Ritsumeikan Asia Pacific University

November 19th, 2018

Final Report
Sapporo vs Singha

International Marketing EB
Professor CHEN Shu-Ching
Group 7
KANGWANSARANKUL Suchunya 12215313
MUSAMATOV Irismat 12215430
HARMANDEEP Singh 12415168
KAYUMBAYEV Bobur 12216260
OSATHANUGRAH Pimpat 12415237
CHEN Haiying 82418643
PEREIRA Coral Jose Fernando 12216266
KAEWSAENEE Napat 12216145
KIM Ye Won 12215227
SENEEWONG NA AYUDHAYA Pattrathip 12416252
 TABLE OF CONTENTS

Executive summary………………………………………………………………3
Task
1. Task 1-Sapporo……………………………………………………………4
2. Task 2-Singha……………………………………………………………..5
3. Task 3- Comparing and contrasting……………………………………….5
4. Task 4-Key problems and marketing objectives………………………….11
REFERENCES…………………………………………………………………..15
 EXECUTIVE SUMMARY

The alcoholic industry in the world, in general, is one of the biggest industries in the
world. Normally, the big local companies are well-established in the country and introducing a
new foreign product can be a challenge. To be successful at introducing a new product into a
market, this product has to be competitive from day one. It should be higher quality, have new
features or offers a higher value. If the product is not good enough or the market does not match
the product, no amount of marketing will make it a financial success; the first step is recognizing
the strengths, weaknesses, opportunities and threats of the product to decide have an idea of the
potential challenges and special considerations for this strategy.

We choose the Japanese company Sapporo Breweries and their product “Sapporo Nama
Bottled Draft” to be introduced in the Thai market and we have a strategy using Singha Beer as
the main competitor to explore the opportunities and risks of the market. The market
environments of the two companies are very different, therefore this will present a challenge for
Sapporo to introduce their beer. The Japanese regulations are more liberal when compared to
Thailand, as in Thailand there are a lot of controls. There are days where alcohol cannot be sold
in the whole country because of the Buddhist holidays. The key problem to be concerned when
doing marketing about alcohol in Thailand is that the promotion of alcohol on media is different
from Japan and some Japanese marketing practices are not allowed. Another problem is pricing.
The average price of Sapporo Black Label is around 30% more expensive than Singha. Thus,
there are several points to be consider when doing business abroad.

In this report, we introduce two companies in Japan and Thailand and their current
market situation. We discuss and design a new marketing plan using the global marketing mix for
the Japanese brand to enter the Thai market. We expect our solution to be successful and be able
to achieve our marketing goal as a new entrant brand.

Task 1: Sapporo
 1. Background
Sapporo Breweries Ltd, one of the largest global brewery industries of the world, was
founded in Japan in 1976. It is the oldest Japanese beer brand and was established in Sapporo,
Hokkaido by brewer Seibei Nakagawa. The company has been gradually expanding its brewery
industry ever since. It currently owns five breweries in Japan, the Sleeman Brewery in Canada
and Sapporo Brewery Company in USA. Sapporo’s entry into the US beer market began from
1984 when Sapporo Brewing Company was established in La Crosse, Wisconsin. Further on,
Sapporo made its entry to Canadian beer market in 2006 by purchasing Sleeman Breweries for
$400 million. The company has been advancing its beer tastes and expanding brand variety. The
main brands of Sapporo Breweries are Sapporo Premium, Yebisu, Sleeman Cream Ale and
Sapporo Black Label beers. The company produces a range of pale and dark lagers and also malt
based soft drink, Super Clear.

