Case Analysis of Chang Beer

Topics: Marketing, Beer and breweries in Thailand, Chang Pages: 2 (623 words) Published: December 7, 2012
Beer Chang is the number one selling beer in Thailand which was launched in 1995. The symbol of Chang beer can be spotted by distinctive green label adorned by two elephants. ‘Chang’ means elephant in Thai which resembles Chang Classic really packs a punch at 6.4% per common serve 630 ml size. For entering any foreign market a comprehensive international marketing strategy must be prepared, used to develop a pricing strategy. Chang beer implemented Market Strategy by aim at maintaining market dominance and creating defensive techniques against future competitive strikes to avoid a reduction in their market share. Positive Defense: They aim for forward thinking, like Local liquor selling with a beer plus method that made Chang Beer able to dump would be sold per 100 baht. By the end of 2000, Chang beer had a market share of as much as 60% after the 1997 crisis, as there was a huge change in consumer behaviour of purchase applying planned in an extension of marketing and generated only about 3.7 per cent of its 2011 revenue of 132 billion baht from outside the Kingdom, according to data compiled by Bloomberg. Flank Defense: Chang entered into the International Beer contest in Australia in July 1998as a large beer, without limitation of alcohol content and won Gold medal Award in the 2009 World Beers and Drinks Selection by protect itsmarket share by getting rid of weak points completely. Preemptive defense: Conducting aggressive campaigns (1998-2000), approximately 121.7 million baht, 255.8 million baht and 318.1 million Baht invested by solidity its marketing. Counter Offensive Defense: Improvement of product quality, sales promotions and discounts in view of customer satisfaction by improvement in taste for the consumer utilized higher quality raw materials such as class malt, a special strain of yeast and premium hops. Mobile defense: The market leader has to be aware ofmarket movement and change at all times by...

References: * Sinee Sankrusme (2008),A Study of Beer Market Leader, Challenger and Niche Strategies available at online (accessed on 2-11-12).
* Suzanne Nam(2012),Chang Beer ,Travel guide available at
. (accessed on 2-11-12).
* Asean affairs (23-08-2012), Thai Bev’s battle with Heineken may benefit Chang beer more, News Updates available at online on 13-11-12)
In comparison of sales volume of overall beers of all producing companies in 1999, Thai Beer (1991) Company was the market leader and Boon Rawd Brewery Company was the market challenger, having a market share of 57.96% and 34.81% respectively. For other companies, they were ThaiAsia Pacific Brewery Company, Carlsberg (Thailand) Brewery Company and Thai Amarit Brewery Company, which are market niches (Table1).
The Chang/Carlsberg history of Market Share
In 2005, ThaiBev forced Denmark-based Carlsberg to pay US$120 million (now 3.76 billion baht) to settle a legal dispute and end their 12-year relationship in Thailand 's beer market.ThaiBev, whose Chang is Thailand 's No 2 beer brand, and also sells spirits and soft drinks.
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