Marketing Mix of Carlsberg [PDF]

Zitiervorschau

MARKETING MIX OF CARLSBERG

BY PRAVEEN P 19TP MB116

COMPANY OVERVIEW

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Carlsberg group is a Danish brewing company founded in 1847 by J C Jacobsen. The company’s first headquarters were located in Copenhagen ,Denmark. After merging with the brewery assets of Norwegian conglomerate Orkla ASA in January 2001 , Carlsberg became the fifth largest brewery group in the world. It is the leading beer seller in Russia with about a 40 percent share of the market. The company’s flagship brand is Carlsberg beer(named after Jacobsen’s son Carl) but it also brews Tuborg , Kronenbourg ,Russia’s best selling beer Baltika , Belgian Grimbergen abbey beers and more than 500 local beers. The Carlsberg group is adjusting its 2019 earnings expectations upwards due to strong financial performance in the first six months of 2019, including 4.2 percent of organic net revenue growth and a strong operating margin improvement. The Carlsberg is one of the famous and the best beer selling group in the world by the reports.

MARKETING MIX

7P’s are, Product Price Place Promotion Process People Physical are the marketing mix followed by the Carlsberg groups. Here we are going to see about the important 4P’s for the Carlsberg groups. 1.PRODUCTS  The products of the Carlsberg groups are beers ,ciders, soft drinks and bottled water.  The main product which the Carlsberg is based on the beer.  In total ,Carlsberg group brews more than 500 different beers in the world.  Special brew is a beer produced by Carlsberg with strong lager brewed only in Denmark and United Kingdom.  Some of their brands are, Tuborg ,

Grimbergen , Holsten , Kronenbourg , Somersby ciders and also the other brands based on the country.  They are also producing the soft drinks like Carks berg SPORT ,it is a tasty and refreshing sports soda with dextrose and lemon/lime flavour.  They are also producing the Carlsberg Kurvand , which Is a Carlsberg spring water an excellent sparkling thirst quencher. 2.PLACE  The Carlsberg operations are spread at an estimated one hundred and forty markets.  The beer market is on a roll as it is expanding at a greater rate because of the higher volume of consumption amongst others.  It also has the numerous outlets to provide the product to their customers.  The place where the Carlsberg beers are brewing is Denmark.  The Carlsberg is exported to more than 100 countries in the world.  The Carlsberg is available through familiar beer shops, retailer shops and also in the big hotels, pubs and is also available through online shops.

 It is also having its own web shop for selling its products throughout the world.  In India also it has some manufacturing units in Haryana ,Himachal Pradesh and Karnataka. 3.PRICE  The Carlsberg has projected its product as a premium mild beer.  The company has kept its pricing policy open and reasonable.  Then they had also kept different prices for its different varieties producing.  The Carlsberg is cashing in on a international image and is targeting higher section of the society.  Even though having a higher price on products based on the buyer’s perspective they are also giving free samples, discounts and coupons.  These are some of the brand’s tactics to keep down its prices compared to its competitors.  In India the price of the Carlsberg beer is about Rs.100 for the amount of 650 ml.

4.PROMOTION  It has an outstanding global presence and in order to remain as one of the top most groups, it has undertaken

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excellent branding and also the advertising policies that have helped to maintain its position. The main target of the Carlsberg is the youth with their mild-section variants. To attract the sports lovers the brand has opted for sponsorship of teams and events related to the sports. Social media is the perfect way for promoting the product so they launched innovative ads and engaged in the social media to target the techno savvy customers. By the presence of both the alcoholic and the non alcoholic beverages their offering is meant for the different customer groups.

SUGGESTIONS OF MARKETING PLAN

 PRODUCT The product suggestion for the Carlsberg are,  By introducing the other beverages like brandy ,wine and whisky we can be able to attract the more new customers.  Also by introducing the health and energy drinks for all the age groups means we can be able to make more familiar with this product for everyone.  It must want to introduce the products like boost and complan by which we can able to attract the kids and ladies easily.

 PLACE The place suggestion for the marketing plan of Carlsberg are,  It is very familiar only in the places like European countries and Asia .So it must start its manufacturing places in different locations on the world.  Sell the non alcoholic beverages near the places where the peoples were going regularly and also introduce it in the big shopping markets.  Introduce new shops near the sporting areas where students coming regularly and make them to buy Carlsberg SPORT product by some marketing tactics.  PRICE The pricing strategy for Carlsberg are,  By introducing the offers reduce the amount of the beverages little bit and attract the customers after that slowly remove the offer.  If the product is starting newly at some place means reduce the amount of product and made them to fix with this product then make the product as little bit expensive one.  PROMOTIONS The promotion strategy is based on,

 Promote the beverages in the areas by using the celebrities fame at that time in the market.  Also by giving the big sale offers to attract the customers and made them to buy more.  By showing them the advantages of drinking this product in advertisements by sports person to attract the people interested in the sports.  Inviting the most famous celebrity to the common places and made some shows by keeping price for entrance and unlimited beer for them. These are the some of my suggestions regarding to the marketing mix of the Carlsberg groups.

LEARNING OUTCOMES The learning outcomes through the marketing mix of the Carlsberg groups are given by,  Able to know about the product marketing strategies and to reach the customers.  Tell us how we want to overcome our competitors by using the best marketing techniques to attract the customers.

 How to be familiar with the product which we are manufacturing.  Tells about reaching the different age of category customers with the product.