LEO

By Sippaphon Sathapornreungrai
 Introduction
From 1995 to 1997 Singha Corporation had a declined
situation on its business condition where foreigner asked
to buy and continued its progress. Unfortunately, the
offer was rejected by Santi Bhirombhakdi who had an aim
to recovery this company for only two years. Being one of
the major shareholders, his market share diminished from
90% to 20%. From market survey, those alcoholics
attempted to purchase alcohol drinks with low price and
has high percent of alcohol. So they design to create Leo
beer with a smooth taste like heineken, but with a price
that everyone can buy.
 Brand Competitive Analysis

Leo Chang

Price Cheaper Cheap

Smooth Strong
Taste
Hipster, new generation Royal customers
Target customers
Marketing Survey
Questions
1. Male or Female
2. Ages
3. Which brand of beer will you prefer
to drink?
4. Why?

Chang Leo
Which brand of beer will you 30% 70%
prefer to drink?

According to the survey most of female and consumer under the age of 35 prefer to drink Leo because
of its smoothness and lower price. Most people in the age more than 35 years old will prefer Chang
because it has stronger taste and it’s been in the market longer than Leo.
 Brand Focus

Brand Equity

- According to the survey people think that Leo is better than

Chang because it has great taste and cheaper than Chang.

Brand’s Personality

- relax, enjoyment, harmony, friendship

Brand Identity

- The poorman heineken

 Type of Brand Associations

Customer - Teenager, new generation, hipster

Price - Very cheap (low class and middle class)

Favorability of brand associations - smooth taste and cheap price

strength of brand associations - enjoyment and friendship

Uniqueness of brand associations - cheap price and good taste

 SWOT Analysis
Strength

- Cheap price

- Smooth taste

- Leo beer get a reward from Germany which is a pro efficient country in Beer.

Weakness

- Look low class than Heineken or another import beer.

opportunities

- use the opportunities when most of people transfer from whiskey to beer.

Threats

- Beware of chang because at present time, they are increase on market share.
 Conclusion
Leo beer take control most of the market
because Leo beer pointing to the new
generation that like more smooth beer, but
Chang pointing at the old customers that
like strong beer. From the past Singha and
Leo control 72 - 74 % of Thailand beer
market, but after Chang has revenue their
brand now Singha and Leo have control only
58 - 60 % while chang has control 38-39%.
After Chang has increase their
control in beer market for 1 year,
Singha has create their new brand U
beer to break Chang beer. Their
design to change their tactic and
focus on restaurant, cafe, bar, new
generation, generation y and people
that like import beer. Chang also
change their packaging, look and
focus more on teenager 25-35 ages
to expand the market.
 References

http://www.moki2live.com/2015/leo-beer-history/

http://www.thaventure.com/2015/03/leo-beer-history/

https://www.prachachat.net/news_detail.php?newsid=1483269512

http://digi.library.tu.ac.th/thesis/jc/1170/01ชื่อเรื่อง.pdf