Tiger Balm Q2

Market

1. Tiger Balm did not want it to simply expand but to expand profitably
   — Return on investment was important.
   — This criterion would eliminate building marketing and distribution from scratch in each
2. Tiger Balm brand was to serve as the flagship for expansion into international markets.
   — Other products could ride on the flagship brand in a new country, once the core brand was established.

Research & Development

1. Tiger Balm began research and development for new applications for Tiger Balm
   — including Tiger Balm medicinal plasters.
2. Different products were segmented into separate functions.
   —  Tiger Balm Red for muscle aches
   —  Tiger Balm White for upper respiratory congestion.

Advertisement

1. Tiger Balm launched a far-reaching advertising campaign
   — 60 per cent was spent in Singapore, Hong Kong, Malaysia, Thailand and Japan
   — 40 per cent was spent in Germany, Holland, the United States and Canada.
2. Tiger Balm’s worldwide advertising campaign was the rub’s versatility
   — Batey Ads (known for its created the tagline “Tiger Balm works where it hurts.” And this time the target audience was young
3. Sponsorship of sporting events became a key pillar of its advertising strategy.
   — The 1991 Los Angeles Marathon and the 1992 Boston Marathon
   — Many local competitions, a company booth provided sports therapists to massage competitors’ aching limbs.

Partnership

1. Tiger Balm signed a marketing agreement with the French pharmaceuticals company Laboratoires Pierre Fabre.
   — The strategy was to penetrate three to five new markets, to add to the 65 countries.
2. Aggressive distribution was central to the marketing plan.
   — Sales outlets were expanded from traditional venues such as pharmacies to supermarkets, gift shops, shopping centres, corner stores and medicinal halls.