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Group 3 Tiger Balm

Group Members:
Chastina Tham Ching Teng (S10159862A)
Loke Jia Min Jasmine (S10159473J)
Megan Chua Sze Ying (S10159754E)
Khaizuran (S10159591H)
Class: T107

Table of Contents
1. Market Overview

2. Competitors Analysis

12

3. SWOT Analysis

16

4. Consumer Survey

18

5. Key Business Issues

27

6. Role of Communications

28

7. Target Audience

29

8. Product Positioning

30

9. Key Message

30

10.

Communication Strategies

32

11.

Six-Month Schedule

37

12.

Budget

38

13.

Presentation Slides

40

MARKET
OVERVIEW

Group Market Overview


Social

1. Population Increment
Singapore is currently experiencing a population increment,
where by the population of Singapore has increased from
5.1837 million in 2011 to 5.3124 million in 2012; of this the
population of Singapore citizens increased from 3.7893 million
in 2011 to 3.8182 million in 2012. The figure also shows that
the rate of growth in the population is going up, from 1.8% in
2010 to 2.5% in 2012. Since the Tiger Balm Patch can be used
by a wide age range, specifically anyone aged 12 years and
older, with the increase of the overall population of the
country, there will be a larger consumer market. Thus, there is
a larger target audience.
Tiger Balm pain-relieving patch is targeting the people within
the age group of 15-65 years old. About 2,825,000 Singapore
citizens fall into this category, which is roughly more than half
of the population in Singapore. This is non-inclusive of nonresidents such as foreign workers. Growth of foreign
employment is mainly in the construction sector and domestic
help sector thus blue-collar workers like construction workers or
domestic helpers, might often need it. Furthermore, with
Singapore currently experiencing an ageing population, more
people would fall within the target age range. Therefore, Tiger
Balm pain-relieving patch would have a larger audience to
promote the product to, therefore securing an advantage with
more potential consumers.
2. Lifestyle
With the increase of the healthy lifestyle campaigning by the
government, there is an increase of people trying to maintain a
healthy lifestyle through exercise. There is an increase of
attendance to gymnasiums (1,299,384 attendees in 2006 to
2,298,430 attendees in 2012) and a significant increase in
other sports bookings. As Singaporeans are leading a more
active lifestyle now, they might suffer from muscle aches more
often. These increase of sports and exercise related pain and
injury, may draw in more potential customers for the Tiger
Balm pain-relieving patch product.
Furthermore, Singapores lifestyle is stressful. It is reported that
adults in Singapore work the longest hours per day globally and
even take work home at times. In fact, 19% of employees in
Singapore work more than eleven hours a day. Not only that,
50% of employees in Singapore takes work home to finish at
the end of the day. Also, youngsters in Singapore lead rather
4

sporting lifestyles and constantly have competitions of


strenuous levels. This leads to certain health issues like back
pain from sitting and sore muscles. Since 73.6% of Singapores
population consists of those from 15-64, it means that there
are a larger proportion of people who suffer from the issues
mentioned above. Thus this is an advantage to Tiger Balm as it
increases their consumer market and target audience.
3. Cultures
The Tiger Balm brand has been well known in Singapore for
many years. Many generations have used this brand. Over the
years, Tiger Balm has built up a high consumer confidence. It is
trusted and used by many families in Singapore due to its long
history, which spans more than a hundred years. Since it has
been a family tradition for so many years, most people would
still continue using Tiger Balms products. Tiger Balm also uses
traditional Chinese herbs and medications as well as more
effective and new remedies. This will allow the product to not
only appeal to those 15 to 45 years of age but to those above
50 as well, effectively broadening the consumer market. This
aids the sale of the Tiger Balm Patch. Tiger Balm can also tap
on this advantage to help it market the product more
effectively.

