Comprehensive Marketing Strategy Analysis of the Carlsberg Brand

This report presents a thorough marketing strategy analysis of Carlsberg, a global brewing company. It begins with an overview of the company, its brand details, and its strong market position. The report then delves into a detailed market analysis, including industry trends, competitor analysis, and current market positioning. A SWOT analysis is conducted to evaluate the company's strengths, weaknesses, opportunities, and threats. The report also examines Carlsberg's target market, marketing objectives, and proposed marketing mix strategies, encompassing product, promotion, price, place, people, processes, and physical evidence. The implementation of these strategies is outlined, along with a schedule and evaluation metrics. The report concludes with recommendations for future growth, including expanding the product portfolio, market reach, and pricing strategy, to maintain a competitive edge in a saturated market. References from various sources are also provided.

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
Heineken
Carlsberg
Russell
Snow
tisingtad

SWOT ANALYSIS
SWOT ANALYSIS

Competitor Analysis

Create as Summary of 3-5 Key
Competitors

Competitive
Advantage