习惯上的啤酒市场已经蓬勃发展的人口消费饮料在一个周期性的方式。尽管它也面临的挑战增加了在个人保持健康意识,也有各种各样的创新途径。作为一个例子,公司应该大量投资在健康和美味的商品市场,而不是仅仅关注美味的东西。青岛啤酒必须发展有效的重新定位策略深入研究消费者的头脑在18 – 30年的类别和迎合他们的需要的高营养、低脂肪。
The beer market has been thriving on the habits of the population to consume drinks on a periodic manner. Though it is also confronted with the challenge posed by the increasing awareness amongst individuals to stay fit, there are various avenues for innovation also. As an example, companies should make substantial investment in bringing healthy and tasty items to the market rather than focusing on merely tasty items. Tsingtao Beer must develop effective re-positioning strategies to delve into the minds of the consumers in the category of 18-30 years and cater to their need of high nutrition and low fat.
Word of mouth advertising has been seen to be a powerful tool of promotion amongst all which can be used (Professional Advertising, 2010). As per the research, the respondents claimed that they had been introduced to the brand of Tsingtao Beer mainly through their friends and family. As a matter of fact, 64% respondents had accepted that they had been introduced to the brand Tsingtao Beer by their friends and family. As such, word of mouth advertising can be regarded to have great relevance and Tsingtao Beer must strive to delight its existing customers also since one happy customer has the potential to steer in a dozen of new ones (Word of mouth Advertising, 2009).
The beer company faces stiff competition from players in the global market which include Bud Light, Budweiser, etc. In the international arena, the company needs to adopt the differentiation strategy to stress on the superiority of its brand and it also needs to adopt the strategy of local in economy while global in work, so as to maintain its competitive positioning in the varied economies. It can also aim to develop variants of the product and capitalize on its brand equity to diversify across different product lines of juices, soft drinks and other complementary offerings.