Economic
1. Inflation
Singapores inflation has eased down from a few years ago,
from 5.2% in April 2012, to 1.2% in April 2014. Despite the
inflation still being at 1.2% and the increase in price of goods
and services, the purchasing power and income of consumers
is not severely affected. This means that although there is a
possibility of consumers spending less on luxuries and more on
necessities, it does not affect Tiger Balm, as the product we sell
is a form of necessity in self-medication. In fact, with higher
prices of services, more would be likely to buy Tiger Balms
patches than see a doctor. Hence with the easing inflation,
consumers are able to spend on more products and therefore,
there is still a maintained target consumer group that Tiger
Balm pain-relieving patch can focus on, and there are more
potential customers.
2. Gross Domestic Product (GDP)
Singapores Gross Domestic Product, which is the monetary
value of all goods and services produced in the country, has
been increasing over the years. Recently, Singapores overall
the economy slowed down from 5.5% to 5.1% but this does not
affect purchasing power of consumers or their income as there
is a GDP rise by 0.10% so far in 2014. With a higher GDP per

capita, it means that the population has a higher purchasing


power, and with a higher purchasing power, there is a higher
chance that citizens will purchase more products since they are
able to afford it.
However, Tiger balm patches are seen as one of the few
necessities in self-medication, especially when consumers
would rather not spend money on services like doctors over a
muscle ache or back ache so there will still be a rather steady
consumer market even if there is a decrease in GDP. Therefore,
with this advantage, it brings in more potential customers for
Tiger Balms pain-relieving patch.

3. Consumer Price Index


The Consumer Price Index, or CPI, measures the changes in
prices for a fixed consumption of goods and services. As
compared to March 2013, the CPI for Healthcare, under the
sub-group, Proprietary Medicine and Supplies rose by 0.6 per
cent in March 2014. This shows that the price for medicinal
supplies, such as the Tiger Balm Medicinal Patch, has risen.
However as mentioned in the point above, Tiger balm patches
are seen as one of the few necessities in self-medication,
especially when consumers would rather not spend money on
services like doctors over a muscle ache or back ache so the
small increase of 0.6% would not greatly affect the sales of
Tiger Balms patches meaning that there is still a maintained
consumer marker and target audience.

Competitive
1. Monopolistic Competition
Monopolistic competition with other medicinal patch
manufacturers has risen as brands like Salonpas and Panaflex
have begun producing medical patches under their own
brands. They put up advertisements and are well-known brands
for medicinal products. Consumers may instead go for the
other well-known brands for their pain-relieving patches, which
pose a problem for Tiger Balm. However, considering the fact
that Tiger Balm is a very strong brand that has over one
hundred years of heritage and success, and that families in
Singapore have been using it for so long, these consumers
would still remain loyal to the brand, and are unlikely to change
to change their preference. In addition, the Tiger Balm Patch
also receives very positive feedback from consumers who have
tried it. Potential consumers would believe these reviews and
also try Tiger Balm. Thus, Tiger Balm might be able to
withstand the competition by its close competitors. These

advantages ensure that Tiger Balm has a constant consumer


market.
2. Threat of Substitutes
Pain-relieving patches are not the only form of pain relief
medicine that is available in the market, as there are different
types of products which also aids to relief joint and muscle
pain, as it is with the Tiger Balm pain-relieving patch. These
substitutes include creams and gels, both of which are
generally more value for money than the patches as patches
can only be limited to a few uses while the creams and gels
can last much longer. Not only that, there are also pain
relieving sprays available which provides fast application on
the go. Hence this may affect consumers who are looking for
pain-relief medications as these substitutes may have a
stronger appeal to them. There may be also some people who
choose not to purchase pain-relieving medication for them, but
instead use various home remedies with everyday ingredients
or western medication like painkillers. This may in turn pull
away potential consumers for Tiger Balm, leading to a decrease
in the consumer market.
3. Customer Generated Content
One of the earliest promotional events that Tiger balm carried
out was to collect Customers feedback. They used the method
of sample testing where they went around with carts and urged
people to use the product as well as give their feedback. With
this Customer generated content, tiger balm was able to
improve their products with the feedback and thus gained
popularity. This then increased their consumer markets and
allowed Tiger Balm to promote the well-liked aspects of their
products to potential consumers in their future marketing
actions. Also, with the rise of blogs and online shopping in the
technological age, many people especially those in the teens to
young adults age range look for recommendations from famous
bloggers and review sites online for their opinion on various
products. This is a great way to reach out to more potential
consumers, so sponsoring blogs and sites to try out our product
for their reviews can be used for the promotion of the product.
4. Partnerships and Collaborations
Since 2011, Tiger Balm has been partnering with the Standard
Chartered Marathon Singapore (SCMS), by becoming the
events Official Muscle Rub. The brand has also sponsored
several races in Singapore, such as the Yellow Ribbon Prison
Run, The North face 100 and The Vertical Marathon, as stated
in its media release in 2011. Giving a complimentary massage
and various promotions to participants of the run can help to

effectively publicise Tiger Balms products. This is because


these participants get to experience first-hand the
effectiveness of Tiger Balms products. Hence, such
partnerships can successfully raise the reputation of Tiger Balm
and co-create value for the brand which will increase the sale
of the Tiger Balm Patch. Tiger Balm should continue to support
and sponsor such events so as to publicise the Tiger Balm
Patch.

