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GLOBAL 2019 Winners - Spectre Consulting PDF
GLOBAL 2019 Winners - Spectre Consulting PDF
Introduction
Social
Digital
Data-Driven
Other Ideas
Conclusion
2
The Big Picture: The future of beer exists in three layers --the social
core, the digital channel, and the data outcome.
How do we reimagine the future of beer?
Data: The ultimate future of technology and
Introduction alcohol.
This is how we use social interactions
and digital platforms to know who’s
Social drinking what, where, and why. Using Digital: A new medium that defines the new on-trade experience.
ultra-localised specific data to make Pubs are known to be crowded, understaffed, generally difficult to get
strategic decisions, good data ensures a beer when you want it
long-term continuity
Digital
We need a scalable strategy that improves on-
trade experience and feeds Carlsberg utra-
localized data , while introducing a new
Data-Driven revenue stream
Other Ideas Social: At its core, beer is product driven by social experiences. It acts
as a social lubricant in pubs, clubs, sports games, or just having a chill
night at home with friends.
Hours spent on
Conclusion digital social
4.5 But the fundamental nature of the human
platforms
social experience has changed. It’s more
digital than ever.
4.0
We need something that keeps Carlsberg just
as relevant and just as loved in the new social
3.5
landscape, at the same time increasing
15 16 17 18 Carlsberg consumption per social experience
3
Executive Summary:
Our pathway towards growth in Europe
Introduction
Social Incremental revenue of
Transforming the Carlsberg Social:
Social experience through
How to increase online-to-offline mobile
1.2 Bn DKK
consumption of engagement
Digital Carlsberg beer?
Total incremental
Data revenue:
How to leverage
Distil insights from macro
and micro data sets to fuel
5.2% by
data from digital
strategies?
further growth
2022
4
Social (1/4) – Leveraging Smartphones: Carlsberg should leverage
the smartphone to transform the social experience of drinking
Smartphone usage in on-trade environments How smartphones can enhance social interactions
Digital
What do they use it for at social gatherings?
1. Games
Data-Driven
Texting other friends
Other Ideas
2. Incentives
Smartphone usage in social settings is normal for These two mechanisms can help Carlsberg restore social as
Europeans, but are not focused on those who are present the core of the drinking experience
Social (2/4) – Let’s Carlsberg App: Transforming the engagement
between Carlsberg brands and the customer to digital
Let’s Carlsberg Mobile Application
1
Geolocation check-in
Allows for users to locate their friends they
Introduction
are drinking with
You’re calling for a Carlsberg at:
Conclusion 4
WIN
Win
Allows users to redeem rewards and
Let’s Carlsberg! Tokens:
participate in events, lucky draws with tokens
Introduction
A. Friendly competition
Facilitates bar games with friends with (drinking-related forfeits) “Betting” on live sports with/against
Social game ideas, automatic roll functions, friends with real-time information
and score tracking
Eg: Will there be a foul committed in
Digital Eg: King’s Cup, Taboo, Truth or Dare the next 2 minutes of the game?
Games Sports
Data-Driven
Other Ideas
Provides rewards for submissions of Provides rewards for submissions of
videos with friends that involve videos with friends that involve
Carlsberg brands & suggested food Carlsberg beverages found outside
Conclusion pairings. Rewarded with tokens. of user’s country
Food Travel
Eg: Take a photo of your buddies with Eg: Take a photo of your buddies
Carlsberg beer and the beef burger drinking a Carlsberg brand from
from restaurant X
B. Enjoying with friends country X
(drinking-related submissions)
Digital medium further allows Carlsberg to experiment with activities that best encourage group consumption,
with dynamic content and testing
Social (4/4) – Deployment: Carlsberg should execute the following
implementation steps in key markets of UK and France
Deployment of Let’s Carlsberg in Europe
Other Ideas Posters at • UK and France are the top 2 markets by volume and are in
Bottlecaps, cans, draught cups
on-trade locations the fastest declining lager markets
Digital
Data-Driven Imagine a world with no waiting, no queue. Just your beer, whenever you need it.
Conclusion
TAPMASTER
Powered by
Digital
Carlsberg’s data collector
Order information goes to
Carlsberg for ultra-localized data.
