Green StormKingway Brewery Market SP implementation of the program in Shaanxi.doc

 PAGE \* MERGEFORMAT 10 ‘Green Storm’Kingway Brewery Market SP implementation of the program in Shaanxi First, the market environment ● Analysis of consumption patterns of the beer market in Shaanxi Today, the Northwest’s beer market has become the climate. Northwest is typical of generous love has always been strong in the mouth to kill the heavy beer (Hans dry beer), pairs of fresh beer (such as the Snow beer) consumption has not yet formed a certain impact, coupled with some local beer by the impact of protective factors, foreign beer very difficult to penetrate. Undeniably, however, the power consumption of beer in Shaanxi ranks first in the Northwest, Gateway’s marketing men have a beer with the words: in the northwest, summer meals on the table as long as a man, a natural and ultimately beer ... ... obvious. ● on the new anti-poverty pioneers Yi Gu new force is emerging that the new poor clan. Their consumption of beer more sentimental, less brand loyalty, usually like to try new brands, in particular, more suitable for their own value proposition of beer. Second, market opportunities, ● S - Kingway Brewery advantages Technology - Kingway Brewery does not contain formaldehyde, are pure green, the health of brewing craft beer brewing Taste - drunk people think tastes good and the price relative to the Budweiser cheaper Terminal - Terminal Distribution powerful ability to ● W - Kingway Brewery of the disadvantages Visibility is not high - many consumers are not very familiar with Kingway Brewery reflects the price - the price of Kingway Brewery to go mid-range line, in the same price of beer is not dominant Area - the majority of consumers feel that the field not as good as fresh local beer Consumer habits - beer are generally more concentrated geographical complex, difficult to change consumer habits, the Northwest’s personality more than most have been reluctant to give up their own brand of drink away to try new brands. ● O - Kingwa