BEER IN SINGAPORE

BEER IN SINGAPOREMarket and Competitor Analysis

Small population of just around 5.2mn in Singapore

Heavily reliant on the tourism industry and inflows of foreign labour for its growth.

Very mature market

Wide range of beers on offer

Statistics for Business Monitor International report2

Forecast strong value sales growth of 21.6% between 2014 and 2017.

Rising expatriate levels and a robust tourism scene spell optimism for the sector.

Protect market share from erosion Promotional investments needed to capture the attention of the discerning Singaporean consumers

Rule premiumisation out as an avenue for explosive growth in the domestic alcoholic drinks market.

Kronenbourg 1664 signs of attraction event in sg. Incl. Movie, beer oclock. 3Distribution channels

Source: Marketline Report (Aug 2013)Market Share

Source: Marketline Report (Aug 2013)Beer Market Volume ForecastForecast Beer Market Volume

Source: Marketline Report (Aug 2013)

HeinekenPositioned as premium, worldyAppeals to slightly older market segment: the established MOTWPassion points:MusicDesign

Recent campaignsCampaigns are witty, featuring the worldly-wise MOTW protagonistsThe Odyssey (Feb 2014)Featuring 20 LegendsE.g. Bird Caller, Bottle SliderCelebrating the hidden talent in every man

TIGER BEERCheapest beer ($5.35)Appeals to youth (younger than HKNs MOTW)Passion points: Football -- Music -- Street Art

Strong Asian influence

Tiger Twist MVLaunched 7 Jan 14MV premiered 31 Jan 14 Crowdsource fan videos

Collaboration with Victo NgaiHong Kong illustrator based in New YorkFestive Promotions

Hosted facebook competition where fans have to find the nuber of hidden horses in OOH ad.11

Tiger Street FootballPlay along Fabio Cannavaro (1 Oct 13)Digital and on-ground activationFacebook photo contest Approved by CannavaroFans submit photos and most liked gets to play along FabioMeet and greetCollab w Fabio Cannavaro.12

Tiger Radler

Launched 29 NovemberLighter taste to cater to women

Tiger SG Facebook912k likes (acts as global page too)Reposts of fans InstagramsTime-conscious postsSeasonal/Festive Football match daysMovember

The14CARLSBERGThat calls for a CarlsbergSeeks active, adventurous beer drinkersEncourages them to step up and do the right thing.

Festive PromosCNY giveawayRoadshows at coffee shops, hypermarketsPushing through modern trade channels

16

#JoinTheRideGlobal campaign (Sept 13)Fully integrated marketing campaign Packaging, POS, print, outdoor advertising, digital and PR, across the world.Wheres the Party?Social media and on-ground activation, OOH adsFacebook app, hit squadsFans need to play the game regularly for an extended period to win.

Roadshows at Coffee Shops and Hypermarkets. Wheres the party: digital and on-ground activations.18

Test Your FaithDigital and on-ground activationMicrosite created, Facebook postsBAs at events to encourage usersFootball fans to pledge their faith for their favourite teamsE.g Chelsea wins or I shave my eyebrows!

Facebook Fan Engagement1.5m likesMostly football postsStarting to have posts about trendy things (Painter) and Tech (USB)Most liked posts: CNY post (98), Beer Thumbdrive (103)

Kronenbourg 1664Strong emphasis on French heritage (French Art of Pleasure)Fashion, Art, Photography

The Farmers of AlsaceFeaturing Eric Cantona French actor/former footballerDigital, social media, outdoor campaign

https://www.youtube.com/watch?v=2kfqsbABHr8Signs of AttractionMar 2012Digital and on-groundFacebook-based dating appCupid parties

Kronenbourg Facebook39k likesPosts emphasising their French originsFrench Kiss, Brussels lace, Eiffel TowerLight-hearted jokes, posts about finer things in lifeMovies, Food, Music

Interestingly Kronenbourg Malaysia has exactly the same number of likes as the Singapore page. 38,701.24Guinness

Irish StoutEmphasis on Irish rootsThe Script (Irish band) as brand ambassadorsArthurs day25

GuinnessMade of MoreInspiring adsBarnes Olympic twinsJanuary 30 expiryUrgency introducedDrove more views to videoPrevious video: Basketball3,100 likes on FB

Arthurs day26Local Festive PromosRed packet giveawayGuinness by the BayFacebook ContestGuess the words on the bottleReunion dinner for the winners at Gardens by the Bay

September 24 annuallyFestival to celebrate FounderBands invited to perform

Arthurs day28Pre-event On-ground activationActs of Boldness

Deeper level of participation

Pop up booths set up for people to prove their boldness & win ticketsBusking, Mystery Tap, Cheers

Arthurs Day

Arthurs day29

ERDINGERGerman wheat beerEmphasis on German roots, culture

German festivalsOktoberfestMaifestSpring festival (May 13)

Erdinger SG Facebook11k likesRegular Facebook contestsInformation about products, German culture (e.g. Oktoberfest etiquette)

Other competitors

Craft beersCiders MicrobreweriesTaking up market share for on-premise consumptionCaters to Singaporeans desire for beers different from mainstream offerings

Wine is an emerging competitorDue to rising affluence and change in tastesSingapores position as a trade hub for wine exportIncreased distribution channels

Other competitors

Business threatsCarlsberg are keen to expand their influence in the Asia Pacific region, with speculation around a possible acquisition of Tsingtao Brewery or Beijing Yanjing Brewery . Such an entrance by Carlsberg into the region will significantly increase the competition.35Forecast Alcoholic drinks value sales are forecast to grow by a CAGR of 5.0% between 2014 and 2017, to reach SGD1.81bn.Beer will continue to dominate the Singaporean alcoholic drinks sector and is forecast to increase by a CAGR of 5.0% in local currency value terms, to reach SGD1.3bn by 2017.