Question 1 Part A Based on the Enjoy Winning series of advertisements for Tiger beer, the following personality traits of a typical brand loyal Tiger beer drinker are identified 1. Extroversion: A Tiger beer drinker is sociable and enjoys company of his/her friends. He/She likes to have a good time at parties and watch sports in a group with his/her friends. They enjoy the limelight in a gathering and can turn a boring party into a fun-filled event. Most of the advertisements in this series have a party or sporting events as the background.
Tiger Beer is also an official sponsor of major sporting events such as telecast of European football and golfing events in Singapore. This shows that Tiger beer recognises its target customers in order to make relevant ads to push its products. 2. Competitive spirit: Tiger beer targets a youth market primarily in the age group of 24-35 years or Generation Y which is known for being go-getters and showing competitive spirit. One of the advertisements shows that two guys are competing to get a single beer by changing into superheroes.
The tagline Enjoy Winning and the brand name Tiger itself are reminiscent of a competitive spirit. Playing or watching sports instil a competitive spirit in the youth and the association of Tiger beer with sporting events provides further evidence that a brand loyal Tiger drinker displays this personality trait. 3. Respect for women: Despite having an ultra-competitive spirit, Tiger beer drinkers have a healthy respect for women. One of the print ads shows a tiger beer with Feb 14 as the label and “Show her you’re doing your best to remember the date” as the tagline.
This shows that Tiger beer drinkers value their loved ones even if they carry a macho attitude on the outside. 4. Excessive drinkers: Beer is consumed mostly after work and its consumption increased during festive occasions such as parties or sporting events. Due to the prevailing festive spirit, Tiger drinkers tend to indulge in binge drinking which may cause concern for society due to incidents such as fights or drunk driving. Tiger beer had to take several steps (such as restricting entry to its website to minors and running campaigns against drunk driving) to restrict the tendency of the youth to consume excessive alcohol.
Part B Tiger projects itself as a sporty brand full of exuberance and youth. This personality is evident from tangible elements (logo, tagline, etc. ) and intangible elements (advertising content etc. ). The name Tiger itself shows an aggressive attitude to attract the go-getters in the society. Even the logo has a tiger in it and is of orange colour which represents youth and energy. The brand appeals to its target audience through its wacky, yet innovative ads which can capture the imagination of youth in a way similar to a Tiger beer drinker captures imagination of people in a party.
By showing most of its advertisements in a party or sporting context and associating itself with major sporting events, Tiger projects a sporty side to it which is likely to attract young people who enjoy sports. Moreover, Tiger beer also promotes a healthy attitude to winning through its punch line “Enjoy winning” to attract customers who are competitive yet fair in dealing with others. Tiger beer has also taken initiatives to reduce incidents of drunk driving or excessive drinking by its loyal users.
For example, APB has participated in “Get Your Sexy Back” campaign and Socially Responsible Drinking campaign to promote safe drinking amongst youth. Thus, Tiger beer projects a sporty and exuberant personality which is likely to attract its target audience. Question 2 Part A Perceived quality: Tiger beer has a reputation of being a quality product. APB has nine state-of-art breweries in Singapore which use latest technology and stringent quality checks to ensure a high quality of beer. Any visitor can visit these premises so that they can experience the quality control process applied in these breweries.
This gives a potential customer the confidence that the beer is of a very high standard which matches the western standards. The company has won numerous quality awards and accolades for its flagship beer, Tiger beer. Thus, the perceived quality of Tiger beer in the minds of the consumers in Singapore is high. Part B Product positioning: The visual elements of the brand (colour of logo, tagline, etc. ) project it as a sporty and exuberant brand. Tiger beer has a reputation for using wacky, innovative and fun-filled advertisements to attract the youth market.
Most of these advertisements have a setting of parties or sporting events. Tiger beer has a distinct taste which may be considered as too bitter by most beer lovers. Thus, in the minds of consumers, Tiger beer is positioned as a “sporty beer” with a wacky taste catering to fun-loving people during parties, sporting events or other gatherings. Part C Price/Quality relationship: Tiger is perceived as a high quality beer in Singapore as evidenced by numerous quality awards won by the beer in the past decade.
It is priced in a slightly lower price backet as compared to Carlsberg or Heineken ($8 for six-pack as compared to $12-$15 for six-pack). On the other hand, Budweiser is priced much higher. However, consumers in Singapore still have a perception that imported beers taste better when compared to local beers. Numerous taste tests have revealed that Singaporeans prefer Carlsberg of Heineken when it comes to taste (Beer Taste Test, 2010). Thus, they are not willing to pay a price similar to that of Carlsberg or Heineken when buying Tiger beer.
