Asia Pacific Breweries' Anchor Beer in Singapore (B): The New Challenges By Chung Mann Yien Cindy & Shirley Tan

Abstract

It was in mid 2002 when a key decision concerning Anchor's future was finally made. After rounds and rounds of internal debates, Dorit Grueber, Assistant General Manager (Marketing) of Asia Pacific Breweries Singapore, and Melvyn Ng, Senior Brand Manager (Specialty Brands), managed to convince Dr. Les Buckley, General Manager, that Anchor should be repositioned to the "20-25" age segment. This was the company's latest attempt to salvage the heritage brand of more than seventy years, as sales figures for the brand had been on a downward trend for the last 12 years. Melvyn Ng and Samantha Chan, Brand Executive, were both charged with the responsibility to plan and execute a new campaign for Anchor. The first phase of the campaign lasted for three months from August to November 2002. A key presentation was scheduled at the closing of this phase to evaluate the brand and sales performance.

Issues: Brand Strategy, Marketing Strategy, Marketing Implementation

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