sample, family income at 4001~5000 28.5% of the total sample. This means that beer consumption is the main people who are the majority of monthly income in 3000 and 5000, which some people have more ample income; the pursuit of high quality of life is their common characteristics.
Age
Survey data show beer consumption that 25-year-old people who accounted for 20% of the total sample below. The crowd is mainly young and middle-aged people account for 40.80% of the total sample. They have professional jobs, their life stress is relatively large. Some human consumption capacity. At the same time, they are willing to buy beer. From 25 to 35 young and middle-aged people prefer high-quality, fresh taste of draft beer, and the young age of 25 prefer the model with a cold beer or juice taste of beer. Who is the total sample aged 36-45 account for 24.60% of the population. Minimum population who account for 14.60% of the total sample aged over 45.
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Education
Investigation data shows, the education lever of lower secondary and below who accounts 10% in the total data. The education level of most respondents they reached junior college or bachelor degree, the proportion is 55.40%, the ideal consumption is a significant feature of this the part of people.
Low-graduates just like senior high school and technical school who occupation 21.50% in the total data prefer domestic beer, such as Qingdao beer, zhuijiang beer. Highly educated prefer imported beer, such as Budweiser, Heineken beer.
3.3.2 Targeting market analysis
From the market segmentation, targeting market aims at the males who are 25-35 age with higher income approximate 3001-4000 Yuan.
They are interested in sports and pursuit fashions as well as like unique style and popular things, who enjoy watching sports’ match in the field of view, or in the home. In addition, they like drink beer in the bar, disco to release inner pressure. They prefer high price beer which means high quality beer and good taste.
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4. SWOT analysis[2]
4.1 Strength
1) Unified high quality
Budweiser manufacturers strictly follow the sophisticated production processes, from all-natural raw materials to initial selection of the final taste test; budweiser totally has 240 shelf steps
2) High-end positioning in China
Budweiser occupies 50% of high-end market share in the domestic, production is estimated at 20 rankings, but sales are in five or six ranks. Strategies:
Budweiser can use current brand image to develop brand building by setting up charity. With the growing decline in social morality, people are increasingly sensitive to the ethical aspects related to social events. The weakness of the personal power can not give people hope, this time, the emergence of corporate philanthropy marketing can be said the expectations the public mind.
If a company is public like it, trust it and that the company's brand image will naturally erect. Budweiser through charitable activities, establish a good social image in order to win the public's favor, then the formation of a positive impact on consumers, while improving the Budweiser brand.
Budweiser currently main market is southeast, northeast and central China, Budweiser plans to support Lingshui and Baoting Autonomous County of Hainan province one of the Southeast, Zhuxi and Zhushan County of Hubei province one of central China, where poor vulnerable groups.
Firstly, Budweiser provides employment opportunities of factory assembly line in some poor villagers to ensure they have the financial resources.
Secondly, Budweiser provides daily necessities which print Budweiser logo to vulnerable groups to ensure their basic need of life to educate them from childhood so
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that can make them know products of Budweiser. In the meantime ,this selfless act not only will attract more media and social attention but also can access to social and public recognition.
Thirdly, establishing an endowment platform in Budweiser’s official website, each consumer buy a bottle Budweiser beer from the official website, that is the equivalent of consumers donates one Yuan to a small group.
Consumer’s objects donor and the donor has received the counts donations will be displayed in the official website, and customers are distinguished to each levels donor in special name. Customers participate in this charity begin, there is a \the title for them, Customers donate full one hundred who called \people\Customers donate five hundreds who called \welfare master\Customers donate full thousand who called \ and customers donate more than one thousand who called \also can improve the visibility of Budweiser.
4.2 Weakness
(1) In price, the cost of Budweiser is over 30% than domestic beers, so Budweiser’s price higher 4-8 times than local beers. Budweiser doesn’t have no competition for price.
Price strategies:
Reducing cost: The main markets of Budweiser are Southeast, northeast and central China the three areas, which beer factories about 39. Budweiser has less beer factories so that resulting in higher transport fee. The transport fee accounted for 1/3 of beer price that means Budweiser gets less profit. Budweiser is mainly for high-end market, Budweiser character is “the price higher, the quality higher.” So it’s not good way for Budweiser to decrease the price.
Budweiser plans to build up more 12 beer factories in the three areas, including 6 provinces Shangdong, Tianjing, Anhui, Shanxi, Guizhou and Beijing which has no beer factory. And Budweiser plans to build up 2 beer factories in each province to
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