Marketing – Tiger Beer
What do you think have been the marketing communications and advertising objectives of Asia Pacific Breweries for Tiger Beer from 1932 to 2008? What should be the appropriate marketing communications and advertising objectives from 2008 onwards? Why? Marketing Communications is the promotion part of the 4Ps (Price, Product, Promotion and Place) in the marketing mix. It comprises messages and related media used to communicate with a market.
In a recent context, marketing communications programs that coordinate across all promotional elements to provide a consistent message across all audiences is referred to as integrated marketing communications. Advertising objectives are objectives, usually in the form of messages, the particular advertising campaign hopes to communicate to the target audience. The marketing communications and advertising objectives for Tiger Beer from 1932-2008 are varied and can be classified across different stages of Tiger Beer’s product life cycle.
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With each stage of Tiger Beer’s product life cycle, different promotional objectives are set resulting in different advertising objectives. It is important to note that Tiger Beer, as a product, is characterized as low complexity, low risk and have low level of ancillary services needed. Therefore, in Tiger Beer’s integrated marketing communications plan, one would expect to see more forms of mass promotional elements such as advertising, public relations and sales promotion as compared to personal selling and direct marketing. 1932 – Introduction Stage of Product Life Cycle
In 1932, Tiger Beer, a new product, was introduced into the beer market by the now known Asia Pacific Breweries. At this stage, the primary promotional objective was informing consumers in an effort to increase the level of awareness for Tiger Beer. It relied on advertising as an important means to reach out to as many people possible to build up awareness and interest. Forms of advertising that Tiger Beer relied upon were newspapers and television. With regard to public relations, The Straits Time also provided fairly generous publicity of Tiger Beer’s launch.
Tiger Beer’s advertising objectives during this phase was to inform the beer market that it was a beer of world class quality that was Asian in origin. Pre-80s to Mid-90s– Growth Stage of Product Life Cycle Tiger Beer has consolidated itself as a leading brand in countries such as Singapore, Malaysia and Vietnam and seeks further consolidation in the ASEAN market. At this stage, the primary promotional objective of Tiger Beer was to persuade the consumers to buy Tiger Beer over its competitors.
Advertising which stresses brand differences was therefore a primary promotional element in Tiger Beer’s promotional mix. Tiger Beer’s advertising objectives during this phase was to persuade the beer market to drink Tiger Beer rather than other brands. An example would be the television advertising campaign during this period which sought to feature Tiger Beer as the beer for winners. Tiger Beer also generated publicity in the form of sponsoring the Tiger Cup, a biennial ASEAN Football tournament and set up a football club, Tiger FC, for hardcore fans to get together to watch and discuss football.
By identifying itself with the game of football, it persuades football fans who are frequent consumers of beer to choose Tiger Beer instead. Mid-90s to 2008 –Maturity Stage of Product Life Cycle It is important to note that though Tiger Beer can be defined as a mature product in its stronghold ASEAN market, it is still in the introduction or growth stage in international markets as it seeks to venture into the international arena with the strategy of pursuing the higher-end market instead of the mass market. This can be seen as a product extension strategy.
Its advertising objective for this phase would be to remind its consumers that Tiger Beer is worldly acclaimed and more than just a beverage, it is an international icon. During this phase, Tiger Beer still continues to use television advertising to great success, reminding its consumers to keep drinking Tiger Beer. In addition, public relations such as Tiger Translate and Tiger Live were also launched. By associating itself with the arts, the Tiger Translate campaign achieved the objective of portraying Tiger Beer as an up-market beer internationally.
Tiger Live met the same objectives with the Singaporean market. Tiger Beer – Beyond 2008 As Tiger Beer is in the maturity stage, it should focus on cultivating brand image, using it to differentiate itself from other competitors and encourage repeated purchases by existing customers. It should continue to use mass promotional elements and centralise its campaign towards the Winner Message. This is important because the decentralisation period might have diluted the original message and caused confusion. 2) Who are the target customers of Tiger Beer?
What do they look for in a beer? How would that affect Tiger Beer’s advertising message? Tiger Beer’s target customers are young adults, aged 24-35, who are cosmopolitan and trendy. These consumers are segmented according to their age and lifestyle preferences. Apart from taste, they also look for good branding that resonates with them, qualities such as unshakeable, cool and exciting. In addition to the target customers, Tiger Beer also has a core group of mature loyal customers. Most advertising messages are made up of both informational and persuasive elements.
