SINGHA CORPORATION

Alcoholic Beverages

Non-Alcoholic Beverages Foods

- Singha Lager beer- Singha Light beer- Leo beer

- Singha Water- Singha Soda Water- B-Ing Berry functional drink- Purra Mineral Water

- Pundee Rice- Masita Seaweed

Product Skeleton

Singha Lager BeerMarket information• Singha Lager Beer market share: 13%• Beer market growth: 4%• Beer market value: 125,000 million Baht

BCG Analysis• Singha Lager Beer consider to be CASH COW.• High number of market share, but low in growth

Star Question mark

Cash cow Dog

Note: Well known for the brand and the taste of the beer

Alcohol Beverages

Recommendations• Enjoy wealth in generating cash and high profi ts.• Keeping low investments due to low growth.• Set as foundation of Singha Corporation.• Enjoying the great branded name in beer market.• Use generated cash fl ow that to help invest in other

products.• Investing in supporting infrastructure to help in effi ciency

and increase the sales.

Recommendation Singha Lager Beer

Singha Light BeerMarket information• Singha Light Beer market share: 2%• Beer market growth: 4%• Beer market value: 125,000 million Baht

BCG Analysis• Singha Light Beer is in DOG category.• The product has low market share and small growth

Note: Singha light contain only 3% of alcohol, so it matches with particular drinkers who do not like alcohol, also the product captures only niche market of alcohol drinkers.

Star Question mark

Cash cow Dog

Alcohol Beverages

Recommendation• Increase promotional campaigns to compete in niche

market.• Building the trend in consumer to consume Singha light

beer.• Creating and involve in the CSR programs to gain

awareness and good image.• Investing more money in special marketing plan in

boosting Singha to gain the largest market share in Light beer.• Do not leave the niche market due to the huge potential to

become market leader.

Recommendation Singha Light Beer

Leo BeerMarket information• Leo Beer market share: 32%• Beer market growth: 4%• Beer market value: 125,000 million Baht

BCG Analysis• Leo Beer is a CASH COW product.• The product captures high market share, but still has low growth rate.

Star Question mark

Cash cow Dog

Note: The price is affordable and reasonable which come with the good taste of the beer.

Alcohol Beverages

Recommendations•Maintaining the current high profi t margin and high sales.•Maintain less promotion and little investment.•Enjoying the great business that everyone is craving.•Setting Leo as income foundation.•Upgrading the overall system to boost the effi ciency from manufacturing to distribution. •Use the money generated to help boosting other products.

Recommendation Leo Beer

Singha WaterMarket information• Singha Water market share: 24%• Water market growth: 15%• Water market value: 20,000 million Baht

BCG Analysis• Singha Water consider to be STAR.• It holds the highest market share of 24% while runners-up(Nestle) hold 15%• The competitors getting stronger E.g. Namtip develop its new packaging Charng sponsor with Real Madrid/ Barcelona

Star Question mark

Cash cow Dog

Note: Singha water should develop new strategy to compete with other brands in the market, there are still risk of other brand to takeover the 1st position in the market.

Non Alcohol Beverages

Recommendations• Add advertising campaign and marketing activities• High competition in market needs high investment on

activities• Maintaining and keep the highest market share

Examples of activities:• Create a story or history of the product provided to the

customers to establish the value of the product in customers’ mind

• Maintain the strong brand awareness by keep reminding the customers (change packaging, create new slogan).

Recommendation Singha Water

Singha Soda WaterMarket information• Singha Soda Water market share: 90%• Water market growth: 5%• Water market value: 5,000 million Baht

BCG Analysis• Singha Soda Water consider to be CASH COW.• With extremely high market share but small growth.

Star Question mark

Cash cow Dog

Note: Singha soda is a dominant player in this industry comparing to Chang soda and Crystal soda where both of them together only hold 10%. It has strong brand recognition and priced higher than competitors.

