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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 competitive alcohol market standards and demands at the same time remains a mystery. However a 2 percent ABV blend of lager combined with lemon juice, proved to have achieved outstanding sales results in the market.

Score: 4/5

http://www.craftbrewingbusiness.com/business-marketing/new-developments-in-radlers-shandies-and-pre-mixed-beer-drinks/

3). Title: Beer Mixes

Consumption of beer has been proven to be healthy in certain ways and is backed up by scientific research. With new beer mixes such as Tiger Beer Radler which consists of beer and fruit juice mixed together, it acts as a refreshing thirst quenchers for sportsmen as well as fitness enthusiasts. With the low alcohol content in the drink, anyone who has low alcohol tolerance will be able to consume this without worrying getting tipsy while being able to satisfy their cravings for a beer. Lastly, because of the additional vitamins which mixes well with the beer minerals, it will definitely go well with the current wellness trend.

Sore: 4/5

http://www.citrus.co.rs/pdf/Biermischgetranke_ENGL.pdf

4) Title: Global Marketing and Advertising: Understanding Cultural Paradoxes
Since Tiger Beer originated from Singapore and is brewed locally, it therefore portrays an image of being Asian-ness. Tiger Beer company made sure that their brand values remains consistent across the globe. With this branding, an emotional and psychological bond with customers had also formed along the way. Tiger Beer company’s long-term marketing efforts, enhancement and promoting the brand made it possible for them to achieve their goal as one of the most recognizable brands in the world today. Today, Tiger Beer with its long brand heritage and its long brand history, it is impossible that the bond between the brand and its local customers will ever go away.
Score ⅗

http://books.google.com.sg/books?id=WMeFtpTRtT8C&printsec=frontcover&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false

5). Title :Drink to get drunk or stay healthy? Exploring consumers’ perceptions, motives and preferences for light beer
Consumers’ preferences towards low-alcohol beverages such as the Tiger Radler which consists of 2% alcohol are mainly driven to the product by two motives such as the low alcohol content which would prevent consumers from getting drunk easily and the low calorie content which could help consumers to maintain a healthy diet while at the same time also able to manage their weight. It is also a product that targets on consumers’ such as younger people, females and consumers who do not like the taste of regular alcoholic beverages such as the original Tiger Beer which had the authentic bitterness with it.

Score 4.5/5

http://0-www.sciencedirect.com.prospero.murdoch.edu.au/science/article/pii/S0950329313001389