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Tiger Beer – APB‘s flagship brand – isSingapore‘s favourite beer and one thatis enjoyed by millions of drinkers in over60 countries, including Asia, Australasia,Europe, Africa, Canada and US. TigerBeer remained at the forefront of thesports scene with its sponsorships of theTiger Cup and English Premier Leaguefootball broadcasts. In 2002, Tiger Beeralso saw the debut of the Tiger Skinsgolf tournament in Singapore.
Tiger Beer – APB‘s flagship brand – isSingapore‘s favourite beer and one thatis enjoyed by millions of drinkers in over60 countries, including Asia, Australasia,Europe, Africa, Canada and US. TigerBeer remained at the forefront of thesports scene with its sponsorships of theTiger Cup and English Premier Leaguefootball broadcasts. In 2002, Tiger Beeralso saw the debut of the Tiger Skinsgolf tournament in Singapore.
Tiger Beer – APB‘s flagship brand – isSingapore‘s favourite beer and one thatis enjoyed by millions of drinkers in over60 countries, including Asia, Australasia,Europe, Africa, Canada and US. TigerBeer remained at the forefront of thesports scene with its sponsorships of theTiger Cup and English Premier Leaguefootball broadcasts. In 2002, Tiger Beeralso saw the debut of the Tiger Skinsgolf tournament in Singapore.
Tiger Beer – APB‘s flagship brand – isSingapore‘s favourite beer and one thatis enjoyed by millions of drinkers in over60 countries, including Asia, Australasia,Europe, Africa, Canada and US. TigerBeer remained at the forefront of thesports scene with its sponsorships of theTiger Cup and English Premier Leaguefootball broadcasts. In 2002, Tiger Beeralso saw the debut of the Tiger Skinsgolf tournament in Singapore.
22 happy hour asia pacific breweries limited annual report 2003 23
Tiger Beer, the company’s flagship brand,
remains on course in its goal to become a major
pan-Asian beer brand and to be regarded as the
leading premium Asian beer brand in markets
outside of Asia.
Overall volume sales for Tiger Beer outside of
Singapore grew by 6%, and revenue grew by
11%. In particular, Tiger Beer grew volume sales
and market share in Vietnam and Malaysia, its
two biggest markets. Export growth was led
by a strong performance in UK which grew by
more than 20% for the fifth successive year. In
New Zealand, the brand is now distributed by
DB Breweries and initial sales have been
encouraging. Further afield, the brand achieved
new distribution in Sweden, Finland and the
Middle East. In Singapore, Tiger Beer’s sales were
negatively impacted by SARS and the general
economic downturn.
In the annual Reader’s Digest Asia’s SuperBrands
Survey, Tiger Beer once again clinched a Platinum
Award in Singapore, as well as a Gold Award in
Malaysia. The survey reflects consumers’ favourite
brands in six key Asian markets – Hong Kong,
Malaysia, the Philippines, Singapore, Taiwan and
Thailand. In another poll conducted by Media
magazine, Tiger Beer was ranked 11th amongst
Asia’s Top 20 Brands.
Brand Positioning and Performance
The company continued its policy of committing
substantial marketing investments behind the
brand.
Several new television commercials were
produced and aired in Asia markets. The quality of
the creative output was rated by the 2002 World
Cup TVC as the most awarded beer commercial
in Asia and one of the top 50 commercials
worldwide by the 2003 Gunn Report.
Tiger Beer continued its long association with
football with the 2002 Tiger Cup held in Singapore
and Indonesia. This third edition of ASEAN’s
premier football tournament attracted a large
audience throughout ASEAN and the final match
was watched by 120,000 fans in Jakarta,
Indonesia, the largest attendance at a football
match in recent years.
As part of its strategy to be associated with top
class international football, Tiger Beer continued
its broadcast sponsorship of the English Premier
League (EPL) in 2003 for Asia with ESPN Star
Sports. EPL is the world’s most popular football
league and the broadcast sponsorship introduced
the brand to fans across Asia.
In November 2002, Tiger Beer was the sponsor
of the inaugural Tiger Skins, positioned as the
premier golf skins event in Asia. The event took
place at the Tanah Merah Country Club in
Singapore and the event featured four of the top
eight golfers in the world – Retief Goosen, Vijay
Singh, Sergio Garcia and Padraig Harrington. This
upscale event with a prize of US$180,000 drew
a wide audience of golf fans and other young
professionals in Singapore and the region.
In New Zealand, Europe and the Americas, Tiger
Beer is also beginning to be associated with
fashion, film and music, thereby reaching out to
trend-setting cosmopolitan and sometimes
counter-culture consumers.
Closer to home, Tiger Beer participated in the
Singapore Food Festival as the festival’s official
beer and hosted the Tiger Food Adventure
between April and June 2003, which introduced
gourmets to various food and beer pairings. Tiger
Beer also hosted the massive 3,000-hour Tiger
Party Time campaign to lift consumers’ spirits out
of the SARS gloom in June and July 2003.
