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

Point of Similarity and
Differentiation Over Competition
• Similarities
• Caters to the similar age group
• In case of product, they produce
more or less same lager beers
• Differences
• Premium quality with moderate
price which is not the case in
other products.
• Large portfolio
• Annual Revenue is quite high
that gives an opportunity of
growing (Italia, 2016)
• more global presence

Consumer / Customer
Analysis
Target Market

Target Market:
Demographic:
• Gender: Male and Female
• Age: Young adults to older people
• Income: Medium to high
• Occupation: Service, business and students
• Social Class: Comprising every spheres of the society
• Education: Medium to highly educated people
• Geographic:
• Urban/Suburban: Urban
• City Size: Medium to large
• State Size: Large
• Market Density: Highly dense market
• Climate: Comparatively colder
Psychographic:
People with modern beliefs
High loyalty base

MARKETING
OBJECTIVES

Marketing Objectives- SMART
Approach
• Specific- To be the largest beer manufacturer in the world and
providing the best quality
• Measurable- to be the most supplied brewing company
• Attainable- they already present globally and they have access to the
resources(Datta, Ailawadi & Van Heerde, 2017)
• Relevant- Having the tag of the highest brand strength will increase in
the attainment of high revenue and thus profit
• Timeliness- 2 years.

Marketing Objective Planner

PROPOSED
MARKETING MIX
STRATEGIES

Marketing Mix section
• Analysis of the marketing mix will help the company to understand
the criteria to be covered by the company in setting up the strategy.
• Creating a marketing Mix will help the company in understanding the
requirements in the marketing strategy and can evaluate the
strategies they can approach. (Abril & Rodriguez-Cánovas, 2016)

Product
• The company has over five hundred brands in their portfolio
• Apart from beer, other products can include bottled water, soft drinks
as well as ciders.
• Special Brew is their variety specially made in UK. they can
implement them to other areas as well
• Can project themselves as the smoothest beer ever.

Promotion
• global presence
• branding and advertising policies are innovative. Need to spread
them equally in every possible target market
• for customers who are sports lover, in order to appeal them, the
company has opted for team sponsorships. Local sponsorship can be
done to attract more sections
• vast reach in social networks (Išoraitė, 2016)
• aggressive promotional strategy to penetrate new markets.

Price
• pricing policy is open and reasonable
• qualitative product with reasonable price
• discounts and coupons can be implemented as their pricing tactics

Place
• Market spread of the company is more or less 140
• numerous outlets for the providing of products
• company can take within its acquisition various breweries and thus
make themselves capable to expand. (Fan, Lau & Zhao 2015)

People
• Engaged human resource
• deals directly with the customer and hence attitudes and inter
personal skills are highly developed
• customer satisfaction will be their area of interest

Processes
• from manufacturing to the handover to the customer is a quick
process.
• Employment of an umbrella branding strategy can be done as it
places the product names along with the company name
• focus on the R&D to a large extent

Physical Evidence
• Logo is presented in each and every product
• the unique capping policy bears the brand mark of Carlsberg
• the design of the bottle and the rich green color are also the brand
mark of Carlsberg (Riesto, 2018)

IMPLEMENTATION
Stages to Roll out the Marketing Strategies

Implementation
• Evaluation of market opportunities
• Identifying the potential gap areas- such as variety in customer taste and
preference
• Initiating Pilot Project
• Analysing Market Feedback and the final product will be designed
accordingly
• Determination of the pricing strategy based on the Target Market economy.
• Creating more distribution channels and identifying new market areas.
• Monitoring and evaluating Market feedback.

Schedule / Gantt Chart
1st month 2nd month 3rd month 4th month 5th month 6th month 7th month 8th month 9th month 10th month 11th month 12th month
market research
analysis of opportunities
pilot project
feedback generation
product development
pricing decisions
determining channels
covering new market
evaluation of feedback
monitoring of performance

EVALUATION
Metrics, Measures and Tracking

Linkage of Objectives with
Evaluation Metrics
• The main tools that can be used in linking the objectives with the
metrics in order to track progress are social media activities, Google
trackers Key Performance Indicators.
• the Google analytics will help to understand the rate of expansion
• the survey will help in understanding the current trends in the market

Conclusion
• The company can incorporate in their portfolio more health products
to serve to a more broad category of customers.
• the market reach expansion can help the company in making profit in
a economic condition where the beer industry is saturating.
• the company can also make some amendments in the pricing strategy.

Reference List
•
• Abril, C., & Rodriguez-Cánovas, B. (2016). Marketing mix effects on private labels brand equity. European Journal of Management and
Business Economics, 25(3), 168-175.
• Datta, H., Ailawadi, K. L., & Van Heerde, H. J. (2017). How well does consumer-based brand equity align with sales-based brand equity
and marketing-mix response?. Journal of Marketing, 81(3), 1-20.
• Fan, S., Lau, R. Y., & Zhao, J. L. (2015). Demystifying big data analytics for business intelligence through the lens of marketing mix. Big
Data Research, 2(1), 28-32.
• Išoraitė, M. (2016). Marketing mix theoretical aspects. International journal of research granthaalayah, 4(6), 25-3
• Italia, C. (2016). 4 Exploring Sustainability Practices and Reporting in the Brewery Industry. Accounting and Food: Some Italian
Experiences, 69.
• Jeličić, D., & Bojanić, R. (2015). Implementation of the Balanced Scorecard as an Instrument of Strategic Contolling in the Brewing
Industry. International Journal of Industrial Engineering and Management, (6-2015), 191-198.
• PESTI, I. EU TRADE REGULATIONS–THE CASE OF BEER MANUFACTURERS’MERGE. Impacts of EU law on national legislation, 68.
• Riesto, S. (2018). Biography of an Industrial Landscape: Carlsberg's Urban Spaces Retold. Amsterdam University Press
• Søderberg, A. M. (2015). Recontextualising a strategic concept within a globalising company: a case study on Carlsberg's ‘Winning
Behaviours’ strategy. The International Journal of Human Resource Management, 26(2), 231-25
• Tavrides, A. (2015). Carlsberg (Doctoral dissertation, Barchelor in Accounting Banking and Finance, Shcool of Business, Neapolis
University Pafos).