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 out from other beers in the industry, the packaging used was chosen to be in blue, unlike the green of Carlsberg and Heineken.
What should be the appropriate marketing communication and advertising objectives from 2008 onwards? Why? ?Keeping relevant with the times- Beyond 2008 Moving forward from 2008, Tiger Beer should continue to focus on building awareness as well as brand loyalty. Beer being a beverage, has multiple substitutes and therefore it is important to continually attract new consumers as well as keep the existing ones. However, Tiger Beer’s approach may have to be different from before as people become more educated and demand more from marketing.
In my opinion, Tiger Beer should continue to focus on having “winning” as the main theme, however their advertisements could gear more towards winning in career rather than, like in the past, winning by “saving the damsel in distress” (mid-1990s, “give that man a Tiger” advertisements). The company should focus on modern man appeal since beer is a masculine drink, so as to not loose its relevance and appeal. ?Challenges beyond 2008
Some complications that Tiger Beer may face is the rise in cost of brewing its beer, due to the rise in prices of hops (conical green flowers that acts as a preservative as well as add flavor and aroma to the beer). This was due to the decrease in supply of hops as well as an increase in the demand for hops in 2008. This may force Tiger Beer to increase the prices of their beer if they come to a point where they can no longer absorb the increase in costs. In such a case, according to the law of demand, as price increases, demand for Tiger Beer would decrease.
Tiger Beer would then have to advertise to minimalise the lost in total revenue, due to a drop in consumption. In such a case, in my opinion, Tiger Beer should focus on increasing the perceived value of the beer, so that consumers will overlook the price increase and be willing to pay more for a bottle of beer. This can be done through advertising Tiger Beer to be more of a premium beer- bearing in mind not to overtake Heineken (since they are allied brands). Another complication that Tiger Beer faces beyond 2008 is the change in tastes and preferences in terms of packaging.
As the world becomes more globalized, the colour gold is increasingly perceived more as tacky rather than a sign of prosperity and riches. Hence, Tiger Beer should revamp its colour scheme following 2008. This problem has already been addressed by Tiger Beer this year, as latest news has shown that Tiger Beer has substituted all gold portions of its packaging with platinum to keep its beer relevant. Question 2. Who are the target customers of Tiger Beer? ?Targeting based on Demographics From 1932 through 2008, the main image that Tiger Beer was trying to portray was the image of “winning”.
The way that Tiger Beer segments its target consumers is by demographics; hence Tiger beer is targeted at young and ambitious individuals, between the age of 24 to 35 years old males, who relates very well with the “need to win”. They are usually the group of individuals who are focused on their careers with moderate-income levels. What do they look for in a beer? ?Focusing on Taste, Image and Identity Beer, more often than not, is a social drink. Hence, consumers go for its taste- strong, fizzy, refreshing and with a nice after taste, as well as the image that the beer comes with .
Beer consumers generally prefer a beer that has, what is to them, the ideal image. This is because, many associate the type of beer that one drinks with their identity and social status (e. g. Drinking premium beer over mainstream beer signifies that one is probably from a higher income bracket). How would that affect Tiger Beer’s advertising messages? ?Staying true to the Tiger Beer Recipe Tiger Beer, as compared to other brands available in the market, has a relatively strong taste and has a generally more bitter after-taste than eers like Heineken.
Beer is an acquired taste; hence with Tiger Beer’s stronger tasting flavours and aromas, Tiger Beer is usually more welcomed by seasoned beer drinkers. However, the beer-brewing recipe for Tiger Beer cannot be largely altered, as that is the identity of Tiger Beer itself, although it may limit the number of consumers who enjoy the taste of the beer. ?Its all about the Image As Tiger Beer advertises, the company should focus on the image that drinking the beer will portray instead of the taste of the beer itself.
Since Tiger Beer is an upper-middle class beer, the identity and social status that it should portray should also fall within the same income bracket and portray the ideal, successful, young, ambitious individuals. By attracting more people to drink the beer, over time these virgin drinkers will also be able to appreciate the strong tastes of Tiger Beer. Furthermore, since Tiger Beer’s target customers are the young ambitious individuals and have established a theme of “winning”, they should continue to drill the “winning” theme as they advertise.
This is especially so because their target audience are those who are building their careers, who may tend to be more competitive. Hence, by emphasizing on winning, Tiger Beer would be able to capture the attention of these individuals better. Moreover, it provides that ideal image that beer drinkers look for in their choice of beer. Question 3. What advertising appeals, themes and executive styles have been used in Tiger Beer commercials? ?Winning: Connecting with Target Customers
Tiger Beer focuses on integrated marketing communications (IMC), that is that the concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences. The main them of Tiger Beer commercials across all markets that sell Tiger Beer are the same and that is the heart and soul of the brand- “winning”. The theme has been on winning since Tiger Beer first launched in October 1932 and is especially apt since “striving to win” is an aspect of
Asian culture and Tiger Beer is an Asian brand. Some of the appeals that Tiger Beer has used to attract its target audience includes: •Sex •Masculinity •Emotional (social, personal) Some examples of the themes that Tiger Beer has used in its advertising efforts includes: •“Unshakeable” •“Around the World” (global) •“Reward for Winners” All these methods of advertising to appeal to Tiger Beer’s target audience were centered on the main concept of winning, although the idea of winning may have changed.