Published on March 7, 2014
What do you do when life gives you lemons?
Tiger Radler Double refreshment
The new tiger in town “cyclist” Lemonade beer 2-3% alcohol content First in Asia 3
Lead-user innovation In Germany,1922 Pub owner Cyclist Suitable for Southeast Refreshing beer for cyclist Asia Tropical Climate 4
Marketing objectives • Increase volume sale by 5-10% • Expand flat beer market • Change the perception of fence sitters ~ Bruce Dallas, Marketing Director of Guniess Anchor Bhd 5
STP Tiger Radler Young partygoers Food lovers Soccer fans Professionals Sporty persons • For youngsters aged between 18-30, who want refreshing and non-bitter beer, Tiger Radler is a lemonade beer which offers lower alcoholic contents that can quench your thirst at any time of the day. 6
Tiger Season Ticket Holder Apply for membership online Discount: - Soccer merchandize - Futsal Pitch - Sports therapy centre - Bar (Penny Black, Muddy Murphy, Mel’s place) 9
Selling Tiger as a service Delivery, Install and withdrawal Party Anytime, Anywhere 10
Pricing in fluid market Tiger Qoo10 24 cans x 323 ml S$65.86 S$59.90 11
Social Media Frenzy Facebook Twitter 922.4K liked 677 tweets 10.5K talking about it 550 followers Instagram 73 following YouTube 16 posts 213 followers 4 following 38 videos 122 suscribe 12
Shift in social media strategy (Facebook) From just “soccer” to Current Trends 13
1,000,000 views = viral ? http://www.youtube.com/watch?v=0rO2pEMntRM 21
Forcing people to watch Beer commercial on YouTube? Right or Wrong? ThankYou 22
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The Tiger : TIGER, tiger, burning bright : In the forests of the night, What immortal hand or eye : Could frame thy fearful symmetry?