Marketing Strategy Analysis of Carlsberg

Marketing Strategy Analysis of Carlsberg.

Carlsberg- Overview of Company
• Carlsberg is the most familiar global brewing company established by JC
Jacobson in 1847
• the headquarter of the company is in Copenhagen, Denmark.
• The company is reputed for its vast portfolio.
• Uses the Tagline, “Probably the best lager in the World.” (Søderberg, 2015)
• Advertises through TV commercials, featuring in films and Sponsorship

Carlsberg Company - Brand Details
• Strong Brand image as the best lager brewing company with premium
quality
• Brand Performance- operating largely in the western Europe as
arguably the most selling beer brand.
• Trying to find a good market in China and India owing to the vast
population
• Had been the preferred suppliers of the customers. (Jeličić & Bojanić,
2015)
• Perceived as the most smooth beer available and thus have equal
number of male as well as female customers.
• Key capabilities- maintains the brand by means of advertising and
offering values for customer; difficult to imitate.

Market Analysis
• According to the report of the domestic beer market, Carlsberg holds 54% of the share.
• Eastern European market is the largest business region.
• in operating the company needs to abide by the state as well as the federal market
policies and rules.
• the intent of the company to expand internationally is primarily because of the
saturation of the beer industry. (Tavrides, 2015)
• the company’s target market is mainly the young adults and hence it focuses in the
advertising through social media.
• the main competitors are Heinken, Diageo , Brooklyn Brewery etc.

Market (Industry) Analysis
•
Source- Roy Morgan

Current Market Positioning
• Carlsberg is positioned in terms of high quality and
moderate price.
• High quality- the beer manufactured by the company is
of premium quality that provides probably the most
smooth lager.
• Moderate price- the company has priced its product as
the moderate list which helps it to maintain their
premium quality as well as customer base.

Overview of Positioning against
Competitors in Market
• In terms of the competitors, the position of Carlsberg is
placed in high quality and medium pricing parameters.
• Budweiser is of moderate quality and compared to
Carlsberg it is low priced as well.
• Positioned against Russell which is of premium quality
as well of premium pricing, Carlsberg is moderately
priced and thus have a broad customer base.

Perceptual Map
High price
Low
quality
High
quality
Low price
Heineke
n
Carlsber
g
Russell
Sno
w tisingt
ad