Financial Times exclusive interview to talk about beer the three Olympic brand marketing.docVIP

 PAGE \* MERGEFORMAT 8 ‘Financial Times’ exclusive interview to talk about beer the three Olympic brand marketing March 7 Financial Times reporter Miss Wang Haizhen call, hoping the Olympic Games on three major brands of beer to be a matter of marketing an exclusive interview, due to the completion of a column that day but also the planning, so we pulled down the 23 o’clock to complete this interview is to present second interview with the contents of the article dedicated to like my online readers allies. The following is an interview with him: Financial Times: We know that China’s beer market, you have some in-depth study, you can say something, Yanjing, Qingdao, Snow three beer brands of their respective claims, as well as the Olympic Games have advocated different? Zhu Huang: Qingdao beer brand proposition is ‘Passion Dream’, has recently launched ‘in Qingdao, the world’s’ deputy slogans. China Resources beer brand proposition is ‘Changxiang growth’, and has been with ‘Globe Trekker’ series of concepts to support the brand proposition, recently proposed the ‘Olympics of citizens’ Olympic marketing ideas. Yanjing Beer brand proposition is ‘cool and pleasant’, this difference is inside because of their different level of brand attributes, Qingdao is a corporate and the dual attributes of the brand product, its more of a say who I am, I can do? Snow Beer is a pure product brands, so snow more closely tied to the brand proposition to consumers some, mainly talking about me and you What is the relationship? What I get from you? Yanjing Beer brand proposition is obvious traces of product marketing, except to say the function is the product characteristics, while Yanjing proposed a ‘moving the world beyond the dreams’ slogan of the Olympic events, but this is just a campaign slogan of the period , non-brand advocates, naturally can not persist in a long time! From this point of view, the three giants of the marketing level is Yanjing disadvantage! This is a ver