Technological
1. Traditional Media
Traditional media refers to television, newspapers and radio
advertisements. In Singapore, there are a total of 1,096,000
daily newspapers in circulation everyday. There are about
1,330,000 television sets in Singapore and Singapore has
2,600,000 receivers on radio stations. The Nielsen Radio Diary
Survey reported that the 93% of adults in Singapore tuned in to
listen to the radio on a weekly basis in 2013, with more than
nine in ten listeners still tuning in through traditional sources
such as FM receivers, and more than one in five have been
tuning in through applications and/or websites. The Nielsen
Media Index report indicated that 9 in 10 local viewers watched
terrestrial channels on a weekly basis, with majority of them
watching from their own television sets at home. This tells us
that majority of Singaporeans still use the medium of
traditional media to find out about the products that interest
them.
Therefore, promoting the Tiger Balm pain-relieving patch
through traditional media with television and radio
commercials should not be forgotten as Commercials and
advertisements through televisions and print are still highly
recommended as they can reach the consumers who are more
traditional, helping them maintain a good consumer market.
2. New Media
New media consists of the computers, the access to the
Internet and mobile phones. In Singapore there are 1,941,000
computers and 1,200,000 people have access to the Internet.
Also, 5,258,300 people have 3G subscriptions, which means
that they can access the Internet on the go. There are currently
8,068,000 active mobile subscriptions. It is also reported
Singapore having the highest smartphone penetration in the
Asia-pacific region, along with Hong Kong with 87%. This shows
that there are more people using new media than traditional
media, which allows Tiger Balm to easily reach the younger
generation consumers. Furthermore, new media is fast, cheap
and easily accessible. This is further supplemented by the fact
that people are now able to access the Internet from their

smartphones on the go, anywhere, anytime. Marketers are able


to promote the Tiger Balm Patch with just a few clicks of the
mouse, and keeping costs low at the same time. As traditional
TV and newspaper advertisements might be expensive, and
considering the speed of the new media, Tiger Balm would
probably prefer to market their products using new media,
aiming for more adverts on new media technology as mobile
phones now even have the ability to view online adverts,
allowing them to connect with their consumers and increase
the consumer market size.
3. Social Media
Social media is an increasing trend in Singapore. There are
3.22 million Facebook users, 3.93 million YouTube users and
2.56 million using twitter. The percentage of social media
penetration level is 62.6%, 7.7% and 11.6% respectively. 68.1%
of the Singaporean population uses social media regularly, and
this number is continuously rising, This means that advertising
through social media platforms would have a higher chance of
getting viewed by the target audience and other consumers as
well as help Tiger balm earn recognition as more people are
accessible to the Internet, making social media a powerful tool
for advertising. Furthermore, Consumers nowadays would
rather trust customer reviews than believe what marketers are
promoting about the product. They feel that customers
opinions are more credible and trustworthy. Hence, Tiger Balm
can also encourage consumers to give feedback on the Tiger
Balm Patch through social networking sites like Facebook,
Twitter and Instagram. Tiger Balm can also conduct contests on
such social networking sites, and raise the profile of the brand.
With these methods, Tiger Balm can increase their sales, get
more potential customers through social media and create a
stronger brand name through online commercials and
advertisements on social media platforms, which in turn builds
a larger consumer market.

Regulatory

1. Trademark
Tiger Balms trademark is their springing tiger logo adopted
since 1900, which is said to be one of the most recognizable
trademark logos alongside other popular brands such as CocaCola. It is recognized and recalled by consumers in markets
globally. The trademark helps by leaving a deeper impression
on consumers, and is also closely related to the brand Tiger
Balm. Not only that, but Tiger Balms packaging is also part of
the impact on consumers. Tiger balm has a one-of-a-kind
packaging with hexagonal jars. This makes it stand out from
international competitors and also allows the product to
maintain its culture yet look modern. With this trademark, this
means that Tiger Balm is already an established brand known

