Date: Feb 25 ,2012
To: Tiger Balm management
RE: Analysis and recommendations of the existing marketing strategies Tiger Balm is a well-known herbal ointment remedy that was developed to relieve the aches and pains in ancient China. It is a very successful example of a truly Asian brand that has gained international recognition. It has created a high degree of awareness and loyalty in global markets. I have evaluated the strengths and weaknesses of your company’s existing marketing strategies, and based on my study, I have found out the following problems: 1. Your target audiences are all age group ,but your target audiences are mainly focused on pain sufferers and sportspeople. When people talk about tiger balm, what comes to their mind is that it is an old heritage originated from ancient China and it relieves the aches and pains. Tiger balm gains its reputation and popularity mostly from its quality and its efficacy. You have a wide customer base which is good. Your positioning strategy approaches different market segments, but is always based on the same brand promise, that is “works whenever it hurts”. 2. Your products are all labeled as pain reliever. But actually some of Tiger balm’s products are not pain reliever. this may mislead and exclude some people who are just sports enthusiasts. They may simply not have to try the product, believing it not to be for them. 3. If your new product extensions all emphasize your brand promise, consumers may think the product is nothing new but another pain reliever. They may think you don’t produce anything else other than pain reliever. They don’t know the differences among your products .They don’t know which one is good for them and which one they should purchase. This may limit your brand’s organic growth. 4. Your brand communication seems not very creative. In China, people perceive Tiger Balm as a grandfather or grandmother’s product because it has been used mostly by the...
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