Media Coverage
Spire's six most recent media appearances.
Emerging trends, product categories and problems for the Silver indust...
Renewable Energy- Vietnam’s up-and-coming energy source
Gazing into the crystal ball for 2020
Asia-Pacific ripe for silver market opportunities
Will US-China tensions erode global growth?
Success factors for developed economies
Tiger waiting to pounce
|
|
The Edge
12 December 2005
Tiger waiting to pounce
Synopsis
Spire’s research was cited in The Edge on the 12 Dec 2005 (pg 20) on an article that detailed how Asia Pacific Breweries wants to make Tiger beer a pan-Asian brand.
For the fiscal year to September 2005, APB spent $247.17 million on direct and indirect marketing, up 4.3% year-on-year (y-o-y). That’s 17.2% of its total revenue.In comparison, the marketing expenditure of global brewers broadly ranges from 8% to 15% of total sales, says Leon Perera, managing director of Spire Research and Consulting.
As an illustration, Anheuser-Busch, which brews Budweiser, spent US$2.59 billion ($1 approx US$0.60) on marketing, distribution and administrative expenses in 2004, 15.2% of its sales. Of this, Perera reckons some US$1.5 billion would have been for marketing.