Marketing Strategy of Carlsberg

Best Essays
Topics: Marketing
4.The Marketing Strategy of Carlsberg Group

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 Group



References: Anderson, James and James A. Narus. 1990. “A Model of Distributor Firm and Manufacturer Firm Working Relationships.” Journal of Marketing 54 (January): 42-58 Bhat, Subodh and Srinivas K Berry, L., 2000. “Cultivating Service Brand Equity”. Journal of the Academy of Marketing Science, 28 (1), pp Buttle, F., 1996. “Relationship Marketing”, Relationship Marketing Theory and Practice, London: Paul Chapman. Cornwell, B., Humphreys, M. S., Maguire, A. M., Weeks, C.S. and Tellegen C. 2006, “Sponsorship-linked marketing: the role of articulation in memory”, Journal of Consumer Research Ghemawat, P., 2010 Grace, D. and O’Cass, A., 2005. “Service branding: consumer verdicts on service brands”. Grier SA, Kumanyika SK. 2008. “The context for choice: health implications of targeted food and beverage marketing to African Americans.” Am. J. Public Health 98:1616–29 Janiszewski, Chris and Stijn M Kotler P., 1999. “Kotler on Marketing”. The Free Press Kozinets, R Merisavo, Marko, 2006. “The effects of digital marketing communication on customer loyalty: an integrative model and research propositions.” Helsinki School of Economics Moorman, Christine, Zaltman, Gerald and Rohit, Deshpande Morgan, Rob M. and Shelby D. Hunt. 1994. “The Commitment-Trust Theory of Relationship Marketing.” Journal of Marketing 58 (3): 20-38 Peracchio, Laura A., and Tybout, Alice M Prahalad, C. K. and Doz, Y., 1986, “The Multinational Mission: Balancing Local Demands and Global Vision.” New York: The Free Press. Reinartz, Werner, Jacquelyn S Simonson, Itamar. 2005. “Determinants of Customers’ Responses to Customized Offers: Conceptual Framework and Research Propositions.” Journal of Marketing 69 (January): 32-45 Van Mesdag, M

You May Also Find These Documents Helpful

  • Powerful Essays

    Business strategy Carlsberg Group’s members: Alexandra Turlin/ student number: 50907 Maxence Malaquin/ student number: 50801 (Laura Pèrez Martos) Supervisor: Poul Wolffsen Year 2012/2013 Student number : 50907 & 50801 - 1 The content page This project work was realized by Maxence Malaquin and Alexandra Turlin. We are two French students in business studies, studying at RUC University during respectively one year and 6 months. This work project was the first type of…

    • 13494 Words
    • 54 Pages
    Powerful Essays
  • Best Essays

    Carlsberg

    • 1446 Words
    • 6 Pages

    Carlsberg A/S Table of Content Outline of Internationalization Process 2 Analysis 3 Data 4 Future strategy 5 Reference List 6 Outline of Internationalization Process Carlsberg’s internationalization strategy is focusing on three main areas; Northern & Western Europe, Eastern Europe and Asia. Carlsberg have merged and acquired several companies since 2002 to become a stronger player on the global beer market by changing their internalization strategy in 2000. From 2000, Carlsberg…

    • 1446 Words
    • 6 Pages
    Best Essays
  • Satisfactory Essays

    Carlsberg

    • 365 Words
    • 2 Pages

    Carlsberg Brewery Activities and Production Carlsberg Brewery Activities and Production Carlsberg Brewery (M) Bhd. is the market leader in the beer market with the share of over 60%. Carlsberg primary activities are production, sales and distribution of beer. Carlsberg emphasizes the importance of quality and strong competitive positioning of brands and services to the benefit of all links in the value chain. The group’s continued growth and increase in profit is to be ensured through reinforced…

    • 365 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    Carlsberg

    • 1307 Words
    • 5 Pages

    and threat of the Carlsberg 330 ml beer. It has a brief market segmentation the beer factory uses for choosing its target customers. It also contains the targeting strategy the company chooses. It shows how Gorkha Brewery is responsible socially and environment friendly. Strength, Weakness, Opportunities and Threat Analysis Carlsberg, which is perceived to be the premium product of Gorkha Brewery has several strengths, weaknesses, opportunities and threats. Strengths Carlsberg 330 ml can build on…

    • 1307 Words
    • 5 Pages
    Powerful Essays
  • Best Essays

    Carlsberg Diversification

    • 3804 Words
    • 16 Pages

    the best data, because Carlsberg denotes them as one in their Annual Report and because Carlsberg has a one CEO of ‘Carlsberg China’ (carlsberggroup.com). This case is interesting as it was vital for Carlsberg to enter through FDI to attain a sustainable competitive advantage through the creation and transfer of dynamic capabilities (Teece, 1997) and to create a shared context - a differentiated network - to share knowledge and relationships (Moran and Ghoshal, 1996). Carlsberg did succeed in getting…

    • 3804 Words
    • 16 Pages
    Best Essays
  • Good Essays

    Carlsberg in Russia

    • 943 Words
    • 4 Pages

    Carlsberg in emerging markets There are several ways a multinational company can enter an emerging market, a company can enter an emerging market using export, this option has a low risk and dows not require a large investment, however you lose the control over your product. Another way is licensing or franchising where you allow another company to manufacture or sell your product. The investment is low so there is low risk however you lose some control over the product or service, and you…

    • 943 Words
    • 4 Pages
    Good Essays
  • Satisfactory Essays

    Carlsberg Case

    • 358 Words
    • 2 Pages

    3. What is Carlsberg's competitive environment in China and how well is Carlsberg positioned vis a vis its competitors? The competitive environment in China is largely fragmented and dominated by regional and local breweries. This is especially the case in Western China. The potential market in China for Carlsberg is enormous. Even though the yearly beer consumption per capita is much lower than in other parts of the world, the estimated size of the market is growing at a rate of about 8 percent…

    • 358 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    carlsberg project

    • 4285 Words
    • 18 Pages

    1. Introduction 1.1 Motivation Carlsberg is one of the leading breweries in the world, and in the meantime it is one of the fastest growing and best-known beer brands worldwide. A key part of Carlsberg’s strategy is to drive both domestic and international markets, in order to achieve a sustainable growth. Nowadays, the globalization narrows down the distance of the world and makes it easier for companies to enter to an unknown market compared to just a decade ago. Their business is focused…

    • 4285 Words
    • 18 Pages
    Powerful Essays
  • Good Essays

    Heineken Carlsberg

    • 812 Words
    • 4 Pages

    them Fifteen themes in a worldwide programme on social accountability including anti-corruption, child labour, employee representation, sexual harassment and non-discrimination; special programs on HIV/AIDS and responsible alcohol consumption Carlsberg Innovative in finding the ways: We create excitement among consumers, customers and employees. Ambitious when setting targets: We are daring when pushing for results Responsible in our actions: We value strong relationships with consumers, customers…

    • 812 Words
    • 4 Pages
    Good Essays
  • Better Essays

    Carlsberg Essay

    • 35436 Words
    • 142 Pages

    A Valuation of Carlsberg Master Thesis, February 2011 Department of Finance, Copenhagen Business School M.Sc. in Financial & Strategic Management/ M.Sc. in Finance & Accounting Pages: 121 Characters Count (with spaces): 209.448 Figures: 76 Characters Count (with spaces) with figures: 270.248 Authors Olivier Don Cato Meelby Sørensen ____________ Janus Rudolf ____________ Counselor Christian Wurtz ______________ page 1 of 151 Executive summary .........................................…

    • 35436 Words
    • 142 Pages
    Better Essays