STP analysis of Carlsberg

-Nausheen Fatima108519BMS II

OBJECTIVE• To understand the Segmentation grounds

of the brand and also to identify the market targeted by it. Further, to know about the positioning of the product.

CONTENTS

• EXECUTIVE SUMMARY• ABOUT THE COMPANY • STP ANALYSIS• REFERENCES

EXECUTIVE SUMMARY

• Danish brewer Carlsberg entered into the Indian market in 2006 and operates here through a joint venture named South Asia Breweries. Carlsberg has positioned itself as a premium mild beer. With the launch of its flagship brand, the company is trying to create a premium, all-malt beer category. They have positioned their product in all the metros and the major cities of India.

ABOUT THE COMPANY:

The company was formed in 1847 by J.C. Jacobsen outside Copenhagen, Denmark, and named after his son Carl. Exportation of Carlsberg Beer began in 1868; foreign brewing began in 1968 with the opening of a Carlsberg brewery.

Contd.

ABOUT THE COMPANY: contd.

• Carlsberg India Pvt. Ltd. headquartered in Gurgaon, National Capital Region and India is a foreign direct investment company formed to brew and market Carlsberg beer in India. Carlsberg operates in India through a joint venture named South Asia Breweries, in which it has a 45 per cent stake. Carlsberg India Pvt. Ltd. currently employs over 200 professionals and is headed by Pradeep Gidwani as of May 2009. Carlsberg Group has ventured into the Indian market with its three brands Okocim Palone, a strong beer, Tuborg (Green & Light) and Carlsberg, in the mild beer section.

STP Analysis of

SEGMENTATION • Carlsberg group has tried to segment the market on

the basis of urban and rural population moreover they have also tried to segment on the basis of geography concentrating more to the northern and the western region of the country.

• The international brand is priced at a premium to other local offerings. But that does not deter middle-class customers.

Carlsberg

Carlsberg has segmented the Indian market in following ways:

• Geographical- The major consumer for alcoholic beverages is Southern India. Carlsberg has consciously chosen the north, east and west regions of the country to set up its breweries when it saw its competitors focusing on the southern region. The strategy adopted by Carlsberg is to concentrate on to the untapped market of north and west India in the initial stage of the production. Moreover, since it has positioned itself as a premium product, it is only catering to the urban cities of India.

• Demographic- The age of India is changing. India is becoming

younger. The population of youth is high in India. With its international image as the sponsor of a football team, it has created an impression in young ones’ mind. The rise in disposable income of the urban middle class is also a point.

• Psychographic- The culture, the lifestyle, the personality of an

Indian is changing which is good for international brands like Carlsberg.

Indians are more inclined towards the foreign brands, therefore, becoming a easier target for international brands.

TARGETING

• Target Market: The Carlsberg group has majorly tried to cater to the younger consumer and with its product Okocim Palone it has targeted the section who likes to have a stronger beer.

ActualizersAchievers StriversExperiencers

• Though the Indian scenario doesn’t allow them to advertise openly, Carlsberg has successfully associated itself with the young and changing Indian.

• Now to overcome this challenge and at the same time to target young consumers, Carlsberg India has converted its website into a social networking website so that more and more people get to know about the product. A break through marketing!

POSITIONING

• Carlsberg has positioned itself as a premium beer in the Indian market. Carlsberg is the most expensive beer compared with its competitors Budweiser, the UB Group's Kingfisher and Tiger beer by Asia Pacific Breweries (a joint venture of Dutch brewer Heineken) in the Indian market.

• The company is betting on the shift in urban consumers to spend on quality.

• Carlsberg is also under the process of test-marketing its strong beer brand Okocim Palone from Poland. As its long-term strategy for the Indian market, it plans to deploy a portfolio with brands in new beer segments and at several price points.

• Tagline(Tuborg): “open for fun”

• Moreover STP analysis show that Indian breweries market is open for international players and they can very well cash-in on their international brand recognition.

REFERENCES

• GOOGLE.COM • CARLSBERG.COM • TUBORG.COM • WIKIPEDIA.COM • CARLSBERG.IN

THANK YOU