i need marketing mix 4ps of singha beer

Expert Solution

Product - The singha beer is a Thailand based beer categorised as 5% abv pale lager. A lighter version with 3.5% abv was intorduced later as Singha light. The beer is considered one of the premium and best selling products of the parent company Boon Rawd Brewery of Thailand, which also produces cheaper versions like Leo and Chang Thong. It is made of 100% barley and Saaz hops, some of the finest ingredients, giving it a premium feel.

Promotion - The product derives its name from Lion, which is a mythological power in Indian and Thai cultures, a symbol of power and dominance. The product is positioned at the top of the beer line. The promotion includes association through sponsorship with biggies of the sporting world like Chalsea football club, Formula One, thus connecting with upscale youngsters who are the prime market of the product. The company also uses platforms like pinterest and facebook to connect with its prime customers, besides the conventional TV and print ads. The company is also known to sponsor leisure and lifestyle events.

Place - Besides Thailand where it dominates the beer market, the Singha is manufactured in Germany by some manufacturers under licence from the company. It is available in major retail stores like WalMart and Tesco across the world.

Packaging - The beer is available in 330ml can, and bottles of size 330ml, 500ml and 630ml to suit convenience and usage pattern.

keosha answered 1 year ago

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