Question

evaluation about singha beer

Answer 1

Boon Rawd Brewery is a beer company based inThailand that has an exemplary image, both as a good employer and awell-managed company with a strong record of social responsibility. Singha Beer is the most famous product of the company which is sold in more than fifty countries around the world.The Singha is a powerful symbolic lion, found in ancient India and Thai stories. The imperial warrant was given on 25 October 1939, and Boon Rawd is the main distillery allowed to show the illustrious Garuda on the bottleneck.
Shelter Rawd purchased two German distilleries at Hartmannsdorf and Mittweida, Saxony in 1994. Some Singha lager is blended in Germany by Schlossbrauerei Au-Hallertau under permit from Singha Corporation Co., Ltd..
Starting in September 2007, a 5.0% (abv) rendition of Singha supplanted the 6.0% (abv) unique. This new form, while still blended in Thailand by Pathmthani Brewery Co Ltd, states on its mark to have been fermented under the supervision of Singha Corporation Co. Ltd., rather than Boon Rawd. Singha is a standout amongst other offering lagers in Thailand and brew creation limit has been depicted at "1 billion liters for every year". Singha has been accessible in a scope of UK general stores since 2010 (Tesco, Waitrose, Sainsburys, Asda and Morrisons) and furthermore in Thai eateries. There are developing offers of Singha in bars in the UK, following the dispatch of draft Singha in 2011. From 2013, some Singha lager has supposedly been created at Carlsberg's Russian plant for dissemination in a few markets, however even in 2016, packaged Singha at a bargain in the UK had a name expressing "Fermented only in Thailand since 1933". Singha is additionally said to utilize eight Carlsberg plants in Asia for creation, as a component of a consent to share each other's generation offices and markets.
Marketing Strategy
Development of a marketing orientation, difficult thoughtthis can be in many organizations, is only one side of the coin in improving the marketing effectiveness of an organization. Marketing strategy specifies a target market and a related marketing mix [4]. Marketing strategy is concerned with finding sustainable ways for organizations to complete in a continuously changing world. The company’s marketing strategies were as follows:
1.Product Line Strategy
A product line is a group of products that are closely related because they perform a similar function, are sold to the same customer groups, are marketed through the same channels, or fall within a given price range. Product line managers need to know the sales and profits of each item in their line in order todetermine which items to build, maintain, harvest, or divest.They also need to understand each product’s market profileThe company produced new beers to compete in everysegment for the following purposes:
(1) Selling for competition,
(2) Scrambling for market share and insertion into the marketing space,
(3) The liquidity in the laying down of market policy and cooperation with one’s business allies,
(4) Having an increased amount of products to serve the demand for Singha Draft beer with a mild taste to attract customers who like its smooth taste.
2.Product Development Strategy
After successfully completing the business analysis stage, product planning moves to development and testing [1]. In 1998, the company received the certificate of universal
standard quality, or ISO 9002, from S.G.S. (Thailand). In December 1985, the company began to wade into the market by developing a new beer named “Singha Gold”, which was a kind of beer that had a low alcoholic content of about 3.5%,similar to that of a light beer. Thus, it was a kind of beer, though its taste was lighter than that of both Singha and Kloster. Consequently, Singha Gold beer was positioned as a beer for the new generation.
3.Block Channel Strategy
Singha traders throughout the country were composed of those from the upper and lower northern parts of the country, Bangkok traders, suburban traders, eastern traders, tradersfrom the upper and lower central parts of the country, traders from the upper and lower Northeastern part of Thailand and traders from the upper and lower southern part. The duty and role of the 11 Singha traders could be described as follows:
(1)Each trader had a list of his customers’ names to prevent them from scrambling for customers, with the exception of newly emergent customers, (2) To seek new customers instead of waiting, (3) Selling competitors’ products including soda, drinking water and beer, was forbidden, (4) In order to get rid of overlapping where sales lines were concerned and prevent distributors from undercutting one another, the parent company (Boon Rawd Brewery Company) established the same sales prices. Meetings would be held by the syndicates on a monthly basis. In cases involving any violation of the regulations, the individual’s right to be an agent would be revoked and the vacancy would not be filled. Accordingly, all the agents did their best to maintain their status to their fullest capacity.
4. Media Strategy
Advertising can be used to build up a long-term image for a product [3]. Advertising was emphasized by the company as a key factor in promoting its products and in stressing value, the unique identity of Thai art, culture and traditions, sports, and excellence in society. Over several years in the past, it had been recognized that the advertising of Singha beer was outstanding, standardized, and worthy in terms of its highlighting of art and culture, as well as providing useful knowledge.
5.Trade Strategy
Trade promotion can persuade the retailer or wholesaler to carry more units than normal. The company will offer volume allowances to get the trade to carry more in their warehouses and stores. The company believed that the trade will work harder when they load the company’s product .To increase sales volume, the company used trade strategies and incentives for sellers and arranged for promotional campaigns by Singha agents countrywide to mark the occasion of its 60th anniversary (in 1993). The purpose was to encourage agents to be enthusiastic, to accelerate the release of beers for distribution as much as possible, and to select agents who achieved their targeted sales volume. The sales volume of each syndicate was not less than 100 million baht. Singha traders who proved outstanding were selected to conduct onsite studies and to pay a visit to the October Festival in Munich, Germany, September 22 – 29, 1993.
6.Consumer Incentive Strategy
Programs related to lucky draws of entries found under the bottle caps of Singha beer and various other products produced by the company were held several times, while sports marketing was promoted to encourage public participation in social activities with massive numbers of people in attendance. The company sponsored a country roadcircuit fair (an annual racing fair), made the arrangements for a marathon relay race or “Green relay marathon”, and joined in the arrangement of Singha Draught festivals at designated outlets at the end of every year and so forth, was some of the company’s other promotional activities.
Marketing Mix Strategy
Firms seek a competitive advantage and synergy, planning a well-integrated program of marketing-mix elements (primarilythe 4P’s of product, price, promotion, and place of distribution) tailored to the needs and wants of customers in the target segments [6]. The marketing mix of the company was as follows:
1. Product Strategy
Though price, promotion, and distribution are also effective, the product normally figures most importantly in strategy because (1) Better products are basic to winning and keeping market share and (2) Growth is a normal objective of enterprise [5]. Singha was a beer with differences in alcoholiccontent. There were three forms: (1) Singha beer contained
4.9% alcohol by volume and was called lager beer (2) Singha Gold Light, containing 4% alcohol called light beer, (3) Singha Draught, containing 3.9% alcohol called draught beer. In 1998, the company received a certificate for universal standard quality, or ISO 9002, from S.G.S. (Thailand) company. This enabled Singha to be recognized as a beer ofuniversal standard and launch into exporting to foreign countries. Also, the product line strategy was used by the company to ensure that there was a full inventory of itsproducts for each segment of the market.The quality and image of the Singha brand was to bemaintained by stressing its image as a Thai product, the kind of beer that Thai people preferred to drink. This allowed Singha beer to cultivate a high degree of brand loyalty, whileat the same time stressing its image of appealing to a new generation with its Singha Gold beer.The product’s quality was thoroughly improved by the company; in 1985, for instance, a new tasting beer named Singha Gold beer was produced. It was a beer with a lowalcoholic content of 3.5%, so it was called a light beer. In addition, the packaging of Super Leo beer was greatly improved in April 2000 by replacing the old label with a new one which highlighted the word “Super” (by using bigger letters) while de-emphasizing the word “Leo” (by using smaller letters).