SINGAPORE: When A K Han joined Haw Par Corp in 1991, one of his first tasks was to revitalise its Tiger Balm business after its 20-year franchise to Jack Chia Group was terminated.

Sales of the ointment — the company’s sole product — were stagnating, fewer young people were using it and the tired-looking packaging was in dire need of a makeover.

“At the time, Tiger Balm was just one product, which was the ointment, and it was used for everything.

My immediate task was to turn it into a popular, modern product,” says Han, who currently serves as executive director of Haw Par Corp.

“Tiger Balm had become a heritage brand over the years, but it was associated with something our grandparents used.

Most people won’t use a product unless you make it relevant to their lifestyle,” he notes.

To tackle these challenges, Han and his team introduced a variety of products to address the health complaints of the younger generation such as back and shoulder pain from computer keyboard overuse.

And unlike the Tiger Balm ointment, the new suite of products comes in a range of smells and colours.

Product varieties include sprays, gels, plasters and creams.

The company also launched Tiger Balm Active, a range that caters for the well-being of individuals who are health-conscious and constantly engaged in some form of physical activity.

“The Tiger Balm ointment was known as a cure-all among the older generation, but it may not appeal to the younger generation.

By launching new product lines, we can target specific ailments and widen our customer appeal,” explains Han.

At the same time, these new products encouraged more regular purchases than a jar of the original Tiger Balm ointment, which could last up to a year.

“The older generation, who use Tiger Balm, will continue to use it.

Out of 10 people who use our original ointment to relieve pain, 8½ will make a repeat purchase,” Han notes.

The company also redesigned the brand’s logo, modernised the packaging for its products and launched an advertising campaign.

Today, Tiger Balm can be found in more than 100 countries, with Hong Kong, Thailand and the US being its top three markets.

Its products have also received unsolicited celebrity endorsement from stars such as Lady Gaga, Gwyneth Paltrow and Dr Oz.

“We made a conscious effort to have the products available overseas.

We don’t just export our products to a country and forget about it.

We actually take time to build the brand,” says Han.

The origins of Tiger Balm can be traced back to the 1870s, when Aw Chu Kin, a Chinese herbalist working in the Emperor’s Court, left China and settled down in Rangoon (now known as Yangon), where he started a medicine shop and made the ointment to relieve aches and pains.

When he died in 1908, he left his business to his two sons, Aw Boon Haw and Aw Boon Par, who expanded the business to Singapore, where they set up a factory and sold the ointment to nearby countries.

“I’m very fortunate to have a brand named Tiger Balm to work with because in many cultures, the tiger brings to mind the characteristics of power, beauty and majesty and every culture embraces the tiger,” says Han.

Prior to joining Haw Par, Han had held senior management and marketing positions in Cerebos Asia, Richardson Vicks, Sterling Drug and Eastern Agencies, where he was involved in managing brands such as Brands Essence of Chicken, Vicks Cough Drops, Vaporub, Vidal Sassoon and Panadol.

He was recently invited to speak at IMD’s Orchestrating Winning Performance programme, where he shared his insights on the rebranding of Tiger Balm with participants.

According to him, one of the company’s best-selling products in Singapore is its Tiger Balm mosquito repellent spray.

“Parents are willing to pay for quality when it comes to protecting the health and well-being of their children,” he says.

Product branding aside, Han believes Tiger Balm’s success can be attributed to the fact that its products work.

“The products must deliver on their promise to relieve pain.

That is why we say, ‘Tiger Balm works wherever it hurts.’ If a product works, you can work on creating a good brand.

After that, it’s a matter of investing in your product,” he says.

Han points out that Tiger Balm is a pain reliever because of its use of 60% active ingredients.

“In healthcare and medicine, nobody settles for second-class products, so quality helps us maintain our market position and price.” Since reclaiming the brand, Tiger Balm has seen revenues rise from about $12 million in 1992 to $103 million in 2013, with about 50 million units of Tiger Balm ointment sold globally each year.

This article appeared in the Enterprise of Issue 662 (Feb 2) of The Edge Singapore.