Our group has decided to enter Thai beer industry with the brand of Black Label which
was established in 1977 under a name of “Sapporo Bottled Draft”. When the draft beer was
poured into bottles, the label appeared to turn a dark black color and was known as a “Black
Label” by consumers. The name was officially changed to "Sapporo Nama Beer Black Label" in
1989, and is still in use today. It is the best-selling and well-known brand among other Sapporo
beer brands. This is one of the reasons why we chose this brand to explain its entry into Thai
beer market. Another reason is the fantastic taste it offers; the beer is crafted with roasted dark
malts and a refined hop bitterness that is complemented by a sweet, round fullness and distinct
coffee and chocolate flavor. The beer is made carefully with the attention to create high quality,
and crafted from select hops and barleys.
Task 1: Singha
We choose to introduce Sapporo beer to the Thai market. The local competitor we
consider is Singha beer produced by Singha Corporation.
Singha Corporation (pronounce Sing) was established in 2001 as a subsidiary of Boon
Rawd Brewery. The history of the Singha brand dated back to the 1930s. Boon Rawd Brewery
was founded in 1933 by Boonrawd Sreshthaputra. Boon Rawd was the first licensed brewery in
Thailand. Singha was one of the first three brands produced by the company. From the first three
brands, Singha is the only brand that still continues producing to today. The brewery
management passes down through the descendants of the founder. Now own the third and fourth
generation. The company reaches the 85th anniversary in 2018.

The current version of Singha beer is brewed in by Pathum Thani Brewery under the
supervision of Singha Corporation. Other beers the Singha company manufactures include
Singha light, Leo beer, U beer, bottled and soda water. The company also import foreign beer, for
example, Carlsberg beer.

Reasons for choosing Thailand and Singha

Foreign beers are more popular than local beer in Thailand. As a result, Thai brewer
collaborates with Western brewers to import foreign beer. This shows that there is a potential in
promoting Sapporo beer in Thailand.

After brainstorming several local beer brands in Thailand, we concluded that Singha can
be considered as the biggest competitor to Sapporo beer. Singha is Thailand’s oldest and most
well-known beer brand. It is the only brewery that has been permitted to display the royal
Garuda, which is a rarely given royal warrant proving its quality and services. Singha beer has
premium quality products, history and target market that are comparable to Sapporo beer.
 Task 2: Sapporo
2.0 Market Environment

Japan, a member of APEC, is a highly-developed country and market-oriented economy.

The country ranks the third-largest all over the world by the nominal GDP. The GDP per Capita,
in Japan, when adjusted by Purchasing Power Parity is equivalent to 220 percent of the world's
average("Japan GDP per capita PPP 1990-2018"). When it comes to the legal and policy
environment, the government has a relatively loose policy and regulation towards the alcohol
industry and drinking behavior. The alcohol advertisement can be seen everywhere, while people
is legal to drink alcohol after reaching the age of 20 and public drinking is not prohibited as well.
Also, Japan government has revised the Liquor Tax Law in 2017, saying that both beer and beer-
based alcoholic beverages, currently in different tax categories, will be unified in a single tax
category in 2026. As a result, liquor tax rates for beer and wine will be changed, and the liquor
tax on malt based beer (not less than twenty-five percent malt) will be lowered from 2020
(Attaché Reports (GAIN), 2018), which will encourage the consumers, as well as the breweries
companies, focus more on the beer products.
Japan has a rich culture in drinking beers. Japanese salarymen usually go to the Izakaya
(a typical Japanese restaurant which provides alcohol) for drinking beers with their colleagues
and friends as an after-work corporate social bonding activity. Many Izakaya also provides an
unlimited beer drinking combo for the customers. Beer can be the first choice of giving an
opening formal toast.
However, the beer business of Japan also faces challenges. The beer market has
continued to shrink over the last two decades. On one hand, the population has been ageing and
the total population decreases. On the other hand, the younger generation consumes less beer and
become thriftier, with preferences and consumption behavior diversifying, comparing to the elder
generation. Furthermore, the Sapporo Breweries holds 10.2% of the market share and dominates
92% of the domestic beer market along with the other three Japanese beer makers((Fujikawa,
2016). It is vital to open the overseas market as the domestic market shrinks.
3.0 Targeting & Positioning

The flagship products, which refer to the Black Label brand and the Yebisu brand, have a
strong foundation in terms of trust and a reliable customer base ("Sapporo targets the US,
Southeast Asian markets", 2016), as Tsutomu Kamijo, the CEO of the Sapporo Holdings
mentioned in the interview. The Black Label stands for the traditional beer image in Japan. Its
loyal customers are largely made up of the middle age male and the elder male from the middle
class.

