Marketing assignment on tiger beer
... The original brewery was opened in 1932 and Tiger Beer was launched shortly after. A second brewery, the Archipelago Brewing Company was acquired in 1941, adding a second brand, Anchor Beer, to the portfolio. Both brands have since grown rapidly to become the market leaders of the regional beer industry. ... This facility currently brews and packs around one million hectoliters of beer each year. ... Diverse consumer needs are met through its wide portfolio of national and regional beer brands. ... APBs flagship Tiger Beer has won over thirty gold medals and awards including the prestigious Beer Industry International Award (BIIA) in UK in 1998. Tiger was voted among the top 5 most recognizable Asian brands by an international brand marketing research firm in September 2000. ... This was a significant market share growth considering the declining levels of beer market volumes growth in the last two years. Nevertheless, the Take Home Trade saw its volume grow with its focused and innovative brand marketing approach. ... Tiger Beer reported continued share growth - a good result, considering that the brand represents over half of the Singapore market. Heineken Beer chalked up a 30% increase in the past year on top of a 25% increase in the previous year. With the substantial increase in demand, Heineken now challenges as the number two beer brand in Singapore. Late in the year, APBS successfully combined operations with United Stout Marketing, with the Guinness Stout and ABC Extra Stout brands joining the APB portfolio. ... APB’s Tiger Beer has arguably the widest brand presence among Asian brands spanning 12 countries in Europe; US; Canada; Africa; Australasia; and Asia Pacific. ... However, health consciousness due to the government campaign toward healthy living is on the rise, which then will jeopardize the beer business. Beer, for some people, is not recommended as a healthy lifestyle. This is the homework of management to seek a way in socializing that there are some advantages of beer. Market Demographics Tiger beer has continually positioned itself to be very visual and has achieved high awareness levels. ... The beer market that Tiger beer is positioned towards can be defined by three things; demographics, psychographics, and behaviors of the consumers. Demographics: Male or Female (Predominantly male) All ages from eighteen above (or legal drinking age) Those who are able to afford the product Single and married Any Income or education level Individuals in need of liquid refreshment Current/Potential beer drinkers Psychographics: Those who are led by brand image Those who need a staple brand for activity refreshment They perceive themselves as a ‘cool’ and with a positive self-image. They are interested in drinking fresh beer that is made locally They are into the “kaki” (or buddy/team-spirited) feeling associated with the beer Behaviors: The person is high energy and motivated They want to be seen with the ‘In’ crowd in ‘cool’ places Market Needs The beer market is a very specific and focused market. Tiger beer is a brand that is heavily active in providing the right solutions for the right needs of the consumer. ... There are many alternatives to a beer drinking, so these needs must be met with the utmost consciousness and ability. ... Perhaps higher capacity containers other beer brands have used. Product Quality: There is a need for the quality of the Tiger Beer product to be high and consistent, both in production and with other brands and similar products that are available. ... Competitive Pricing: The beer marketplace is filled with competition from all over the world including its main rival Carlsberg. ... STRATEGIES & OBJECTIVES Tiger beer desires to offer best value to their customers with premium quality beer. ... 1) As the main objectives for Tiger Beer is to become a $2B Sales turnover by year 2005, it is therefore not an objective of Tiger beer to increase profit margin but to increase market share and develop new markets. ... 2) ANALYSIS OF PRICING Survey from Singapore airport duty free have found the following pricing: Tiger Brew - $5. ... We will use promotional pricing to attract distributions and channels that are in turns will help to promote Tiger beer aggressively. ... 1) Very often, Tiger beer is being viewed as “cooling” and more suitable for hot countries like Singapore, Malaysia and Thailand. ... Demand for “cooling beer” may foresee to go up and changing of customers taste anticipation. ... Therefore, we will maintain “Tiger beer” special characteristic of “cooling” and product remain. However, we may modify “Tiger beer” - an improved version of “Tiger beer” should be offered to new markets/users like Europe and US. Branding Very often, general market perception has viewed Tiger beer as Singapore local brand. ... 2) MARKET STRATEGY Defend market share In order to defend Tiger beer’s existing high volume of domestic market share, we will use “position defense” strategy and to build up a strong front to avoid competitors. ... Our marketing strategy is continued to focus on reinforcing the image of Tiger beer, complimented by special beer brewed to meet consumer’s discriminating tastes. ... A & P will diversify to gradually increase percentage of overseas spending as follow: 2003 2004 Domestic $200 M (80%) $168 M (60 %) Overseas $50 M (20%) $112 M (40 % ) Oversea marketing budget will be increased in the year 2004 to support our strategy of expanding oversea market and establishing our flagship beer as a major player on the world stage. ... SWOT ANALYSIS Conducting a SWOT analysis on Tiger beer is an effective way of identifying the strengths and weaknesses and of examining the opportunities and threats we face as a beer brand that is aggressively trying to penetrate into an already congested market. Carrying out an analysis using SWOT framework helps us at Tiger Beer to focus our activities into areas where we are strong and where the greatest opportunities lie for us. ... Strengths of Tiger Beer Some critical questions we must ask when performing a SWOT analysis on Tiger Beer are: What are your advantages?