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Faculty of Design, Media & Management Assignment Brief Module Title: Marketing Module Code: Assignment No/Title: CW1 – Individual Report Submission Date: 14 September 2018 Assessment Weighting: Feedback Target Date: Module Co-ordinator/ Tutor: Murat Dizlek (dizlek@bwl-studieren-ohne-grenzen.de) MG406 25% 3 weeks Submission Instructions: This assignment is to be submitted electronically 1. This assignment must be submitted electronically on the submission date 2. To submit electronically you must upload your work to the e-submission area within the hfu-net.de (http://hfu-net.de/course/view.php?id=385) concerned. 3. You can resubmit your work as many times as you like until the deadline. If you choose to resubmit, your earlier submission will be replaced, and you will NOT receive an Originality Report until 24 hours from when the submission was made. 4. You are reminded of the University’s regulations on cheating and plagiarism. In submitting your assignment you are acknowledging that you have read and understood these regulations. 5. Late submission within 10 working days of the deadline will result in the mark being capped at a maximum of 40%. Beyond this time the work will not be marked. 6. You are reminded that it is your responsibility to keep an electronic copy of your assignment for future reference. Instructions to Students: Address the task below and submit the final written assignment (PDF or Word) electronically on the date indicated above. You can submit your assignment either in English or in German language. This assignment tests the following Learning Outcomes for the module: 1. Analyse the effectiveness of the marketing mix for any given company or brand; 2. Identify research requirements to begin to solve a business / marketing problem in a company; 3. Plan, implement and critique a programme of marketing research; 4. Analyse the effectiveness of marketing planning within a commercial business. The Assignment Task: 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 %
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Introduction
Branding is a marketing practice of basically creating a name, design or symbol that ideally
differentiates or identifies a product from other given products. It is important to note that, an
effective brand strategy actually gives one a major edge in the process of the increasingly
competitive markets. Branding simply means one's promise to his/her customers. It actually tells
your customers what they ideally expect from your services and products and also differentiate
them from those of your specific competitors. A brand is a consequent of who want to be, who you
are and who people identify you to be. It is also worth noting that strategic branding necessitates
a brand equity which is strong and this means that the value added to your company is able to
allow you charge absolutely more for that what unbranded, identical products command (Bruner,
2000)
Tsingtao brewing company is actually the largest brewer in China and 10 th largest in the
entire world. It is also the 8th best brands across the entire world with close to 50 breweries spread
across the entire country. It opened the very first overseas brewery in a place called Bangkok,
Thailand with a sole purpose of meeting the overseas demand. Additionally, their exports actually
account for only 1% of the entire production.
Tsingtao beer which is the major brand actually accounts for absolutely more production.
It constitutes about 4.7% alcohol content which is indeed larger and it is brewed with natural
ingredients and no given artificial preservatives. This includes barley which is of high quality, rice,
hop grown domestically and spring water from underground especially from Laoshan Mountains.
Other of the products which are brewed include; Tsingtao beer which is dark and constitutes 5.2%
alcohol, Tsingtao beer which is green and constitute 4.5% alcohol and Tsingtao draft beer. It is
believed that the green colored beer actually enhances good health (Bryman, 2003)

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Brand essence
Tsingtao Brewery Company Limited is a company that was actually formed in 1993 when
four breweries that ideally produced beers merged and formed one company. This particular
merger probably one of the largest state-owned company headed the listing which was historic and
then followed by other eight companies on the stock exchange of Hong Kong. It is important to
realize that before 1993, there was no single Chinese company which had been sold publicly.
Tsingtao beer is basically the most popular brand of beer in China and it is considered by foreign
drinkers to be the best product in China (Chen, 1999)
Needless to say that the Hong Kong stock exchange actually stipulates that at least 25% of
each particular company be basically offered when "China nine" went public. Tsingtao was able
to issue 317.6 million of shares each at $2.80 and it actually raised $900 Million. It is in 1993 when
Tsingtao actually became one and the first among the nine Chinese companies owned by the state
to be listed in the Hong Kong Stock Exchange. After the stocks were sold, 44% of Tsingtao was
owned by Qing...


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