worldwide; thus ensuring consumers would be able to spot and


recognize the product, producing a steady consumer market,
building its credibility and popularity among consumers, which
aids in the marketing of the brands.
2. Patent
Patenting means that a company or organization is granted the
rights to prevent anyone from inventing something similar to
their patented product for personal use or sales. Tiger Balm is
patented which is why they had a head start to their
consumer markets because their competitors could not make
products that were similar to Tiger Balms for sale. However, as
the patent only lasted for a period of time, there were other
competitors who have arose later. These competitors have also
developed themselves over the years and became strong rivals
of Tiger Balm. Currently, the idea of pain-relieving patches is
not patented by anyone, which means it could be used by
anyone for sale or personal use. Thus, Tiger Balm faces strong
competition with its rivals. Thus bringing in lesser consumers
for the brand product. However, as Tiger Balms products are
unique and strong, they are more likely to capture their
attention and spark their interest, leading to an increase in the
consumer market.
3. Lemon Law
The Lemon Law is where consumers have the right to trade in
or refund defected products they purchased, with proof that
the defect originated from the company. It will then be
compulsory of the seller to repair, refund, replace or reduce the
price, of the product. Since Tiger balm aims for quality of
products and satisfaction of customers, this law is has to be
taken into strict consideration. Due to being trusted brand
around for 100 years, Tiger Balm has a reputation for high
quality products, and a brand that always looks out to reach its
customers maximum appeal. There must be a high standard
quality control and Tiger Balm has to ensure that if there is a
drop in the quality, they will be ready to have an exchange or
refund of goods. Being willing to do so also increases their
customer service and consumers will have a bigger trust in
them, thus providing a steady consumer market.
Sources:
http://www.singstat.gov.sg/statistics/browse_by_theme/populati
on/statistical_tables/popinbrief2013.pdf
http://www.mediabuzz.com.sg/asian-emarketing/november2011/1419-a-glance-at-singapores-work-centric-culture
http://www.tigerbalm.com/us/pages/tb_product?product_id=11

10

http://www.focuseconomics.com/en/economy/charts/Singapore/Inflation
http://www.google.com.sg/publicdata/explore?
ds=d5bncppjof8f9_&met_y=ny_gdp_pcap_cd&hl=en&dl=en&id
im=country:SGP:AUS:MYS
http://www.singstat.gov.sg/publications/publications_and_paper
s/reference/sif2013.pdf
http://voices.yahoo.com/tiger-balm-ointment-chinese-iconeffective-pain-7343672.html
http://www.mediaresearchasia.com/view.php?
type=press&id=3184
https://sg.news.yahoo.com/internet-penetration-singaporescores-73-thailand-26-indonesia-031602165.html
http://infographics.sg/?portfolio=social-media-usage-statisticsfor-singapore-static-infographic
http://www.todayonline.com/singapore/viewers-still-tuning-freeair-channels-survey
http://news.xin.msn.com/en/singapore/93percent-of-adultlisteners-tuned-in-to-radio-weekly-3
http://www.singstat.gov.sg/publications/publications_and_paper
s/reference/monthly_digest/mdsapr14.pdf
http://www.singstat.gov.sg/publications/publications_and_paper
s/reference/sif2013.pdf
http://stats.mom.gov.sg/Pages/Home.aspx
http://stats.mom.gov.sg/Pages/Unemployment-SummaryTable.aspx
http://www.tradingeconomics.com/singapore/inflation-cpi
http://www.mom.gov.sg/newsroom/Pages/PressReleasesDetail.a
spx?listid=541
http://www.slideshare.net/wearesocialsg/social-digital-mobilearound-the-world-january-2014
http://singaporelegaladvice.com/what-is-the-lemon-law/
http://www.singstat.gov.sg/publications/publications_and_paper
s/reference/yearbook_2013/yos2013.pdf
http://www.ida.gov.sg/Infocomm-Landscape/Facts-andFigures/Telecommunications
http://www.pressreference.com/Sa-Sw/Singapore.html#b
http://www.pressreference.com/Sa-Sw/Singapore.html#b
http://books.google.com.sg/books?
id=OyRmAgAAQBAJ&pg=PA10&dq=is+tiger+balm+patented&
hl=en&sa=X&ei=4BF7U_riDYeuATAk4HICw&ved=0CDIQ6AEwAQ#v=onepage&q=is%20tiger
%20balm%20patented&f=false
http://singaporelegaladvice.com/what-is-the-lemon-law/
http://www.brandingasia.com/cases/tigerbalm.htm

