E-Malt.com News article: Malaysia: Tiger Beer to get a major ad push in the Year of the Tiger

Leading Malaysian brewer Guinness Anchor Bhd plans to spend about RM20 mln on Tiger Beer brand’s advertising and promotion activities for Chinese New Year and FIFA World Cup campaigns, The Star communicated on January, 23.

Marketing manager who looks after the Tiger Beer business, Sean Koh, said the company planned to spend about RM10 mln on its Chinese New Year campaign that entailed print as well digital advertising and promotional activities.

“This is the plan for our Year of the Tiger 2010 campaign,” he said, adding that Chinese New Year was the best-selling season for the company and would probably rake in close to 40% of the year’s total sales.

For the upcoming FIFA World Cup, Koh said the advertising activities and overall expenses were still under planning but the cost was estimated at RM10 mln.

“World Cup is be another big event for us and there will be activities lined up,” he said.

He said the company was expecting better sales for its Tiger Beer this year compared with last year, mainly due to encouraging momentum in the Year of the Tiger and its aggressive marketing campaigns.

Sales for Tiger Beer totalled about RM500 mln, making it the largest contributor to GAB’s total revenue of RM1.28 bln in the financial year ended June 30, 2009.

The brand holds 32.5% in the local malt liquor (beer) market.

On the impact of the economic crisis on consumer spending, Koh said consumers tended to drink less initially but got used to the crisis after that.

“We see ourselves benefitting more in an economic crisis as some of the consumers would switch from liquor to the more affordable beer,” he said.

He expected a better business scene for the brewery market this year supported by the economic recovery and hoped this would improve spending sentiment.



27 January, 2010