4. Marketing Mix
4.1 Product
As we mentioned previously, the Sapporo Draft Beer Black Label is one of the two
highly competitive brands of Sapporo Beer. Black Label achieved double-digit growth for 2
continuous years in “Cans,” which is a test of brand power. Black Label brand have several kinds
of products, and the best-selling also original one provides customers with most choices to
choose, differentiate from the sizes to the containers, and it is 5% alcohol by volume.

4.2 Price
The price of beer in Japan is fairly standard across the country. With the huge battle for
market share in convenience stores, beer prices are just about the same everywhere. The average
price of domestic beer is at an average of 276.97 yen for 0.5-liter bottle("Cost of Living in
Japan", 2018). The Japanese beer market has three types of beer drinks, regular beer, happoshu
and new genre. Happoshu and a new genre is a beer-like drink with a malt content of less than
67%. Due to the unrevised Liquor Tax Law back then, the tax rate of regular beer is higher than
other beer like drinks. After the revision carried out gradually in 2026, the rising price of the beer
substitute Happoshu and new genre will bring an increase in beer consumption, as the beer price
stays the same.

4.3 Place
In Japan, people usually get the Sapporo beer from the convenience stores such as Seven
Eleven, the supermarkets, the liquor stores and the Izakaya. People can also enjoy the Sapporo
beers in the Beer Garden operated by Sapporo Beer company, where you can enjoy the freshly
made beer from barrel raw directly. Besides, Sapporo Beer also allows the customers to visit
their beer factories in Japan. Through a series of interesting activities, you can get a glimpse of
how the beer is produced.

4.4 Promotion
Sapporo Beer pays great attention to digital marketing on social media. Sapporo was the
earliest enterprise to open up a Facebook account in the Japanese beer industry in May 2011, and
they already gain more than 200,000 followers on the official account up to November 2018.
Sapporo Beer holds a variety of marketing campaigns. Based on the information provided
on the official site of Sapporo, we can basically divide the promotion into three parts. The first
part in a video campaign. Sapporo produces many different videos for different products,
different events or even the same product in different seasons. In terms of Sapporo Black Label,
Sapporo invited Hideaki Anno and Satoshi Tsumabuki to star the video in 2018. Hideaki Anno is
a 58-year-old famous anime and film director in Japan, while Satoshi Tsumabuki is a popular
Japanese actor aged 38. Through the theme of having a conversation with an adult representative
in the advertisement, Sapporo Beer hopes to create new awareness from the customers of the
younger generation centred on the 20s and 30s.
Apart from the video campaign, Sapporo holds several events such as hiking, lucky
straws and story-writing competition, and the lucky straw activities only allow the customers to
join. What is more, Sapporo operates a registration membership system. The company regularly
sends email to its members with great deals, event information, member-only campaign and pre-
sale. Though the designated promotion, Sapporo Beer can convert the marketing efforts into the
sales more effectively.

Task 3 (Singha)

