school work - tsing tao beer presentation

8/3/2019 School Work - Tsing Tao Beer Presentation

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REBRANDING TSINGTAO

“ Some things you just gotta try ”



About Tsingtao

No. 1 exported product from China

Brand awareness in US & UK

Proud sponsor of the international events

( 2008 Olympics, NBA)

Hardly any marketing promotions in

Singapore



SWOT AnalysisSTRENGTHS-China as the dominant backingeconomy

-Market of untapped potential

- New direction, new brand image

WEAKNESSES-Take time to penetrate into themarket

-May be hard to penetrate into themain nightlife establishments

-Initial perception of the brand maybe hard to accept amongstconsumers

OPPORTUNITIES

-New Player in the market

-New media opportunities

-Bring in whole range of Tsingtaoproducts in the time to come

THREATS

-Competition from establishedbrands(e.g Carlsberg, Tiger)

- Over saturation from nightclubs andbreweries(e.g. Brewerkz, Harry‟s)



Communication

Objectives

Rebrand Tsingtao‟s image, increaseawareness

Year long campaign

Information gathering/Product Sampling

Communications with our target audiences-New Media

Two main associated events



Target Audience

PMEB‟s

Males and females between 25-40

High spending power

New media savvy users

Active brand conscious consumers

Influenced by trends and styles that are in season



Competitive AuditTiger

Tiger Translate: A multi- disciplinary initiative to bring together thebest emerging artists from across Asia.

The Tiger Tavern: Tiger Brewery Tour that showcases the sights,sounds and smells of beer in the making.

Tiger Sky Tower: Singapore‟s highest observation tower located at

Sentosa.

Latest Campaign featured 2 men fighting over the last bottle of Tigerbeer in the pub with both turning into different characters trying tooutwit one another.



Competitive Audit

Carlsberg

Carlsberg is the world‟s fourth largest brewery group

Was the sponsor of "Probably the best view in the world" from theCarlsberg Sky Tower in Singapore till 2008.

Carlsberg was one of the major sponsors of Euro 2008.

Carlsberg are best known as the main and shirt

sponsors of Liverpool F.C. having sponsored the

club since 1991.



Competitive AuditHeineken In Singapore, Heineken is the country‟s most enjoyed premium

international beer

Sponsors exclusive Green Room Sessions

Latest Campaign started on 3 June 2009 with a television

commercial (TVC) known as the „Heineken Walk-in Fridge‟ .

First brand to execute a 100-percent wrap of the underpass at IONshopping mall, giving Heineken enthusiasts their own opportunity to

step into the „Heineken Walk-in Fridge‟.



Current Perception

United Kingdom Very Chinese orientated because of its association

with traditional events like London Hong Kong DragonBoat Festival and Legacy of Taste 2009

Tsingtao also held traditional CNY

in London to further establish its

roots to China traditions.



Current Perception

China Tsingtao Brewery applied for a Beer Festival in

1991 and received support from the Qingdaomunicipal administration. It was opened on

June 23rd, 1991, and has been held annuallyever since. The slogan was “Qingdao – Ganbeiwith the World!”

It has been held for 16 years

and received world

recognition



Current Perception

Singapore

Current packaging of Tsingtao only comes in 600ml and330ml/500ml(can form)

Does not appeal to social scene Not widely available

Little penetration in

nightlife establishments

Current consumer group of Tsingtao are people aged 40onwards or china nationalities

Tsingtao is mostly sold at coffeeshops or supermarkets.



Current Perception

Survey of 50 random consumers

Were asked to rate their favourite beers

Only 64% know Tsingtao is sold in Singapore.

Only 8% have ever tried Tsingtao

58% were willing to sample the product

When asked to comment on their perceptions of Tsingtao“ Feels like an inferior China made product ”

“ There are too many better brands out there ”

“ It‟s actually on par with other brands, and definitely cheaper ”

0

2

4

6

8

10

12

14

16

Tiger

Carlsberg

Heineken

Tsingtao

Others



Desired Perception

Associating Tsingtao with more uptrend eventslike new year countdown party and Zoukout

Becomes a more wanted beer

by re-branding it with more

trendy packaging

Spokesperson like Ron Ng

and Rui En

Targeting PMEB‟s aged

between 25 - 40 years old



Communication Strategy

Communication Tools

- New Media

- Print Media

- Product Sampling

- Event Launch

- Celebrity Endorsement



Rationale for Creative

Approach

New media

Our target audience are tech – savvy

High-volume

Updates are instant Cost Efficient

Print Media

Eye-catching

Able to place it at places with high-human traffic



Rationale for Creative

Approach

Event Launch

Create brand image

Reinforce brand image

First-hand feel of Tsing Tao Network and interaction

Celebrity Endorsements

Put a familiar face to Tsing Tao

Entice people to buy Tsing Tao



Timeline



Budget

Media Cost Percentage

Online 4,000 1.3

Events 250,000 77.2

Print 30,000 9.2

Promotions 40,000 12.3

Total 324,000 100



Single-minded Proposition

Define yourself in just a drink.

Tsingtao

school work - tsing tao beer presentation

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