Halewood International have employed you to develop the Tsingtao brand in the UK. They require you to develop a marketing strategy and plan for the brand.
To do this you should formulate your marketing strategy and then describe and justify how you will adapt the marketing mix to achieve your strategic marketing goals through the following structure
A) Statement of overall marketing strategy including segmentation, targeting, positioning and marketing goals (20 marks)
B) Show and justify how you will deploy an integrated marketing mix to achieve your strategy (50 marks)
Product mix – 10 marks
Integrated Promotion mix – 20 marks
Place – 10 marks
Price – 10 marks
Beer in Britain is a big business, it generates a retail value of over £18 billion a year. With annual sales in excess of £18 billion per year, beer is undoubtedly Britain's favourite alcoholic drink. More than 25 million people regularly choose to drink from a range of almost 3,000 beers available in Britain, brewed at home and abroad.
The four largest brewers – Anheuser-Busch InBev, SABMiller, Heineken and Carlsberg – produce almost half of all industry volume and generate up to 70% of industry profits.
The most known chinese beer in the UK is currently Tiger beer. Tsingtao needs to be able to compete with the well known and established Tiger beer and consequently with all the other major beers on the market.
The target should be young people and people who travel a lot. The message should be that a beer, Tsingtao beer, can join two cultures and give something more than any normal beer. The fact the brewery had been...