Marketing Director – Harbin Brand Joseph Lee
Personal introduction
* Source: Plato Logic report
Harbin targets to be the most preferred beer brand among Chinese youth (18 - 29) Value Core Core+ Premium Approximately 70% of Industry Volume
Portfolio to maximize volume potential Core+ Core Flagship Bingshuang/ Ice King of Wheat Ice Genuine Draft Qingshuang/ Trade up Bingchang/
Harbin is the growth engine of China Harbin ICE share Volume: of Family Harbin Family Harbin Ice 15% x2 25.8 mhl 85% x4 2009 38% 62% 2014 2009 2010 2011 2012 2013 2014 2009 2010 2011 2012 2013 2014
Brand preference growing faster than competitor Brand Preference: Top3 Favorite among 18~29 drinkers, in 11 cities, Rolling 12 months 2005 2009 2010 2011 2012 2013 2014 Source: BPT tracking report provided by IPSOS, 2009-2014
One of the top 100 most valuable Chinese brand, with 14% value increase in 2014
Harbin growth strategy Expansion Win the youth Expand Aggressively Win the Youth
Unbeatable marketing assets to target youth passion point Co-op with Sponsoring top rated NBA entertainment program
Packaging to drive youth affinity Co-brand Can with Fashion brand Youth Celebrity Can NBA Affiliation Can (STAY REAL) Fight till the end, Fight for the To be your CAN/Dunk is CAN/Dunk Own MVP irresistible
Mega summer campaign “ YiQiHaPi ” to capture key occasion YI QI HA PI YIQI = Together HAPI= Harbin beer and = Happy
Harbin growth strategy Expansion Win the youth Expand Aggressively
Geographic expansion is key to success Continue to enlarge Harbin coverage Heilongjiang Inner Harbin Family Volume Jilin Mongolia Liaoning (Expansion Markets) Xinjiang x3.6 Beijing Tianjin Hebei Ningxia Shandong Shanxi Qinghai Gansu Henan Anhui Shaanxi Tibet Jiangsu Shanghai Hubei Sichuan Chongqing Zhejiang Jiangxi Hunan Fujian Guizhou Yunnan Guangdong Guangxi 2010 2011 2012 2013 2014 Hainan Current Key Markets Expansion Markets
Become the most preferred beer brand among youth!
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