背后的主要目的品牌定位在消费者的头脑来产生所需的和追求协会的品牌在消费者的心中对竞争对手的公司(科特勒,2006年Michi & Pfoerstch)。通过使用定位的策略,公司以及努力创建一个身份的品牌,协助品牌观察以及保留在市场的混乱。青岛因此定位品牌迎合最终消费者的理性需求。
作为这项研究的一部分,消费者被要求等级最高的啤酒品牌青岛啤酒,百威啤酒,喜力,电晕和百威啤酒——他们认为是健康的基础上,从而将评级分配给品牌。除此之外,调查问卷也包含一个悬而未决的问题,要求消费者找出背后的原因他们的偏好在其他啤酒品牌青岛啤酒。看到,约75%的受访者表示样本啤酒的口味是青岛啤酒的主要区分因素对比其他品牌。结果认为健康和营养的品牌在不同的受访者来自不同年龄组涨跌互现。虽然评级,被受访者中值年龄大于50年为1.5,组18 – 30岁的受访者评为2.5这意味着他们对品牌的健康较差。受访者的年龄31-50年给青岛的平均评级2。相比,青岛啤酒,百威啤酒和百威啤酒被发现票价在受访者的年龄18 – 30年以来他们已经分配的平均评级分别为1.25和1.5。这是一个潜在的大道,啤酒主要专注于改进。
The main intent behind brand positioning in the minds of the consumers is to induce the desired and aspired associations in the minds of the consumers for the brand of the company against that of the competitors (Kotler, Michi & Pfoerstch, 2006). By using positioning tactics, the company as well as the strive to create an identity for the brand that assists the brand in being observed as well as retained amidst the clutter of market place. Tsingtao has accordingly positioned the brand to cater to the rational wants and needs of the end consumer.
Successful marketers as well as brands are those that simultaneously touch the mind and the heart of the end consumer on account of effective brand positioning (this plays a major role in triggering the buying decision) along with authentic differentiation that leads the consumer to confirm to the purchase decision. Yet, the most influential force is regarded as hearts or instincts that direct the consumer to act and proceed with the buying decision (Setiawan et al, 2010).
Tsingtao Beer has been operating in an environment that is rightly labeled as a competitive beer market. The end users are primarily concerned about the cumulative nutritional and health benefits of the products consumed without compromising on the appeal to the user’s taste buds. It is also seen that price war is not a major factor since beer makers possess the potential to charge a premium price for their products only on the condition that they have substantially enumerated about the differentiation aspects of their offerings to the end consumers.
In order to analyze the brand positioning strategies of Tsingtao in its competitive environment, the brand positioning has been compared across two attributes namely:
Taste of the beer,
Health and Nutritional Benefits of the beer brand.
As part of this research, the consumers had been asked to rank the top beer brands – Tsingtao Beer, Bud Light, Heineken, Corona and Budweiser – on the basis of which they perceived to be healthiest, and consequently assign ratings to the brands. Besides this, the questionnaire also contained an open question which asked consumers to pinpoint the reasons behind their preference for Tsingtao Beer over other beer brands. It was seen that about 75% of the sample respondents had stated the beer’s taste to be the major differentiating factor for Tsingtao Beer in contrast to other brands. The results for perceived health and nutritional benefits of the brands were mixed across different respondents from different age-groups. Though the median rating that was assigned by the respondents in the age group greater than 50 years was 1.5, the respondents in the age group of 18-30 years rated 2.5 which implies that their perceptions about the healthiness of the brand was poor. Respondents from the age group of 31-50 years gave a median rating of 2 to Tsingtao. Compared to Tsingtao Beer, Bud Light and Budweiser were found to fare well amongst the respondents in the age group of 18-30 years since they had assigned a median rating of 1.25 and 1.5 respectively to them. This is a potential avenue where the beer major can focus on for improvement.