Yanjing Beer in America: Brand Analysis
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Yanjing Beer in America: Brand Analysis
- 1. Yanjing Beer in America Erika Friedmeyer and Brynn Erb
- 2. Contents ⢠Introduction and firm background ⢠Brand Creation and Positioning o Brand Relationship o CBBE o Competitive Frame of Reference ⢠Brand Building o Brand Elements o Brand Marketing o Secondary Brand Associations ⢠Brand Measuring o Brand Value Chain o Brand Equity Management System o Brand measurement Techniques
- 3. Contents ⢠Branding Strategies o Brand Architecture and hierarchy o Extending Strategies o Sustaining Strategies o Expanding Strategies ⢠SWOT Analysis ⢠Conclusions and Recommendations
- 4. Company Background ⢠Yanjing Beer Group est. in 1993, but brewery founded in 1980 in Beijing ⢠Produces a variety of beers ⢠Entered the US market in 1999 with the help of Harbrew Imports serving as the US distributor
- 5. Customer Based Brand Equity Brand Relationship: Monolithic Identity Meaning Response Relationship ⢠One of ⢠High-quality, ⢠Consistent ⢠Loyal Chinaâs unique and ⢠High-quality Customer largest beer distinctive ⢠Affordable Base companies beer ⢠Bilateral ⢠Traditional Relationship
- 6. Competitive Frame of Reference Target ⢠Chinese expatriates Market ⢠General Americans ⢠Tsingtao Direct ⢠Bud Light, Miller Light Competitors ⢠Budget import beers (eg Corona) Points of ⢠Lager Parity ⢠Affordable ⢠Chinese Import Points of ⢠Traditional Difference ⢠Certified Green food ⢠Chosen by Chinaâs elite
- 7. Brand Building Memorability Meaningfulness Likeability Aesthetically Descriptive Green Bottle appealing, not (beer) taste appealing White and Red New, Foreign, Chinese Label Different Easily recognized
- 8. Brand Building Transferability Adaptability Protectability Geographically Name and logo transferable, but Many people drink beer protected difficult due to Chinese internationally taste and nature
- 9. Brand Marketing â˘Compete with domestic beers â˘Not too expensive, not too cheap Pricing Strategy Product Strategy â˘In US, value slightly higher than quality â˘Mass customization â˘No loyalty programs
- 10. Brand Marketing â˘Chinese Restaurants â˘High end Channel supermarkets like Central Market Strategy Communication Strategy â˘Events/Campaigns â˘Promotions â˘Advertising (brochure and leaflets)
- 11. Secondary Brand Associations Geographic ⢠China Events ⢠Basketball (Sports) ⢠Olympics ⢠Gloria Wong (China) Endorsement ⢠Yao Ming (desired for US)
- 12. Brand Value Chain Marketing Investment Growing Customer Mindset Low Market Low, but Performance growing Shareholder High Value (China)
- 13. Brand Equity Management System Brand Equity Charter Firm view of the brand equity â Scope of key brands â Actual & desired equity for the brand â Brand measurement system ? Brand management programs ? Poor treatment of the brand X Brand Equity Report Brand Equity ? Responsibility Unknown, but likely
- 14. Brand Measurement Brand Free Personality Association ⢠Frugal ⢠Chinese ⢠Reliable ⢠Convenient ⢠Social ⢠Doesnât appeal to foreign tastes
- 15. Brand Measurement ⢠BAV Approach ç 亏 Power Niche/Unrealized Leaders/Declining Potential Leaders Brand Strength Yan Jing New/Unfocused Eroded Brand Stature
- 16. Brand Architecture Beer Draft Beer Party Beer Alcohol-free Beer Ice Beer Specialty Beer
- 17. Brand Hierarchy Yanjing Beer Group Yanjing Beverage Yanjing Beer Yanjing Dongdong Alcohol-free Draft Beer Party Beer milky Teas Juices Beer beverage
- 18. Extending Strategies ⢠No evidence for US extension of any kind ⢠Channel extension: started offering for sale in supermarkets, rather than just restaurants
- 19. Sustaining Strategies Reinforcement Adjustment Revitalization ⢠Houston ⢠Price Increase ⢠New bottles Rockets ⢠Product Science ⢠Global Marketing dept.
- 20. Expanding Strategies ⢠New packaging attempting to reach white-collar, upper-class consumers ⢠Entering new markets (US, Europe, Asia, South America) and channels ⢠From Asian-Americans to Americans as a whole
- 21. SWOT Analysis Strengths Weaknesses â˘Strong base â˘New â˘Capital â˘Taste â˘Foreign appeal â˘Finding channels â˘New Opportunities Threats â˘Niche Market â˘Major U.S. beer â˘Price competitive companies â˘Offer other drinks â˘Other foreign as well drinks
- 22. Strategy Recommendations ⢠Find a niche market before expansion ⢠Continue/expand sponsoring sporting events to appear more mainstream âAmericanâ ⢠Marketing highlighting bringing together US and China
Hinweis der Redaktion
- Yanjing is a monolithic brand, sharing its brand name with the corporate brand, Yanjing Beer Group. Yanjing strives to be one of Chinaâs largest beer companies and has established itself in Chinese customersâ minds as a high-quality, distinctive beer at an affordable price. However, this has not extended to non-Asian American consumers. To most American consumers, it is simply a cheap beer. It has managed to grow a strong, loyal customer base in the US among expatriates, but has struggled to do so with American consumers. They are very much committed to building a loyal customer base, stating that while âinnovation is soul,â âcustomers are God.âhttp://www.yanjing.com.cn/en/brand.asp
- Yanjing entered the US market targeting Chinese expatriates, as demand drew them into the US market by way of Chinese restaurants. However, they are now attempting to target Americans as a whole, not simply Chinese. They directly compete with other mainstream, affordable beers. In the US, competition includes Tsingtao, Miller and Budweiser, and other affordable import beers like Corona. In China, competition includes Tsingtao and Harbin Beer. Yanjing, like these others is an affordable pale lager. However, with the exception of Tsingtao, Yanjing is a Chinese import, distinguishing itself from other domestic beers. Part of the brandâs identity comes from its traditional taste as well as its identity with âYanjingâ, the ancient name of Beijing. It is a certified âgreen foodâ, which few other beers can claim, appealing to environmentally conscious customers. It also seeks to establish itself as the beer chosen by Chinaâs elite, being served at government banquets and functions as well as being specially used by four aviation companies, including Air China, appealing to business travelers.
- Product line for beers
- Soft drinks: ice red tea, low-sugar green tea, orange juice, raw tea, jasmine tea, jiulongzhai syrup of plum