Tiger Beer Essay Example for Free

tiger Beer EssayLaunched in 1932, tiger Beer became Singapores first locally brewed beer. It is a 5% abv bottled pale lager. As APBs exclusive flagship brand, it is avail able 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 sh are 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 Beers brand is well known in New York and San Francisco. ? In the UK, Tiger Beer can be found in more than 8,000 premium interdict/clubs and distribution outlets in its major cities. ? Tiger Beer gained considerable po pularity in Detroit in October 2006 due to the Detroit Tigers Baseball Teams entrance into the 2006 World Series. beat pic Brand position Brand Positioning as is seen from the communications of the Brand selected and their major competition Position Tiger beer as a brand and convergence 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. consort 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 peerless my friends approved of and consumption among young adults increased by six per cent. Competitive Analysis Model The competition faced by Tiger Beer ver sus its competitors is analyzed employ 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 regard as 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 gritty quality control. There are many separate international beers such as Heineken, Carlsberg, Suntory and Tsingtao etc. With so many brands open, 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 oftentimes takes to keep in terest and increase consumption is by advertising, POS materials and other promoters. Tiger Beer stands out by appealing to consume r and generates interest in its brand. Tiger Beer targets younger consumers which feller themselves with brands that are seen as cool and trendy by organizing a stand 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 profit top executive. The threat of new entrants is exceedingly 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 do of the la cto -protein whey as main raw material, malts, and hops which ferments to produce the cheese beer. Corn BeerJapan impeled 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 unalike 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 hencoop eration wi th 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. umteen 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 solitary(prenominal) 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 Pacif ic 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 Indias 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. early(a) brands offered by APB in India are Barons 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 debase 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 an nually. 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.