1. Introduction/ Research Background
This report presents a documentation of the research which was conducted to analyze the differentiating branding strategies which have been deployed by Tsingtao Brewery that have contributed to its success and has made it a global brand which is well respected and demanded in Chinese as well as overseas markets.
The foundation of Tsingtao Brewery dates back to 1903 when it was founded by German settlers in Qingdao, China. Since its origination, the brewery has registered impressive sales growth and today it is labeled as the best beer brand in China. The beer industry of China is a competitive one that has about 600 breweries operating in the industry, but Tsingtao alone accounts for more than 50% of China’s beer exports. Tsingtao is the top branded consumer product that is exported from China and it is sold in about 50 countries worldwide. Since its introduction in the US market in 1972, Tsingtao has been the best selling Chinese beer in US on a consistent basis. The brewery has registered an impressive growth in volume from 4 breweries in 1996 to about forty eight today (Tsingtao Brewery, 2011).