Marketing Strategy of Vodca in China

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 Positioning 11

4.3. Marketing Mix

4.3.1. Price 12

4.3.2. Distribution Channels 12

4.3.3. Promotion 12

5. Conclusion 12

6. Appendix I : Survey Form 14

7. References 15

1. INTRODUCTION

1.1. Alcoholic Drinks in China - A Market Analysis

The Chinese alcoholic drinks market is both large, and relative to other developed markets still growing rapidly. Add to this the fact that Chinese consumers are very sophisticated, and highly brand conscious, and that the degree of sophistication is ever increasing as more brands and products are introduced.

Older people, the majority spirit drinkers in China, are drinking less traditional spirits, replacing these with beer, due to the lower alcohol levels in beer, thus reducing the health risks associated with drinking of traditional spirits. Overall per capita consumption is still comparatively low in China, which offers a large scope for market development.

China is a traditionally brown spirits-dominated market. Beer remains the dominant staple of the Chinese beer-drinking habit, and China now ranks as the largest beer market in the world.

Wines have attained consumer acceptance, not least due to Chinese politburo member Li Peng, who decreed that state banquets should be lubricated with wine instead of spirits in 1996. The...