In the minds of consumers, Tiger beer has a higher price/quality when compared to imported beers. Part D Packaging: The packaging of Tiger beer was completely revamped in 2011 to give it a more stylistic look. The new packaging sees the previously golden elements being replaced by a platinum finish. This new packaging has already won accolades at World Beer Championships Packaging contest (CNN Go, 2011). It has helped the company to project a sporty look and stand out in the crowd through attractive packaging. This indicates that the consumers in Singapore perceive the packaging of Tiger beer as sporty yet classy.
Question 3 Part A 1. Valentine’s Day ad: In this print ad, the bottle of Tiger beer contains the text “Feb 14” and “Love Potion” as the sub-heading. The tag line reads “Show her you’re doing your best to remember the date”. The message is quite subtle yet effective especially for guys who may make a plan to drink during Valentine’s Day. This ad has a humorous appeal due to its catchy tagline which encourages husbands/boyfriends to remember the Valentine’s Day. The value proposition is that Tiger beer recognises the importance of valuing your loved ones on important dates.
It encourages couples to enjoy Tiger beer during the Valentine’s Day together thus enhancing its appeal to the fairer sex as well. The figure has a bottle of Tiger beer and a blue background. The important visual cues are pictorial instructions at the bottom. The source credibility is low as the ad does not contain facts/figures or celebrities. Moreover, its humorous appeal means that it is likely to be treated as frivolous at best. 2. Tiger beer acupuncture ad: This print ad is part of a series of ads which has the tagline “The Far East’s most desirable export since 1932”.
The message is quite clear to the readers as it shows a bottle of Tiger beer just above the tagline. It also compares the contribution of Tiger beer with other exports of Far East such as acupuncture. Like most other Tiger ads, this ad has a humorous appeal due to its catchy tagline and its wacky comparison of Tiger beer with other exports of Far East such as acupuncture. The value proposition is that Tiger beer is the most recognisable name in the western world which is likely to increase its value in the minds of Singapore consumers as well.
The figure has a foot with needs which is given a rank of sixteenth as compared to Tiger beer which is given a rank of one when it comes to exports from Far East. The source credibility of the ad is not very high as the facts are presented in a lighter vein and are not necessarily meant to be verified. The overall appeal of the ad is quite high and it is likely to improve customer recall as well. Part B APB uses new media such as online and social media to target its customers more effectively. 1. Addressability: The website contains links to new events which are being sponsored by APB.
Customers can click on the ads to find out more about the events. They can also choose to receive updates through its official Facebook page. Customers who choose to like the Facebook page reveal their preferences and demographic traits to the company which helps it to address specific ads to relevant subsets of audience. 2. Interactivity: Most of the online advertisements and the website are highly interactive to engage the customers and allow them to choose or bypass content. For example, upon visiting the website, one is asked about one’s legal age.
If the customer answers above 18, he/she is led to the beer’s website, otherwise he/she is led to the APB’s website. The company has also created several innovative print ads in which customers can play games to win virtual bottles of Tiger beers. These games are highly popular amongst the customers and they allow the customers to bypass content which does not excite them. At the same time, the company is still able to deliver its message in a subtle manner to enhance its brand recall in the minds of the customers. 3. Response measurability: A major advantage of using online media is that t allows superior and more reliable response measurability as compared to print and television ads. For example, when a customer clicks on an online ad, his location and IP address are recorded which helps the company to identify the locations which are getting the most response. Similarly, the company has created an official Facebook page which even captures the customer’s preferences and other particulars which help the company to deliver specific content to engage the customers. This data helps the marketers to allot marketing budget to campaigns which have the highest response from the customers. 4. Question 4
Attitude change strategies which are adopted by APB to influence the attitudes of the consumers for the following 1. Events sponsorship: This strategy involves changing the perception of the consumers about the importance of an attribute. The most important parameters consumers look for in a beer are quality and taste. The brand name of the beer is a relatively unimportant attribute when choosing a beer. APB’s strategy of events sponsorship is aimed at increasing the sporty attitude of the brand. Thus, APB wants the consumers to feel that a “sporty brand” is very important when it comes to choice of a beer.