CC MOD: CN937CC174063 DL-MAC5 20.12.2003 150#
M YC K
While every effort has been taken to carry out instruction to customers satisfactionNO RESPONSIBILITY liablilty will be accepted for errorsCUSTOMERS ARE THEREFORE URGED TO CHECK THOROUGHLY BEFOREAUTHORISINGPRINT RUNSDALIM
21 2 3 4 5 6 7 8 9 10 OK HO/TS
P22-23
22 happy hour asia pacific breweries limited annual report 2003 23
Tiger Beer, the company’s flagship brand,
remains on course in its goal to become a major
pan-Asian beer brand and to be regarded as the
leading premium Asian beer brand in markets
outside of Asia.
Overall volume sales for Tiger Beer outside of
Singapore grew by 6%, and revenue grew by
11%. In particular, Tiger Beer grew volume sales
and market share in Vietnam and Malaysia, its
two biggest markets. Export growth was led
by a strong performance in UK which grew by
more than 20% for the fifth successive year. In
New Zealand, the brand is now distributed by
DB Breweries and initial sales have been
encouraging. Further afield, the brand achieved
new distribution in Sweden, Finland and the
Middle East. In Singapore, Tiger Beer’s sales were
negatively impacted by SARS and the general
economic downturn.
In the annual Reader’s Digest Asia’s SuperBrands
Survey, Tiger Beer once again clinched a Platinum
Award in Singapore, as well as a Gold Award in
Malaysia. The survey reflects consumers’ favourite
brands in six key Asian markets – Hong Kong,
Malaysia, the Philippines, Singapore, Taiwan and
Thailand. In another poll conducted by Media
magazine, Tiger Beer was ranked 11th amongst
Asia’s Top 20 Brands.
Brand Positioning and Performance
The company continued its policy of committing
substantial marketing investments behind the
brand.
Several new television commercials were
produced and aired in Asia markets. The quality of
the creative output was rated by the 2002 World
Cup TVC as the most awarded beer commercial
in Asia and one of the top 50 commercials
worldwide by the 2003 Gunn Report.
Tiger Beer continued its long association with
football with the 2002 Tiger Cup held in Singapore
and Indonesia. This third edition of ASEAN’s
premier football tournament attracted a large
audience throughout ASEAN and the final match
was watched by 120,000 fans in Jakarta,
Indonesia, the largest attendance at a football
match in recent years.
As part of its strategy to be associated with top
class international football, Tiger Beer continued
its broadcast sponsorship of the English Premier
League (EPL) in 2003 for Asia with ESPN Star
Sports. EPL is the world’s most popular football
league and the broadcast sponsorship introduced
the brand to fans across Asia.
In November 2002, Tiger Beer was the sponsor
of the inaugural Tiger Skins, positioned as the
premier golf skins event in Asia. The event took
place at the Tanah Merah Country Club in
Singapore and the event featured four of the top
eight golfers in the world – Retief Goosen, Vijay
Singh, Sergio Garcia and Padraig Harrington. This
upscale event with a prize of US$180,000 drew
a wide audience of golf fans and other young
professionals in Singapore and the region.
In New Zealand, Europe and the Americas, Tiger
Beer is also beginning to be associated with
fashion, film and music, thereby reaching out to
trend-setting cosmopolitan and sometimes
counter-culture consumers.
Closer to home, Tiger Beer participated in the
Singapore Food Festival as the festival’s official
beer and hosted the Tiger Food Adventure
between April and June 2003, which introduced
gourmets to various food and beer pairings. Tiger
Beer also hosted the massive 3,000-hour Tiger
Party Time campaign to lift consumers’ spirits out
of the SARS gloom in June and July 2003.
CC MOD: CN937CC174063 DL-MAC5 20.12.2003 150#
M YC K
While every effort has been taken to carry out instruction to customers satisfactionNO RESPONSIBILITY liablilty will be accepted for errorsCUSTOMERS ARE THEREFORE URGED TO CHECK THOROUGHLY BEFOREAUTHORISINGPRINT RUNSDALIM
21 2 3 4 5 6 7 8 9 10 OK HO/TS
P22-23
Edmond NeoCommercial Manager,a Singaporean based in CambodiaCambodia Brewery Ltd
24 happy hour asia pacific breweries limited annual report 2003 25
In China, sales were negatively impacted by
SARS in Shanghai and Beijing. However, the brand
performance in Hainan and South China was
encouraging with growth of 40% during the
year. Tiger Beer also took part in Qingdao’s
International Beer Festival in August 2003, which
attracted about 1.2 million visitors. Among brands
from all over the world, Tiger Beer was awarded
the Most Popular Beer Brand of the festival.
