Integrated Marketing Communication Plan Essay

• There is a change in consumers’ preferences in terms of drinking beer in stead of drinking wine, i.e. in Latin America.

Also, Yue Sai’s products can’t compete with brands with larger marketing budgets and distribution channels in marketing scale. In order to compensate for this disadvantage, Yue Sai needs to shrewdly utilize its product’s influence on Chinese consumer behavior. For example, using an expensive Traditional Chinese Medicine(TCM) known for its natural medicinal properties will imprint a positive image in Chinese consumers. Since TCM is generally believed to be gentle, healthy, and harmless, it will

Boston Beer Company Mission statement is to “seek long-term profitable growth by offering the highest quality product to the U.S. beer drinker”

GBBC’s competitive advantage was product differentiation of both its restaurant and beer. The beer had a good brand image because it was fresh and high quality compared to the alternatives available in the market. The restaurant served only home brewed beer that gave it a premium perception. The restaurant was German style, moderately priced dinning and high quality and served trendy cuisines. GBBC chose the restaurant location strategically and modified the restaurant, while keeping the basic idea intact, to meet the preferences of local customers.

In regards to business-level strategies and overall cost leadership, Anheuser-Busch is the undeniable industry leader when it comes to beer sales. Even if Anheuser-Busch beers aren 't the cheapest, they still are bought for their quality and Anheuser-Busch has gained tremendous market share for this. As for their focus, Anheuser-Busch focuses on a broad segment of customers producing a variety of beers for a variety of budgets to suit all personalities ' needs. Their differentiation factor is that even though Anheuser-Busch produces such cheaper beers as Budweiser and Bud Light, they also produce premium, more expensive beers like Bare Knuckle Stout and Shock Top Belgian White. Anheuser-Busch produces over 100 different brands of beer and

According to Boston Beer Portfolio (1997) showing that Boston Lager and Seasonals have grown by 5% and 10% respectively since 1996. Moreover, if we take a look at Exhibit 7 showing men preferences over regular beer we will see that 45% of weekly servings are SAM (Boston Beer Product). People may rely on their past experience of drinking regular beer by BBC and take a chance to try light beer by the same company, switching from Bud and Amstel to Lightship.

When entering the Canadian market, Guo faced multiple problems that halted the process. These problems included; high duties and taxes, non-Chinese Canadian consumers not knowing Yanjing’s products, and Canadian prices compared to the Chinese market prices. Although there are many present problems with selling this beer in Canada, immigrant entrepreneurs can avail services and are able to stay in the market. As long as one stays vigilant and was willing to take high risks, the success in importation of beer to Canada could be achieved.

In order to stay on top of the industry, The Boston Beer Company needs to find new, innovative ways of being the most appealing craft beer available to the average consumer. While The Boston Beer Company offers many different varieties of seasonal beer, they should begin to shift their focus to year-round specialty beers, such as a line of regional flavors based on their consumer’s regional taste preferences.

It ought to be said that building dominants brand in China and also international extension everywhere was the key course of the further achievements of Yum! Brands.

Several attempts have been made by Boston Beer Company to continue on a growth streak but not all attempts have been successful. The main goals for Boston Beer Company are to increase revenue and continue growing in the industry. Boston Beer Company has had trouble growing as barriers of entry are low and competition is high. Even though the market has seen a slight upturn, however Boston Beer’s founder Jim Koch elaborates on the company’s dissatisfaction, “We are disappointed with our depletion trends in 2016, which have remained weak so far in 2017. These trends are affected by the general softening of the craft-beer category and cider category and a more challenging retail environment with a lot of new options for our drinkers”. (https://www.fool.com/investing/2017/02/22/boston-beer-finds-growth-the-hard-way.aspx)

The problems in the market is that sales and market share has declined slightly over the past years and in the past 12 months the competition has increased, new brands has entranced the market. However on the beer market the big and well-known brands are controlling the market, and consumer often tend to choose a brand they recognize. Therefore it is important that the brand is identifiable to the public (Marketline 2015, p. 21). This

Budweiser dubbed “The King of Beer” has earned its place as one of the largest leading brands in the U.S. as well as being the largest brewer and is also, available in 85 countries. Anheuser-Busch known today as AB InBev, headquartered in Leuven, Belgium was created in 2008 with the mergers of three international breweries—Interbrew from Belgium, AmBev—from Brazil, and Anheuser-Busch—from the United States. With the recent purchase of SABMiller in October 2016, the company now owns an estimated thirty-percent of the global beer market and is now the leading beer company in the world. (Petruno, 2016)

Recent launches have focused on the consumers' desire for luxury, the tastes and increasing affluence of the emerging middle class consumer and increasing the accessibility of spirits through flavour extensions and new packaging and drink formats. Diageo has strong routes to market which leverage local expertise. Diageo owns and controls the route to market in many countries, and in others the route to market is through joint ventures, associates and third party distributors. The recent acquisitions in the new high growth markets have helped to enhance Diageo's routes to market with the addition of the leading spirits company in Turkey, Mey İçk, Meta Abo, Ypióca; and with investments in a premium local spirit company in China, Shuijingfang, the leading branded spirit company in Vietnam, Halico and the leading beverage alcohol producer in

Due to recent advances in technology, communication, and transportation, companies are no longer confined to just one country to market and sell their products in. This has presented many companies with global opportunities. China, one of the fastest growing countries in regard to economy and population, presents a very appealing market to businesses looking to expand. China has a growing middle class that no longer has to be as price sensitive (Barton, Chen, Yin, 2013), and this is good news for American companies that have a strong brand name and do not necessarily rely on a cheap price to sell their goods. China is also experiencing an increased demand for biscuits and crackers, but many people are also becoming more health-conscious (“Entering the Biscuit Market in China: There is Still a Chance,” 2014). These presents Nabisco, a strong brand name in the United States, the perfect opportunity to expand their graham cracker line into China.

As the world’s largest brewer, AB Inbev has the ability to compete in new and foreign markets as a strong threat. Due to their enormous capital and expansion-based strategy, they can enter any market as a challenger and shutdown competition to become the leading brewer in this market. As an aggregated note we can also see this in domestic or already dominated markets because due to economics of scale they can achieve differentiated products at a low cost.