Premium Essay

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...

Similar Documents

Premium Essay

Francais

...self-owned and competing beverage labels, Heineken’s marketers decided to use the company’s strong brand equity to expand into adjacent markets and provide consumers with new ways to interact with the brand. The research paper will look at ways Heineken International has grasped the sales and marketing concept, with production, competitive pricing, target marketing and market segmentation. Heineken Market Analysis: Company- Beers and Lagers, that’s what Heineken specializes in. Founded in 1864 by Gerald Adrian Heineken, it’s a Dutch based company that now owns over 125 brewers in more than 70 countries. It brews and sells more than 170 international premium, regional local and specialty beers, including Tiger Beer, Zagorka, Star, Starbrno and Heineken Pilsner. It was after World War 1 , that the company focused more and more on export. three days after Prohibition ended in the United States, the first Heineken shipment landed as the first legal shipment of beer. Since then Heineken has remained one of the most successful imported beers brands in the U.S. In 1869 Heineken started to use bottom- fermenting yeast, this is what makes Heineken different....

Words: 2610 - Pages: 11

Free Essay

Global Beer Industry

...An institutional analysis of the beer market | Written by: Frank Bloemhof Student number: 294673 International Business School, Hanze University of Applied Sciences, Groningen Lecturer: Arnd Mehrtens Written by: Frank Bloemhof Student number: 294673 International Business School, Hanze University of Applied Sciences, Groningen Lecturer: Arnd Mehrtens | | | Date: 29 January 2015 Word count: 8,925 Abstract The global beer industry - An Analysis of opportunities and risks in light of its institutional characteristics, as exemplified in part by Heineken. In this report you will read about a novel concept in economics called the Three Pillar Model, with a particular focus on the pillar of entities. After a general introduction, specific information about the beer market will be given. This is followed by a short analysis of the company Heineken NV, a Dutch beer brewer operating in over 170 countries worldwide. To end the report a conclusion will be given. This is followed by, which will include among other things the recommendation to create a strong bond with the consumer. In the very end you will find a list of all the sources that were used to write this report. Contents Abstract 1 Introduction 3 1. Literature review 4 1.1 Three pillar model 4 1.2 Theories 4 1.2.1 Neoclassical economics 5 1.2.2 Institutional economics 6 1.2.3 Behavioural economics 8 1.3 Entities 10 1.3.1......

Words: 9219 - Pages: 37

Premium Essay

Merger and Acquisition of Asia Pacific Breweries

...Section A: International Finance Introduction Merger is a combination of two or more companies, with assets and liabilities of the selling firm(s) absorbed by the buying firms (Buckley & Ghauri, 2002). The buying firm may be a considerably different organization after the merger, but retains its original identity (Scott, 2003). An acquisition typically has one company, the buyer, that purchases the assets or shares of another, the seller, with the payment being cash/ securities or other assets that are of value to seller (Sherman, 2010). A cross-border merger or acquisition transaction occurs when a company (or a portion), is sold to a buyer located overseas. Such transactions are more complex due to differences in business, legal, regulatory and other issues in the country. Buyers typically conduct prior significant research and analysis (McCoy, 2012). The acquiring process has three common elements as listed below (Moffett, Stonehill, & Eiteman, 2014). Stage 1: Identification and Valuation Potential acquisition target is identified with a defined corporate strategy and focus (Ernst & Young, 1994). With the tender offer made publicly, the management board will openly recommend to its shareholders. With sufficient shareholders taking the offer, the acquiring company may gain sufficient ownership influence or control to change management (Moffett, Stonehill, & Eiteman, 2014). This is followed by valuing, using valuation techniques and industry-specific measures to determine......

Words: 1177 - Pages: 5

Premium Essay

Hbs Botswana Case

...Botswana: A Diamond in the Rough Botswana, a country in the south of the African continent, has a surprising success story. This is because this country is located in a continent which has a history of colonization, poverty, and diseases. Botswana created an increase in its' GDP from 25% of the world's gem-quality diamonds, which was operated by a joint venture between the Bostwanan government and De Beers, the South African mining giant, which essentially controlled the world diamond market. If an individual would examine the case of Botswana's story, he/she will agree that this is a success story. Botswana's economic growth has outplaced even the “Asian Tigers”. This group consists of Hong Kong, Singapore, South Korea and Taiwan, which are the best in economic growth in such a short period of time. This is something big. By one estimate, it has the fourth highest GDP in Africa, giving it a standard of living which countries such as Mexico or Turkey has right now. One of the biggest reasons that Botswana has experienced a success story was that they were not in the eyes of the big european colonization in the beginning of the 19th century. Many African countries were being colonized at that time, losing their resources and cultures. Botswana was not united back then, there were members of related African tribes which migrated to the area in the middle of the 18th century. Another reason for this success story is that Botswana did not get affected by the......

