International Marketing - Carlsberg plan to use the World Cup to test market of new product "Golden Goal Beer" at 6 countries

Essay by yswong1668University, Master'sA-, December 2004

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I. Introduction

Carlsberg's primary focus is the production, sale and marketing of beer, with secondary activities in soft drink and water production. Carlsberg's three key markets are Western Europe, Eastern Europe and Asia.

Carlsberg wants to become market leader in all markets and market segments where it operates by establishing majority shareholdings or partnerships.

Carlsberg's strong portfolio of global, regional and national beer brands appeals to a broad diversity of tastes, personalities and lifestyles and ensures growth in all segments of the beer market. The portfolio is constantly strengthened through a clear branding strategy; with the Carlsberg brand as the leading international premium beer, supported by regional brands such as Tuborg and national brands like Tetley's, Baltika and Ringnes.


Carlsberg is a dynamic, international provider of beer and beverage brands, bringing people together and adding to the enjoyment of life.


Carlsberg's overall vision is to build: Probably the best beer company in the world.

Our brands will be the consumers' first choice, and we will lead the industry in profitability and growth through a culture of quality, innovation and continuous improvement.


Innovative in finding the ways

We create excitement among consumers, customers and employees.

Ambitious when setting targets

We are daring when pushing for results

Responsible in our actions

We value strong relationships with consumers, customers, employees and partners.

Honest in our approach

We are proud of our company and trustworthy in what we do.

Carlsberg Breweries A/S is rank 5 of Top 10 Global Brewers.

Volume: 78.6million hl

Sales: US$5,015 million

Major Brands: Carlsberg, Tuborg, Pripps, Falcon

Officially established in early 2001 as a joint venture between Carlsberg A/S and Orkla ASA, it is no wonder that Carlsberg saw its dollar sales increase by 22 percent in 2002. The brewer spent the year closing a...