Data-Driven Know which products sell well in
TAPMASTER which locations, seasonality, and
competitor product sales.
Other Ideas Powered by
Conclusion
10
TAPMASTER: Using the Digital channel to enhance customer
experience and manage the bar
11
Stakeholder Map: What each party gives and gets
Introduction
Gives Receives
Social Carlsberg oversees the operation of TAPMASTER, Ultra-local data on who their customers are, what
and all management on the software side they drink, which bars sell which beers the best, and
competitor information
Digital
Data-Driven
Bar Owners
Gives Receives
The bar owner uploads their menu onto TAPMASTER TAPMASTER acts as an additional pair of hands in
Other Ideas and pay a small fee to use the software the bar when manpower is short – bar owners could
even save on costs
Conclusion
In-Trade Customers
Gives Receives
The in-trade customer provides their personal details Customers order whenever they want, without
if they opt to pay digitally. They also take on the waiting. The efficiencies created in manpower also
learning curve or ordering digitally means they get the beer faster. Happy
customers drink more beer.
12
Data-usage: Carlsberg can collect and utilise customer and macro
data to inform its growth decisions to remain competitive
Collect Key Data for Digital Age Use Data to Keep Up with Change
Introduction
Individual Data from Social
Recurring engagement: Partnerships
Social - Performing tests with new ways to - Forming partnerships with other
Demographics: engage in the digital medium via stakeholders (eg. lifestyle brands)
- Age, gender, geography the application where Let’s Carlsberg tokens can
Digital be used
Consumption preferences: - Understanding how best to use
- Frequency, quantity, type of social element to drive
beverage, location, correlation consumption
Data-Driven
with events eg. Live sports
matches
Other Ideas
Introduction % Workplaces with No. of Coffee Expected Market Size of Cannabis- Off-Trade Beer Sold at Significantly
Happy Hour Drinks Shops in Europe Infused Drinks in Europe (€ Mns) Lower Prices: How to Increase?
+83% +49% +22%
Social
1. DraughtMaster affords us a sustainable 1. Strong network of small bars provides 1. DraughtMaster and POS systems make
competitive advantage as Cafes and a strong customer network, allowing us the purchase journey more convenient,
Workplaces consume less beer, need to to pilot products and generate hype better drinking experience for customers
keep the beer fresh 2. Go-To-Market by acquiring upcoming 2. Go-To-Market by piloting in
2. Go-To-Market through independent brands in the Cannabis-Infused beer Convenience Stores before expanding
cafes and start-ups in Europe, starting space and piloting product in smaller to other off-trade channels. Price should
14 with co-working spaces such as WeWork bars in deregulated countries be slightly higher than bottled beer
Risk, Mitigation, and Implementation – We recommend this
implementation schedule for a smooth execution
Introduction All Regulatory risk Customers and bar owners give up Before furthering on the digital front, High
data. Especially customers, who will ensure proper cybersecurity measures
give up their order information and
personal information (facebook).
Social
Digital Uptake Steep learning curve for bar owners Enable direct uploading with Medium
to upload menus and sync POS with barcodes on the products. Possible
Digital TAPMASTER. training sessions for the bar owners
can aid uptake
Data-Driven
Build
Cyber Security ramp up Begin data aggregation
Memphis hub
15
We will be able to reach a 5.2% cumulative revenue growth from
Europe, without counting further upside potential
Our two strategies will drive a 3y While costing a an incremental More upside potential can be reaped
cumulative 2.97Bn DKK in revenues investments of approximately 9% from the use of data
Introduction
3Y Revenue Forecast Incremental CAPEX
2,500 300
Margin improvement
Social
2,000
250 1 from better bargaining power
with on-trade establishments
922
Digital 200
175
1,500
150
Revenue improvement
2
277
Data-Driven 1,000
995
100
from better competitive
312 positioning through data
500
Other Ideas 103 452 50 103
0 192
2018 2019E 2020E 2021E -
Conclusion Revenue improvement
3
Total Social Digital
Cumulative
Growth 0.8% 2.1% 5.2% from greater information from
market
Digital Social
Sailing to the digital age, we’re bringing social back to drive growth for Carlsberg
16