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