Thus, they are influencing the customers to perceive a hitherto unimportant parameter as a very important parameter in choosing a beer brand. 2. Brewery tours of its factory: This strategy involves changing the strength of the brand on an important attribute. Beer consumers worldwide place the greatest importance to quality and taste. Moreover, consumers in Singapore perceive imported beers to be of a higher quality than local beers. Thus, by arranging brewery tours of its factory, APB is trying to show to the consumers that Tiger beer performs very well on the attribute of quality. . Campaign to promote responsible drinking: This strategy involves introducing a new parameter in the attitude formation process when it comes to choosing a beer brand. Till now, beer drinkers could not care less about the Corporate Social Responsibility of the beer manufacturers. However, by associating itself with awareness campaigns in Singapore, APB is projecting its image as a socially responsible organisation. At the same time, it wants the customers to consume beer produced by socially responsible organisation.
Thus, it is introducing a new attitude which can affect the buying behaviour of consumers. Question 5 Classical conditioning, instrumental conditioning and cognitive learning are mechanisms which result in learning. The process of classical conditioning involves placing a signal before a reflex. On the other hand, the process of instrumental conditioning involves giving feedback (positive or negative) after an action. A major difference between the two is in the response of the participants: classical conditioning has involuntary response while instrumental conditioning has voluntary response.
While the first two focus on imitation to achieve learning, cognitive learning process goes beyond imitation and achieves learning by modifying the thinking process of participants itself (Oracle, 2011). For example, in the famous Pavlov’s experiment, a noise was sounded before the dog was presented with food. This resulted in the dog salivating just after listening to the noise itself. This is an example of classical conditioning. In another experiment, the dog was given a slight shock when his behaviour was deemed undesirable. The dog quickly learnt that this behaviour is not acceptable and modified its behaviour to avoid punishment.
This is an example of instrumental conditioning. Cognitive learning is applicable in the case of humans (with more evolved minds) in which they learn by use of sensory organs (sight, smell, light or touch). This changes the mental perceptions of humans and results in changes in behaviour. APB launched Tiger Crystal as a premium brand which has a ‘softer’ taste and lower alcohol level. The marketing efforts reveal that advertisers have applied a mix of instrumental and cognitive learning to change buyer behaviour. For example, the brand was launched in China, Vietnam and Indonesia before it was launched in Singapore (Fang, 2010).
This was consistent with the company’s previous learning that China is the biggest beer market. It is much easier to launch a brand successfully in China than in Singapore. Similarly, Tiger Crystal has a softer taste which appeals to a wider audience. Numerous taste studies have revealed that consumers did not like the bland or strong taste of Tiger beer. Thus, the advertisers learnt from the negative feedback and released a variant which could compete with the likes of Carlsberg and Heineken. The marketing efforts show that the brand is positioned as a drink which could be consumed on any occasion due to its softer taste.
This is an application of cognitive learning as the company learned that it had limited the use of Tiger beer to only a few occasions which limited its growth in the beer market in Singapore. Thus, the advertisers have shown application of all the three learning theories to make necessary changes to their own brand. Bibliography ABOBO Magazine. (2011, February 14). An unforgettable Valentine’s from Tiger Beer and Y&R Malaysia. Retrieved August 19, 2012, from ABOBO Magazine Web site: http://www. adobomagazine. com/global/module. php? LM=news. level1&id=1297669987253 Ads of the World. 2011). Tiger Beer: Acupuncture. Retrieved August 19, 2012, from Ads of the World Web site: http://adsoftheworld. com/media/print/tiger_beer_acupuncture Beer Taste Test. (2010). Taste tests of Singapore beer. Retrieved August 19, 2012, from Beertastetest Web site: http://www. beertastetest. com/ Belch, G. (2011). Advertising and Promotion: An Integrated Marketing Communications Perspective. New York: Mc-Graw Hill. CNN Go. (2011). Tiger Beer’s shiny new platinum look. Retrieved August 19, 2012, from CNN Go Web site: http://www. cnngo. com/singapore/none/tiger-beers-new-platinum-look-056323
Dividends Warrior. (2011, April 1). Tiger Beer advertisements. Retrieved August 19, 2012, from Dividends Warrior’s Blogspot: http://dividendsrichwarrior. blogspot. in/2011/04/f-tiger-beer-advertisements. html Fang, C. (2010, December 8). Tiger Crystal: A twist on the classic beer. Retrieved August 19, 2012, from CNN Go Web site: http://www. cnngo. com/singapore/drink/tiger-crystal-twist-classic-944478 Oracle. (2011). Cognitive Processes. Retrieved August 19, 2012, from Think Quest Web site: http://library. thinkquest. org/26618/en-5. 5. 3=cognitive%20learning. htm
