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Japanese beer market + some mktg featuring  entertainments
 

Japanese beer market + some mktg featuring entertainments

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Japanese current market regarding Beer including size of the market, consumption by comparison with other countries, entertainmet featured marketing activities, etc.

Japanese current market regarding Beer including size of the market, consumption by comparison with other countries, entertainmet featured marketing activities, etc.

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    Japanese beer market + some mktg featuring  entertainments Japanese beer market + some mktg featuring entertainments Presentation Transcript

    • < Outline of trend Analysis > Japanese Beer Market Japanese Brewers’ Entertainment MKTG Sept, 2010 Cozy Mizoguchi cozymizo@hotmail.co.jp / +81-80-1205-8448
    • Japanese Beer Market Japanese Brewers’ Entertainment MKTG 1 Volume of Japanese Beers Market Index 2 Beers Consumption by Japanese local 3 Beers Consumption by Country / Top5 Brewers 4 Top 5 Country by 1 adult consumption 5 Japanese Beer Market Shares by Brewers 6 Japanese Beers Market Shares by Products 7 Popular Beer Brand in Japan 8 The Main Reasons for Selecting Beers 9 Main Retailers to buy Alcohol by Drinking Frequency 10 Drinking Alcohol Frequency by Age 11 Media Strategy 12 -15 Entertainments featured Marketing <1> - <4> 16 – 17 Marketing Direction <1> - <2>Cozy Mizoguchi, all rights reserved 2010
    • 1 Volume of Japanese Beers Market < # of sold beers in Japan / 2010 Jan – Jul > - Japanese Brewers = 1,585,233KL 95.5% from last year - Foreign Brewers = 3,774KL 71.3% - Total Consumption = 1,589,007KL 95.5% < Trend of market size in past 6 years > Units: trillion yen 2.9 3.0 3.1 3.0 2.9 2.9 Japanese Beers market to be stable, but various new kind of beers 2003 2004 2005 2006 2007 2008 released *resources from Japanese Brewers Association Cozy Mizoguchi, all rights reserved 2010
    • 2 Beers Consumption by Japanese local < Top10 prefecture for consuming beers by 1 adult annually > #1 Tokyo = 87.4 bottles / 55.4L #2 Kouchi = 73.3 / 46.4 #3 Oosaka 72.0 / 45.6 #4 Nagano 64.8 / 41.0 8 #5 Ishikawa 64.5 / 40.8 #6 Kyoto 64.3 / 40.7 59 7 4 #7 Fukui 61.9 / 39.2 6 10 3 1 #8 Akita 60.7 / 38.4 #9 Toyama 59.6 / 37.7 2 #10 Hiroshima 58.8 / 37.2 *resources from Japanese Brewers Association Cozy Mizoguchi, all rights reserved 2010
    • 3 Beers Consumption by Country / Top5 Brewers 2008 Beers Consumption by countries Country Kilo Litters shares % of Growth Top 5 Brewers’ shares, worldwide 1 China: 4,081.7 22.9% 4.3% 2005 InVeb/ Belgium 2 USA: 2,503.5 14.1% 0.5% SAB Miller/ UK+S Africa 3 Russia: 1,091.0 6.1% 1.5% Anheuser- 4 Brazil: 1,004.5 5.6% -0.4% Busch/ USA others 5 Germany: 911.3 5.1% -0.8% Heineken/ 6 Mexico: 644.0 3.6% 1.0% Netherlands 7 Japan: 611.1 3.4% -2.7% Carlsberg/ Denmark 8 UK: 512.8 2.9% -4.1% 9 Poland: 356.2 2.0% 1.7% *resources from Nikkei Associates 10 Spain: 342.3 1.9% -6.0% *resources from Japanese Brewers Association Cozy Mizoguchi, all rights reserved 2010
    • 4 Top 5 Country by 1 adult consumption 2008 Beers Annual Consumption by 1 adult Country Litters Bottles@633ml times Japanese 1 Chez 149.9L 236.8 3.1times 2 Ireland 124.8 197.2 2.6 3 Germany 110.6 174.7 2.3 4 Austria 109.5 173.0 2.3 5 Poland 92.5 146.1 1.9 14 UK 83.5 131.9 1.8 16 USA 82.3 130.0 1.8 39 Japan 47.9 75.7 54 China 29.0 45.8 0.6 *resources from Japanese Brewers Association Cozy Mizoguchi, all rights reserved 2010
    • 5 Japanese Beer Market Shares by Brewers Shares by Brewers Japanese Beers market to be covered by 4 Majors 2008 J F M A M J J A S O N D *resources from Nikkei Associates Cozy Mizoguchi, all rights reserved 2010
    • 6 Japanese Beers Market Shares by Products Shares by Beer Shares by Low-Malt Beer Shares by Premium Beer Shares by Quasi Beer The most growing category with 14.8% *resources from Nikkei Associates increasing from last Mizoguchi, all rights reserved 2010 Cozy year.
    • 7 Popular Beer Brand in Japan < Top 5 Popular Beers> < Top 5 Popular Quasi> 1 Super Dry 1 Kinmugi 2 Ichiban Shibori 2 Nodogoshi-Nama 3 Ebisu 3 Clear Asahi 4 The Premium Malts 4 Mugi to Hop 5 Lager 5 Draft One < Top 5 Popular low-Malt> 1 Tanrei 2 Honnama Draft 3 Tanrei Green Label 4 Tanrei Zero 5 Enjuku Cozy Mizoguchi, all rights reserved 2010