11

COMPETITOR
S
ANALYSIS

12

Competitors Analysis
Tiger Balm
Product:
Medicated Patch

Types: hot, cool, back pain


Packaging: orange colour, easy to open, resealable,
presented in easy to identify packages
leaping tiger mascot
Smell: sweet cinnamon, menthol (mint), clove oil,
Target audience: anyone above 12 years old (elderly,
athletes, teens, middle aged, active individuals)
Main ingredients: menthol, camphor, capsicum extract,
cajuput oil, mint oil, clove oil
USP: easy to use, convenient, comes in range of sizes, and
different types of medicated patches

Place

online: amazon, ebay


health stores: watsons, guardian, unity
convenience stores: 7-11
supermarkets: NTUC, giant, cold storage

Price

Warm
Small: $3.85
Big: $5.00
Ultra thin: $5.80
COOL
Small: $3.60
Big: $4.40
BACK PAIN
$4
Price is consistent in different places.
$24 for 6 packets of Tiger Balm patches on Amazon.
Basically around $4 per pack.

Promotion

Discounts/sales: 2 packs (Big) of medicated patches at $8.70


Company Tie-ins: Collaborations with Standard Chartered
Bank for their Standard Chartered Bank Marathon.
Also Collaborations with Tan Tock Seng Hospital for their retail
pharmacy and health shoppe
How its advertised: TV commercials, Newspapers

Salonpas
13

Product: Medicated
Patch

Types: Pain relief patch, arthritis patch, original, heat


Packaging: different sizes (20, 40, or 120 patches per
pack)
Smell: odourless
Target audience: general consumers, above 18 years
of age
Main ingredients: camphor, menthol, methyl
salicylate
USP: Different types and size of patches

Place

health stores: guardian, watsons


online: amazon
convenience stores: 7-11
supermarkets: NTUC, giant, cold storage

Price

ONLINE
Amazon: $13.50 for 140 patches
Cheaper Online
IN STORES
$6.50 for 40 patches
$5.90 for 3 large patches
$3.90 for 20 patches
$2.10 for 10 patches
$5.00 for 5 heat patches
$6.10 for 20 ultra thin patches
$7.15 for semi-transparent patch
$5.65 for big patches in a 3 pack

Promotion

Discounts: $10 for two boxes of 40 patches


$10 for two boxes of large patches
How its advertised:
TV commercials, Newspapers

14

Product:
Medicated Patch

Type: Pain relief patch, only one type (muscle and joint pain)
Can be used on neck and shoulder, elbow, back, knee
Packaging: Green colour
Presentation: effective, catches the eye
Smell: soothing minty fragrance
Mascot: NIL
Target audience: adults and children above 12 years old
Main ingredients: Glycol Salicylate, menthol, camphor,
vitamin E
USP: fast-absorbing hydrogel technology, low allergy, gentle
on skin, stretchable, breathable, easy to peel

Place

available at any major supermarkets: NTUC, giant, cold


storage, etc.
health stores: Unity, Guardian

Price

ONLINE
Ebay: 4 patches for $16.70
Redmart: 4 patches for $5.35
Price is NOT consistent
IN STORES
Ultra thin: $4.90 for 4 patches
muscle and joint: $3.60 for 2 patches, $6.50 for 4 patches
neck and shoulder: $9.70 for 3 patches

Promotion

Discounts:
Neck and shoulder $14.60 for 2 packs
Muscle and joint $13 for 3 packs (4 patches per pack)
No known company tie-ins
How its advertised: TV commercials, Newspapers

Panaflex

15

Eagle Brand
Product:
Medicated
Patch

Types: Pain relief patch (single type)

Place

Available at major pharmacies: Guardian and Watsons

Packaging: green in colour, easy to open. However it is nonresealable. It has a prominent logo printed on its packaging. It is
non-greasy and it can be cut into smaller pieces for usage.
Main ingredients: capsicum and other herbs
Target audience: very wide, from pre-teens to the elderly.

online: Amazon and sgbox.com


Price

$3.90 per pack available in stores


ONLNE
SGBOX.com: $7.50 for 1 packet of 4 patches

Promotion

No unique promotions, discounts, company tie-ins or advertising


for the brand.

