International Marketing

First Task
Carlsberg

Onofrei Laurentiu Gabriel

Stefanescu-Oancea Albert
Group 1755
The Carlsberg Group, established in 1847 by brewer J.C. Jacobsen, is one of the
leading brewery groups in the world today, with a large portfolio consisting of
mainly beer and other beverage brands. The Carlsberg Foundation (one of the
world's oldest commercial foundations) continuously governs the brewery to
continue the art of brewing, and give back to society by supporting science, art
and the humanities.
Their flagship brand – Carlsberg – is one of the most recognizable beer brands
in the world because of smart marketing campaigns (“Carlsberg-Probably the
best beer in the world”) and the Carlsberg and Tuborg brands are among the top
eight biggest beer brands in Europe. It has under its umbrella brands such as
Kronenbourg, Aldaris, Alivaria, Mythos and many more.
More than 40,000 people work for the Carlsberg Group, and their products are
sold in more than 150 markets.
The Carlsberg Group’s 2018 annual turnover was 65.5 bn dkk (Danish krona) or
the equivalent of 8.36 billion euros with a profit of 816 million euros.
A big part of the Carlsberg Group’s success is the fact that they adopted a
polycentric approach in regards to their international marketing strategy. In this
approach, a company gives equal importance to every country’s domestic
market. Every participating country is treated solely and individual strategies
are carried out. This approach is especially suitable for countries with certain
financial, political and cultural constraints. The reason why we believe they
have adopted such a strategy is the extremely vast portfolio of alcoholic
beverages they have (624 to be more specific) and the fact that on their website
it’s stated the country of origin for each and every last one of them. Also, we
went to a local supermarket (Mega Image) and tried to find as many alcoholic
beverages produced by the Carlsberg group but we were unable to find more
that 2 of them, more precisely Carlsberg and Tuborg, which shows the fact that
the company adapts to each individual country.
 New Market Existing Market
New Product Diversification Product Development
Having a polycentric Already having the
approach, with products flagship product
specific to the respective “Carlsberg” in many
countries, we could take countries, the company
example beverages such later introduces other
as “Mythos” which is brands or develops. This
specific to Greece, with case, “Tuborg” which
appropriate branding. was later introduced.
Existing Product Market Development Market Penetration
Carlsberg’s flagship Once you have multiple
“Carlsberg”, has been products on an existing
almost globalised, being market multiple effects
present in all the take turn on the selling
countries in which status of the product.
Carlsberg, the company, One of the factors can
operates in. be “Cannibalism” which
occurs between different
brands of the same
company. Different
brands within a portfolio
are recommended in the
polycentric approach do
to a more effective
selling chance within a
certain demographic
sample.