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Success Case Study: Harbin Beer- Making an Age-Old Brand Relevant to ChinaÂ’s Millennial Male Consumers

(Food-Beverage-News.Com, November 16, 2018 ) Harbin is one of the oldest and most successful domestic beer brands in China. In order to reposition the beer, AB InBev rolled out a new marketing campaign revolving around e-sports (video game events), which are popular among young Chinese Millennial consumers.

Harbin has realigned its brand message to target male consumers in the age group of 19-37 years by sponsoring e-sports events in China. AB InBev's innovative marketing strategy is claimed to have dramatically raised sales volumes of Harbin at a time when domestic sales of beer is slowing down.

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Scope:
- Harbin gained the first-mover advantage with its disruptive brand strategy which capitalizes on the growing popularity of e-sports among young Chinese men, and enabled the brand to connect with young Chinese consumers who are avid video gamers or spectators.
- AB InBev used the strategy to reposition Harbin Beer as a youth-oriented product, and thereby appeal to Chinese Millennial men who are willing to spend more on premium beer products.
- The company leveraged the ‘made in China’ tag and century-long heritage of Harbin beer to appeal to the appeal patriotic sentiments of consumers.

Key Players:
• Harbin
• AB InBev

Reasons to buy:
- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.
- Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
- Access valuable strategic take-outs to help direct future decision-making and inform new product development.

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Key Points from TOC:
1. Introduction
2. What?
3. Why?
4. Take-out
5. Appendix

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Source: EmailWire.Com
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