MG406 Marketing

Background and Scenario for the assignment:
The Chinese brewery Tsingtao was founded in 1903. Today it claims about 16 % of domestic market share and therefore it is the second largest brewery in China and the sixth largest brewery in the world. You can buy the Tsingtao beer in Germany though but the distribution is predominantly limited to online shops.

In your first Coursework you already tried to analyse how Tsingtao could be able to increase its market share in Germany by creating an appropriate Marketing-Mix.
Your task now is to create a branding concept for the company Tsingtao.
To answer this question, you are required to write a report that includes:

1. Introduction (300 words approximately):
   Explain the term branding and describe the contemporary branding concept of Tsingtao in China and worldwide, but especially in Germany.
2. Brand essence (700 words approximately):
   Please elaborate which brand essence and brand promise could be successful in Germany for the company Tsingtao.
3. Positioning (1.000 words approximately):
   Which brand personality should be communicated to the German public in order to increase the brand awareness and consequently the market share in Germany? And describe the positioning of Tsingtao in Germany?
4. Conclusions/Insights (400 words approximately):
   Make some further recommendations for other branding choices, for example umbrella branding, individual brand names et cetera.
   And bring all your findings to a reasonable conclusion.
   Assessment Criteria:
   Mark Allocation
   Knowledge and Understanding 70 %
   Document Construction 15 %
   Style and Expression 15