Marketing Assignment
PRINCIPLES OF MARKETING – INDIVIDUAL PROJECT ABDUR RASHEED BIN ABDUL BUHARI
Organisation: Asia Pacific Breweries Ltd (APBL) Product Marketed: Tiger Beer
1. Background and Marketing Strategies for Tiger Beer 1.1 Tiger Beer’s target audiences are young adults aged between 24 and 35 years old. 1
1.2 Tiger Beer was launch in 1932 in Singapore and was APBL’s flagship brand. From there, it began its expansion and as of today it has 35 breweries in 12 Asian countries and is available in 75 countries spread over America, Europe, Africa, Asia Pacific and Oceania.
1.3 They key message of Tiger Beer has always been associated with “winning”. In the 80s, the communications revolved around “reward”. The advertisements then were associated with doing a heroic act and being rewarded for it with a Tiger Beer. Today, the element of “winning” is still lingering. The marketing team at Tiger Beer is more intent on getting the message across to their consumers in a livelier and tempting way.
1.4 Tiger Beer has used many strategies to market their products. This includes print advertisements in magazines and local newspapers with attractive slogans such as, “Enjoy winning”, “Good as gold around the world” and “Give that man a tiger”. Tiger Beer also markets its products through television advertisements and sponsorship deals. It has featured popular personalities such as Hollywood actress Jessica Alba and Manchester United striker Wayne Rooney and iconic referee Pierluigi Collina in its advertisements.
1.5 Tiger Beer’s latest marketing strategy is via new media. Tiger can now be found on Facebook, YouTube and its interactive website and blog are proof of their venture into new media.
1
Source – Tracking the Asian Giant, Marketing-Interactive.com 1|P age
PRINCIPLES OF MARKETING – INDIVIDUAL PROJECT ABDUR RASHEED BIN ABDUL BUHARI
2. Microenvironment – Competitors
Back in the 80s, Tiger beer held up to 80% of the Singapore market. Its only main rival back
Organisation: Asia Pacific Breweries Ltd (APBL) Product Marketed: Tiger Beer
1. Background and Marketing Strategies for Tiger Beer 1.1 Tiger Beer’s target audiences are young adults aged between 24 and 35 years old. 1
1.2 Tiger Beer was launch in 1932 in Singapore and was APBL’s flagship brand. From there, it began its expansion and as of today it has 35 breweries in 12 Asian countries and is available in 75 countries spread over America, Europe, Africa, Asia Pacific and Oceania.
1.3 They key message of Tiger Beer has always been associated with “winning”. In the 80s, the communications revolved around “reward”. The advertisements then were associated with doing a heroic act and being rewarded for it with a Tiger Beer. Today, the element of “winning” is still lingering. The marketing team at Tiger Beer is more intent on getting the message across to their consumers in a livelier and tempting way.
1.4 Tiger Beer has used many strategies to market their products. This includes print advertisements in magazines and local newspapers with attractive slogans such as, “Enjoy winning”, “Good as gold around the world” and “Give that man a tiger”. Tiger Beer also markets its products through television advertisements and sponsorship deals. It has featured popular personalities such as Hollywood actress Jessica Alba and Manchester United striker Wayne Rooney and iconic referee Pierluigi Collina in its advertisements.
1.5 Tiger Beer’s latest marketing strategy is via new media. Tiger can now be found on Facebook, YouTube and its interactive website and blog are proof of their venture into new media.
1
Source – Tracking the Asian Giant, Marketing-Interactive.com 1|P age
PRINCIPLES OF MARKETING – INDIVIDUAL PROJECT ABDUR RASHEED BIN ABDUL BUHARI
2. Microenvironment – Competitors
Back in the 80s, Tiger beer held up to 80% of the Singapore market. Its only main rival back