Carlsberg is the fourth largest brewery group in the world, which has a brand portfolio that includes brands such as Carlsberg, Tuborg, Baltika and Kronenbourg 1664, which are well known international premium brands, but also includes strong local brands, such as, Ringnes, in Norway, Lav in Serbia and Wusu in Western China. (www.carlsberggroup.com)
This section is about Carlsberg Group's marketing strategy, with a focus on Carlsberg, its main brand, and on Tuborg. Carlsberg Group’s strong regional presence built on strong brand portfolio offers them a distinctive competitive advantage in the market place. (www.datamonitor.com) Also, the fact that Baltika, Carlsberg and Tuborg are among the six biggest brands in Europe emphasizes the strength of the Group’s brand portfolio. (www.carlsberggroup.com)
The share of Carlsberg is positioned in the premium lager segment, where it has to face top beer competitors, such as Heineken, reason why they have created a strong marketing strategy. In recent years Carlsberg Group’s attention has been more and more directed to commercial initiatives in order to create value for consumers. Carlsberg advertise itself as being “probably the best beer in the world”. On its official web page, it is stated that what sets Carlsberg Group apart from other competitors is its attitude towards differences and the respect they have towards culture, people and brands. (www.carlsberggroup.com)
4.1 Adaptation and Standardization Strategy
In the internationalisation process, companies have to face differences when it comes to language, climate, race, occupations and education, topography, taste, laws, cultures, and societies, which may generate conflicts at some point. (Van Mesdag, 1987) In order to overcome these differences and avoid possible cultural, social or legal conflicts, companies must approach a marketing plan focused on adapting to local tastes and needs. (Ghemawat, 2007 ) Carlsberg... [continues]
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