16

SWOT Analysis
Strengths

Trusted and well known brand in singapore


Over a hundred years of history
Celebrities like Lady Gaga and Katy Perry use it
Usable by a wide age range from teens to elderly
Sponsors the Standard Chartered Bank Marathon

Weaknesses

More known for its balm than its patch


Patch is less well-known
Limited companies to create liaisons with

Opportunities

Singaporeans lead more active lifestyles today than in the past,


so sales will increase
Changing the packaging may attract more peoples attention
Improve the application so that more will find it convenient
Can have collaborations with other companies/events to
increase publicity

Threats

Strong competitors: Salonpas, Panaflex


People may not see it as a necessity, would rather ignore the
ache
Other substitutes such as sprays, pills, massages, or home
remedies

Ways to convert
Weakness to strength

Hold effective campaigns to publicise Tiger Balm Patch


Advertise Tiger Balm Patch on TV commercials and newspapers
to increase awareness of the patch

Threats to opportunities

Market the patch as a need, and the Tiger Balm brand as a goto solution to relieve aches and pains
Educate people on the benefits of using the patch, instead of
other substitutes. (E.g. the medicine enters the body through

17

the skin, which is better than pills, as large consumption of pills


damage the liver.)

CONSUME
R
SURVEY
18

Consumer Survey
We crafted 12 questions for our survey. A total of 103 of respondents
participated in our survey.
Our survey results are as shown below:

Our respondents consist of largely youths, aged 18 and below, who


made up 34% of our total respondents. We surveyed the least
number of 31 to 45 year olds; this group made up 7.8% of our
respondents.

19

We found that more than half, or 52.9% of our respondents use


patches to relieve their aches and pains. This shows that patches are
a popular choice that people opt for to relieve their aches.
Non-patch users currently make up 47.1% of our respondents.
Although this figure is less than half, it is nevertheless quite a large
percentage. This shows that we have a large potential target market
we can reach out to. Hence, we can still work to increase the
percentage of people who use patches. This can be done in our
future marketing campaigns.

20

Word of mouth seems to be the most effective and powerful way that
consumers find out about promotions, with 39.8% of respondents
finding out about promotions through word of mouth.
The second and third most effective mode to promote a brand or
product is through newspapers and television advertisements, which
consists of 22.3% and 16.5% respectively. Even though these forms
of advertising are classified under traditional media, our survey
results show that they still remain a popular way that people find out
about promotions in Singapore. Therefore, we should not neglect
these forms of advertising in our future campaigns.

According to our results, Salonpas is our biggest competitor. 40.7% of


respondents prefer using Salonpas, which is about 6% more than
Tiger Balm. Other competitors such as Panaflex or Eagle Brand do
not pose a such a great threat to Tiger Balm, as they altogether only
make up 25% of respondents preferred brands.

21

According to our survey results, almost half of the respondents do


not use any medical patches at all, at a percentage of 43.4%. This is
probably because they do not have a reason to use medicated
patches or other anelgesic remedies at all, since they do not
experience any aches and pains. On the other hand, 37.3% said they
use rubs or gels as an alternative to medicated patches and a small
percentage use painkillers. This might be because they find these
substitutes to be more effective than medicated patches in relieving
their aches. 16.9% of the respondents said that medical patches are
too sticky, hence we need to change the application technique of the
patches that can best fit the consumers requirements.
The effectiveness of the Tiger Balm Patch varies. Most respondents
find the patch to be not very effective (23.6%) and quite effective
(21.8%). Evidently, there is quite a huge disparity on how consumers
feel about the Tiger Balm Patch. This might be due to the fact that
every consumer has his or her own criteria to evaluate the patchs
effectiveness. Therefore, it is relatively inaccurate to gauge the
effectiveness of the Tiger Balm Patch just from the survey results
alone.

22

However, more than 50% of the respondents chose the Effective to


Extremely Effective option. This shows that majority of respondents
feel that the patch is indeed effective for relieving aches and pains.
Nevertheless, we can still continue to work on improving the
effectiveness of the patch, so that more consumers will find Tiger
Balm to be an effective solution to relieve aches and pains.

23

Our survey results show that 36% of respondents place importance


on the patchs effectiveness. Thus, it is important that we continue to
work on and improve on the patchs effectiveness. Comfortability and
convenience also ranks second and third respectively, when
consumers look for the suitable medicated patch, with comfortability
at 19.2% and convenience at 14%. It is therefore important that
these qualities are achieved in the Tiger Balm Patch.

