Jovo Baijiu: Rejuvenating an old-fashioned drink for Chinese millennials

Jovo Baijiu: Rejuvenating an old-fashioned drink for Chinese millennials

Code: ML-ML00019-071 | Published: Dec-2015 | Pages: 21 | MarketLine
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In 2012, Jovo "The Youths Little Liquor" was released to market in second- and third-tier cities in China. The baijiu drink has achieved success and although the spirit traditionally appeals to older consumers, it has seen success among millennials thanks to youthful branding that is promoted via product packaging.



Key Findings
- Learn about the Jovo Baijiu brand.
- Analyze the reasons for Jovo Baijius success in appealing to a young market.
- Assess what future marketing techniques companies looking to appeal to millennials may use.

Reasons To Buy
What is Jovo Baijiu?
How has Jovo Baijiu succeeded in appealing to young consumers?
What kind of product positioning and marketing appeals to millennials?

Table of Contents

OVERVIEW
Catalyst
Summary
PACKAGING HELPS BRAND APPEAL TO YOUNG CONSUMERS
A young brand for "old guy booze" has first taste of success
Packaging makeover to create distinct visual point of difference
TECH-FOCUSED MARKETING and COCKTAIL PUSH PROPEL THE BRAND
Self-branding packaging features create good first impression
Letting consumers speak for themselves
Taking interaction from virtual space to the real world strengthens brand identity
Infusing cocktail culture into baijiu consumption brings in multiple benefits
IDENTITY-LED BRANDING and MARKETING APPEALS TO INDIVIDUALIST MILLENIALS
Chinese millennials: tech-savvy consumers in seek of unique experiences
O2O marketing - the next-generation marketing aiming at Chinese millennials
Chinese millennials are individualists who embrace tradition and modernization at the same time
Identity-related launches can tap into hidden patriotic preferences
CONCLUSIONS
Shrewd branding and marketing key to appealing to individualist millennials
APPENDIX
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