Kweichow Moutai- Building and Sustaining a Top Luxury Brand
| Case Code: MKTG432 Case Length: 17 Pages Period: 2000-2020 Pub Date: 2021 Teaching Note: Available |
Price: Rs.400 Organization : Kweichow Moutai Co., Ltd. Industry :Food & Beverage Countries : India Themes: Brand Strategy, Brand Loyalty, Marketing Strategy,Brand Differentiation |
Abstract Case Intro 1 Case Intro 2 Excerpts
Introduction
In June 2020, Kweichow Moutai Co., Ltd. (KM), a Chinese company known for making Moutai, considered to be China’s ‘national drink’, became the biggest public company in China by market capitalization after its share price rose by 23%. KM was valued at more than CNY 1.8 trillion (US$ 259 billion), surpassing one of China’s top banks, the Industrial and Commercial Bank of China Limited (IDCBF) , which was worth just under CNY 1.8 trillion (US$ 253 billion)...
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