Tiger Beer Ad Campaign
Question 1.
What do you think have been the marketing communications and advertising objectives of Asia Pacific Breweries for Tiger Beer from 1932-2008?
➢ Tiger Beer, more than a beverage- a Brand
Beer being a beverage that cannot be differentiated very much one from the other, usually focuses on advertising Tiger Beer as a brand more than as a drink. Hence, the focus of the marketing communications and advertising efforts of Asia Pacific Breweries for Tiger Beer from 1932-2008 was to build awareness of the brand, brand loyalty and brand image.
The main focus of Tiger Beer was on product advertising, ensuring that tiger beer maintained a competitive edge over the other existing brands (competitive advertising) in the market as well as to remind consumers of the image of the brand (reminder advertising).
Tiger beer has been using two main modes of communication:
1. Television
2. Football
Apart from these two, tiger beer also uses:
1. New media (Internet- Webpages/ Twitter)
2. Having platforms for budding artists to perform (Tiger Translate)
3. Brewery exhibitions (Tiger Live)
Over the years of advertising, Tiger Beer has focused mainly on communicating the idea of “winning” to its consumers, identifying Tiger Beer as a brand for winners.
➢ Looking Different and Standing Out
Furthermore, Tiger Beer has tailored its packaging and logo to attract its target consumers. The Tiger Beer logo (as shown below), uses gold as the main colour. The reason why gold was chosen was due to its significance to Asian/Chinese culture to signify prosperity and riches. To further bring out the idea of prosperity and riches, the alphabet “g” in the logo is made to look like the number “8” because in Chinese custom, the letter “8” read in Chinese sounds like the word “Fa” which means to gain riches. On top of that, the packaging of the beer didn’t loose sight of the winning and prosperity theme that Tiger Beer had, using more gold fonts. To make Tiger Beer stand
What do you think have been the marketing communications and advertising objectives of Asia Pacific Breweries for Tiger Beer from 1932-2008?
➢ Tiger Beer, more than a beverage- a Brand
Beer being a beverage that cannot be differentiated very much one from the other, usually focuses on advertising Tiger Beer as a brand more than as a drink. Hence, the focus of the marketing communications and advertising efforts of Asia Pacific Breweries for Tiger Beer from 1932-2008 was to build awareness of the brand, brand loyalty and brand image.
The main focus of Tiger Beer was on product advertising, ensuring that tiger beer maintained a competitive edge over the other existing brands (competitive advertising) in the market as well as to remind consumers of the image of the brand (reminder advertising).
Tiger beer has been using two main modes of communication:
1. Television
2. Football
Apart from these two, tiger beer also uses:
1. New media (Internet- Webpages/ Twitter)
2. Having platforms for budding artists to perform (Tiger Translate)
3. Brewery exhibitions (Tiger Live)
Over the years of advertising, Tiger Beer has focused mainly on communicating the idea of “winning” to its consumers, identifying Tiger Beer as a brand for winners.
➢ Looking Different and Standing Out
Furthermore, Tiger Beer has tailored its packaging and logo to attract its target consumers. The Tiger Beer logo (as shown below), uses gold as the main colour. The reason why gold was chosen was due to its significance to Asian/Chinese culture to signify prosperity and riches. To further bring out the idea of prosperity and riches, the alphabet “g” in the logo is made to look like the number “8” because in Chinese custom, the letter “8” read in Chinese sounds like the word “Fa” which means to gain riches. On top of that, the packaging of the beer didn’t loose sight of the winning and prosperity theme that Tiger Beer had, using more gold fonts. To make Tiger Beer stand