Analysis of beer market in China (on Russian)
Beer market of Ukraine: big three losing weightIn 2016, fast increase of excises and resulting price spike stood in the way of the beer market stabilization. Most of competition (as well as mass sorts) moved to the economy segment of the market. The biggest losses were incurred by the leading three, especially Obolon, which again experienced pressure after reallocation of Efes market share. However, one should already speak of TOP-4. Group Oasis CIS (PPB) became a strong player and competitor to transnational companies. Besides the net sales of many regional medium breweries look rather good and 16-fold cost reduction wholesale trade license for craft brewers opens up a possibility of rapid growth in 2017.
Analysis of beer market in China
China’s transition to a “new normal” reality backfired on the brewing industry unexpectedly. Stagnation and subsequent market decline resulted from dynamic social and economic changes. There has emerged a “two speed” market where the medium class significance is growing, yet the share of main beer consumers, “blue collar” is decreasing. Also the inflow of consumers is shrinking, as demographics stopped being a growth driver. Finally, beer is giving way to other alcohol drinks....
Jeff Wu: in 2015, the Thailand beer market grew by 1.3%
TAP Group brews and promotes in Thailand such well-known beer brands like Heineken, Tiger, Cheers and Guiness. The share of the company itself accounts for about 3.7% of the market.
Jeff Wu, that has fulfilled the function of Marketing Director from November 2015, stated that in 2016 the company plans to implement a new strategy to promote three brands: Heineken, Tiger and Cheers.
Heineken use event marketing in order to maintain its leading position in the market of premium beer. The traditional design on the banks with a volume of 320 ml. will be replaced by the images of five cities around the world for the first time in Thailand. They also plan to update the appearance of packaging of Tiger and Cheers beers, to expand the variety of tastes of the last.
The marketing campaign also includes the creation of new experiences and associations with Tiger at consumers using the musical effects.
25 Mar. 2016