Brand Strategy of Belgian Beer in Japan - How the expensive beer get popular among Japanese people - Hana Nishinaka Toyo University Regional 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 image 3. 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)

Research Results: Historical Review 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 Craft Beer Boom Period (1994~2001) *High Exchange Rate of Yen ⇒ Deflation of Imported Beer

Research Results: Historical Review Belgian Beer Expansion Period (2002~2009) *Increasing Belgian Beer Bars

Research Results: Historical Review 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 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 Type Small 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

Merci Beaucoup Dank je wel