The Marketing mix of Carlsberg analyses the 4Ps of Carlsberg, including the Product, Price, Place, and Promotions. Carlsberg is a public limited company that is associated with the beverage industry. It was founded by J. C. Jacobsen, of Danish origin, in 1847, and its first headquarters was based in Copenhagen, Denmark. The flagship brand of this renowned company is Carlsberg Beer, and it also brews Baltika, Somersby Cider, Tuborg, and a few local beers. In 2001, the company was convicted in fifth position as the largest brewery group after its merger with Orkla ASA, a Norwegian company. In 2004, it became the company’s sole owner, and by 2009, it had acquired fourth position in terms of brewery group. Some of its main competitors are as follows –
- Heineken International
- Corona
- Budweiser
About Carlsberg
- Type: Public limited company
- Industry: Brewery, Beverage
- Founded: 1847
- Founder: J.C. Jacobsen
- Headquarters: Copenhagen, Denmark
- Area served: Worldwide
- Key people: Flemming Besenbacher (Chairman) and Cees ‘t Ha’t (CEO)
- Number of employees: 40,000
Table of Contents
Carlsberg Product Strategy
Carlsberg Group has nearly five hundred brands in its product portfolio, and Carlsberg is its flagship beer. It is also popularly known as Carlsberg Lager, Carlsberg Pilsner, and Carlsberg Beer. This variety was first made in the year 1904. Its product kitty includes bottled water, soft drinks, ciders, and, of course, beer. Special Brew, another of its varieties, was made in the United Kingdom and Denmark. It is a strong lager, and it includes a cognac flavor. This was brewed to commemorate Winston ChuChurchill’ssit’s visitChuChurchill’ssit to Denmark in 1950.
In the British market, it was titled Special Brew; in Denmark, it was called Passerby or Easter Brew. It has 7% alcohol content and is connected with street alcoholics. A single can of Special Brew has 500ml contents and includes three and a half units of alcohol. In 1955, a strong beer with an Elephant label was created. It is still in production in Carlsberg breweries and is exported globally. Okocim Palone is one of the most potent beer varieties available. It is from Poland and has an alcohol concentration of more than 5.6%.
The new Product Mix of Carlsberg in 2023 is as follows (Source)
- Special Brew: Originating in the United Kingdom and Denmark, Special Brew is a strong lager with a cognac flavor, created to commemorate Winston Churchill’sChurchill’senmark in 1950. Known as Special Brew in the British market and as Passerby or Easter Brew in Denmark, it contains 7% alcohol.
- Elephant Label Beer: Introduced in 1955, this robust beer with an elephant label continues to be produced by Carlsberg breweries and is exported globally.
- Okocim Palone: A strong beer variety from Poland, Okocim Palone has an alcohol concentration of over 5.6%.
Carlsberg Place Strategy
The beer market is on a roll as it is expanding at a greater rate because of the higher consumption volume among consumers. Carlsberg operations are spread at an estimated one hundred and forty markets. It has numerous outlets to provide products to its consumers. It has engaged distributors for efficient and fast results.
In 1966, beer from this brand was not made in Denmark for the first time but brewed at Photiades Brewery in Cyprus. The company took over various breweries under its acquisition policy and spread its operations in different parts of the world. Carlsberg Group has divided its operations into three markets: Western and Northern Europe, Asia, and Eastern Europe.
Carlsberg’s place strategy focuses on maxCarlsberg’s global reach and ensuring efficient distribution of its products. Here are five key points that outline this strategy:
- Global Presence: Carlsberg operates in approximately 135 markets worldwide, enabling a substantial international footprint. This widespread presence allows the brand to cater to a diverse global customer base.
- Manufacturing and Brewing Locations: The company has several brewing facilities across different regions, ensuring local production and distribution efficiency. This approach also allows for adaptations to local market tastes and preferences.
- Strategic Distribution Network: Carlsberg employs a mix of direct distribution and partnerships with local distributors, enabling efficient and timely delivery of its products to various markets.
- Diversified Product Availability: The company ensures product availability in various locations, including supermarkets, convenience stores, bars, and restaurants, catering to different consumption occasions and consumer preferences.
- E-Commerce and Digital Platforms: Recognizing the growing trend in online shopping, Carlsberg has also expanded its presence in digital and e-commerce platforms, making it easier for consumers to purchase their products online.
Carlsberg Pricing Strategy
Carlsberg has projected its product as premium mild beer. The company has kept its pricing policy open and reasonable. Although it provides a premium and qualitative product, its prices are comparatively excellent, although if one looks from the buyer’s perspective, the prices are on the buyer’s side; free samples, discounts, and coupons are some of the brand’s tactics to keep down its prices compared to its competitors.
It has kept different prices for its different varieties. Carlsberg is cashing in on its international image and is targeting a higher section of society. The brand has also ventured into new territories and, at these places, has maintained a penetration pricing policy to attract and create a new customer base.
Carlsberg employs a multifaceted pricing strategy that balances market competitiveness with brand prestige. Here is its pricing strategy:
- Premium Positioning at Competitive Prices: Carlsberg positions its products as premium yet ensures competitive pricing. This approach allows it to appeal to consumers looking for quality beverages without alienating price-sensitive segments of the market.
- Dynamic Pricing for Different Markets: Understanding the diversity of global markets, Carlsberg adopts active pricing strategies. Prices are adjusted based on local economic conditions, consumer purchasing power, and competitive landscapes, ensuring relevance and competitiveness in each region.
- Variety-Based Pricing: The company employs a product line pricing strategy where different products are priced according to their quality, ingredients, and target market. For instance, specialty or limited-edition brews may be priced higher than standard lagers.
- Promotional and Discount Pricing: Carlsberg often uses promotional pricing strategies, including seasonal discounts, bundle offers, and loyalty program incentives. These promotions help boost sales volumes and attract new customers.
- Penetration Pricing in New Markets: Carlsberg occasionally adopts a penetration pricing strategy in new markets. This involves setting lower prices initially to attract customers and establish a market presence before gradually adjusting to match or align with market norms.
Carlsberg Promotion Strategy
Carlsberg has an outstanding global presence, and to remain one of the top-most groups, it has undertaken excellent branding and advertising policies that have helped it maintain its position. It has targeted the youth with their mild-section variants. For avid sports lovers, the brand has opted to sponsor teams and lovers’ love of sports.
The company is continuously reinventing itself in terms of marketing policies. Social networking is the preferred medium nowadays, and hence, it has launched innovative ads and engaged social media to target techno-savvy customers. Some of its logos include a swastika and an elephant.
Carlsberg is an international brand with an aggressive promotional strategy to penetrate new markets. Free samples have been distributed as part of their penetration and promotional policy.
Some Recent Video ads and Print ads of Carlsberg are:
175 YEARS OF PROBABLY THE BEST BEER IN THE WORLD – YouTube
Cultured Carlsberg Spot Sees Mads Mikkelsen Reprise Brand Ambassador Role | The Drum
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