University of Adelaide: Carlsberg Business Canvas Value Proposition

This report analyzes Carlsberg's value proposition, focusing on its application of the business model canvas. It explores how Carlsberg, as the fourth-largest global brewer, targets its customer segments through its diverse product portfolio of over 500 brands. The report delves into Carlsberg's value proposition, emphasizing its offerings for diverse customer segments, including middle-aged consumers and the innovative Eve brand targeting female consumers. It examines how Carlsberg addresses customer problems and needs through product innovation, such as draught beer in steel kegs and a variety of beverages, including non-alcoholic options. The report highlights the company's focus on product performance, customization, design, pricing, risk reduction (sustainability), and accessibility. Furthermore, it examines the company's strategy to change the perception of beer and tap into the female market by introducing a non-wine, fruity, juice drink for women. The report also references the brand's scientific contributions to the brewing industry and emphasizes the importance of serving drinks in wine glasses to promote the brand's image and status.

Business canvas model for Carlsberg- The building block of Value proposition
The business canvas model has 8 building blocks to discuss while designing marketing strategy.
The eight building blocks are key partners, key activities, key resources, cost structures, value
proposition, revenue streams, channels, customer relationship and customer segment. The report
focuses on value propositions for Carlsberg brewing company (Martin, 2015).
The value proposition
The aspect of value proportion basically emphasis on delivering the product and services which
are being valued by the customers (N.A, 2015). Carlsberg is the fourth largest global brewer
company and giving an opportunity to promote local companies to promote their brands. The
product portfolio of the company includes the 500 brands (Zubielqui, 2019).
Aspect of value proposition Calsbers’s value proposition in market for
customers
Talks about the value that to be deliver to
the customer
The company offers a range of products, to
middle age couples who tend to have beer for
their status quo and refreshment
The tagline , sleeping giants, that the way of
Carlsberg etc, individual tend to relate their
personality and behaviour with brand
ambassador (Fleming, 2018)
Talks about the customer's problems are we
helping to solve
One more innovation: Draught beer are used to
be given in steel kegs, that keep beer fresh for
a week, now given in such innovative
packaging that avoid the wastage of beer and
keep fresh, considered as a innovative and
tricky value proposition.
There are fewer options for female brewing
products. Carlsberg offers range of products
for female customer segments

Talks about job are we helping the
consumers to get it done from offering
products and services
The status quo, refreshment , old beer variety
Planning to come up with the variety of non
wine but refreshing drink that is equal to the
beer or wine, for female, reflect more fruity
and healthy drink, protect the image of women
with satisfying the need of refreshment
Talks about the customer requirement and
related satisfaction
The unique taste of beer with wide variety on
appropriate prices comparatively, idyllic events
in either social clubs or sports clubs
Emphasis on female drinks variety
Bundles of products and services to each
target market and segments
700 products with different type, shape, % of
alcohol, and more than 30 brands
Newness : there are 700 types of beers are provided by the company based on % of the alcohol,
brands and types, the types are abbey beer, alcohol free beer, cider, energy drink, European
lager, fruit beer with different flavor, juices, light drinks for family functions etc. offered by
Carlsberg to their customers. The strength of the product ranges between 1% to the 10%. There
are different types of brands introduced in the market such as DV, cardinal, Golden cap, tetley’s,
tigerhead etc (carlsberggroup.com, 2019).
Performance: As we can see that, Carlsberg Company is performing well with innovating and
renovating products regularly. it retains customers with them by coming up with something new
every time (Groenink, 2016).
Customization: The company can’t provide explicit level of customization but it comes up with
range of beers and juices which would cater the needs of each individuals. Moreover the
company aims to have a drink which is free from alcohol but services the interest of female
clients.

Design: the design of each product bottle is unique in its own way. The different packaging,
shapes, color, labeling for each product is surprising, the company offers products in tins, bottles.
Price; the prices are in line with the market. But beer is a drink where one can buy it at $120 in
one outlet and given $500 in social events and sports clubs. The profitability of such companies
is very high.
Risk reduction: As we saw that the company has come up with environmentally production
tactics, where they have reduced the usage of plastic which is hazardous to the environment.
Moreover the company is trying to introduce wood bottles for beer. it has observed that
Carlsberg is continuously innovating its packaging processes in order to promote sustainability in
the industry (Anderson, 2014).
Convenience and accessibility: The products of the company is available everywhere. There are
niche products which are expected to be available at certain places. However, most of the
products are available in bars, restaurant, hotels, night clubs etc.
Designing a value proposition:
Carlsberg observed that there was a gap or problem; the beer company has not severed
specifically to the female customer segment till now. Somehow the perception of beer is always
linked with fainted street boys with having beer bottle in hand, to change the image of the beer
and to renovate the beer brand for tapping female segment, the company has come the concept of
Eve with a non wine, fruity, juice drink for female. Carlsberg is known for strong scientific
contribution in the brewing industry. Even the company recommends the marketers to serve in
wine glasses to emphasizing its inspirational quality and status quo (GLADER, 2012).
References
Anderson, Z., 2014. CARLSBERG CASE STUdy. Prezi.

carlsberggroup.com, 2019. Products. [Online] Available at: HYPERLINK
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GLADER, P., 2012. Carlsberg Taps The Next Big Beer Market (Really): Women. [Online]
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beer-market-really-women" https://www.fastcompany.com/3003728/carlsberg-taps-next-big-
beer-market-really-women [Accessed 19 April 2019].
Groenink, I., 2016. Carlsber business strategy. [Online] [Accessed 19 April 2019].
Martin, 2015. Home Magazine Business model canvas: Creating a Value Proposition. [Online]
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value-proposition/" https://www.cleverism.com/business-model-canvas-creating-value-
proposition/ [Accessed 19 April 2019].
N.A, 2015. How do I use the Value Propositions building block of the Business Model Canvas?
[Online] Available at: HYPERLINK
"https://strategyzer.uservoice.com/knowledgebase/articles/1194370-how-do-i-use-the-value-
propositions-building-block"
https://strategyzer.uservoice.com/knowledgebase/articles/1194370-how-do-i-use-the-value-
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Zubielqui, D.G.C.d., 2019. Enterprise transformation. Australia: The university of Adelaide.