...ADMINSTRATION MARKETING COURSEWORK MARKETING MIX OF TIGER BEER STUDENT NAME : ARORA SAURABH STUDENT ID NUMBER : G1136238P LECTURER : THAM YUEN HOI Declaration of originality This is to certify that the work is entirely my own and not of any other person, unless explicitly acknowledged (including citation of published and unpublished sources). The work has not previously been submitted in any form to the University of Ballarat or to any other institution for assessment for any other purpose. Signed _________________________________________________ Date ___________________________________________________ Word Count - Number of Pages: 15 - Number of Words: 2361 * Exclude Cover Page * Exclude Reference list Table of Contents 1 EXECUTIVE SUMMARY 2 1.1 Introductory Sentence 2 Tiger Beer Product 2 1.2 Major Findings 2 1.3 Major Recommendation 3 1.3.1 Use its resources to increase the quality of their product 3 1.3.2 Reducing hangover percentage for consumer 3 2 Introduction 4 2.1 Background 4 2.2 Purpose 4 3 Description and the evaluation of the 4Ps 5 3.1 Description of Tiger Beer 5 3.2 Product 6 3.2.1 Tiger Beer Crystal 6 3.2.2 Tiger Super Cold 6 3.2.3 Ice Freeze Tiger 6 3.3 Promotion 8 3.4 Places 10 3.5 Price 11 4 Conclusion...
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...Tiger Beer Country specific channel & Distribution network Tiger beer is the flagship brand of Asia Pacific Breweries and is brewed in Singapore, Thailand, Vietnam, Cambodia, Malaysia and China. The 5% above bottled pale lager was launched in 1932 and is available in over 60 countries worldwide across Europe, USA, Latin America, Australia and the Middle East. Tiger held its own in the premium segment, maintaining its volume despite strong competition. Through a focused distribution strategy to target youths. Tiger Draft is now the No. 1 draft beer in Shanghai. Industry, Sector market select and Market condition (Opportunities and Threats in MC) Industry :Beverages Sector market selected :Food and beverages Opportunities : The total beer market value had a tendency to be increased every year because: (1) The rate of economic growth was increased in compliance with the economic boom, (2) Thai people liked to drink, (3) Due to the nature of consumers’ behavior, new beers were introduced increasingly and the consumers liked to try them at a cheap price, (4) Liberalization of liquors created broader scope of opportunity for distributing beers to the Indochina region and foreign countries, and (5) Progressive telecommunication allowed consumers to receive rapid and precise information and to recognize new beers. Threats: Free Trade Agreements and other market factors have gradually allowed more players in, which has eroded its market share. It is perceived...
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...Enjoy Winning series of advertisements for Tiger beer, the following personality traits of a typical brand loyal Tiger beer drinker are identified 1. Extroversion: A Tiger beer drinker is sociable and enjoys company of his/her friends. He/She likes to have a good time at parties and watch sports in a group with his/her friends. They enjoy the limelight in a gathering and can turn a boring party into a fun-filled event. Most of the advertisements in this series have a party or sporting events as the background. Tiger Beer is also an official sponsor of major sporting events such as telecast of European football and golfing events in Singapore. This shows that Tiger beer recognises its target customers in order to make relevant ads to push its products. 2. Competitive spirit: Tiger beer targets a youth market primarily in the age group of 24-35 years or Generation Y which is known for being go-getters and showing competitive spirit. One of the advertisements shows that two guys are competing to get a single beer by changing into superheroes. The tagline Enjoy Winning and the brand name Tiger itself are reminiscent of a competitive spirit. Playing or watching sports instil a competitive spirit in the youth and the association of Tiger beer with sporting events provides further evidence that a brand loyal Tiger drinker displays this personality trait. 3. Respect for women: Despite having an ultra-competitive spirit, Tiger beer drinkers have a healthy respect for women...
