Page 21 - ar2013

ANNUAL REPORT 2013 19
left:
The newly opened,
modern manufacturing
factory for Tiger Balm in
China.
below:
Tiger Balm Team
members of Germany
celebrating at the
marathon fnish line.
below:
Relief on the Go for the
Mobile Executive: The
debut of Tiger Balm Neck
& Shoulder Rub in Europe
was well-received.
Direct customer engagement through
social media gained momentum. In
the United States, “Tiger Balm Pride
— Top Fan of the Week”, “Show us
your Tiger Balm” Photo Contest and
other activities on facebook succeeded
in building a Tiger Balm community,
boosting brand loyalty. In the third
edition of the “Run to New York”
marketing campaign in Germany,
fans voted for their favourite runners
to represent Tiger Balm at the New
York Marathon, shared experiences
of using Tiger Balm on facebook,
runner forums and blogs, and ran
as the Tiger Balm Team at various
runs across the country.
Identifying sport as a platform to reach
out to the sporting community, we
sponsored numerous sporting events,
including the Paris Marathon — one
of the fve biggest marathons in the
world and the Amstel Gold Race
— the most important road cycling
event in Holland. In Singapore, the
Tiger Balm ACTIVE sub-brand made
headways as it gained recognition
as the partner-of-choice for sports.
It was the offcial muscle rub for
the Singapore Standard Chartered
Marathon and other major sports
events.
Our new factory at Haicang Investment
Zone in Xiamen, China, commenced
operations early this year.
The growth in 2014 will depend on
the economic outlook that unfolds
ahead. However, launches of new
products such as theTiger Balm Neck
& Shoulder Rub in new markets will
enhance our brand awareness, retail
visibility and our image as a lifestyle
brand in those markets.
HawPar_AR2013_FA 260314.indd 19 3/26/14