In UK, where a new print advertising campaign
was launched and well-received, Tiger Beer is
accepted as a credible premium import beer
from Asia. This strategy will be rolled out in
other markets.
As a result of these global marketing efforts,
overall volume sales for Tiger Beer outside the
Asia Pacific market grew by 6%. The brand also
did well in Malaysia and Vietnam, achieving
double-digit growth in sales volume. With
constant downward price pressure in Cambodia,
the brand positioned as an international premium
beer experienced a slight setback in sales volume.
New Zealand’s focus to-date has been to establish
distribution of Tiger Beer and drive its availability
in more outlets that match the brand’s market
positioning. The brand’s take-home distribution
increased six-fold, with on-premise distribution
increasing by 20% in the quarter to September
2003 alone.
Future Outlook
The brand will continue on its path to becoming
a leading pan-Asian brand. The team will continue
to evaluate market launches via local production
in targeted Asia markets and accelerate the export
strategy of internationalising the brand in non-
Asia markets.
The team is confident of Tiger Beer continuing
to penetrate new markets while growing sales in
current overseas markets. Indeed, this expansion
is carefully managed. New export offices were
recently opened in New York and Sydney, in
addition to London. The on-going drive for global
growth in markets like Indochina and Thailand
as well as export markets in UK, US and the
Middle East will make up for the effect of increased
competition from substitution imports in Tiger
Beer's more mature markets such as Singapore.
With its award-winning taste, distinctive brand
identity and differentiated imagery, Tiger Beer
has the necessary attributes to compete against
any other competitor brands in an increasingly
cosmopolitan world.
Ly Vinh CuongRegional Sales ManagerVietnam Brewery Limited
CC MOD: CN937CC174063 DL-MAC5 20.12.2003 150#
M YC K
While every effort has been taken to carry out instruction to customers satisfactionNO RESPONSIBILITY liablilty will be accepted for errorsCUSTOMERS ARE THEREFORE URGED TO CHECK THOROUGHLY BEFOREAUTHORISINGPRINT RUNSDALIM
21 2 3 4 5 6 7 8 9 10 OK HO/TS
P24-5
Edmond NeoCommercial Manager,a Singaporean based in CambodiaCambodia Brewery Ltd
24 happy hour asia pacific breweries limited annual report 2003 25
In China, sales were negatively impacted by
SARS in Shanghai and Beijing. However, the brand
performance in Hainan and South China was
encouraging with growth of 40% during the
year. Tiger Beer also took part in Qingdao’s
International Beer Festival in August 2003, which
attracted about 1.2 million visitors. Among brands
from all over the world, Tiger Beer was awarded
the Most Popular Beer Brand of the festival.
In UK, where a new print advertising campaign
was launched and well-received, Tiger Beer is
accepted as a credible premium import beer
from Asia. This strategy will be rolled out in
other markets.
As a result of these global marketing efforts,
overall volume sales for Tiger Beer outside the
Asia Pacific market grew by 6%. The brand also
did well in Malaysia and Vietnam, achieving
double-digit growth in sales volume. With
constant downward price pressure in Cambodia,
the brand positioned as an international premium
beer experienced a slight setback in sales volume.
New Zealand’s focus to-date has been to establish
distribution of Tiger Beer and drive its availability
in more outlets that match the brand’s market
positioning. The brand’s take-home distribution
increased six-fold, with on-premise distribution
increasing by 20% in the quarter to September
2003 alone.
Future Outlook
The brand will continue on its path to becoming
a leading pan-Asian brand. The team will continue
to evaluate market launches via local production
in targeted Asia markets and accelerate the export
strategy of internationalising the brand in non-
Asia markets.
The team is confident of Tiger Beer continuing
to penetrate new markets while growing sales in
current overseas markets. Indeed, this expansion
is carefully managed. New export offices were
recently opened in New York and Sydney, in
addition to London. The on-going drive for global
growth in markets like Indochina and Thailand
as well as export markets in UK, US and the
Middle East will make up for the effect of increased
competition from substitution imports in Tiger
Beer's more mature markets such as Singapore.
With its award-winning taste, distinctive brand
identity and differentiated imagery, Tiger Beer
has the necessary attributes to compete against
any other competitor brands in an increasingly
cosmopolitan world.
Ly Vinh CuongRegional Sales ManagerVietnam Brewery Limited
CC MOD: CN937CC174063 DL-MAC5 20.12.2003 150#
M YC K
While every effort has been taken to carry out instruction to customers satisfactionNO RESPONSIBILITY liablilty will be accepted for errorsCUSTOMERS ARE THEREFORE URGED TO CHECK THOROUGHLY BEFOREAUTHORISINGPRINT RUNSDALIM
21 2 3 4 5 6 7 8 9 10 OK HO/TS
P24-5