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Marketing: Product Lining and Tiger Balm

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Marketing: Product Lining and Tiger Balm
CASE D-6 TIGER BALM : WORKS WHEREVER IT HURTS .
Case Summary
Tiger Balm – a brand that millions use worldwide for quick, effective relief to body aches and pains. With its unique formula or herbal ingredients derived from ancient Chinese sources, this topical ointment has evolved from its humble origins to become a household name in close to 100 countries. Tiger Balm was known to soothe and relieve aches and pains, lives up to its slogan, “Works wherever it hurts”. With a vision to sell and promote this unique medicinal herbal ointment, Aw Chu Kin, set sail from China to Burma. Now Tiger Balm was manufactured and distributed by Haw Par Healthcare. They come in various size and are mostly portable for ease of use for home, work and at play. Tiger Balm involve modifying the product, modifying the market and repositioning the product in order to continually manage its product and increase its market share. Today, Tiger Balm has wide range of products dedicated to addressing different areas of aches and pains that are part and parcel of our modern, and fast paced lifestyle. Its and analgesic properties and work rapidly counteracting the discomfort and pain so that you can perform your best at home, at work and at play. Convenience to use, fast acting and efficacious. Its is no wonder many have relied on Tiger Balm in the past and many more will continue to do so for generations to come.

Question 1
Describe the product mix, product width, product length, and product depth of Tiger Balm. How would you compare the product mix of Tiger Balm with its competitor’s ?
The Tiger Balm company’s product mix has three dimensions : width, length and depth. Product width refers to the number of different product lines the company carries. Product width of Tiger Balm created new use situations for its products by classifying them into Home, Work and Play. Product length refers to the total number of items the company carries within its product lines. Product length of
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