1 / 31

Beijing Red Star. by Nils Boesel and Sebastian Hornschild 21st of November 2011

Beijing Red Star. by Nils Boesel and Sebastian Hornschild 21st of November 2011. Agenda. Situation Analysis Advertising Message Objectives Advertising Appropriation Creative Strategy Evaluation Strategy Conclusion. Agenda. Situation Analysis Advertising Message Objectives

illias
Download Presentation

Beijing Red Star. by Nils Boesel and Sebastian Hornschild 21st of November 2011

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Beijing Red Star. byNils Boesel and Sebastian Hornschild 21st of November 2011

  2. Agenda Situation Analysis Advertising Message Objectives Advertising Appropriation Creative Strategy Evaluation Strategy Conclusion

  3. Agenda Situation Analysis Advertising Message Objectives Advertising Appropriation Creative Strategy Evaluation Strategy Conclusion

  4. Situation Analysis: Company Beijing Red Star Company founded in 1979 On ofthelargest Liquor Producer in China ( 537 tonsofliquor in 2010) Most commonlyBaijiuamong Blue-Collarworkersacrossnortherandnorth-eastern China Broadrangeof different products On the German Market foralmostfiveyears

  5. Situation Analysis: Market Research Overall Revenue: > 2 Billion US-$ (ranked 11th in Europe and 45th in theworld) Average German drinksapprox. 8 bottles/year German Liquor Market dominatedby „Jägermeister“ and „Smirnoff“ Vodka Herb Liquor with 22% marketsharefirst, followedbyclearliquor, rum andvodka  HongXingErguotoucategorizedasclearliquor

  6. Situation Analysis: Market Research Liquor Clear liquor Vodka Rum

  7. Situation Analysis: Market Characteristic • Predominantelysmallfamilyownedliquorproducers • Berentzen, Turnover: 170 Million US-$ • Rum 80 (Jagertee), Turnover: 48 Million US-$ • CONTRARY: Diageo, Turnover: 10 Billion US-$ • Comparativelyhighliquor tax: 0,7l Rum with 40% alcoholpercentage = 3,65 Euro tax (excl. VAT) • Law restrictions: advertisementsaddressedtominorsare not allowed

  8. Situation Analysis: Customer Insight Search Sources: McKinsey Study on the Liquor Market 2010 Most revenuegeneratingcustomers

  9. Situation Analysis: Customer Insight Search Sources: McKinsey Study on the Liquor Market 2010 • In 2007 morethan 712 Million Bottles á 0.7 litershavebeensold • Market penetrationof 68% • Between 2004-2008 chooseliquorbyprice („The cheaperthebetter“) • Startingfrom 2008 a newconsumertrendcanbeidentified • Quality and Brand nameisbecomingmoreimportant

  10. Situation Analysis: Customer Insight Search Conductionof an online survey via E-Mail andSocial Networks in Germany Participants: 213; Valid surveys: 198 Personsthatconsumeliquor on a regularbasis(minimumonce a week): 112 Share ofpeoplebetween 18-35 yearswhoconsumeliquor on a regularbasis: 73% Most importantattributesduringpurchasingdecision: quality(58%), brandname (19%), price(15%), taste(8%) Information sources: TV(45%), magazines(29%), radio(20%), online(6%)

  11. Situation Analysis: Customer Insight Search

  12. Situation Analysis: Customer Insight Search

  13. Situation Analysis: Customer Insight Search

  14. Situation Analysis: Key Advertisement Problem Code ofConductsforAdvertisementofthe Liquor Industry! HongXingErguotoubarelyknown in the Western Hemisphere, noexception Germany (only 2 respondents out of 198 knewthebrand) Beijing Redstartriedto enter the European market

  15. Situation Analysis: Opportunities • Most valuableliquorcustomers: youngandmiddle-agedadults (drinkalcoholforsocializingandfun) • More attractedtobrandsthantheolderaged • In theindustryforclearliquornodistinctor dominant producercanbefound (in contrasttoherballiquorandVodka) • entrancebarriersarecomparativelylow in thismarket

  16. Situation Analysis: SWOT S W • Unique andexoticproduct • Successful in China • Goodadvertisingstrategy • Low advertisingbudget • Veryunknown in Germany • Consolidationofthe Market  Large producers(e.g. Diageo) withhighmarket power • Advertising restrictionsarebecomingstronger • German Liquor Market valueof 2 bn US-$ • Quality 1# in thepurchasingdecisionof German liquorconsumers • Liberal market O T

  17. Agenda Situation Analysis Advertising Message Objectives Advertising Appropriation Creative Strategy Evaluation Strategy Conclusion

  18. Advertising Message Objectives Communication Goal: HongXingErguotoutobethenewpopulardrinkamongtheyoungtargetgroup on Focus on buildingbrandawareness Goal: 10-20% brandawareness after thefirstyear large mediacampaigns Long-term Advertising penetrationtoachieve 60% brandawareness after thethirdyear Response Goal: 20-30% marketshare in thesegmentof „clearliquor“

  19. Agenda Situation Analysis Advertising Message Objectives Advertising Appropriation Creative Strategy Evaluation Strategy Conclusion

  20. Advertising Appropriation • Hongxingmajorplayer on the Chinese market • Still government-owned • First real involvement on an international stage • Tendencyfor Low-riskinvolvement Period: • Liquor consumermarket not cyclical campaigncanbestartedatanygiven time of a year • Higher spendingsatthebeginningtogetawareness

  21. Advertising Appropriation: Media Channels and Media Strategy Self-prescriptedcodeofconductofthe German liquorindustry Assumption: Comparativelysmalladvertisementbudget (1.3 mn €) TV campaignstoo expensive Focus on printadsandbillboard-ads

  22. Agenda Situation Analysis Advertising Message Objectives Advertising Appropriation Creative Strategy Evaluation Strategy Conclusion

  23. Creative Strategy Fit withtheyoungandmiddleagedtargetconsumers!!! • Focus on thedistinct, uniqueandoutstandingattributes

  24. Creative Strategy: Message • HongXingliquorwantstoexceedtheconsumerexpectation • Stronger, Greater, Taller, Betterareoftentermstodescribethe Chinese emergingmarket (link totheliquor‘sorigin) • Bothelementsaspartofthemessages

  25. Creative Strategy: Message

  26. Creative Strategy: Message

  27. Agenda Situation Analysis Advertising Message Objectives Advertising Appropriation Creative Strategy Evaluation Strategy Conclusion

  28. Evaluation Strategy • Pretest: Qualitative and Quantitative interviewsofpeoplethatbelongtoourtargetgroup • Research on the German Test Market Hassloh • Surveillance Tests: Different households in different regions will betested on theirbrandawareness • Post-test:evaluatingtheeffectivenessofthecampaign resultsfortheproductlaunch in other European countries

  29. Agenda Situation Analysis Advertising Message Objectives Advertising Appropriation Creative Strategy Media Strategy Conclusion

  30. Conclusion High Quality Unique Taste Exotic Origin = Beijing Redstar. Exceedsyourexpectations!

  31. Thankyou!

More Related