Integrated Marketing Communication Plan Essay
Tsingtao beer is the largest beer brewery in Asia, and always insists a philosophy of producing best beer. It is one of the best-selling beers in China, and till now has been sold to more than 70 countries. Beer market of the world develops very fast and the competition is very intensive, and market competition level is more and more higher, brand is gradually substituting price competition and product competition and becomes the most vigorous and differentiated competitive method. Tsingtao beer’s globalized brand image needs reorganization from British consumers, and its brand influence also needs to be expanded.
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Promotional objectives and repositioning
To reshape Tsingtao beer’s brand image, highlight Tsingtao beer’s unique value, build unique and long term status for the brand, truly make British people to widely know this brand, and improve Tsingtao beer’s awareness and market share. In the coming three years, to successfully launch dedicated beer and black beer of this brand, and steadily rank No.1 in sales in almost 100% Chinese restaurants and Chinese supermarkets in British market, improve market share of Tsingtao beer from 8% to 12%. Improve consumers’ awareness of Tsingtao beer from 75% to 85%.
After long time of investigation