through the implementation of a new delivery service, involving delivery of goods right at the customers' doorsteps. In 1996, Yit Hong, amidst tough competition, regained its sole distributorship rights for the Narcissus brand, giving it a fresh positioning and the edge to become the market's pre­ eminent canned food brand.

Today, from its large headquarters in Singapore to its innovative manufacturing facilities in Chino, Narcissus is a model of high-quality product development, distribution, production and customer service.

The Product

Much of Narcissus' success come from the brand's willingness to adopt and meet shifting market trends, and expand its brand reach regionally. Narcissus carefully studies the needs of consumers and adjusts its products to ensure they meet the needs of its loyal customer base. The range of Narcissus food products includes canned meat, canned seafood, canned fruits and canned vegetables. Narcissus has remained relevant to the changing demands of consumers by maintaining its stringent quality control procedures, competitive pricing policies and customer relationships.

The conned goods market is subject to the increasing trend of counterfeiting and “brond piracy". Narcissus has introduced an innovative authenticity seal to ensure that its growing customer base con identify and steer clear of inferior and fake Narcissus products.

Recent Developments

Narcissus recently introduced a new lithographic coating for its cans to solve the problems of wear and tear associated with paper packaging. This new can coating is harder to fake than paper packaging and it highlights the innovative approach Narcissus takes to ensure the integrity of its products and the brand.

To accompany its new lithographic packaging, Narcissus recently introduced new can sizes and easy-open pull-tab cans. Narcissus constantly sources new products while maintaining a firm belief in the value of a strong product line focusing on quality.

Narcissus has core-fully maintained the image, values and identity that so many Singaporeans quickly associate with Narcissus and at the same time remained relevant to a new breed of consumers in search of convenience, nutrition, quality and taste.

Promotion

Throughout its history, Narcissus has managed lo project its enthusiasm for its products into the marketplace without the colossal marketing budgets or strategic brand management that many of its competitors rely on. Narcissus, which as early as the 1950's pioneered high quality, flavoursome canned food, has changed the face of the canned goods industry with its commitment to quality and its straightforward, logical brand management.

Narcissus' use of promotions and marketing has relied very much on its core brand message: Narcissus products combine stringent quality control with great taste and original ideas. Intertwining creative advertising with a strong nostalgic flair and a simple, straightforward message has allowed Narcissus to maintain and increase its customer base.

Brand Values

Narcissus strives to provide its customers with quality products and reliable services at the most competitive prices. This is made possible by the very cordial relationship shored with its suppliers as well as a strong and forward-thinking team of competent management and staff dedicated to serving all customers in the best possible way.

Narcissus' insistence on using only the highest quality materials and supplies and its implementation of stringent quality controls has become a hallmark of the brand's culture. Both the staff and management strive to ensure that every interaction a customer, supplier or distributor may have with Narcissus is not only pleasant but enriching as well.

One value runs throughout Narcissus and that is the steadfast belief in its products and the value of its brand. This belief causes a daily ripple effect of positive associations and plays a major role in maintaining reputable brand attributes.

Things you didn’t know about Narcissus

• In the early days of Singapore's development, Narcissus emerged as the pioneer for tasty and nutritious quick food solutions.
• During the recent 2002 World Cup Soccer, Narcissus sales increased as people stocked up on convenient, tasty Narcissus products to satisfy their mid-match hunger pangs.
• During times of political uncertainty, both post and present, sales records show that many remain loyal lo Narcissus.