Both elements can be combined in the form of an appeal to provide a basic reason for the consumer to act. Tiger Beer presently is advertising the Winner message under a centralized campaign. In the Winner message, it focuses very little about Tiger Beer as a product but rather as a status symbol and prize for winners, appealing to its audiences’ sense of achievement. This message ties in with the above mentioned qualities that their target customers are looking for. Tiger Beer should continue with its Winner message and seek to further reinforce its brand identity with those qualities.
The Winner message is able to cater to both the young and mature customers and therefore should not be changed. It was part of Tiger Beer’s advertising message from the Pre-80s to Mid-90s and it still remains the same presently. However the message can be conveyed via different advertising mediums to the different target groups. Examples include the use of viral videos, or video clips shared through the Web and e-mail messages, to link up with the Internet-savvy young adults. While traditional media, such as television, newspaper and outdoor billboards will continue to satisfy the mature customer group. ) What advertising appeals, themes, and executive styles have been used in Tiger Beers commercials? Should these be continued in the future? Why? Definition Advertising appeals are created by the combination of information and persuasive content in the advertisement to provide a basic reason for the consumer to act. There are many different types of appeals, which include fear appeals, sex appeals and humorous appeals. Tiger Beer appeals to Asian audiences by portraying itself as part of the glamourous Western lifestyle that many Asians aspire toward.
On the other hand, Tiger Beer appeals to Western audiences by portraying itself as part of the Asian mystique. An advertising theme is a central, recurring idea or message that connects individual advertisements (comprising an advertising campaign) to produce a cumulative effect far greater than the total effect of the individual, disconnected advertisements. Throughout the years, different appeals and themes have been executed in different styles with varying effectiveness. Pre-80s to Mid-90s: Winners The common thread over the past three decades has been that Tiger Beer is for winners.
During this period, Tiger Beer ran its advertising campaign in a centralised manner by its headquarters. In 1973, an advertising campaign with the theme “Unshakeable” was made. It showed Tiger Beer drinkers being cool and calm while the rest were panicking due to the earthquake, appealing to its audiences that Tiger Beer is cool and its drinkers are as unshakeable as Tiger Beer itself. In the 1978 ad campaign “Around the World”, Tiger Beer was featured as a beer for winners, being enjoyed by successful, upwardly mobile people including foreigners.
The Winner theme continued into the Mid-90s with various commercials such as a bull-fighting hero that saved a girl and a sky-diver who rescued another sky-diver who turns out to be a pretty girl. Though the context of each commercial changes, both protagonists in the commercials were rewarded with Tiger Beer, appealing to the audiences’ thirst for success and winning. Decentralised Period From Mid-90s to 2005, Tiger Beer decided to give key local markets more freedom to develop its own messages and decentralised its advertising campaign.
As a result, different messages were communicated in different markets, with “local faces” becoming the theme in Singapore, “Asian spirit” in Vietnam and the “challenger attitude” in Malaysia. These decentralised campaigns diluting the central theme of “winning” and caused some confusion among the consumers. In Singapore, a different theme of “What time is it? ” was introduced. It used the musical execution approach with the question “What time is it? ” and the answer “Tiger time, Tiger time. ” Other approaches included the use of Hollywood stars such as Jessica Alba, which was criticized for its vague message and bad choice of celebrity.
There was however remnants of the Winner message that came true during this period, such as “The Quest”. 2006 to Present: Centralised Campaign and Winner Message Tiger Beer switched to centralised control over its advertising campaign in order to project a coherent brand image in 2006. The winner theme was restored with the commercial “Unravel the Secret”, a 5-part short film and a viral campaign in the form of an e-mail commercial called “Reincarnation”. With this change in execution style, its customers are once again able to identify with the coherent brand image of Tiger Beer and its winner message.
Towards the Future Drawing from the past, Tiger Beer should continue to run its campaign in a centralised manner to project a coherent brand image around the world. This will also allow it to be recognised as an international icon. The advertising appeals should still be towards success, achievements and winning. However humourous appeals can be added in to increase the recall factor. Some examples of this include the Tiger Beer Psychics and Tiger Beer Shapeshifters commercials. The themes can be changed however it must still bring across the Winner message, such as the current theme in 2011 “Enjoy Winning”.