Words: 1063 - Pages: 5

Premium Essay

Thaibaverage

...warehouses, retailers, and clients themselves. The supply shackle includes all purposes encompassed in consenting and filling a client request. These purposes contain, but are not manipulated to, new product progress, marketing, procedures, allocation, finance, and client service.” Most supply shackles are webs of supply. Globalisation, the progress of Just-in-time catalogue and creation, as well as the aim of economies of scale, have increased this outsourcing phenomenon by onset the gates to cheaper and lower price labour marketplaces in China and in what are recognised as the Asian Tigers. Nowadays, manufacturers are discovering the BRIC states to portray their creation procedures even extra profitable. The shift from local and region to a global market has forced companies to develop strategies that encompass more international aspects. In this report the author will use a case study of a well-known Asian Beverage Group to explain on many...

Words: 4962 - Pages: 20

Premium Essay

International Communication

............................................................... 1 DECLARATION ............................................................................................. 2 TABLE OF CONTENTS ................................................................................... 3 1 INTRODUCTION ............................................................................... 4 1.1 Globalisation and hybridization explained from a cinematic perspective ...................................................................................... 4 1.2 The difference between deculturalisation, acculturalization and reculturalisation explained from a cinematic perspective.................. 6 2.1 Three theoretical approaches to the study of the digital divide explained ......................................................................................... 8 2.2.1 Culture shock explained .................................................................. 11 2.2.2 How to overcome culture shock ...................................................... 13 2.3 The role of international media in setting the news agenda of local or...

Words: 4605 - Pages: 19

Premium Essay

Introduction

...CHAPTER- 1 1.1: INTRODUCTION The word 'business' is actually derived from the idea of 'busy-ness'. This idea accurately describes most organizations: they are busy organizing resources, producing, selling, managing people and keeping track of finances. The people running the business have to organize people, money, materials and machines to produce a good or service to sell or give to their customers. Organisations: Since the dawn of time, civilized man has designed and built facilities in which to present great ideas. The Concept Organization manages ideas with the same monumental approach. Few things touch our daily life as much as Organisations do. We depend on organisations for education, food, clothing, shelter, health, wealth, recreation, travel, and much more. But what are they, have they come with us? Yes, organisations are as old as the human race itself. Archaeologists have discovered massive temples dating back to 3500 BC that were constructed through the organized actions of many people. The fact that impressive monuments were built suggest that not only did complex organisations exit, but that the people in them worked cohesively for common causes. “They are groups of people who work independently towards some purpose. Organisations are not physical structure; rather they are people who work together to achieve a set of goals. People who work in organisations have structured patterns of interactions,......

Words: 19042 - Pages: 77

Free Essay

Twitter

...Full essay Twitter: Taming the firehose Andria Krewson Akrewson45c@mac.com Certificate in Technology and Communication program, School of Journalism and Mass Communication, University of North Carolina at Chapel Hill May 3, 2009 About the Author Andria Krewson, a journalist with more than 25 years of news experience in Georgia, Florida and primarily North Carolina, is a student in the Certificate in Technology and Communications program in the School of Journalism and Mass Communication at the University of North Carolina at Chapel Hill. In her journalism career, she has focused on design; learning, teaching and supporting new technologies, especially content management systems; producing local, focused information in niche publications; and managing creative workers. She has been on Twitter as the user @underoak since February 2008, and also as @akrewson since September 2008. She expects to complete the UNC technology program in May 2009. Reach her at akrewson45c@mac.com UNC Honor Code: "I have neither given nor received unauthorized assistance while preparing this assignment and I have written the code myself." This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 3.0 United States License. To view a copy of this license, visit here. Brief abstract Twitter, the short-message service started in March 2006, has a reputation for being filled with irrelevant noise. But new users continue to stream onto the service,...

