Integrated Marketing Communication Plan

Topics: Marketing, Brand, Brand management / Pages: 12 (2884 words) / Published: Mar 21st, 2011
Integrated Marketing Communication Plan: Reposition Tsingtao beer in UK

Executive summary

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.

This article uses Chris Fill’s (2009) integrated marketing communication framework and formulates an integrated marketing communication plan about repositioning of Tsingtao beer. The following includes five parts. The first part is context analysis, in which Tsingtao beer’s business, customers, internal and external factors are analyzed. The second part is promotional objectives and repositioning, in which Tsingtao beer’s target market is introduced, and consumer group and products of Tsingtao beer are repositioned in accordance with market segmentation and research on British market. The third part is promotional strategies, the fourth part is coordinated communication mix, which illustrates marketing plan and execution, the last part is control & evaluation. (Chris Fill’s (2009))

Context Analysis

Business context
With several production processes, Tsingtao beer adopts selected high quality barley, pollution-free mineral water under 300 meters’ depth, pure high quality hops and typical high fermentation degree yeasts, and makes great efforts to pursue technology advance. Under the support of strong technology R&D, the company’s process automation control system, measurement system and micro-organism system also reach world advanced

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