Marketing Strategy Of Vodca In China

4340 words - 18 pages


TABLE OF CONTENTS:
1. Introduction : Background and Opportunity
1.1. Alcoholic Drinks in China - A Market Analysis 3
1.2. The Vodka Market in China 3
1.3. Iceberg - Company and Product Overview 4
2. Market Research Methodology
2.1. Overview 5
2.2. Survey 5
3. Analysis
3.1. Main Competitors in the Vodka Market in Beijing 6
3.2. Market Share Analysis 6
3.3. Distribution Channels Analysis 7
3.3.1. Supermarkets 7
3.3.2. Online Delivery 8
3.3.3. Retail Liquor Stores 8
3.3.4. Watering Holes 8
3.4. Relative Pricing Analysis 9
3.5. Analysis of Survey Results 9
3.6. SWOT Analysis of Iceberg 10
4. Market Entry Strategy Development
4.1. Target Market 11
4.2. Product ...view middle of the document...

The western eating and drinking habits have been key influences, as have rising average incomes in China. Wine is now becoming the fashionable drink for the wealthy younger generations in China’s cities, and the “badge” drink of China’s wealthiest élite.
Sprits remain part of Chinese tradition appearing in many social activities including birthday party, weddings and other ceremonies as well as business entertainment. Traditionally spirits are the main drink denoting happiness or respect.
1.2. The Vodka Market in China
Increasingly, there has been a shift towards international white spirits in traditional Asian Market. And vodka is also growing from a small base in China.
According to The IWSR , overall vodka sales in the Asia Pacific region rose by 22.1% over the 5 years CAGR between 2002 and 2006 to reach 2.9 million of nine-litre cases. Particularly, for China, total vodka sales in China are forecast to 1.3 million nine-litre cases. This is a significant increase from the estimated 44,500 nine-litres cases sold in 2002.
Much of this development can be attributed to the growing middle class in China, which goes to exclusive bars and consumes imported white spirits and a growing number of expats and westerners visiting China. And Vodka in China is poised to grow exponentially with the rapid proliferation of the western on-trade and the on-set of a mixed drinks culture among consumers
There are enough reasons to be optimistic about the future of vodka in China. Essentially, China possesses vast indigenous white spirits categories that are not too dissimilar from Vodka: ‘Baiju’. In addition, a new generation is growing up with different aspirations and with a more contemporary outlook on the world. Scotch and Cognac are not the be-all and end-all of the drinks spectrum. Brands still matter. Vodka, with its ready mixability as well as the strong images of some of the leading brands, could be poise to become the next phenomenon and benefit from the growing wealth of a younger generation looking for ‘modern’ badges.
The super-premium vodka segment remains untapped but has potential given the growth of the modern on-trade sector and the Chinese penchant for high-end purchasing.
1.3. Iceberg - Company and Product Overview
Canadian Iceberg Vodka Corporation was incorporated in 1994. In January 1995, the company announced that it would work with the Newfoundland Liquor Corporation to produce ultra-premium vodka made by from harvested 12,000 year-old icebergs and triple distilled neutral grain spirits made from Ontario sweet corn.
Iceberg Vodka begins as pieces of ancient ice that break free of Arctic glaciers and travel south along the east coast of Newfoundland carried by the North Atlantic swell. Ontario sweet corn, one of eastern Canada’s most sought-after agricultural products, is harvested in mid-summer when sugar content peaks.
In July 1995 the first growlers were harvested by Iceberg Vodka Corporation. CNN and other television,...

Other Essays Like Marketing Strategy of Vodca in China

Development of Social Media in China

1928 words - 8 pages world. As it continues to grow in complexity with each passing day, with new platforms and culture submerging, it presents an ever increasing challenge to business communication strategy. People of China experience finding good people, free business promotion, low cost advertising, and ease of communication by using social network nowadays. Overall, we believe that the potential for positive social outcomes is great. Clearly, by any measure, social

The Overconsumption of Luxury Items in China

2478 words - 10 pages . (2009). Luxury labels brandish green credentials. Wall Street Journal, 7(1), 4. Sheth, J., Sethia, N., & Srinivas, S. (2011). Mindful consumption: a customer-centric approach to sustainability. Journal of the Academy of Marketing Science, 39(1), 21-39. Sun, G., D’Alessandro, S. & Johnson, L. (2014). Traditional culture, political ideologies, materialism and luxury consumption in China. International Journal of Consumer Studies, 38(6

China in Terms of the Middle Kingdom

620 words - 3 pages DeJuana Covington AC1102411 GE350-World Regional Geography May 27,2011 China in terms of being the “Middle Kingdom,” population growth issues, and industrialization. China in Mandarin Chinese in called Zhangguo, this really means “Middle Kingdom” when it is translated into English. The term Zhanggou originated from the Zhou dynasty’s belief that China was the center of civilizations in there part of the world, in which