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...Mapping The % Tiger's Brand DNA 36 Tiger Beer In order brand DNA. for any brand to be successful, it must have a strong brand DNA. The brand DNA simply refers to the things that make a brand all the clutter in the market. What is the sign of a strong brand DNA in any brand? If you take away the logo and the name, and people are still able to tell that it is your brand, then that is a strong For example, part of the Coca-Cola DNA is the patented Coke bottle design and the fact that Coke is "The Real Thing". These are the elements that make Coca-Cola what it is. Take away the logo and the brand name, and you can still tell that it is Coca-Cola. Although Tiger Beer has not gotten to the stage where Coca-Cola is now, it has still done a great job of creating and developing the Tiger Beer brand DNA. In this chapter, we will look at the things that make a Tiger Beer... a Tiger Beer. These are the things that define the Tiger Beer brand. They are the strands that make up the Tiger Beer brand DNA. what it is. A strong brand DNA will allow the brand to cut through THE BUILDING BLOCKS THE CATEGORY—LAGER Tiger Beer is a lager beer There is no Tiger Beer Lite, Tiger Beer Ice, Tiger Beer Draft, Tiger Beer Strong Brew, Tiger Beer Pilsner or Tiger Beer Dark. Tiger Beer stands for lager and nothing else. It is closely identified with that category of being a lager beer. Category is what defines the brand, not the other way around. People are not interested in the brand...
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... 1.0 INTRODUCTION Tiger beer is a household name in Singapore and it was a favourite beverage for any occasions that cab range from celebrations to social gatherings. The group decided to choose Tiger Beer as their marketing efforts and promotions were excellent, therefore the group decided to find out what makes Tiger beer marketing efforts and promotions so successful. Launched in 1932, Tiger beer (Tiger) is Asia Pacific Brewery’s flagship brand. Over the years, Tiger Beer has seen beer drinkers globally acclaim Tiger as one of the finest in the world. It has consistently come out on top in world tastings, winning gold medals for its crisp, smooth, refreshing, well-balanced and flavorful taste. Tiger Beer's distinctive taste comes from its quality ingredients and meticulous brewing process that involves over 200 quality checks. This European-style lager is brewed using only the finest natural ingredients like malted barley from Australia and Europe and bitter hops from Germany. The former adds body and flavor to the beer which many beer fans love; while the latter gives the brew its characteristic bitter zest. What makes Tiger truly stand out is the special strain of yeast used in this bottom-fermented beer. This unique strain of yeast is specially cultured in Holland and it works slowly in the golden liquid at low temperatures instead of fizzling away on the surface of the 5% alcoholic brew. From brewing to the way it is served, Tiger is crafted to satisfy the...
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...Lence 1.) Title: Consumers perceived brand image of Tiger Beer. Tiger has been known to be targeted towards the modern male. It is could therefore be seen as a drink for man that is celebrating in parties, social gatherings and during festive celebrations. The brand with the label Tiger also supports different types of events ranging from sports to music which could further help to differentiate their brand images from their direct market competitors. Tiger Beer brand however, sets itself differently towards the Asian consumers, and the Western consumers. In Asia, Tiger Beer is being promoted as a hip and trendy drink amongst the younger consumers. While in its export markets, Tiger beer is being sold to consumers as a drink that brings about feeling being more an Asian and potrays an image that focuses more on its long beer heritage and history in Asia. Score: 4/5 http://tjosephpollock.efoliomn.com/Uploads/CPIproposal.pdf 2). Title:New Developments in Radlers, Shandies, and Pre-Mixed Beer Drinks Based on this article, it gave a clear understanding and analysis of the market trends over the past five years which proved to have leaned towards moderate drinking, refreshment, female beer drinking, and consumer willingness to try new tastes. It also provided a clear review between beer drinkers and the consumers who preferred ciders as the beer alternatives and their demands. Whether the traditional beer still be able to be a sustainable product while able to meet the...
