Tsingtao Beer Case Study: Developing A Long Established Domestic Beer Into A Rising Global Brand
Introduction
This case study on Tsingtao Beer forms part of case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how the brand is dealing with foreign brand competition and its movement into foreign markets.
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Table of Contents :
VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
Introduction 2
The beer market in China offers much potential 3
The ownership of Tsingtao has been varied in recent years 5
Expansion is very much part of the Tsingtao strategy 6
Tsingtao has a developing international focus 7
Tsingtao has now released a new lighter product version 7
The marketing of Tsingtao takes a varied approach with an accent on sports 8
Tsingtao sponsors a basketball team and was an official Olympic sponsor 8
Tsingtao has a visible presence at the Qingdao International Beer Festival 9
Tsingtao is keen to leverage the food pairing opportunity 9
Conclusions 10
APPENDIX 12
Case study series 12
Methodology 12
Secondary sources 12
Further reading 13
Ask the analyst 13
consulting 13
Disclaimer 13
List of Tables
Table 1: Alcoholic drinks market Value (US$ m) by category, China 2005-15 3
Table 2: Beer market value (US$ m) by type, China, 2005-15 4
Table 3: Beer market volume by company share, China, 2003-08 5
List of Figures
Figure 1: The Beijing Olympics of 2008 were a key opportunity for all Chinese brands 2
Figure 2: Tsingtao is actively seeking new markets and opportunities 8
Figure 3: Tsingtao light beer is steering the brand towards more diverse cuisines 10