Marketing Consumer Behaviour Report: Tiger Beer White Market Analysis

This report provides a comprehensive marketing analysis of Tiger Beer White, focusing on its consumer behavior in the Singapore market. It examines key aspects such as market size, targeting the working millennial demographic and tourists, and market share, highlighting Tiger Beer's dominance in the beer category with an estimated 50% share in Singapore. The report delves into market positioning, noting its competitive landscape against brands like Carlsberg and Budweiser, and the company's principal product, the Tiger Beer White. It also assesses the depth and breadth of the product range, emphasizing its global presence in 75 countries. Furthermore, the analysis covers product positioning, noting its top-tier status in Singapore's beverage market, and the product life cycle stage, concluding that Tiger Beer White is in the maturity stage due to its sustained popularity and lack of major market threats. The report draws on several sources to support its findings.

Running head: MARKETING CONSUMER BEHAVIOUR
Marketing consumer behaviour
Name of Student
Name of University
Author Note

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Table of contents
1.1 Size of Market......................................................................................................................2
1.2 Market Share........................................................................................................................2
1.3 Market Positioning...............................................................................................................2
1.4 Company’s Principal Product/ Service................................................................................3
1.5 Depth & Breadth of Product/ Service Range.......................................................................3
1.6 Product Positioning..............................................................................................................3
1.7 Product Life Cycle Stage.....................................................................................................4
Reference....................................................................................................................................5

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1.1 Size of Market
Market size refers to the potential buyers of a product. The market size is determined
by the target market of an organisation. Armstrong et al. (2015) stated that the size of the
market is one of the most important parts in the development of a market research. In the case
of Tiger Beer White, the market size of the product is the working millennial in Singapore.
This is mainly because of the fact that the working millennial tends to reduce stress by
drinking. Students above the age of 18 are also considered as a secondary market for the
products along with the tourists. Hence, the size of the market for the product is about 65%
(Tigerbeer.com 2018).
1.2 Market Share
Tiger Beer White is the most popular brand in the beer category around the world.
Market share of a company is determined by the dominance it has on the market (Neirotti,
Raguseo and Paolucci 2016). A high market share indicates a high level of growth in the
market of an organisation or product. In Singapore, the beer is situated at the top of the list of
beverages in the country. Research shows that the market for beverages is driven by the
consumption of beer among the people. In this regard, it can be said that Tiger beer holds
about 50% of the market share in Singapore (Tigerbeer.com 2018).
1.3 Market Positioning
Market positioning helps in determining the level in which a particular company or
product exists (Liu et al. 2018). The position is done based on the market share of a company,
market size and the popularity it has in the local and international market. In the case of APB
Singapore, the company is a subsidiary of Heineken and receives competition from other
companies such as Carlsberg, Budweiser and Corona. This is helped by the fact that people in

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the country tend to consume beer more than any other alcoholic drink. Beer industries in
Singapore are more like the people of the country prefer drinks that have a low level of
alcohol.
1.4 Company’s Principal Product/ Service
APB Singapore is a subsidiary of the Heineken International. The company was in
existence since 1932 and the primary product of the company since then has been beer
(Apbsingapore.com.sg. 2018). The company have a large collection of beer and is one of the
most famous beers producing company in the country. The primary product of the company
is the Tiger Beer White that is famous in about 75 countries (Tigerbeer.com 2018). The
company also manufactures other beverages but as a secondary product for maintaining a
substitution of beers.
1.5 Depth & Breadth of Product/ Service Range
As stated earlier, Tiger Beers White is one of the most famous beer brands in the
world. In Singapore, the sale of beer is more than other beverages thereby making it a
primary alcoholic drink in the country (Tigerbeer.com 2018). Targeting the working
millennial in Singapore along with the tourist justifies the depth that the product has on the
market. The tourists provide an opportunity to become famous internationally and because of
the interaction with the tourists, Tiger Beer White is one of the most famous beers in the
world currently spread across 75 countries.
1.6 Product Positioning
Product positioning determines the exact level of success that a product has and the
reputation it has in the market. In the case of Tiger Beer White, the product is seen to be at
the top of the beverage chart in Singapore. Moreover, the market share of the product covers

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half of the total market of the alcohol industry (Tigerbeer.com 2018). The competitors of
Tiger Beer White do not pose much threat in the market mainly because of the fact that
reputation and the cost of the product are quite pocket-friendly.
1.7 Product Life Cycle Stage
Product life cycle determines the rate at which a particular product finds its fame in
the market and decline with the introduction of new products in the market (Stark 2015).
Usually, the product lifecycle undergoes four main stages consisting of introduction, growth,
maturity and decline. In the case of Tiger Beer White, the product is at the maturity level as it
is one of the most famous beers in the world. The growth rate of the product is at an
increasing rate as more people across the world recognise the level of integrity that the
product possesses. Thus, the product remains at the maturity level owing to a continuous
increase in its popularity and lack of major threat in the local and international market.

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Reference
Apbsingapore.com.sg. 2018. Asia Pacific Breweries Singapore. [online] Available at:
https://www.apbsingapore.com.sg/ [Accessed 8 Mar. 2018].
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Liu, J., Liao, X., Huang, W. and Liao, X., 2018. Market segmentation: A multiple criteria
approach combining preference analysis and segmentation decision. Omega.
Neirotti, P., Raguseo, E. and Paolucci, E., 2016. Are customers’ reviews creating value in the
hospitality industry? Exploring the moderating effects of market positioning. International
Journal of Information Management, 36(6), pp.1133-1143.
Stark, J., 2015. Product lifecycle management. In Product Lifecycle Management (Volume
1) (pp. 1-29). Springer, Cham.
Tigerbeer.com. (2018). Tiger Beer. [online] Available at: http://www.tigerbeer.com/age-gate/
[Accessed 8 Mar. 2018].