【正文】 Sleeman want build new positioning in Canadian beer market through this emerging market because they are always positioned the third, after Molson and Labatt. It is time to concentrate their resources on this market and product. Finding problems and Proposals There is three main problems regarding Sleeman clear low carb beer: 1) Poor flavor。 千尋創(chuàng)意 創(chuàng)意千尋 想象力沒(méi)有邊界，未來(lái)誰(shuí)來(lái)把握？ 1 TABLE OF CONTENTS 1. Introduction .....................................................................................................1 Background Information...........................................................................1 Company Overview: Sleeman Breweries LTD .............................................2 Purpose of Report ....................................................................................3 2. Analyzing LowCarb Beer .................................................................................3 Feature and Benefits of Product .................................................................3 Benefits ........................................................................................3 Feature .........................................................................................4 Overview of Industry ...............................................................................4 3. Analyzing Marketing Strategy ............................................................................5 Price ......................................................................................................5 Promotion...............................................................................................5 Place ......................................................................................................6 4. Remendations ............................................................................................6 Finding problems and Proposals ................................................................6 About the Flavor ............................................................................7 About the Targeting and Advertising .................................................7 About Concept of Advertising..........................................................9 For the Global strategy in China..................................................... 10 5. Conclusion .................................................................................................... 13 Bibliography ..................................................................................................... 14 Figures and Tables ............................................................................................. 15 千尋創(chuàng)意 創(chuàng)意千尋 想象力沒(méi)有邊界，未來(lái)誰(shuí)來(lái)把握？ 千尋創(chuàng)意 為中國(guó) 企業(yè) 提供動(dòng)力！ 1. Introduction Background Information Many economy analysts try to describe how the liquor industry exploits the highs and lows of drinking on a diet: Low carbs are so fashionable these days, said William Chisholm, an analyst with Dundee Securities Corp. in Toronto. This trendy of lowcarb was started from Atkins’s lowcarb diet The demand for light beers that also are low in carbohydrates is the biggest beer development in the last 10 years. Other Big beer panies already entered in this emerging lowcarb beer market. It makes sense, the CAD$4 billion domestic beer market (US$ 56 billion market value in ) has been dominated by lite products for quite some time. Now introducing lowcarb beer is the next logical step for appeal to the weight obsessed masses. For example, the Budweiser brewer attributed its success to strong sales of its Michelob Ultra lowcarbohydrate beer, launched in late 20xx, and Bud Corona, Miller, Coors also introduced their own lowcarb beers. To adjust emerging market, a division of the . Treasury Department, on Thursday, said it would set advertising and labeling standards for lowcarbohydrate alcoholic beverages. The Alcohol and Tobacco Tax and Trade Bureau set interim standards for the use 1 The first Atkins Diet Plan book was published in the 197039。 2) ambiguous targeting。 pubs almost every medium size city in China. However, low carb beer cannot be found in China’s beer market so far. The most effective strategies in China’s beer market is partnering with local beer panies. Beer Market Overview Sales of alcoholic beverages in the Great China currently exceed US $25 billion annually. Overall, beer market sales develop faster in the last 5 years, with total consumption of million liters per year. China consumers have shown a strong interest in imported products. The growth of these categories is due to consumer willingness to pay more for superior quality beers. Currently, this trend is prevalent for all alcoholic beverages. Within the light beer category, Bud Light is the dominant brand, accounting for approximately one third of light beer sales. In 20xx, Bud Light was also the second leading beer purchased in China. Other light beers ranking among the top 10 selling brands were Coors Light (the fourth most popular brand), AnheuserBusch Natural Light (ninth), and Busch Light (tenth). The growing popularity of light beers is primarily due to increased consumer demand for healthier products. The popularity of imported beers has risen sharply in recent years. In 20xx, the value of imports w