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...U.S. COMPETITIVE BEER LANDSCAPE Prepared for: Boon Rawd Trading International Co., Ltd. INTRODUCTION The following is a brief sampling of the current U.S. beer category creative and media landscape consisting of competitive brands in relation to Singha Beer. This survey focuses on premium, craft, import and recently launched products. Beer brands detailed include, as requested by the Singha team members indicated: Global: Heineken (Charles, Tom), Stella Artois (Tom) Domestic/Craft: Samuel Adams (Tom) Imported: Dos Equis Imported/Recently Launched: Victoria Thai: Chang Beer (Yai, Charles) Japanese: Sapporo (Tom) Chinese: Tsingtao (Yai, Charles, Tom) Singaporean: Tiger (Yai) The studies provide a summary of each major competitive brand’s situation as well as a look at the campaigns that they are currently running both worldwide and in the U.S. Page 2 of 62 U.S. BEER CATEGORY COMPETITIVE BRANDS DETAILED GLOBAL: Heineken (pg. 4) Stella Artois (pg. 8) DOMESTIC/CRAFT (w/ strong food-affiliation): Samuel Adams (pg. 13) IMPORT: Dos Equis (pg. 20) IMPORT/2010 LAUNCH: Victoria (pg. 27) THAI IMPORT: Chang (pg. 33) OTHER ASIAN IMPORTS: Sapporo (pg. 40), Tsingtao (pg. 47), Tiger (pg. 50) Page 3 of 62 HEINEKEN TOTAL JAN-DEC 2010 U.S. MEDIA SPEND: USD. $70,772,299 MEDIA MIX: TV (Network, Cable, Spot), PRINT (Magazine, Newspaper), OUTDOOR, RADIO, ONLINE U.S. BRAND AWARENESS: VERY HIGH U.S. CAMPAIGN AWARENESS: MODERATE Page 4 of 62 HEINEKEN – SITUATION OVERVIEW Towards...
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...An institutional analysis of the beer market | Written by: Frank Bloemhof Student number: 294673 International Business School, Hanze University of Applied Sciences, Groningen Lecturer: Arnd Mehrtens Written by: Frank Bloemhof Student number: 294673 International Business School, Hanze University of Applied Sciences, Groningen Lecturer: Arnd Mehrtens | | | Date: 29 January 2015 Word count: 8,925 Abstract The global beer industry - An Analysis of opportunities and risks in light of its institutional characteristics, as exemplified in part by Heineken. In this report you will read about a novel concept in economics called the Three Pillar Model, with a particular focus on the pillar of entities. After a general introduction, specific information about the beer market will be given. This is followed by a short analysis of the company Heineken NV, a Dutch beer brewer operating in over 170 countries worldwide. To end the report a conclusion will be given. This is followed by, which will include among other things the recommendation to create a strong bond with the consumer. In the very end you will find a list of all the sources that were used to write this report. Contents Abstract 1 Introduction 3 1. Literature review 4 1.1 Three pillar model 4 1.2 Theories 4 1.2.1 Neoclassical economics 5 1.2.2 Institutional economics 6 1.2.3 Behavioural economics 8 1.3 Entities 10 1.3.1 Institutions 10 1.3.2 Organizations 10 1.3.3 Individual...
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...History Beer began to be exported to India in the early days of the British Empire, including porter and India Pale Ale, also known as IPA. Although as alcohols are not unknown to India thousands of years ago.It is mentioned in some epics of India like The Mahabharatha, called "sura paniyam", which means a liquid that can potentially make the drinker unconscious. The first brewery in India was set up in Kasauli, in the Himalaya mountains, near Shimla, in the late 1820s by the Englishman Edward Dyer. Dyer's brewery produced Asia's first beer, called Lion. The brewery was soon shifted to nearby Solan (close to the British summer capital Shimla), as there was an abundant supply of fresh spring water there. The Kasauli brewery site was converted to a distillery which Mohan Meakin Ltd. still operates. Dyer set up more breweries at Shimla, Murree,Rawalpindi and Mandalay. Another entrepreneur, H G Meakin, moved to India and bought the old Shimla and Solan Breweries from Edward Dyer and added more at Ranikhet, Dalhousie, Chakrata, Darjeeling and Kirkee. In 1937, when Burma was separated from India, the company was restructured with its Indian assets as Dyer Meakin Breweries, a public company on the London Stock Exchange. Following independence, in 1949 N.N. Mohan took over management of the company and the name was changed to Mohan Meakin Ltd. The company continues to produce beer across India to this day and Lion is still available in northern India. Lion was changed from an IPA...
