Brand Audit Chang Beer

Brand Audit Of Chang Beer

This report is about a brand audit of Chang Beer. It begins with an overview of the company and its marketing strategy before proceeding to an analysis of the global beer industry with a comprehensive profile on how Chang Beer sells and markets its products. A Customer Based Brand Equity (CBBE) forms the heart of the report, but this is descriptive in nature owing to time constraints. Recommendations are provided at the end of the report on how Chang Beer can strengthen its brand.

1.1 Company Background

Chang Beer is a Thai brand of beer that is owned by the Thai Beverage Public Company Limited. Established in 1995, the company has grown by leaps and bounds to become the top selling beer brand in Thailand, commanding a respectable 60% of the market share and is sold in over 50 countries around the world. The company is listed on the Singapore Stock Exchange and has a market capitalization of over US$4 billion (www.changbeer.com).

1.2 Industry Profile

The international beer market can be divided into two major categories. The first is in terms of price while the second is in strength. Hence, beer makers fall along the continuum of premium versus budget and heavy versus light. The international beer market is highly fragmented. However, the top four producers account for more than 50% of the total sales volume in 2010 (Reuters, 2010). In 2010, world beer sales was 1, 825 hectorliters, which was an increase of 3% compared with 2009. Overall, the beer market in developed countries is highly saturated and it is only developing countries that are spearheading international growth. China is currently the largest beer market in the world.

The international beer industry is also characterized by mega mergers between heavyweights who want to achieve economies of scale. However, there are many, many national and local breweries all of which cater to specific needs.

1.3 Chang Beer’s Market Share

In the UK, Chang Beer is a niche brand...