(1) Market environment

Thailand’s government regulation has ruled ‘Alcohol Control Act B.E. 2551’ in 2008.
According to the law, alcoholic beverage companies in Thailand are not allowed to advertise
their products in a way to persuade people into drinking whether directly or indirectly, and the
packaging cannot be disclosed on commercials as well (Higgs, M. M., 2017). Furthermore,
posting pictures with alcohol on social media is prohibited in Thailand. Those who do so will
face a fine of 50,000 baht or 1,500 USD. Thus, there is no celebrity endorsement for alcohol
beverages in Thailand. The legal drinking age and the minimum age to purchase alcohol for
Thais is 20 years old, even though Thailand is known for its drinking and nightlife.
There is an act of days and time when alcohol cannot be sold in Thailand. The regular
hour is between 11 a.m. to 2 p.m. and 5 p.m. to midnight. Due to the fact that Thailand is a
religious country, the 5th religion precept states that to restraint from drinking alcohol.
Therefore, it is illegal to sell alcohol on the Buddhist Holy days. This means no sales on alcohol
for 24 hours on those days except at the airport’s duty-free area.
Thailand is the second largest economy in Southeast Asia following Indonesia and is a
member of ASEAN. In spite of being a developing country, Thailand has a fast growing
economy. Regarding importing products to Thailand, “A foreigner wishing to conduct business
in Thailand is subject to the Foreign Business Act. Export of all types of goods is permitted to be
conducted by a foreigner. A foreigner cannot import goods for sale, either retail or wholesale, as
a trading company unless the company has been granted permission by the Ministry of
Commerce or its capitalization is not less than THB 100 million. However, a foreigner may
import raw materials and machinery to manufacture products which are not covered under the
Foreign Business Act” (Tilleke and Gibbins, 2009, page 26).

(2) Targeting & Positioning

Targeting and Positioning are the two of STP strategic approaches for developing
marketing strategies. Targeting is the step of targeting the segmentations which should be served.
In Thailand, Singha used to target the market to customers in X generation (35 years old above).
But, in 2016, Singha launched a new campaign to target on customers in Y generation (25-35
year old) because customers in y generation did not understand accurately the brand image and
what Singha is but they knew only the existing of the brand. Moreover, this generation is also the
main target of the competitors. In order to overcome, Singha had done with a new image of its
brand to be more modern and young in order to target y generation. Besides that, Singha is also
targeting to do sponsorship in the sports industries and concert event
As the logo of Singha is displayed as the royal Garuda because Singha is a powerful
mythological lion. So, the brand itself had represented “Thainess” to show both Thai and foreign
people. However, the other competitor of beer company (Chang) in Thailand took a large share
of the market. So, Singha had to reposition itself by targeting on Gen Y group and being more
premium. Now, comparing with the competitor as Chang, Singha has set a market positioning as
a premium beer by having a high price than Chang’s and taste better (Mongkol, 2016)

(3) Product and price

Through product strategies, Singha was able to capture and retain market share, further
leading to a growth of the firm. The products were differentiated from the others by having three
formulas. The beer products had three stages of alcohol by volume percentage. Singha beer,
known as the lager beer contained 4.9%, on the other hand, Singha Gold Lighted also known as
light beer contained 4%. Moreover, 3% alcohol was contained in Singha Draught. Singha was
given wings in foreign exports ever since 1988, in which they received ISO 9002 from S.G.S,
which proved that the products fulfilled universal standards quality-wise.
Furthermore, Singha utilized the product line strategy in order to guarantee full inventory
of the beer products in each and every market segment. The brand’s objective of the products
was to leave a strong impression of an ‘authentic Thai beer’ which Thai people preferred to
drink. The image of authenticity developed a strong loyalty of Thai consumers. In line with its
loyalty, Singha Gold product line fascinated the attention of the new generation. Product quality
was enhanced, packaging was developed to catch the eye of the new generation. Singha Gold
with only 3.5% of alcohol, change of the logo composition and arrangement was the fruit of such
endeavour.
Moving on, Singha adopted a price strategy of introducing new lines of products at a
lower price. With an unstable economic background in mid-1997, it was still advantageous for
the firm to preserve its price. However, due to the economic crisis, the consumption patterns
shifted from consuming a beer of high price to low price. The purchasing power of Thai
consumers was weakening resulting from layoffs and cutback of salaries. Singha’s competitor
Chang beer were selling their products at a cheaper price, and this led to Singha beer creating
new products, for instance, Super Lion and Leo. These new products’ prices were arranged at a
much lower level compared to the original products. This strategy helped penetrated the
weakened market, enabling the company to compete with low price products of the competitor.
(5) Place/Channel and (6) Promotion

