ผู้วิจัย/Authors: Linda Hill

ชื่อเรื่อง/Title: Market strategies of the global alcohol industry.

แหล่งที่มา/Source: The 3rd National Alcohol Conference "Alcohol : No Ordinary Commodity", 21st-22nd November 2007, Richmond Hotel, Nonthaburi, Page 29.

รายละเอียด / Details:

This presentation reviews the recent global consolidation of the alcohol industry and its capacity to promote drinking world-wide. In 2005-6,I reviewed the public documents of 23 global alcohol corporations and other available literature for the Global Alcohol Policy Alliance. A set of strategies was identified that global companies are using to capture emerging alcohol markets in developing countries. Depending on the extent of the company’s operation in a region, direct exports, licensed production or investment in production facilities may be used to expand sales in new markets. Trade agreements facilitate the process of alcohol globalization. The outcome of trade agreements is increased availability, competition, marketing and lower prices-with little attention given to public health concerns. These companies focus global promotions on high priced premium brands, but a key strategy is to also buy up the best local competitor in each new market. This provides local production and distribution facilities and local cultural knowledge, then local and international brands are marketed together. We will look at the integrated promotional package used by one of the largest global beer brands, and how the same marketing tactics are being used by its subsidiaries to reach drinkers in South East Asia and Thailand.

Keywords: alcohol, drink, marketing, beer, drinker, industry, policy, strategy

ปีที่เผยแพร่/Year: 2007

Address: Wallace Brett Donham Professor of Business Administration in the Organizational Behavior Area at the Harvard Business School

Code: 200800128

ISSN/ISBN: 978-974-09-4574-1

Country of publication: Thailand

Language: English

Category: Abstract

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