Launched in 1932, Tiger Beer became Singapore's first locally brewed beer. It is a 5% abv bottled pale lager. As APB's exclusive flagship brand, it is available 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 share 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 Beer’s brand is well known in New York and San Francisco. ▪ In the UK, Tiger Beer can be found in more than 8,000 premium bars/clubs and distribution outlets in its major cities. ▪ Tiger Beer gained considerable popularity in Detroit in October 2006 due to the Detroit Tigers Baseball Team's entrance into the 2006 World Series. SWOT
Brand Positioning as is seen from the communications of the Brand selected and their major competition Position Tiger beer as a brand and product 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. According 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 one 'my friends approved of'; and consumption among young adults increased by six per cent.
Competitive Analysis Model
The competition faced by Tiger Beer versus its...
Please join StudyMode to read the full document