To further integrate its advertisements and the public relations campaign with football fans, commercials with football celebrities should also be used, such as The Last Tiger commercial. 4) What media has Tiger Beer mainly been using for its marketing communications and advertising messages? What are the reasons for its choice of media? What other media, do you think, should be used in future? Why? In Tiger Beer’s integrated marketing communications, there are mainly 3 components, which are advertising, public relations and sales promotion.
Within each promotional element, different choices of media are used. To determine which media to use, several factors are considered by Tiger Beer. These include Reach, Rating, Frequency, Gross rating Points and Cost per thousand. Tiger Beer mainly uses television and outdoor advertisement for its choice of media. Television It uses television as it reaches an extremely large audience and is able to use picture, print, sound and motion to create a larger impact. Television also allows it to target specific audiences, for example Tiger Beer advertisements during football programs to target football fans.
Being a low complexity, low risk and having low level of ancillary services, as mentioned in Q1, Tiger Beer is able to overcome the disadvantage of television in conveying complex information. Media coverage of events such as the Tiger Cup and Tiger Translate also provides Tiger Beer with publicity, even though it is not an advertisement, through the television. With its high gross rating points and Tiger Beer is concerned with mass promotion, it is therefore a suitable choice of media for Tiger Beer. Outdoor Around the landscape in Singapore, there are several Tiger Beer billboards positioned.
Locations include the side of expressways and on prominent buildings in various shopping districts. Some of these billboards are even digital, similar to television. Events such as the Tiger Cup which is sponsored by Tiger Beer will also have several outdoor advertisements at the football stadium. Other forms of outdoor advertisements by Tiger also include printing advertisements on public transport such as buses and taxis. Outdoor advertisement is chosen by Tiger Beer as a medium for its high visibility and opportunities for repeat exposures to its audiences.
Tiger Beer does not require high selectivity of audience and complex information to be conveyed, making outdoor advertising a very suitable option too. Towards the Future The age of mass communication is slowly giving way to new media. New media is characterized by on-demand access to content anytime, anywhere on any digital device, as well as interactive user feedback, creative participation and community formation around the media content. Tiger Beer should look towards exploiting the benefits of such new media to reach its target consumers, especially since they are young and more internet-savvy.
Mobile Applications In this age, people spend more time using their smartphones than their computers. As more and more people are using smartphones, leading to an increase demand for mobile applications (app), apps can be designed by Tiger Beer as a means of communication with its consumers. This form of media is interactive and users can search for information about Tiger Beer, such as the brewing process or the achievements it garnered. Features in the app can constantly be updated, allowing Tiger Beer to adapt to its consumers wants.
Some apps already have features similar to a breathalyzer which is useful for people who want to drink and drive. Links to the television commercials can also be provided in the app for users to watch on-demand. The interactivity and involvement generated through this would improve brand loyalty and serve as a more effective communication channel for Tiger Beer. Social Media On top of having an official webpage, Tiger Beer should also consider investing in social media, examples include having a presence on Facebook and Twitter.
There are over 800 million active users of Facebook around the world with bulk of its users which fit into the young adult target group. A Harvard Business Review has showed that social media increases awareness of the organisation, greater favourable perceptions of the brand and produce greater traffic to their website. As a form of new media, Tiger Beer can also interact with its customers, monitor conversations and understand customers’ perception of its brand. This provides Tiger Beer an early warning to potential product issues, but also identification of new product opportunities.
Consumers are able to directly feedback to Tiger Beer at ease with a platform familiar to them. There is low cost in creating and managing a social media platform yet the benefits are tremendous, indicating the effectiveness of it. There are various other new media platforms which Tiger Beer can use in the future. These platforms have better Gross Rating Points and lower Cost per thousand and deliver the customer a better experience with Tiger Beer. Interactive advertisement will progress to a 2-way relationship between Tiger Beer and its customers as compared to the traditional 1 way forms of mass communication.
Works Cited Bullas, J. (2011, February 14). 12 Major Business Benefits Of The Social Media Revolution. Retrieved October 18, 2011, from http://www. jeffbullas. com/2011/02/14/12-major-benefits-of-the-social-media-revolution/ Theng, K. H. (2008, October 13). Retrieved October 16, 2011, from AsiaOne: http://www. asiaone. com/Business/SME%2BCentral/Brand%2BMe%2521/Story/A1Story20081013-93362. html ——————————————– [ 1 ]. (Theng, 2008) [ 2 ]. (Bullas, 2011)