A research study submitted in partial fulfillment of the requirements for the degree of Master of Business and Administration, School of Management

Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2001

Boon Rawd Brewery, Thailand's leading local brewer, is the producer of the most famous Thai beer: The Singha. This research study will focus on both the brand and marketing strategies used by Boon Rawd Brewery to develop and promote its main product, Singha lager beer. Although this study will center on the Thai market, it is important to note that Singha beer is also present in foreign markets such as that in the USA (where Singha is the best selling Thai beer) or those in other Asian countries. The main market is, of course, Thailand where Shinga competes against both local beers, and foreign brews like that of the Danish giant Carlsberg with its Chang beer (or elephant beer). This study will first present a brand inventory to provide a current comprehensive profile of how the Shinga beer is marketed and branded. The second aspect of this project will be the brand exploration. This will consist in doing some research to understand better what consumers think and feel about the brand. Finally, depending on the results obtained, this study will propose solutions and recommendations which may help to develop brand awareness.