Words: 4072 - Pages: 17

Free Essay

Tiger in the Tunnel

...The Tiger in the Tunnel The Tiger in the Tunnel 13 THE TIGER IN THE TUNNEL Notes The night is dark and silent. A young boy and his father are alone in a hut in the middle of the jungle. Soon the father leaves his son alone and goes out into the jungle. Where does he go and why? OBJECTIVES At the end of this lesson, you will be able to: • • • • • read and understand a story in English; use homophones correctly; use the to-infinite, gerunds and participles appropriately; edit your writing; and give and take messages. 13.1 SECTION I Tembu, the boy, opened his eyes in the dark and wondered if his father was ready to leave the hut on his nightly errand. There was no moon that night, and the deathly stillness of the surrounding jungle was broken only occasionally by the shrill cry of a cicada. Sometimes from far off came the hollow hammering of a woodpecker, carried along on the faint breeze. Or the grunt of a wild boar could be heard as he dug up a favourite root. But these sounds were rare, and the silence of the forest always returned to swallow them up. ENGLISH 111 The Tiger in the Tunnel The Tiger in the Tunnel Baldeo, the watchman, was awake. He stretched himself slowly unwinding the heavy shawl that covered him. It was close on midnight and the chill air made him shiver. The station, a small shack backed by heavy jungle, was a station in name only; for trains only stopped there, if at all, for a few seconds before entering the deep cutting......

Words: 4628 - Pages: 19

Free Essay

Ireland, Rise and Fall of the Keltic Tiger

...Ireland, Rise and fall of the Celtic Tiger INB-300 International Business Abstract This paper will attempt to summarize the rise and fall of the Irish Celtic Tiger. The paper will begin with a brief description of Irish history and religion. A map will be utilized as a reference to provide Ireland’s geographical location and reference to other European nations. The paper will discuss the factors that influenced the Irish name “Celtic Tiger” and the rise thereof. It will examine Irish policy maker’s decisions that set the stage for unprecedented economic stature. The paper will then transition to the changes and decisions that led to the fall of the Celtic Tiger and near bankruptcy of the government. Specific discussions will include the real estate bubble, unemployment, exports, emigration and currency. Then the paper will describe the unsupported bail out negotiated with the EU/IMF. In conclusion the paper will discuss the end of one ruling party and entry of a new government and the challenges they are faced with in light of the country’s economic situation.   References Anonymous (2011) Celtic storm: Irelands voters exact revenge for country’s debt. McClatchy –tribune News. Retrieved March 17, 2011 from http://ehis.ebscohost.com Associated Press. (2011). Ireland Upper House Passes Financial Bailout Bill. Pitsburgh Post-Gazette. Retrieved March 17, 2011 from http://ehis.ebscohost.com Eurpeon Map. (2011). Gate-1 Travel. Retrieved from ......

Words: 3067 - Pages: 13

Free Essay

Adda

...Practice Test #1 Critical Reasoning (53 Questions) 73. (25075-!-item-!-188;#058&001412) Most of Western music since the Renaissance has been based on a seven-note scale known as the diatonic scale, but when did the scale originate? A fragment of a bone flute excavated at a Neanderthal campsite has four holes, which are spaced in exactly the right way for playing the third through sixth notes of a diatonic scale. The entire flute must surely have had more holes, and the flute was made from a bone that was long enough for these additional holes to have allowed a complete diatonic scale to be played. Therefore, the Neanderthals who made the flute probably used a diatonic musical scale. In the argument given, the two portions in boldface play which of the following roles? A. The first introduces evidence to support the main conclusion of the argument; the second is the main conclusion stated in the argument. B. The first introduces evidence to support the main conclusion of the argument; the second presents a position to which the argument is opposed. C. The first describes a discovery as undermining the position against which the argument as a whole is directed; the second states the main conclusion of the argument. D. The first introduces the phenomenon that the argument as a whole seeks to explain; the second presents a position to which the argument is opposed. E. The first introduces the phenomenon that the argument as a whole seeks to explain; the second......

