17
ANNUAL REPORT 2015
2015 was a challenging year for several of our markets.
Having to operate in the midst of political and civil unrests,
terrorist attacks, economic downturns, and environmental
disasters like the haze, it was fortunate that we managed
to achieve growth in most key markets.
Pursuing our strategy of launching new products into
more markets has resulted in growing our consumer
franchise with a wider spectrum of consumer appeal.
Tiger Balm Neck and Shoulder Rub was launched
in China mid-year and in Taiwan in December.
The introduction of this product, mainly through digital
media campaigns, resonated well with our consumers
and trade. The ever growing number of young people
using the electronic media and devices, such as mobile
phones, was our target consumers for this product.
We continued to build on sports sponsorship in
countries such as Singapore, Thailand and the United
States, positioning Tiger Balm as the topical pain
reliever of choice for athletes and the fitness-conscious.
In Singapore, we maintained the sponsorship of
Dipna Lim-Prasad, Singapore’s National Hurdler,
as the brand ambassador for the sub-brand Tiger
Balm ACTIVE. Dipna went on to clinch the Silver
medal for 400m hurdles for Singapore at the
28th Southeast Asian (SEA) Games in June. In the
same month, Tiger Balm signed Christian Taylor
- the US Olympic Gold Medallist in Triple Jump as its
brand ambassador in the United States.
O P E R AT I ON S R E V I EW -
H E A LT H C A R E
In Thailand, we organised our own marathon titled “Tiger
Balm’s Khao Yai Trail Marathon” in October, offering
spectacular trail runs of various distances ranging from
a 3.5 km fun-run to a full 42 km marathon at the foothills
of the Khao Yai National Park. The event was announced
on digital platforms popular with runners and was
oversubscribed.
Building on this successful strategy we also started
sponsoring marathons in India where we created awareness
and trials for our Tiger Balm.
To drive top of mind and brand preference, we also invested
in advertising that covered both online and offline media
in various markets, including commercials on TV in our
key markets such as Saudi Arabia. In selected countries,
for instance Germany and Hong Kong, we ran online media
campaigns to complement offline promotion.
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Germany
Integrated media campaigns to promote Tiger Balm
Neck & Shoulder Rub with impactful advertising at
the Berlin International Film Festival
Taipei, Taiwan
Young executives at the Syntrend Creative Park
(
ƁՇԽҡ
) being given a massage with Tiger Balm
Neck & Shoulder Rub during its launch
Taipei, Taiwan
Celebrity and graphic designer Kristy Cha-Ray Chu
(
ف
ŝว
) endorsed Tiger Balm Neck & Shoulder Rub
at the media launch at the Syntrend Creative Park
Australia
The all-new TV commercial for Tiger Balm Neck &
Shoulder Rub featuring TV Presenter Emma Mullings
enjoying a “Massage-on-the-Go”
Singapore
Brand Ambassador for Tiger Balm ACTIVE Dipna Lim-
Prasad sprinting off at the 400m Hurdles Finals at the
28th Southeast Asian Games held in Singapore
Thailand
Victory shot of runners who completed the Tiger
Balm’s Khao Yai Trail Marathon
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We registered healthy growth in the sales of our Tiger
Balm medicated plasters range, where consumers showed
confidence in our brand despite aggressive competition from
other established brands. Our Tiger Balm Mosquito Repellent
Patch continued to do well this year.
The regulatory environment continues to place new demands
on the topical analgesic industry, and several of our markets
are imposing new and more stringent regulatory controls on
our ingredients and products.
We can expect to face similar issues and challenges if not at a
worsened level as we enter 2016. Nevertheless, we will take
all possible measures to maintain our market share in the
key markets through both investments in brand building and
consumer franchise building exercises, as well as in new line
extensions, expanding the product portfolio and increasing
retail shelf presence.
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HAW PAR CORPORATION LIMITED