    • 8 The Main Reasons for Selecting Beers Low- Beer Malt Quasi Beer Tastes The street of the throat is feelings good Price Low Calorie Brewers *resources from Kakaku.com Cozy Mizoguchi, all rights reserved 2010
    • 9 Main Retailers to buy Alcohol by Drinking Frequency GMS Discount Stores Liquors CVS eCommerce Others Everyday 4,5 times per week 2,3 times per week 1 time per week 1 time per 2 weeks 1 time per 1 month *resources from Kakaku.com Cozy Mizoguchi, all rights reserved 2010
    • 10 Drinking Alcohol Frequency by Age Every 4,5 times 2,3 times day per week per week 1 time per 1 time per 1 time per Less than 1 time week 2 weeks 1 month per 1 month 20s 30s 40s 50s 60s *resources from Kakaku.com Cozy Mizoguchi, all rights reserved 2010
    • 11 Media Strategy Brewers to try to reach targeting users efficiently by maximizing various kind of media *resources from NRI with Possibility to Feedback via AD 1 Brewer’s reach those media Effectiveness media development # of people to reach Entire relevant market x # of Encouraged to buy # of people to reach = # of Encouraged to buy Entire relevant market T V 49% +2.5% +1.2% Magazine 9% +2.2% +0.2% Papers 62% +2.9% +1.8% WEB 23% +2.8% +0.6% Brewers to try to get attentions from users by effectively leveraging various Entertainments Cozy Mizoguchi, all rights reserved 2010
    • 12 Entertainments featured Marketing <1> From more than 30 years ago, they have been sponsoring Japanese nation soccer team, organizing “Kirin Cup” = national matches with so many kind of countries Heineken = OEM from Kirin to promote it by various kind of Music related campaign, Smirnoff to be expanded brand awareness by Comedian featured web centric campaign. Cozy Mizoguchi, all rights reserved 2010
    • 13 Entertainments featured Marketing <2> Asahi is very eager to create image with MUSIC, by sponsoring various kind of concerts, displaying billboard @ lots of Live venues, etc. Used to pursue special campaign with MTV. Web centric “Short films” campaign sponsoring WBC = World Baseball Classic Cozy Mizoguchi, all rights reserved 2010
    • 14 Entertainments featured Marketing <3> Suntory is very famous as Entertainment supportive company, having their own classic concert facility, etc. Featuring 1 of top ranked rock artist to promote their Premium category beer. Sponsoring Ladies Golf Tournament. Organizing Senior Baseball game featuring various famous ex- players Having their own Rugby team. Cozy Mizoguchi, all rights reserved 2010
    • 15 Entertainments featured Marketing <4> Sapporo is strongly supporting Japanese national level kind of event “Hakone Ekiden” Doing special campaign including various kind of celebrities from Artists to Athletes by effectively leveraging among TV + Web. Launching 1 of Japanese Professional soccer team logo featured beer. Cozy Mizoguchi, all rights reserved 2010
    • 16 Marketing Direction <1> < Direction > Access to Targeting Cluster by building up effective Cross Promotional media Ground media × Aerial media GOAL = Sell more Beers! Cozy Mizoguchi, all rights reserved / 20100823
    • 17 Marketing Direction <2> - Main Targeting Users by Accessing Tools to Internet based on Age / Gender – -MALE:50.3% -Ave Age:43.5 = Female: housewife /30s ELDER above + Male: Office Workers/50s above, having his own house – Less Using P C Main Married %:68.3% Group -MALE:63.6% -Ave Group Age:41.3 = Male: -MALE:47.5% - Office Workers/30s -MALE:81.7% Other above, having his Ave Age:41.0 = Devises -Ave Age:30.7 = Female: own house – Group Male: IT, Tech housewife /30s Married %:51.8% related, Services, above + Male: Media, etc / 20 - Office Workers / 30s, FEMALE MALE 50s above, having PC + Mobile -having his own his own house Married %:57.4% Group house -MALE:58.4% -Ave -Married %:32.5% -MALE:46.9% -Ave Age:33.2 = Mobile Main Age:30.6 = Female: -Higher PC = Mac students / Under Usage, Higher Female: housewife, Group Smart - Students /10-30s + YOUNGER 20s + Male: expenditure to Net Students, Tech phone Male: Students/ 20-30s related related / Under 30s, Group Married %:47.1% Married %:33.3% *resource from impress R&D, 2010 Cozy Mizoguchi, all rights reserved 2010