Literature Review
Chapter 2: Literature Review
2.1 Introduction
Singha beer is one of the prominent beer brands of Thailand which aims at expanding globally. It attracts majority of its consumers by marketing its brand through sponsoring international sports like the English premier league clubs for instance Chelsea.
In the past, the competitive market of beer was not that much in Thailand because there were two groups operating. The two groups were Boon Rawd Brewery Corporation which produced Singha beers and Amarrit brewery. Therefore, there was no much competition but only a state of monopoly. Due to the large expansion of the beer market many entrepreneurs have joined the market increasing the competition. For instance, Carlsberg beer joined the market with a marketing plan of combining its beer with local liquors. However, Carlsberg could not achieve its target. On the other hand, Chang beer was afterwards released to compete with Singha. Its beer had higher degree of alcoholic beer than that of Singha beer.
When Chang joined the beer market, advertising was mainly done by using television as it attracted a large number of consumers. In so doing, it spent almost 500 Million for promotion this is just but an example of the big market struggle expenditures between Chang and Singha. Another main marketing strategy that was applied was the attractive price. It involved lowering the price from that of the competitor in order to get a competitive advantage due to low price market demand (Ethnic Beer marketing opportunities case study, 2007, P. 6-7).
The beer market tuned out to be most competitive in 2000, which forced every company, had to find its own strategy to fight the competitors. Singha beer began sponsoring football clubs as a way of marketing its brand to customers. It sponsored clubs which were in the English premier league because they had a large audience worldwide (Verbeeten, & Vijn, 2010, P. 662).
2.2 Sponsorship
Company sponsoring also termed
2.1 Introduction
Singha beer is one of the prominent beer brands of Thailand which aims at expanding globally. It attracts majority of its consumers by marketing its brand through sponsoring international sports like the English premier league clubs for instance Chelsea.
In the past, the competitive market of beer was not that much in Thailand because there were two groups operating. The two groups were Boon Rawd Brewery Corporation which produced Singha beers and Amarrit brewery. Therefore, there was no much competition but only a state of monopoly. Due to the large expansion of the beer market many entrepreneurs have joined the market increasing the competition. For instance, Carlsberg beer joined the market with a marketing plan of combining its beer with local liquors. However, Carlsberg could not achieve its target. On the other hand, Chang beer was afterwards released to compete with Singha. Its beer had higher degree of alcoholic beer than that of Singha beer.
When Chang joined the beer market, advertising was mainly done by using television as it attracted a large number of consumers. In so doing, it spent almost 500 Million for promotion this is just but an example of the big market struggle expenditures between Chang and Singha. Another main marketing strategy that was applied was the attractive price. It involved lowering the price from that of the competitor in order to get a competitive advantage due to low price market demand (Ethnic Beer marketing opportunities case study, 2007, P. 6-7).
The beer market tuned out to be most competitive in 2000, which forced every company, had to find its own strategy to fight the competitors. Singha beer began sponsoring football clubs as a way of marketing its brand to customers. It sponsored clubs which were in the English premier league because they had a large audience worldwide (Verbeeten, & Vijn, 2010, P. 662).
2.2 Sponsorship
Company sponsoring also termed
References: Balaji, M. S. 2011. Building Strong Service Brands: The Hierarchical Relationship Between Brand Equity Dimensions. IUP Journal of Brand Management, 8(3), 7-24. Dou,W., Su, C., Lim, K. H., Zhou, N., & Cui, N. 2010. Brand positioning strategy using search engine marketing. M.IS Quarterly, 34(2), 261-A4. Gautam, V, & Kumar, M 2012, 'An Empirical Investigation to Analyze the Brand Equity and Resonance of Banking Services: Evidence from India ', Management (18544223), 7, 1, p. 3-16. Juntunen, M., Saraniemi, S., Halttu, M., & Tähtinen, J. 2010. Corporate brand building. Journal of Brand Management, 18(2), 115-133. Mukerjee, K. 2008. Coca-Cola 's Branding Strategies in India. ICFAI Journal Of Brand Management, 5(1), 34-48.