Principles of Marketing Report
Introduction
Launched in 1932, Tiger beer (Tiger) is Asian Pacific Breweries’ (APB) flagship brand. Over the years, Tiger has seen beer drinkers globally acclaim Tiger as one of the finest in the world. It has consistently come out on top in world tastings, winning gold medals for its crisp, smooth, refreshing, well-balanced and flavourful taste. Tiger Beer has evolved from a local beer to become one of Singapore’s most recognised icons globally.
In its 75-year history, the brew has picked up over 40 international accolades and awards. The most notable include the Gold Medal at the Brewing Industry International Awards, UK, 1998 - the equivalent of the Oscar Awards for the brewing industry - and more recently, the gold medal at the European-style Pilsner category of the 2004 World Beer Cup, considered 'the Olympics' of beer competitions by the industry.
Tiger Beer has become a recognisable and sought-after premium beer and was named UK CoolBrand in 2004, 2005 and 2006. Through its close involvement in sports, dynamic brand campaigns and innovative sponsorships, Tiger has positioned itself as a leading contemporary beer brand across the world.
Company Target
Tiger Beer seeks to make connection with the new-age young adult, (early 20s – 35 year olds) who have individual and unique lifestyles, and have a strong passion for winning. Tiger Beer wants to connect with trendsetters within this segment first, so that other consumers who aspire to be like them will follow suit. Yet, reaching out to a group that is known for its fickleness involves quite a bit of work. And communicating with them becomes even trickier when a brand has cultivated a faithful following among their fathers' and uncles' generation.
Tiger Beer aims to remain relevant among its young target audience of early 20 to 30 year-olds, to strengthen brand positioning and increase loyalty, and ultimately increase share of the market. Tiger Beer has been positioning itself as a unique, cool and
Launched in 1932, Tiger beer (Tiger) is Asian Pacific Breweries’ (APB) flagship brand. Over the years, Tiger has seen beer drinkers globally acclaim Tiger as one of the finest in the world. It has consistently come out on top in world tastings, winning gold medals for its crisp, smooth, refreshing, well-balanced and flavourful taste. Tiger Beer has evolved from a local beer to become one of Singapore’s most recognised icons globally.
In its 75-year history, the brew has picked up over 40 international accolades and awards. The most notable include the Gold Medal at the Brewing Industry International Awards, UK, 1998 - the equivalent of the Oscar Awards for the brewing industry - and more recently, the gold medal at the European-style Pilsner category of the 2004 World Beer Cup, considered 'the Olympics' of beer competitions by the industry.
Tiger Beer has become a recognisable and sought-after premium beer and was named UK CoolBrand in 2004, 2005 and 2006. Through its close involvement in sports, dynamic brand campaigns and innovative sponsorships, Tiger has positioned itself as a leading contemporary beer brand across the world.
Company Target
Tiger Beer seeks to make connection with the new-age young adult, (early 20s – 35 year olds) who have individual and unique lifestyles, and have a strong passion for winning. Tiger Beer wants to connect with trendsetters within this segment first, so that other consumers who aspire to be like them will follow suit. Yet, reaching out to a group that is known for its fickleness involves quite a bit of work. And communicating with them becomes even trickier when a brand has cultivated a faithful following among their fathers' and uncles' generation.
Tiger Beer aims to remain relevant among its young target audience of early 20 to 30 year-olds, to strengthen brand positioning and increase loyalty, and ultimately increase share of the market. Tiger Beer has been positioning itself as a unique, cool and