brand strategy of belgian beer in japan - how the expensive beer get popular among japanese people -...
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Brand Strategy of Belgian Beer in Japan
- How the expensive beer get popular among Japanese people -
Hana Nishinaka
Toyo UniversityRegional Development Studies
Research Motive
I work in a Belgian beer bar in Tokyo and I wondered why Belgian beer is getting so popular in Japan even a glass of beer costs more than 1000yen at the restaurants.
Findings through literature review
Success market models of Wine and Sho-chu:1. To decide which type of consumers you are
targeting
2. Create Brand image3. Constantly Introduce new trends in the world
Consumer Type A
•Prefer to buy high-quality product•Do not care about the price
Consumer Type B
• Do not care about the quality
• Prefer to buy cheap production
My Research Questions
“ How Belgian beer popularity in Japan has grown, and how distributors utilized brand
strategy to sell Belgian beer in Japan?”
Methodology
1. How Belgian beer is sold in Japanese market?
2. What occurrences caused the boom in Japan?
3. What are the main rivals of Belgian beer?
4. How Belgian beer breweries increased their import sales in the world?
Growth Model Matrix
Five Force Analysis
Historical Review
Marketing Mix
Research Results: Marketing Mix(4P)
ProductWide Varaety (10types, more than 100 brands)⇒people never tire of the same tastes and can always discover new
tastes
PriceWine, Whiskey> Belgian Beer > Japanese beer
PromotionMainly sold at bars and restaurantsPromoted as “Belgian Beer”, not in each brand name
PlaceLocated at Business District in Tokyo
Consumer SolutionNew style of drinking hobby in Japan
Research Results: Historical Review
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Import Beer Quantity
Belgium
Ireland
Germany
Mexico
Korea
the Netherlands
U.S.A
（Liter）
Belgian Beer Debut Period (1988~1993)
*Opening of First Belgian Beer Bar in Japan “Brussels”*Konishi (main Belgian beer distributer) has started importing
Research Results: Historical Review
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Import Beer Quantity
Belgium
Ireland
Germany
Mexico
Korea
the Netherlands
U.S.A
（Liter）
Craft Beer Boom Period (1994~2001)
*High Exchange Rate of Yen⇒Deflation of Imported Beer
Research Results: Historical Review
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Import Beer Quantity
Belgium
Ireland
Germany
Mexico
Korea
the Netherlands
U.S.A
（Liter）
Belgian Beer Expansion Period (2002~2009)*Increasing Belgian Beer Bars
Research Results: Historical Review
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Import Beer Quantity
Belgium
Ireland
Germany
Mexico
Korea
the Netherlands
U.S.A
（Liter）
Belgian Beer Boom Period (2010~)
*First Belgian Beer Event was held in Japan* High Exchange rate of yen
Research Results:Five Force Analysis
Potential to Grow in Japanese market
*2% share of Japanese alcohol beverage market
Research Results:Growth Model Strategy
Mega Company
Type
Traditionally Brewery
Type
Contract Brewing
Type
Challenger
TypeSmall
distributers
and Belgian
Beer Bars
Large
Beverage
Companies
Super
Market and
Discount
Stores
Future Perspective and Issues
Threats to Belgian Beer Market in Japan:
1. Japanese Craft Beer⇒Substitute of Belgian beer Price and Transport Advantage + Good quality
2. Appearance of cheap PB Belgian beer by Japanese super markets
⇒Danger of being destroyed the image of “High quality and expensive Belgian beer”
⇒Better to change the promotion style Promote individual beer brands in Japan
Thank you for your attention!
Merci BeaucoupDank je wel