Slide 1: Marketing Director – Harbin Brand, Joseph Lee
Marketing Director – Harbin Brand Joseph Lee
Slide 2: Personal introduction
Hire date Working Location Joseph Lee Thunderbird School of Global Management, MIM University of Houston, MBA July 2009 Shanghai Marketing Director — Harbin Jan 2003 — Jun 2009 Jul 2009 - Jun 2010 Mar 2010 - Nov 2011 Dec 2011 - Mar 2013 Mar 2013 — Nov 2014 Dec 2014 — now brand Senior Marketing Manag
Slide 3: Oldest beer in China, bestselling beer worldwide
OLDEST BEER 96 IN CHINA Wroblewski etd == ++] OBESTSELLING HARBIN =] | BEER WORLDWIDE
Slide 4: Harbin targets to be the most preferred beer brand among Chinese youth
Harbin targets to be the most preferred beer brand among Chinese youth (18 - 29) Value Core Core+ Premium Approximately 70% of Industry Volume
Slide 5: Portfolio to maximize volume potential
Portfolio to maximize volume potential Core Core+ Flagship Bingshuang/ King of Wheat Ice Ice Genuine Draft Qingshuang/ Bingchang/ Trade up
Slide 6: Harbin is the growth engine of China
Harbin is the growth engine of China Harbin ICE share Volume: of Family Harbin Family Harbin Ice 15% x2 25.8 mhl 85% x4 2009 38% 62% 2014 2009 2010 2011 2012 2013 2014 2009 2010 2011 2012 2013 2014
Slide 7: Brand preference growing faster than competitor
Brand preference growing faster than competitor Brand Preference: Top3 Favorite among 18~29 drinkers, in 11 cities, Rolling 12 months 2005 2009 2010 2011 2012 2013 2014 Source: BPT tracking report provided by IPSOS, 2009-2014
Slide 8: One of the top 100 most valuable Chinese brands
One of the top 100 most valuable Chinese brand, with 14% value increase in 2014
Slide 9: Harbin growth strategy: Win the youth
Harbin growth strategy Win the youth Expansion Win the Youth Expand Aggressively
Slide 10: Unbeatable marketing assets to target youth passion point
Unbeatable marketing assets to target youth passion point Co-op with Sponsoring top rated NBA entertainment program
Slide 11: Packaging to drive youth affinity
Packaging to drive youth affinity Co-brand Can with Fashion brand Youth Celebrity Can NBA Affiliation Can (STAY REAL) Fight till the end, Fight for the To be your CAN/Dunk is CAN/Dunk Own MVP irresistible
Slide 12: Mega summer campaign YiQiHaPi
Mega summer campaign “YiQiHaPi” to capture key occasion YI QI HA PI YIQI = Together HAPI= Harbin beer and = Happy
Slide 13: Harbin Beer
Cet) HARBIN BEER
Slide 14: Harbin growth strategy: Expand aggressively
Harbin growth strategy Win the youth Expansion Expand Aggressively
Slide 15: Geographic expansion is key to success
Geographic expansion is key to success Continue to enlarge Harbin coverage Heilongjiang Inner Mongolia Jilin Harbin Family Volume Liaoning Xinjiang (Expansion Markets) x3.6 Beijing Tianjin Hebei Ningxia Shanxi Shandong Qinghai Gansu Henan Tibet Shaanxi Anhui Jiangsu Shanghai Sichuan Hubei Chongqing
Slide 16: Become the most preferred beer brand among youth!
Become the most preferred beer brand among youth!