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When Americans want a beer when you are trying Chinese food in China Town, they will ask for a bottle of Tsingtao beer.
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Tsingtao Beer
e-Learning China Business
www.china-business-connect.com
@BusinessChina0
By Anna Taskaeva
e-Learning China Business www.china-business-connect.com
SUMMARY
Some historical facts
Tsingtao beer is one of the first Chinese brands entered US in early 1970s.
It represents the friendship between China and US.
It is decent recognized Chinese brand.
However, the brand is still staying in China Town today.
e-Learning China Business www.china-business-connect.com
SUMMARY
When Americans want a beer when you are tryingChinese food in China Town, they will ask for a
bottle ofTsingtao beer. Whenever they drink at home, bars,
orother restaurants, they won't think about Tsingtao
beer,the connection is still missing there.
e-Learning China Business www.china-business-connect.com
QUESTIONS
If Tsingtao decide to push to enter US, what should they do to build their brand among main stream market?
Where to start? Who could be their early target market? What could be their position?
e-Learning China Business www.china-business-connect.com
PROBLEM
Tsingtao beer wants to expand their US
market niche
e-Learning China Business www.china-business-connect.com
THE ISSUES
Tsingtao brand is
quite popular not only in
China, but in the USA also
People only pick Tsingtao
beer in Chinese
restaurants when they have their Kong Pao
Chiken and Beef Chaw
Main.
e-Learning China Business www.china-business-connect.com
THE ISSUES
There are a lot of
Chinese restaurants in the USA
Tsingtao Beer brand wants to be popular not
only in China Town and needs a meaningful
market position
e-Learning China Business www.china-business-connect.com
PLAN OF ACTIONS. POSSIBLE DECISIONS
1
•Create a new slogan or motto and new advertisement for Tsingtao beer in the USA
2
•Introduce the large style bottles to the US market and teach Americans how to drink the beer in “Chinese style”
3
•Develop marketing and branding on the place. Expand publicity traded vehicle.
e-Learning China Business www.china-business-connect.com
THANK YOU
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@BusinessChina0
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