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Pabst Blue Ribbon in China: Brand Analysis
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Pabst Blue Ribbon in China: Brand Analysis


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  • 2006 – Guangdong name brandSince 2003, has been considered the ‘green consumption first choice brand’
  • Transcript

    • 1. Erika Friedmeyer & Brynn Erb
    • 2. Introduction -- 蓝带啤酒O Zhaoqing Blue Ribbon Beer Co., Ltd. -- Chinese producer in GuangdongO More than 350,000 tons of beer produced at a 25 billion yuan annual profitO Products sold in over 30 provinces, municipalities and autonomous regionsO Considered one of Chinas most popular consumer products, one of the largest-selling foreign beer brands, ranking 3rd in market share O "Food safety first" -- promote clean production, saving energy, environmental/economic benefits, high- quality raw materials (yeast, hops, etc) chosen by US experts
    • 3. Pabst Blue Ribbon BackgroundO Largest American-owned breweryO 1844 – Est. by Jacob Best, Milwaukee, WIO 1882 - Blue ribbons tied around the necks of "Best Select" beer bottles (became part of the name in 1895, official brand name in 1899)O 1889 - Becomes Pabst Brewing CompanyO 1990 - Enters ChinaO 2003 – Top three in market share, Quality and customer satisfaction awardO 2004 – Named one of China‟s 100 most competitive brandsO 2006 – Named one of China‟s 500 most trusted brands by consumers
    • 4. Brand Creation and Positioning Endorsed Brand Relationship (Pabst Brewing Company)
    • 5. CBBEIdentity Meaning Response RelationshipAmerican, Milwaukee One of China‟s best- Oldest American beer Luxury, high-quality beer selling foreign beers American beerAmerican, Milwaukee Retro, trendy, American Quality product, award- Highest customer beer beer winning satisfaction, traditional beer
    • 6. Competitive Frame of Reference Target • Blue-collar (PBR)/White-Segment collar (PBR 1844) PoPs • Lager, Light beer • Retro, Artistic, Range of PoDs products/prices, Only ale in China Mantra • “Just let go”, “天长地久”
    • 7. Brand Building
    • 8. Brand Elements Memorability • Logo and IdentityMeaningfulness • Descriptive name: „Blue Ribbon‟ Likeability • Logo and name imply award-winning quality • World-wide sales – adding new market Transferability segment with PBR 1844 Adaptability • Has done no adapting, simply name translation Protectability • Legally protected (trademarks and patents)
    • 9. Brand MarketingO Buzz marketing in the US – explicit advertising in ChinaO PBR 1844 -- super high-class, expensive beer ($44/bottle)O Customer participation art campaign
    • 10. Secondary Brand AssociationsO Army/militaryO 南风窗 respected biweekly business magazineO In US: “Gran Torino”, “Blue Velvet”
    • 11. Conclusions & RecommendationsStrengths/Weaknesses• Youthful; classic; two completely different market segmentsOpportunities/Threats• Budweiser owns Harbin Beer and is expanding rapidly; beer market decreases as national income increases; hipster/retro identityStrategy Recommendations• Develop mid-range beer