MINISTRY OF EDUCATION
AND TRAINING
— * —
INTRODUCTION OF MARKETING
PROJECT: MARKETING REPORT OF TIGER BEER
PROJECT: MARKETING REPORT OF TIGER BEER
SUBJECT LECTURE : MR. NGHIEM TAN PHONG
IMPLEMENTATION : GROUP 1
CLASS: 1443
Ho Chi Minh City, November 20, 2021
MINISTRY OF EDUCATION
AND TRAINING
— * —
COUSE REPORT
PROJECT: MARKETING REPORT OF TIGER BEER
CLASS CODE: 1443
Project name: Marketing report of Tiger Beer
List of student working group
Full name
Work assignment
Completion rate
Le Nguyen – 22014711
Nguyen Quang Vinh –
22008807
Tran Thi Yen Nhi –
22000475
Le Tran Nha Uyen –
22000134
Nguyen Phuoc Thuy Tien
– 22011105
ABSSTRACTS
Tiger Beer is the flagship brand of Asia Pacific Breweries and is produced in Singapore,
Cambodia, Thailand, Vietnam… The 5% bottled beer was introduced to the market in 1932
and was well received by everyone. As the exclusive leading brand of APB. In addition to
dominating the domestic market, Tiger Beer has also affirmed its position on many other
market fronts and conquered all connoisseurs. present in more than 60 countries around the
world. With the concept of STAND OUT, Tiger Beer represents the way that consumers are
passionate, stylish and modern. With great innovation on its products it has approached the
needs and wants of consumers. The strategy is implemented mainly on the digital space with
proof from leaders and industry leaders. online social influencers.
Tiger Beer is always changing to be suitable for each era. Flexible use of each marketing model
to develop its products such as using the 4P model (Price, Product, Promotion, Place) is the
appropriate model. to spread the product to consumers in the early stages. The marketing and
promotional communication objectives for Tiger Beer from 1932-2008 were varied and can be
classified according to the different stages of Tiger Beer‘s product life cycle. With each stage
of Tiger Beer’s product life cycle, different promotional goals are set that lead to different
advertising objectives. It is important to note that Tiger Beer, as a product, is characterized by
low complexity, low risk and low level of required ancillary services. Therefore, in the
integrated marketing communication plan of Tiger Beer, one will see more forms of mass
promotion elements such as advertising, public relations and sales promotion than personal
selling. and direct marketing.
TABLE OF CONTENTS
ABSSTRACTS …………………………………………………………………………………………………………… 3
ACKNOWLEDGMENT ……………………………………………………………………………………………… 5
INTRODUCTION ……………………………………………………………………………………………………… 6
BODY OF REPORT ………………………………………………………………………………………………….. 7
Company history and development ………………………………………………………………………… 7
Literature survey …………………………………………………………………………………………………… 7
1. Macro environment ……………………………………………………………………………………….. 7
1.1) Demographic ………………………………………………………………………………………….. 7
1.2) Economic environment ……………………………………………………………………………….. 9
2. Micro enviroment: ……………………………………………………………………………………….. 12
2.1) About the company ……………………………………………………………………………….. 12
2.2) Costumer: …………………………………………………………………………………………….. 12
2.3) Suppliers: ……………………………………………………………………………………………… 12
2.4) Competitors: …………………………………………………………………………………………. 12
2.5) Marketing Intermediaries: …………………………………………………………………….. 14
3. 4PS of Tiger …………………………………………………………………………………………………. 15
3.1) Products : ……………………………………………………………………………………………… 15
3.2) Place: ……………………………………………………………………………………………………. 16
3.3) Price: ……………………………………………………………………………………………………. 16
3.4) Promotion: ……………………………………………………………………………………………. 17
CONCLUSION………………………………………………………………………………………………………… 19
REFERENCES ……………………………………………………………………………………………………….. 20
ACKNOWLEDGMENT
First, we would like to express our sincere and deep thanks to the subject lecturer – Mr. Nghiem
Tan Phong for teaching and imparting valuable knowledge to us during our study period.
During the time we attended his class, we gained a lot of useful knowledge, effective learning
spirit, and seriousness.
This will definitely be valuable knowledge, a luggage for us to be able to step firmly in the