The Tiger Balm Patch is mostly purchased in Watsons and Guardian.


Collectively, Watsons and Guardian makes up 59.3% of respondents
who purchase their patches there. Hence, it would be a more viable
way to conduct sales promotions or campaigns at Watsons and
Guardian because many more people purchase their patches there.

24

KEY BUSINESS
ISSUES

25

Key Business Issues


1. Low Product Knowledge
Many people view the Tiger Balm Patch as a want, instead of
a need. As a result, even if one is suffering from an ache, he
might ignore the pain instead of relieving with the Tiger
Balm Patch.
People are unaware of the existence of the Tiger Balm Patch.
The image of Tiger Balms Patch is not well known. For
example, when one mentions the brand Tiger Balm, many
people would think of the balm or rub instead of the patch.
There is also an additional sticker to paste over the patch,
which some find troublesome to apply. This might cause
some consumers to switch to other brands or opt for balms
or sprays, for an easier application.

2. Risks
The Tiger Balm Patch faces the threat of substitutes, such as
sprays, pills, gels and rubs. This may divert consumers away
from using the patch.
The image that consumers currently have of the Tiger Balm
brand is one that is traditional, a brand that only old people
use. Many consumers prefer western medication like pills
and tablets instead of traditional chinese medication, hence
they would rather opt for alternatives like Panadol to relieve
their aches.
Tiger Balm has several strong competitors, which might
pose a threat to Tiger Balm. Salonpas, Tiger Balms biggest
competitor, advertises their patches well, and is thus very
popular with consumers. Panaflex not only advertises their
patch, it is also a part of Panadol, which is well known for
their painkillers.

3. Sustainability
Although Tiger Balm has a wide variety of different types of
patches, to suit the needs of different consumers, other
competitors also have a range of patches that relieve the
various kinds of aches that consumers experience. This does
not make Tiger Balms Warm and Cool patches unique for a
very long period of time. Tiger Blams Patches might not be
popular as a result, because consumers are still able to have
their needs met when using the competitors medicated patch.

26

4. The Economy
There is room for growth. As more Singaporeans lead busier
and healthier lifestyles, this means that more Singaporeans will
experience aches. Hence, there is room to develop more types
of patches to better suit the needs of consumers in Singapore.

27

Role of Communications
We can solve the above Key Business Issues by carrying out the
suggestions below. These suggestions can be executed by holding
events, campaigns, and sales promotion.
1. Promote the Tiger Balm Patch. When promoting the Tiger Balm
brand, promote not only the balm but the patch as well.
2. Show that with our current lifestyle, the patch is not a want but
a need, by perhaps showing its convenience, and quick and
easy application.
3. Advertise the patch as a faster alternative to rubs or balms,
and the fact that it is more convenient than applying a rub or
balm.
4. Redirect attention to patches and away from western
medications by educating consumers on the downsides of
consuming pills. For example, how the medicine damges the
liver, but medicine from the patch enters the body through the
skin, which is harmless to the body.
5. Change consumers perception of the Tiger Balm brand. Market
Tiger Balm as a brand that is modern, and can be used by
people of all ages. Reach out especially to the the youths,
young adults and middle-aged adults. This can be achieved by
holding events that interest them, and by connecting with
them on social media platforms such as Facebook and Twitter.
6. Develop new types of patches, for instance, patches
specifically for sprains, arthritis and sore muscles. Improve on
current product such as the medicine formula, adhesive,
comfortability, etc.
7. Foresee trends and adapt accordingly in response to these
trends. Some examples of these trends might include:
preference of convenience, quickness, modifications, etc. We
can even cater to younger children (pain from growing
muscles, etc).
8. Growth of economy is possible, by pitching advertisements to
the healthy/busy lifestyle as a form of pain relieve or stress
relieve (pain in necks, etc).

28

Target Audience
According to our survey results, our group has decided to have a
primary and secondary target
audience.

Demographics
Primary
Age: Middle-aged, 35 to 50 years old
Secondary
Age: 15 to 20 years old

Psychographics (for both primary and


secondary)
Lifestyle: Busy, hectic, working
When they shop: Weekends/free time
How they shop: Physical buying and online shopping
What else they buy: Painkillers, vitamins, and Chinese remedies and
herbs
Rationale: Might experience body aches, and therefore need patches
to relieve the pain

29

Product Positioning
Perceptual Map

Positioning Statement

For Quick and Easy Muscle Pain Relief that benefits your body,
choose Tiger Balm as your Number 1 Solution.