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...countries and employs approximately 85,000 people. Cruzcampo, Tiger Beer, Żywiec, Starobrno, Zagorka, Birra Moretti, Ochota, Murphy’s, Star and Heineken Pilsener are some of it’s well known brews all over the world. Milestones of Heineken history; 1864 Gerard Adriaan Heineken buys the Haystack brewery on February 15th 1873 On January 11, HEINEKEN’s Bierbrouwerij Maatschappij N.V (HBM) is established. 1889 HEINEKEN is honored with the "Diplome de Grand Prix" at the World’s Fair in Paris 1900 HEINEKEN imports first beer into Africa. 1932 HEINEKEN co-founds Malayan Breweries and starts to brew Tiger for the first time 1933 After 13 years of prohibition, Heineken® sets foot on American soil 1937 HEINEKEN’s Nederlandsch-Indische Bierbrouwerij Maatschappij, Multi Bintang, begins operation 1939 HEINEKEN is listed on the Dutch stock exchange 1946 HEINEKEN enters Nigeria 1968 HEINEKEN acquires Amstel, its major rival in The Netherlands 1974 HEINEKEN acquires a majority stake in the Dreher Group 1975 A new Dutch brewery opens in Zoeterwoude, the largest modern brewery in all Europe at the time. 1991 The former Amsterdam brewery on the Stadhouderskade is converted to a Heineken museum which was renamed Heineken Experience in 2001. 2003-20010 HEINEKEN acquires Brau Union in Austria, Romania, Hungary, Czech Republic and Poland, the Krušovice Brewery in the Czech Republic, Scottish&Newcastle and the beer businesses (including its US and other export businesses) of FEMSA...
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...Assessment 2 Topic: The effectiveness of the Strategic Management Practices of the Organization. Company Name: Heineken 1. Introduction: Competitive advantage is a common word in business world. Organizations practice Strategic Management, which consists analysis, decisions & actions to create & sustain competitive advantages. It contains two essential sides to get in to the main perspective of Strategic Management. First, strategic management is an ongoing process, which are analysis, decisions & actions. It is mainly focused on analysis of strategic goals- vision, mission & objectives with the internal & external environment of the organization. Afterward, comes the decision making process. The higher authority needs to take all the strategic decisions. In this level, two important questions arise. What industries should we compete in & how should we compete in those industries? After sort out these questions, action must be taken accordingly. Second task is to analyse why & how some firms outperform others. Managers need to focus on gaining the competitive advantages, which must be sustainable. That means focusing on two fundamental questions: How should we compete in order to create competitive advantages in the marketplace? Michael Porter argues that sustainable competitive advantage cannot be achieved through operational effectiveness alone. Most of the popular management innovations of the last two decades-total quality...
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...Athenian Brewery public limited company. A Greek Brewery is the biggest company of beer production and sales in Greece. It was founded in 1963 by Greek entrepreneurs and is a member of the Heineken N.V. international group. Some Historical facts: * 1965: Creation of the first Factory in Athens and introduction of Amstel Beer in Greek Market. * 1975: New factory was created in Thessaloniki * 1981: Introduction of Heineken in Greek market. * 4 years later 1985: New factory in Patra * In early 90s 1990-1993: Introduction of Buckler in Greek market * 1993: Introduction of natural mineral water IOLI and bottling factory in Lamia * 1999-2000: Brands Fischer and ALFA were introduced by Athenian Brewery in Greek market * In the Last decade: Athenian Brewery introduced Amstel Pulse, 5liter Heineken barrel, Krusovice, Moretti, Tiger and Amstel Pils. Besides the factories referred there are more logistic hubs and branch offices scattered throughout Greece. In the map we can see the cities which they are located. As for the logistics: Athenian Brewery uses a 3rd party logistics company to carry out its logistics inside the country and Cyprus, Synergy public limited company. The 3rd party provider is a firm that provides services to its customers for part, or all of their supply chain management functions. The peculiarity of the project is that there are different shapes and types of products to be transferred (including the marketing material such...