Words: 10817 - Pages: 44

Premium Essay

Red Bull

...ingredients whose effects on the human body were untested However, permissions were eventually obtained, and Red Bull became exceptionally successful in all the markets in which it was launched. It was generally acknowledged that Red Bull's success was the product of the company's innovative marketing efforts. This case study discusses the marketing strategy adopted by Red Bull GmbH, including the company's effective employment of buzz marketing in new markets, and its sponsorship of sporting activities, especially extreme alternative sports, to enhance its image. The case also talks about Red Bull's target markets, and its pricing and differentiation strategies. It includes a section on the various controversies surrounding Red Bull, and the effects of these on its brand image. The competitive situation in the energy drinks market and Red Bull's position vis-à-vis competitors, is also discussed. The case concludes with a commentary on Red Bull's attempts at brand extension, and the company's future prospects in the light of its excessive dependence on a single product. Issues: » To understand how savvy marketing can transform an ordinary product into a powerful brand. » To study the use of buzz marketing in establishing a product in new markets. » To appreciate the importance of...

Words: 1797 - Pages: 8

Free Essay

Penis Snake

...Loading... Animals In The News Weird News Things You Can't Do Naked Paranormal Smarter Ideas More Log in Create Account August 24, 2012 weird-news The Internet Newspaper: News, Blogs, Video, Community Edition: U.S. FRONT PAGE Politics Ann Romney's Heartbreaking Loss 7k Why Do Fox News Female Anchors Wear So Much Makeup? 4k Mitt Romney Makes Birth Certificate Joke 31k Leaked Documents Link Romney Money To Some Shady Business 24k Paul Ryan Weighs In On Chick-Fil-A's 'Free Speech Rights' 4k Go to Politics More in Politics Pollster 2012 Blog Speculatron Off The Bus Election Dashboard You might also like World Green Black Voices Latino Voices Gay Voices Business Target Hides Horrible Truth From Customers 2k 10 Things You Should Never Pay For 200 Leaked Documents Link Romney Money To Some Shady Business 24k Romney Will Be President, CU Professors' Model Predicts 27k Texas Judge: Obama Reelection Could Lead To 'Civil War' 13k Go to Business More in Business Small Business Money You might also like World Tech Media Arts Sports Weird News Crime Crime BREAKING: Gunman Shoots 5 Outside Empire State Building 16k Child-Welfare......

Words: 10386 - Pages: 42

Premium Essay

Organisational Strategy, Organisational Culture and Hrm

...organisations have grown and retrenched, and against these backdrops, ideas on what approach best yields superior employee/organisational performance has evolved, with HRM the widely supported approach in today’s business environment. The popularity of HRM rose from US theorists in the 1980’s such as Storey, whose “ideal type” of HRM pinpointed 27 differences (Appendixes 1) between the personnel management role, “essentially an administrative support function…perceived as being remote from business performance issues” (Storey, 2007, cited in Beardwell and Claydon, 2010, p. 21) to encompass, “all management decisions and action that affect the nature of the relationship between the organisation and its employees”. (Beer et al, 1984, cited in Armstrong, 2009) The argument to support this approach has been...

Words: 3393 - Pages: 14

Premium Essay

“Celtic Tiger”: the Rise of Ireland to an Economic Successful Country for Foreign Investment

...“Celtic Tiger”: The rise of Ireland to an economic successful country for foreign investment K. Siebeneicher ENG 240 Communications for Business and the Professions Ireland’s improvement from a country dominated by poverty and violence into an economically as well as financially successful country has not only turned it into one of the most successful countries in the European Union but also into an attractive choice for foreign investors from all over the world. If somebody is asked what Ireland is famous for most likely the answer will be Guinness- beer or Saint Patrick’s Day. Most people know Ireland as a popular tourist destination located in the western part of Europe. Well-known for its beautiful landscape, historical remnants and ruins of its fascinating history Ireland attracts millions of tourists every year. Whether tourists plan to visit some of the several ancient Castles, such as Trim Castle, ancient monuments such as the Beaghmore Stones or enjoy themselves playing golf, going fishing or watching horse racing Ireland offers anything a person is looking for in a vacation. (History & Heritage, 2008) Although its history and landscape it interesting and beautiful, Ireland is also branded for its troubled and violent history which includes diseases, starvation, wars and terrorism. Not many people are acquainted with the fact that after the period of violence and struggle, around 1990, crucial changes in the government were made and......

Words: 4609 - Pages: 19