Singha distributes its product to supermarket, seven-eleven, restaurant and online store. It
has its own traders locating all over Thailand to distribute the products and also find a new
customer in those local areas. For the promotion, Singha has used advertising build up its brand’s
long-term image emphasizing the concept of success, sport and identity of Thai culture. While
alcohol product advertisement is not permitted to be on air or posted on social media in Thailand,
Singha could only present its own brand by making stories which attract people and put its brand
logo in the last part of a video. Its advertisement is outstanding and is promoted through all kind
of media from television, radio magazines, newspaper and others. It always hires well-known
people to be its brand presenter and let them share their success story. Moreover, Singha has been
a sponsorship for several sports teams, supporting events and associations in football, golf and
tennis. It was a partnership with Premier League football club Chelsea and Manchester United.
Singha also recently became a sponsor of Oxford United Football Club in 2018. In addition, it is
a sponsor of music events for many popular artists in order to make its product to be memorable
among the teenagers. Singha’s website has a page which its contents are written about
recommended menus. There are recipes that teach consumers how to cook them with ()its beer so
that the consumer can find new interesting ways to enjoy its product.

Task 3: The comparison of Sapporo and Singha

The market environments of the two companies are very different, therefore this will
present a challenge for Sapporo to introduce their beer in different ways to what they do in
Japan. The Japanese regulations are more liberal when compared to Thailand, as in Thailand
there are a lot of controls and days where alcohol cannot be sold in the whole country as a result
of it being a Buddhist-majority country. Singha’s pricing strategy is more general public friendly
and does not target a premium segment but targets the majority and mass media, they promote on
many sports events and teams so the brand is more present in social events. Sapporo has a more
digital-SNS kind of strategy.
 Task 4

(1) The Identification of Key Problems

Our question involved considering Standardization or Adaptation and how to make

culture work for marketing success.

The key problem to be concerned when doing marketing about alcohol in Thailand is that
the promoting alcohol topic on media is quite different from Japan and difficult to make than
other countries due to very strict legislation. The difficult things are that, first, when advertising
on television is created, it cannot show its product image on the advertising through television
media. It can do only show the brand name or the symbol of a production company but it cannot
pronounce the brand name. Second, the content on television advertisement about alcoholic
items must show the creative content for society. Third, the advertisement must display the
caution of drinking alcohol. The good example alcohol advertisement on television in Thailand is
called Regency that the content has shown about “Thainess” and the end of advertisement has
displayed only its brand name without pronouncing the name. When doing advertisement on
media in Thailand, the issue needed to be considered is how to promote advertisement on media
creatively and effectively within a strict legislation.
Another problem is to set a price for the product in Thailand. The average price of
Sapporo Black Label is approximately 200 yen per can for 350 ml size, while Singha beer is only
40 Bath or around 138 yen. Due to the tariff set by the Thai government, the importation of
alcohol is very expensive in Thailand. The price must be considered about cost insurance freight
(CIF) and other charges of the products. 10% of import taxation and 7% of VAT would also be
included in the price that will make its product become more expensive. Sapporo needs to choose
between making its product image luxurious by selling Black Label at a high price or adapting
lower price for price competitive advantage to sell to local people.
Price setting is also related to the ways Sapporo establishing their brand in the host
country. According to importing alcohol regulation in Thailand, the foreigner firms cannot
import their products without the import license contracted with Thai intermediary. Sapporo
needs to find its Thai partner to sell the beer in Thailand legally. Another way is to set up its own
brewery in Thailand that can decrease the cost of importation. However, the proportion of
shareholders needs to be more 51 of Thai nationality. It also costs more than 35 million yen to do
a registration.
In Thailand, There is a limitation of selling time as mentioned above which can be sold
from 11 a.m. to 2 pm and 5 pm. until midnight or even on the Thai holy days. It is different from
Japan that there is no regulation on time for buying and selling alcohols. Therefore, the marketers
must understand and promote inappropriate way as well as the Thai legality.
There is also no product loyalty. Singha beer is currently the most popular beer brand in
Thailand, in contrast, Sapporo beer never has any official license import and commercial in
Thailand. This means there are very few people who are familiar and loyal to the brand. Entering
the Thai market will be a fresh start. Sapporo needs to enter the market with a promotional
campaign that creates a big impression so that it can be caught consumer awareness and start
building loyalty to their product.
There is some culture in Thailand that Sapporo beer has to be aware of to avoid creating
problems. There is usually a fast boom and decline when a new Japanese product entered the
Thai’s market. Thai love Japanese products, however, they only focus on the trending product on
social media. For example, when ‘Pablo’ enters Thailand market it sells well for several months
but when a new Osaka pancake ‘Gram’ came ‘Pablo’ sell decrease rapidly. Sapporo needs to
plan carefully to retain consumer interest.