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...second largest brewer,1 announced the friendly takeover of the world’s 51st largest, Royal Grolsch N.V. of the Netherlands, for €816m in cash - 84% more than Grolsch’s value over the previous month. Nick Fell, SABMiller’s Marketing Director, explained the logic of the deal: “[Grolsch is] a fantastic brand. It’s North European, it’s a fantastic product, it’s got unimpeachable brewing credentials and authenticity and credibility. And it’s a damn good product. So for anybody interested in developing their premium beer business, this is an absolute peach of a brand to get hold of… we see huge potential for it in our global footprint, particularly in markets like Latin America and Africa where we’ve got a strong route to market but where the premium beer business is still in its infancy.”2 Grolsch had hitherto focused on developed markets, particularly the UK, US, Canada, Australia, New Zealand and France, in pursuit of its goal of becoming one of the world’s top 10 global beer brands. Groslch was already the world’s 21st largest global brand, measured by international (nondomestic) volume (see Exhibit 1). International volume had grown to account for slightly over onehalf of total volume and, going forward, seemed to offer much more potential. Drinkers often rated Grolsch higher than larger brands, including Heineken, the top global brand as well as the leader in Grolsch’s home market (see Exhibit 2). And Grolsch had started up a state-of-the art brewery in 2004 that could be expanded...
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...second largest brewer,1 announced the friendly takeover of the world’s 51st largest, Royal Grolsch N.V. of the Netherlands, for €816m in cash - 84% more than Grolsch’s value over the previous month. Nick Fell, SABMiller’s Marketing Director, explained the logic of the deal: “[Grolsch is] a fantastic brand. It’s North European, it’s a fantastic product, it’s got unimpeachable brewing credentials and authenticity and credibility. And it’s a damn good product. So for anybody interested in developing their premium beer business, this is an absolute peach of a brand to get hold of… we see huge potential for it in our global footprint, particularly in markets like Latin America and Africa where we’ve got a strong route to market but where the premium beer business is still in its infancy.”2 Grolsch had hitherto focused on developed markets, particularly the UK, US, Canada, Australia, New Zealand and France, in pursuit of its goal of becoming one of the world’s top 10 global beer brands. Groslch was already the world’s 21st largest global brand, measured by international (nondomestic) volume (see Exhibit 1). International volume had grown to account for slightly over onehalf of total volume and, going forward, seemed to offer much more potential. Drinkers often rated Grolsch higher than larger brands, including Heineken, the top global brand as well as the leader in Grolsch’s home market (see Exhibit 2). And Grolsch had started up a state-of-the art brewery in 2004 that could be expanded...
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...CHAPTER- 1 1.1: INTRODUCTION The word 'business' is actually derived from the idea of 'busy-ness'. This idea accurately describes most organizations: they are busy organizing resources, producing, selling, managing people and keeping track of finances. The people running the business have to organize people, money, materials and machines to produce a good or service to sell or give to their customers. Organisations: Since the dawn of time, civilized man has designed and built facilities in which to present great ideas. The Concept Organization manages ideas with the same monumental approach. Few things touch our daily life as much as Organisations do. We depend on organisations for education, food, clothing, shelter, health, wealth, recreation, travel, and much more. But what are they, have they come with us? Yes, organisations are as old as the human race itself. Archaeologists have discovered massive temples dating back to 3500 BC that were constructed through the organized actions of many people. The fact that impressive monuments were built suggest that not only did complex organisations exit, but that the people in them worked cohesively for common causes. “They are groups of people who work independently towards some purpose. Organisations are not physical structure; rather they are people who work together to achieve a set of goals. People who work in organisations have structured patterns of interactions, meaning...
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