Building a blockbuster premium brand Matt Che Marketing Director- - PowerPoint PPT Presentation

Feb 05, 2023 •139 likes •394 views

Building a blockbuster premium brand Matt Che Marketing Director- Budweiser, APAC Personal introduction Budweiser continue to be the most preferred brand in China among premium drinkers 40.0 35.0 30.0 25.0 20.0 Tsingtao 15.0 10.0

Building a blockbuster premium brand Matt Che Marketing Director- Budweiser, APAC
Personal introduction
Budweiser continue to be the most preferred brand in China among premium drinkers 40.0 35.0 30.0 25.0 20.0 Tsingtao 15.0 10.0 Carlsberg 5.0 Heineken 0.0 2011 2012 2013 2014 2015 vs. Competitors Budweiser *Premium Drinkers defined as consumers who have consumed premium beer brands during past 4 weeks. *Data Source: Ipsos BPT July
Winning brand position Be free to live the life of your dreams A mbition F reedom A uthenticity
Winning brand position Be free to live the life of your dreams Leading trends and Own meaningful Icon of premium culture celebration
Earn trust to enhance premium image Building trust Is a key drive of Premium
Full channel executions to drive brand performance (Mar.2015- Jun.2015) 90,340 POC executions 32 signature events KA CR NL + 26 % Topline + 23 % Volume + 16 % Brand T1F (top 1 favorite) (D (Data ta vs vs. LY)
Disruptive definition of premium
Winning brand position Be free to live the life of your dreams Leading trends and Own meaningful Icon of premium culture celebration
Shape & Lead consumer trend through music platform From om 2006-201 012
Leading artists collaboration 2014 2015 Leehom Wang+ Avicii cii Jane Zhang+ Tiest sto
Shaping culture with Budweiser Storm 2014 Shanghai 2015 Shanghai+ Shenzhen
Innovative experience at NL XKTV is rolling out nationwide
Winning brand position Be free to live the life of your dreams Leading trends and Own meaningful Icon of premium culture celebration
We successfully activated CNY for many years 2013 2011 2012
2014 Celebration campaign to build the icon of celebration
Capture celebration occasion at high-end Chinese restaurant – Budweiser Supreme
Co work with top life style TV program
We have the WINNER, The journey has just begun…

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