Download - Pabst Blue Ribbon in China: Brand Analysis
Erika Friedmeyer & Brynn Erb
Introduction -- 蓝带啤酒O Zhaoqing Blue Ribbon Beer Co., Ltd. -- Chinese
producer in GuangdongO More than 350,000 tons of beer produced at a
25 billion yuan annual profitO Products sold in over 30 provinces,
municipalities and autonomous regionsO Considered one of China's most popular
consumer products, one of the largest-selling foreign beer brands, ranking 3rd in market share
O "Food safety first" -- promote clean production, saving energy, environmental/economic benefits, high-quality raw materials (yeast, hops, etc) chosen by US experts
O Largest American-owned breweryO 1844 – Est. by Jacob Best,
Milwaukee, WIO 1882 - Blue ribbons tied around
the necks of "Best Select" beer bottles (became part of the name in 1895, official brand name in 1899)
O 1889 - Becomes Pabst Brewing Company
O 1990 - Enters ChinaO 2003 – Top three in market
share, Quality and customer satisfaction award
O 2004 – Named one of China’s 100 most competitive brands
O 2006 – Named one of China’s 500 most trusted brands by consumers
Pabst Blue Ribbon Background
Brand Creation and Positioning
Endorsed Brand Relationship(Pabst Brewing Company)
CBBE
Identity
American, Milwaukee
beer
American, Milwaukee
beer
Meaning
One of China’s best-
selling foreign beers
Retro, trendy,
American beer
Response
Oldest American
beer
Quality product, award-winning
Relationship
Luxury, high-quality
American beer
Highest customer
satisfaction, traditional
beer
Competitive Frame of Reference
Target Segme
nt
• Blue-collar (PBR)/White-collar (PBR 1844)
PoPs • Lager, Light beer
PoDs• Retro, Artistic, Range of
products/prices, Only ale in China
Mantra • “Just let go”, “ 天长地久”
Brand Building
Brand Elements
Memorability • Logo and IdentityMeaningfulne
ss• Descriptive name: ‘Blue Ribbon’
Likeability• Logo and name imply award-winning
qualityTransferabilit
y• World-wide sales – adding new market
segment with PBR 1844
Adaptability• Has done no adapting, simply name
translationProtectability
• Legally protected (trademarks and patents)
Brand MarketingO Buzz marketing in
the US – explicit advertising in China
O PBR 1844 -- super high-class, expensive beer ($44/bottle)
O Customer participation art campaign
Secondary Brand Associations
O Army/militaryO 南风窗 respected biweekly business
magazineO In US: “Gran Torino”, “Blue Velvet”
Conclusions & Recommendations
• Youthful; classic; two completely different market segments
Strengths/Weaknesses
• Budweiser owns Harbin Beer and is expanding rapidly; beer market decreases as national income increases; hipster/retro identity
Opportunities/Threats
• Develop mid-range beer
Strategy Recommendations