Marketing - Tiger Beer
1) What do you think have been the marketing communications and advertising objectives of Asia Pacific Breweries for Tiger Beer from 1932 to 2008? What should be the appropriate marketing communications and advertising objectives from 2008 onwards? Why?
Marketing Communications is the promotion part of the 4Ps (Price, Product, Promotion and Place) in the marketing mix. It comprises messages and related media used to communicate with a market. In a recent context, marketing communications programs that coordinate across all promotional elements to provide a consistent message across all audiences is referred to as integrated marketing communications. Advertising objectives are objectives, usually in the form of messages, the particular advertising campaign hopes to communicate to the target audience.
The marketing communications and advertising objectives for Tiger Beer from 1932-2008 are varied and can be classified across different stages of Tiger Beer’s product life cycle. With each stage of Tiger Beer’s product life cycle, different promotional objectives are set resulting in different advertising objectives. It is important to note that Tiger Beer, as a product, is characterized as low complexity, low risk and have low level of ancillary services needed. Therefore, in Tiger Beer’s integrated marketing communications plan, one would expect to see more forms of mass promotional elements such as advertising, public relations and sales promotion as compared to personal selling and direct marketing.
1932 – Introduction Stage of Product Life Cycle
In 1932, Tiger Beer, a new product, was introduced into the beer market by the now known Asia Pacific Breweries. At this stage, the primary promotional objective was informing consumers in an effort to increase the level of awareness for Tiger Beer. It relied on advertising as an important means to reach out to as many people possible to build up awareness and interest. Forms of advertising that Tiger Beer relied
Marketing Communications is the promotion part of the 4Ps (Price, Product, Promotion and Place) in the marketing mix. It comprises messages and related media used to communicate with a market. In a recent context, marketing communications programs that coordinate across all promotional elements to provide a consistent message across all audiences is referred to as integrated marketing communications. Advertising objectives are objectives, usually in the form of messages, the particular advertising campaign hopes to communicate to the target audience.
The marketing communications and advertising objectives for Tiger Beer from 1932-2008 are varied and can be classified across different stages of Tiger Beer’s product life cycle. With each stage of Tiger Beer’s product life cycle, different promotional objectives are set resulting in different advertising objectives. It is important to note that Tiger Beer, as a product, is characterized as low complexity, low risk and have low level of ancillary services needed. Therefore, in Tiger Beer’s integrated marketing communications plan, one would expect to see more forms of mass promotional elements such as advertising, public relations and sales promotion as compared to personal selling and direct marketing.
1932 – Introduction Stage of Product Life Cycle
In 1932, Tiger Beer, a new product, was introduced into the beer market by the now known Asia Pacific Breweries. At this stage, the primary promotional objective was informing consumers in an effort to increase the level of awareness for Tiger Beer. It relied on advertising as an important means to reach out to as many people possible to build up awareness and interest. Forms of advertising that Tiger Beer relied
Cited: Bullas, J. (2011, February 14). 12 Major Business Benefits Of The Social Media Revolution. Retrieved October 18, 2011, from http://www.jeffbullas.com/2011/02/14/12-major-benefits-of-the-social-media-revolution/ Theng, K. H. (2008, October 13). Retrieved October 16, 2011, from AsiaOne: http://www.asiaone.com/Business/SME%2BCentral/Brand%2BMe%2521/Story/A1Story20081013-93362.html -------------------------------------------- [ 1 ]. (Theng, 2008) [ 2 ]. (Bullas, 2011)