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Launched in 1932, Tiger Beer became Singapore’s first locally brewed beer. It is a 5% abv bottled pale lager. As APB’s exclusive flagship brand, it is available in more than 60 countries worldwide including the USA, Canada, Australia, New Zealand and various countries in the Middle East, Europe and Latin America. ] Distribution ? APB has breweries in Singapore, Malaysia, Thailand, Vietnam, Cambodia, China, New Zealand, Papua New Guinea, India, Sri Lanka, Laos and Mongolia.
The company has a strong market share in several countries within the Asia Pacific Region, primarily in Singapore, Malaysia, Vietnam, Cambodia, Papua New Guinea and New Zealand.
In Malaysia, Tiger Beer is produced and marketed by Guinness Anchor Berhad (GAB). In the USA, Tiger Beer’s brand is well known in New York and San Francisco. ? In the UK, Tiger Beer can be found in more than 8,000 premium bars/clubs and distribution outlets in its major cities. Tiger Beer gained considerable popularity in Detroit in October 2006 due to the Detroit Tigers Baseball Team’s entrance into the 2006 World Series.
Brand Positioning as is seen from the communications of the Brand selected and their major competition Position Tiger beer as a brand and product that will allow consumers to Stand out with Tiger beer. The Stand out with Tiger beer campaign idea demonstrates how consumers can beunique, cool and contemporary. With great innovation on the product, it aims at reaching out toconsumers¶ wants and needs. The strategy was executed mainly in the digital social space withendorsements from key opinion leaders and social influencers online.
According to Synovate,perception of Tiger as ‘a beer for good times and fun’ increased by 14 per cent; an additional 12per cent of consumers described the beer as one ‘my friends approved of’; and consumption among young adults increased by six per cent. Competitive Analysis Model The competition faced by Tiger Beer versus its competitors is analyzed using Porter’ s Five Forces Model to explain Tiger Beer competitive position and strategic advantages. [pic] Competitive Rivalry
The intensity of rivalry helps decide the extent of the value of brands and products in which will create head -to-head competition. It also determines the attractiveness of the industry. Tiger Beer is internationally renowned to be an exotic beer with high quality control. There are many other international beers such as Heineken, Carlsberg, Suntory and Tsingtao etc. With so many brands available, it will create a competitive industry. Their prices te nd to be similar and competition focuses on advertising, promotion and product development.
Tiger Beer faces strong competitors and fight for higher market share through Differentitation. The traditional approach often takes to keep interest and increase consumption is by advertising, POS materials and other promoters. Tiger Beer stands out by appealing to consumer and generates interest in its brand. Tiger Beer targets younger consumers which associate themselves with brands that are seen as cool and trendy by organizing a µstand out with Tiger Beer¶ campaign i. e. introduction of three designer bottles based on artistic and music themes.
Tiger Beer also in touch with community of over 20,000 Tiger fans in Facebook that created more buzz and had fans share their views plus other activities in bloggers, Twitter, Flicker and YouTube. Threat of New Entrants In every industry, existing and potential competitors play a part in its profitability. The threat of new entrants is highly dependable on industry entry barriers. Newer brands such as Cheese Beer and Corn Beer have emerged. They all has managed to keep transportation cost low and hence, is able to keep beer prices at minimal.
Cheese Beer –The US Miller Beer Company develops beer which has the unique rich milk fragrance and light malt taste which is very delicious. It is made of the lacto -protein whey as main raw material, malts, and hops which ferments to produce the cheese beer. Corn Beer–Japan launched the corn beer, a corn-based materials which is pure in taste,limpid color, low alcohol, low calorie, high in protein, vitamins and effective in human nutrition. Threat of Substitutes The threat that can subst itute a product highly depends on the price allocated to the product and its performance.
This allows consumers to turn to different products to satisfy the same basic need. In the beverage industry, there are many substitutes product to Tiger Beer. Wine and hard liquor is highly available on the market. On other extreme, a substitute can be simply a Coca-Cola or a cup of coffee. Bargaining Power of Suppliers The ability to charge customers different prices with differences in the value created for those buyers usually indicates that the market is characterized by high supplier power.
Tiger Beer minimize the power of suppliers through close cooperation with the raw materials suppliers and thus minimize the cost impact. Bargaining Power of Buyers With many other brands in the market, consumers have a large variety of brands to choose from. Many bars and restaurants usually carry several brands of beers. However, through effective marketing and promotion, Tiger Beer create the demand for its products and w ith that value instilled in the name, many bars and club will want to carry the brand . Entry to new market
The Indian beer market is in the focus of many players. The latest entry is the launch of Tiger beer, a fine beer brand Indians who have visited Singapore or Thailand might know already. The beer is also not totally new to the Indian beer market, as it was imported into India, but was only made available at exclusive premium outlets. India is the 10th country in the Asia Pacific region where the award-winning Tiger will be brewed, Asia Pacific Breweries Aurangabad Limited (APBAL), a subsidiary of Asia Pacific Breweries Limited (APB), said during the launch of Tiger beer in Mumbai.
Tiger was first brewed in 1932, and is today available in more than 60 countries. In view of India’s growing beer market, rising disposable incomes of the consumers and favourable demographics, it is timely that we now offer Tiger as a premium option to the many discerning Indian drinkers who are becoming increasingly experimental in making an informed choice. Other brands offered by APB in India are Baron’s Strong Brew and Cannon 10000 which cater to the strong beer segment of the Indian beer market, whereas Tiger is positioned for those consumers who want a lower alcohol content.
In additional,tiger beer expanding in Canada and successful entry into the United States. Molson, the largest beer importer in Canada, is set to market, distribute and sell the brew originating in Singapore, which is now available only in Ontario and British Columbia. Canadians consume the equivalent of 7 billion cans of beer annually. ‘That is 33 times the size of the Singapore beer market. Positioning itself as a premium pan-Asian beer, Tiger is aiming to carve out a niche for itself in the North American market.
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