The Key Message


Be Active with Tiger Balm!

30

CAMPAIG
N

31

Communication Strategies
Event
Summary
Commuters will take part in a speed challenge, 4 finalists will
compete for the ultimate grand prize.
Run 500m on the treadmill.
Speed will be increased rapidly.
The challenge: to last on the treadmill longer than a minute.
*For safety reasons, participants will be held on with a harness.

Tiger Balm Speed Challenge


Preliminary Rounds
Where: Tampines 1, Nex, Causeway Point, Westgate

When: 4 saturdays in November


8, 15, 22 & 29 November 2014
12pm-4pm

Prizes
10-19 seconds 1 pack of tiger Balm Patch
20-29 seconds 1 pack of Tiger Balm Patch + $5 sports voucher
30-39 seconds Gift pouch+1 pack of patch + $5 sports voucher
40-59 seconds Gift pouch+1 pack of patch + $10 sports voucher
1 minute and above Gift pouch+1 pack of patch + $$20 worth of
sports vouchers

*Prizes are on First come first serve basis, whilst stocks last.

Tiger Balm Speed Showdown

32

Finals
Where: Orchard, Ngee Ann City
When: 20th December 2014
GRAND PRIZE: 1-week holiday in Gold Coast, Australia

Invitations*

Given out by hand at guardian/watsons when a customer buys


tiger balm products
Designed like a tiger balm patch
Peel the patch off to see details
*Invitations double up as a goodie bag and lucky draw ticket.
Invitations are distributed whilst stocks last.

Goodie Bag
Contents:
Tiger Balm products
Rexona deodorant
Snacks
100 plus
Foldable bottle
Sports vouchers

Lucky draw

10 Consolation prizes $30 worth of tiger balm products


3rd prize $100 sports vouchers
2nd Prize free gym membership for 1 year
1st prize home treadmill worth $1500

33

THE PRESS
KIT

34

Guerrilla Marketing: A 3 Day


Campaign
illboard/stand of different parts of the body, one part will be see
through in the sense that there are muscles shown instead of skin.
The same part is slightly hollow so on the 1st day, we can put
knives**, nails, basically painful objects, to show pain in muscles.
on the 2nd day, we cover up the see through parts with a sticker
that looks like a tiger balm patch.
On the 3rd day, we remove/or ask passer bys to remove, the sticker
to show that knives, nails, etc, are gone.
AD - We know how your muscle pain feels like, so relieve that pain
with Tiger Balm Pain relief patches and be active today

Sales Promotions
Point of Purchase

Tiger shelf
Patches placed along the spine and legs of the tiger

Gift with Purchase


Spend a minimum of $20 on tiger balm patches and get a free jar of
tiger balm rub

Loyalty Programme

Loyalty card (over 6 months)


Every $5 spent for a stamp
Accumulate stamps to redeem gifts.
5 stamps- gift pouch
10 Stamps- canvas bag/backpack
15 Stamps- 2XU muscle compression guard

PLACEMENT STICKERS

Footprints will be leading consumer towards our product


shelves

35

Digital and Interactive Marketing


Tiger App
Tie-in with Anytime Fitness/Fitness First
for every 3 hours of exercise clocked in Per week, receive a
surprise voucher/coupon.

Share with your social media platforms and to get an extra


voucher/coupon.

36

Six-Month Schedule
We have chosen the 6 month campaign to be from July to December
2014.
Month/

July

Augus
t

Placemen
t Stickers

Campaig
n
Sales
Promotions

Septembe
r

October

November

December

Loyalty
Gift with
Card
Purchase,
Program Tiger Shelf

Tiger Shelf

End of Tiger
App

3-day
Guerilla
Marketing

Tiger Balm
Speed
Challenge
Event
(8, 15, 22, 29
Nov)

Tiger Balm
Speed
Showdown
Event
(20th
December
2014)

Start of
the Tiger
App
Guerilla
Marketing

Event

37

Budget

38

PRESENTATI
ON SLIDES

39

Presentation Slides

Presentation
Slides

40

Presentation Slides

41

Presentation Slides

42

Presentation Slides

43

Presentation Slides

44

Presentation Slides

45

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