Marketing

7. Marketing Mix 

7.1 Product 

7.1.1 3 product layers 

-core 

This level is the most basic level and it’s the main or primary function of the product. Tiger beer had proved to be a product of superior quality in many industry players. 

-actual 

This level will benefit into actual product. Tiger Beer has a simple brand name to make people memories and good design & packaging. 

7.1.2 Product vs Service Continuum  

Tiger beer under pure goods category, it has no any service provide. 

7.1.3 Type of consumer product 

Tiger Beer is belong to Convenience Products. Beer is a product that consumers over 18 years old consume frequently. Beer is low price so everyone can afford the price. In NTUC, a 323ml can of Tiger Beer sold at price $2.9. Tiger Beer is widespread distribution to convenient locations like food and beverages outlets, supermarkets and entertainment locations. Tiger Beer puts the advertisement on Youtube and it is a very effective way to promote to consumers. Besides that, we also can see their advertisement at bus stop, taxi, roadside and others.  

7.1.4 PLC stage 

Tiger beer is currently at the maturity stage, stable and profitable. Their revenue sales retrieved from the financial statement of the annual report, 2.97m sales (2012) and 3.35m sales (2013).   

7.2 Place 

7.2.1 Intensity of distribution 

Intensive distribution.  

Tiger beer is convenience products in types of consumer product. Tiger beer is available in many supermarkets and retail outlets, it’s everywhere. Tiger beer is same as other brands beer, they stock their beer in as many outlets as possible. 

7.2.2 Types of distribution strategies adopted 

Vertical Marketing System (VMS) 

Tiger beer distribute their product to retailers had proved that is an effective way to maintain the market share of Tiger Beer. Consumer can consume tiger beer in any places like food and beverages outlets, supermarket and entertainment locations. 

7.3 Price 

7.3.1 Types of pricing strategies adopted 

Cost -Based 

Tiger Beer (cost-based pricing company) uses its costs to check the market price floor and a price ceiling. Tiger Beer price within the floor and the ceiling, depend on how the beer market and competitor price.