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