Tiger Balm: The future of a heritage

• Main Author: KUM, Doreen
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2015
• Subjects: Product life cycle; segmentation; targeting; positioning; global markets; mature product; heritage product; marketing strategy; branding; brand pressence; brand equity; changing consumer tastes and preferences; adopting to change; brand repositioning; new product development; diversification; market development; market penetration; Asian Studies; International Business; Marketing; Strategic Management Policy
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/113; https://cmp.smu.edu.sg/case/3221
• Institution: Singapore Management University

The case is set in January 2014, and discusses the challenge facing Mr A K Han, the Executive Director of Haw Par Holdings, with regard to Tiger Balm, the key brand in the Group’s healthcare business. Tiger Balm, an almost century-old herbal topical ointment, was a popular analgesic in Asia. Aggress...