Marketing Objectives for Beer Company
1. What do you think have been the marketing communications and advertising objectives of Asia Pacific Breweries for Tiger Beer from 1932 to 2012? What should be the appropriate marketing communications and advertising objectives from 2012 onwards? Why? Tiger Beer being a beverage that cannot be differentiated very much from other substitutes such as Heineken and Carlsberg, generally focuses on advertising itself as a brand more than a beverage. At such, the focus of Asia Pacific Breweries for Tiger Beer on the marketing communications and advertising objectives from 1932 to 2012, is mainly to raise awareness of the brand, build brand loyalty and maintain brand image. From the various examples provided by the case study, it is shown that Tiger Beer focuses on product advertising to promote the brand rather than using institutional advertising. Starting from 1932, when it was first launched, much effort was put on pioneering form of advertising under the product advertising method. This is needed in the early stages of the adoption process to inform potential customers about a new product. Tiger Beer uses "local newspaper the Straits Time" and "television", as mentioned in the case study, to generate publicity and create awareness. Subsequently, competitive and reminder advertisements were employed to further bring about its advertising objective of raising awareness of the brand. From 1932 to 2012, Tiger Beer uses different modes of advertising media to reach out to its customers. It uses television, football and social media such as Facebook and the internet as well as engaging activities such as Tiger Translate (a platform for artists to showcase their talent) and Tiger Live (Southeast Asia's first multisensory brand entertainment centre). In general, it relies more on traditional communication media like newspapers and television than the other mediums. From 2012 onwards, the advertising objectives can still remain the same as the initial one but perhaps