MARKETING MIX OF CARLSBERG

BY

PRAVEEN P
19TP
MB116
COMPANY OVERVIEW

 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
 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.