Development of Marketing Strategy of a Green Brand by Russian Companies

2106 words - 9 pages Research Plan Working title The preliminary working title of my Master’s thesis is “Development of marketing strategy of a green brand by Russian companies: the case of LavkaLavka”. (The company in the title may be subject to change; for more on this please see Research Methods.) The title reflects the organizational level of analysis: the expected implications of the thesis are supposed to benefit companies, with the research based on the

Negative Impacts of Generational Differences in the Workplace of China

850 words - 4 pages Negative impacts of generational differences in the workplace of China The past decades have witnessed a dramatic transformation in China. With the development of modern society, the generational differences are becoming growingly deep and complex. Although it is normal that people have diverse personalities and lifestyles, the disparity between generations is quite evident. Working age Chinese fell into two main generations, “a generation

Unemployment in the Progression of the Gear Strategy

1569 words - 7 pages Itumeleng Ledwaba LDWITU001 Group no.:51 Unemployment in the progression of the GEAR strategy When the new, first democratic government of South Africa stepped to duty in 1994, a lot of work needed to be done, from the building of houses for the poor to equal rights for all. Therefore, the government had to come up with strong structures or rather policies to serve and develop the new democratic country. Hence RDP (the Reconstruction

Development and Market of Food Additives Industry in China

545 words - 3 pages June., 09, 2016, Mumbai, India: Market Reports on China presents the report, on “Development and Market of Food Additives Industry in China”. The industrial statistics indicated food additive industry is in a continuous development trend and going to stay on the trend in future few years. 1. INTRODUCTION Food additive is an important segment of food industry. As modern food industry developed, people have higher quality and safety

Summary and Essay - the Price of Marriage in China

555 words - 3 pages Summary of ”The Price of Marriage in China”. The article is from The New York Times and was written in March 2013. In the article we meet Yang Jing who is a “love hunter”, supposedly a new breed of matchmaker. She searches for the perfect spouse for her clients (young bachelor millionaires), and with her clients being picky it’s not always an easy job to do. She typically scouts in a shopping mall with her eight-scout team. When they find

Development and Market of Medical Central Oxygen System in China

542 words - 3 pages June., 08, 2016, Mumbai, India: Market Reports on China presents the report, on “Development and Market of Medical Central Oxygen System in China”. China has medical central oxygen system 1,691 units in 2015, YOY 8.59% growth; market size of medical central oxygen system was about ¥250 million, YOY 11.57% growth. 1. INTRODUCTION China has medical central oxygen system 1,691 units in 2015, YOY 8.59% growth; market size of medical central

Production and Market of Enoxaparin Sodium Injection in China

606 words - 3 pages May., 28, 2016, Mumbai, India: Market Reports on China presents the report, on “Production and Market of Enoxaparin Sodium Injection in China”. This report provide readers with comprehensive & in-depth understanding of Chinese enoxaparin sodium injection industry. 1.INTRODUCTION In this report, analyzes the investment opportunities of China’s enoxaparin sodium injection industry. It will provide you with a comprehensive understanding of

Marketing in the Age of New Media

979 words - 4 pages Marketing in the age of new media Bransonspeak | Richard Branson We’ve been trying to find a way to improve communication with our customers, but neither our website nor our Facebook page is producing results. What would you suggest? – Billy Loaiza Rivera, Medellin, Colombia This is a question keeping many chief executives and company founders awake at night as they struggle to keep up with rapid changes in the digital world. The swift rise

Related Papers

Carrefour Strategy In China Essay

864 words - 4 pages CARREFOUR’S STRATEGY IN CHINA Study and analyze the entry and expansion strategies of Carrefour in China Introduction: The Chinese market, along with Brazil, India and Russia, is one of the fastest growing markets in the world. It is the country with the largest amount of consumers. 250 cities with population over 1 million and a steady rise of living standards…   For the mass-market retailing, China offers limitless

Sample Of Marketing Strategy Essay

1752 words - 8 pages UNIVERSITY OF SUNDERLAND SUNDERLAND BUSINESS SCHOOL Examination Guidelines & Pre-Seen Case Study Module Code: MKT306 Module Title: Marketing Strategy - SAMPLE In this guide: 1) Guidelines for Students – Top Twenty Tips for Good Exam Technique: • Preparing for the Exam • The Exam Structure • The Exam Content • Good Exam Technique 2) Case Study for August 2005 Examination

Marketing Strategy Of Nokia Essay

2626 words - 11 pages of $100,000. 5. MARKETING POLICIES. Distributor will at all times maintain adequate inventories of Company's Products and will promote vigorously and effectively the sale of Company's Products through all channels of distribution prevailing in the Territory, in conformity with Company's established marketing policies and programs. Distributor will use its best efforts to sell Company's Products to reputable and financially responsible customers

Experience Of Biogas Technology In China

2026 words - 9 pages cooking need of his 6 family members. Subsequently he constructed about a dozen of digesters. Their performance was good. In 1929 Mr. Lo established a company named ‘Guo-Rui Gas Light Col’ for the marketing of his products. In 1930 his model received patent right from the Ministry of Industries. Soon after, he shifted to Shanghai and renamed his company as ‘China Guo Rui Gas General Cooperation’. With the construction of digesters, he started