1. SINGHA CORPORATION

2. 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

3. Singha Lager Beer
Market 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

4. Recommendations
• Enjoy wealth in generating cash and high profits.
• Keeping low investments due to low growth.
• Set as foundation of Singha Corporation.
• Enjoying the great branded name in beer market.
• Use generated cash flow that to help invest in other products.
• Investing in supporting infrastructure to help in efficiency and
increase the sales.
Recommendation Singha Lager Beer

5. Singha Light Beer
Market 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

6. 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

7. Leo Beer
Market 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

8. Recommendations
• Maintaining the current high profit 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 efficiency from
manufacturing to distribution.
• Use the money generated to help boosting other products.
Recommendation Leo Beer

9. Singha Water
Market 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

10. 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

11. Singha Soda Water
Market 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

12. • 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% +

13. Non Alcohol Beverages
B-ing Berry Functional Drink
Market 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)

14. Recommendations
• The trend of Berry Functional Drink is no longer attractive
• Let other firms acquire
• Use the money to spend on other potential products
Recommendation B-ing Berry Functional Drink

15. Non Alcohol Beverages
Purra Mineral Water
Market 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

16. 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

17. Food Products
Masita Seaweed
Market 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%.

18. Recommendations
• Convert to star by investing on product and research
• Add more flavors 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

19. Food Products
Pundee Rice
Market 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.

20. 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
+

21. 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= 95600000
27600&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&grpid=&cati
d=11&subcatid=1100
 http://www.taladvikrao.com/329/329news/talad01.html
 http://region4.prd.go.th/ewt_news.php?nid=23543
References

22. Singha Soda Water
 http://www.marketeer.co.th/marketeertoday_detail.php?marketeertoday_i
d=4499
B-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= 95600000
02278
Purra Mineral Water
 http://www.manager.co.th/mgrWeekly/ViewNews.aspx?NewsID=95400001
14484
References