Page 48 - Kirin Holdings Teaching Note
P. 48
BRANDING
HOW DOES KIRIN SATISFY CUSTOMERS?
Market Research
Product Market Consumer
Kirin Ichiban/ Global markets Branding, communication
Craft beers + beverages Different cultures, tastes & product
per strong mint and conditions
Food & Pharma
Japan U.S.
Australia China
Feedback Myanmar Europe
Diagram 8
In very simplistic terms people buy Kirin Group’s products
for two reasons:
1. Functional reasons
2. Emotional reasons
However, Kirin Group recognize that their products appeal
in general to global audiences where their brands have a
large impact on the competitiveness of its business since
beer and beverages are business-to-consumer businesses.
