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Tiger Beer Case Study

In: Business and Management

Submitted By kindaichi007
Words 2697
Pages 11
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...

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