Marketing: Product Lining and Tiger Balm

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Case Summary
Tiger Balm – a brand that millions use worldwide for quick, effective relief to body aches and pains. With its unique formula or herbal ingredients derived from ancient Chinese sources, this topical ointment has evolved from its humble origins to become a household name in close to 100 countries.

Tiger Balm was known to soothe and relieve aches and pains, lives up to its slogan, “Works wherever it hurts”. With a vision to sell and promote this unique medicinal herbal ointment, Aw Chu Kin, set sail from China to Burma. Now Tiger Balm was manufactured and distributed by Haw Par Healthcare. They come in various size and are mostly portable for ease of use for home, work and at play. Tiger Balm involve modifying the product, modifying the market and repositioning the product in order to continually manage its product and increase its market share.

Today, Tiger Balm has wide range of products dedicated to addressing different areas of aches and pains that are part and parcel of our modern, and fast paced lifestyle. Its and analgesic properties and work rapidly counteracting the discomfort and pain so that you can perform your best at home, at work and at play. Convenience to use, fast acting and efficacious. Its is no wonder many have relied on Tiger Balm in the past and many more will continue to do so for generations to come.

Question 1
Describe the product mix, product width, product length, and product depth of Tiger Balm. How would you compare the product mix of Tiger Balm with its competitor’s ? The Tiger Balm company’s product mix has three dimensions : width, length and depth. Product width refers to the number of different product lines the company carries. Product width of Tiger Balm created new use situations for its products by classifying them into Home, Work and Play. Product length refers to the total number of items the company carries within its product lines. Product length of Tiger Balm with You at Home line include Tiger Balm White, Red, Soft, Liniment and Joint Rub. Tiger Balm with You at Work line include Tiger Balm Neck & Shoulder Rub, Neck & Shoulder Rub Boost, Back Pain Patch, Plaster Warm and Refresher. Tiger Balm with You at Play line include Tiger Balm Mosquito Repellent Spray, Muscle Rub, Plaster Cool and Back Pain Patch. Product depth of Tiger Balm refers to the number of versions offered of each product in the line. A lavender scent was added to the original Tiger Balm White to create Tiger Balm Soft which is suitable for the young. Tiger Balm Plaster Warm comes in two sizes small and large. The large plasters are meant for aches pains in the lower back and shoulder blades, while the small plasters are meant for arms, legs and joints. Tiger Balm Neck & Shoulder Rub Boost is a line extension of Tiger Balm Neck & Shoulder Rub and was introduced to meet the needs of consumers who required a stronger version of Tiger Balm Neck & Shoulder Rub. Tiger Balm with You at Play, these products are created with the intension of aiding sportsmen and sportswomen in recovering from injuries in the fastest possible time. Compare the product mix of Tiger Balm with its competitors, it should continue coming up with new products such as soap, body shampoo, hand wash and sanitizer. This will allow Tiger Balm to remain competitive in the various markets and increase its brand shares compared to its close competitors such as Vita and Herbalife. Question 2

How Tiger Balm organize its product in its communication to its customer ? Does this approach make sense ? How can it be improved ? When Tiger Balm first step into a new market, Tiger Balm advertised their product using non-traditional forms of media such as YouTube and Google to appeal to American consumer. This form of advertising was well received, as it broke away from traditional forms of advertising such as newspapers and radio. Tiger Balm also built a website which is,...
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