Non Alcohol Beverages

• Recommendations• Exploiting new opportunities.• Find new use to achieve in new target market• Expanding the product line, Eg. Add new flavor of

soda

Recommendation Singha Soda Water

90% +

Non Alcohol Beverages

B-ing Berry Functional DrinkMarket information• B-ing Berry Functional Drink market share: 12%• Berry Functional Drink market growth: No growth for 2011-

2012• Berry Functional Drink market value: 2,000 million Baht

BCG Analysis• B-ing consider to be DOG.• The product holds very low market share compare to the leader.• The market has no growth

Star Question mark

Cash cow Dog

Note: • From 2007-2012 functional drink growth rate drop from 335%to - 40%• Beauty drink brand dominate the market with 65% market share• B-ing used 100 million baht on TVC (50% of their annual revenue)

Recommendations• The trend of Berry Functional Drink is no longer

attractive• Let other fi rms acquire• Use the money to spend on other potential products

Recommendation B-ing Berry Functional Drink

Non Alcohol Beverages

Purra Mineral WaterMarket information• Purra Mineral Water market share: 10%• Mineral Water market growth: 20%• Mineral Water market value: 1,800 million Baht

BCG Analysis• Purra Mineral Water is a QUESTION MARK product.• It has small market share but the industry is growing

Star Question mark

Cash cow Dog

Note: • Growing market but few competitors• Purra played in the market for only 2 years• The brand is not recognizable• Still have low distribution channel

Recommendations• Use heavy IMC tools to boost up the sale• Advertising and sponsorship• Sport event• Young generation

• Public relation• Educational marketing• Influence people to live healthy

• Open new channel• Tie in sales with Singha water• Use Singha distribution system

Recommendation Purra Mineral Water

Food Products

Masita SeaweedMarket information• Masita Seaweed market share: 15%• Seaweed market growth: 36%• Seaweed market value: 2,813 million Baht

BCG Analysis• Masita Seaweed can be consider as QUESTION MARK

Star Question mark

Cash cow Dog

Note: Market continue growing cause by the trend of food snacks Small market share compare to market leader “Tao Gae Noi” who holds 60%.

Recommendations• Convert to star by investing on product and research• Add more fl avors and packaging size• Add product into baked seaweed segment to increase share

1. Fried Seaweed 70% (1980 million)2.Baked Seaweed 20% (558 million)3. Grilled Seaweed 8% (232 million)4. Tempura Seaweed 2% (43 million)

• Increase manufacturing factories to serve high demands and be ready to export when AEC open in 2015.

Recommendation Masita Seaweed

S M L

Food Products

Pundee RiceMarket information• Pundee Rice market share: 2%• Rice market growth: 12%• Rice market value: 50,000 million Baht

BCG Analysis• Pundee Rice is a QUESTION MARK• The product has low share with 2%,compare to the market leader “Chatr” which holds 16% of share.

Star Question mark

Cash cow Dog

Note: The number of share of the market leader is small because there are many small players who share the market.

Recommendations• Lower the position of the brand and trade in the

traditional market.• The cost to place product in the modern trade is too

high• Pundee receive 3%-5% margin which is very low.• Lower down the price, the quality

Eg. Tie in sales with Singha Water or Beer

Recommendation Pundee Rice

+

Masita http

://www.thannews.th.com/index.php?option=com_content&view=article&id=172986:2013-03-08-10-19-27&catid=223:--marketing-zone&Itemid=456

http://www.manager.co.th/iBizchannel/ViewNews.aspx?NewsID=9560000027600&TabID=2&

http://www.thanonline.com/index.php?option=com_content&view=article&id=172986:2013-03-08-10-19-27&catid=223:--marketing-zone&Itemid=456

http://www.prachachat.net/news_detail.php?newsid=1337054472&grpid=09&catid=no

Pundee Rice http://www.positioningmag.com/magazine/details.aspx?id=91353 http://m.prachachat.net/readnews.php?newsid=1298713988&grpi

d=&catid=11&subcatid=1100 http://www.taladvikrao.com/329/329news/talad01.html http://region4.prd.go.th/ewt_news.php?nid=23543

References

Singha Soda Water http://www.marketeer.co.th/marketeertoday_detail.php?marketeer

today_id=4499B-ing Berry Functional Drink http://www.positioningmag.com/magazine/details.aspx?id=87480 http://www.ryt9.com/s/bmnd/899499 http://www.manager.co.th/iBizChannel/ViewNews.aspx?

NewsID=9560000002278Purra Mineral Water http://www.manager.co.th/mgrWeekly/ViewNews.aspx?NewsID=95

40000114484

References