(2) Market Objectives

The main objectives are to increase product awareness in Thailand which expects to gain
market share growth by 3%-4% in the first year.
 (http://www.bltbangkok.com/article/info/3/325)

According to the total of beer market share in Thailand in 2016 as mentioned in

the picture, it illustrated that Leo beer had the greatest number of market share which was
53-54%. The second was Chang beer which is 38-39% of the market share. Singha was in
5-6% of the market share while Heineken also was almost at the same level which is 4-
5%. Moreover, it is essential to keep the brand’s reputation clean by obeying the laws
regarding alcohol sales and promotion.

(3) Development of International Marketing Plan

Positioning

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Targeting
- 25-50 years old, high income businessman/women, like Japanese culture and product
Message appeal
- “Experience a sense of Japan in one sip”
- “Good beer to drink after work”
- “Cool and luxury, Japanese original taste, feel like they are in Japan”

Our group decided to develop an international marketing plan for Sapporo to Thailand by
using the Global marketing mix.

Starting with a global product, we decided to change the label to look more luxurious and
tell a better story about the product by adding Japanese pattern or the famous place picture of
Sapporo in the label design to make people know that this product is originated from Japan. We
also put slogan “Sense of Japanese” on the label which this new design will be a limited edition
that will sell during a grand opening. However, we will keep the same taste of the product.

The global price for Sapporo in Thailand should be price adaptation due to the fact that
Thailand and Japan have different of income, GDP and living cost. So, we decided that the price
should not be too high and too low and because the price for Singha beer is around 40-50 baht,
we decided the price of Sapporo that it should be around 50-55 baht.

For the place, since we are aiming to be a bit more premiums than Singha we decided that
to sell Sapporo beer at gourmet supermarket such as the Siam Paragon, Emporium, CentralWorld
and in quality Japanese restaurants. We choose shopping mall supermarket because it is where
our target customer usually goes shopping. For product introduction phase, IconSiam will be our
main place to promote the product. This is because this shopping mall has a partnership with
Japanese mall Takashimaya which fits the image we are focusing on. The area around also has a
high number of Japanese residents and restaurants.

To promote Sapporo Black Label, we decided to hold a grand opening event including
pop up stores. The customer can try on a Yukata and take a photo, posting it on their social site
with Sapporo hashtag. In Thailand, Japan Expo and Thailand International Travel Fair are held
every year so that we can be a sponsor of them. Focusing on the publicity can make a brand
recognition to people in Thailand. Due to the regulation of alcohol in Thailand, Sapporo could
use an advertisement which has content related to its slogan, not to show the product picture
directly.

(4) The Evaluation

Thai people like to follow the trend. Our marketing plan focuses on introducing the
product to the market and creating a trend. We are confident that our plan would successfully
create a trend in Thailand. However, since our plan focuses on the first year of product
introduction, in long-term when the trend is over, market share can drop. In order to not let this
happen, we need to make an end year evaluation from customer feedback to see what we can
improve in the future. Lastly, since Thailand does not have a stable politic at the moment, we
also need to constantly be aware of the changes in Thai politic and regulation.

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