Carlsberg: Marketing-mix og positionering under Covid-19

Identify marketing issues in the enclosure(s) related to principle marketing topics Carlsberg’s marketing-mix and positioning.

Focusing on supporting the local pubs due to covid

At the same level as the consumer with “Welcome back to the pub” marketing

Increased and changed focus on promotion with a combined sender from both Carlsberg and the local pubs

Taking advantage of the ESP

Large market share

Analyze (one or more) issue(s) by applying relevant professional knowledge

Focusing on supporting the local pubs due to covid

Today, beer is produced according to what consumers want. As the modern world is constantly evolving, it also means that new products are constantly being produced, both beer and cider. This is not to say that the products are no longer of good quality, but that just means that the meaning of their guidelines has changed a bit. therefore, it is also important for Carlsberg to differentiate itself from the others in the market. There is so many competitors, that are both cheaper but also more expensive that people chose to buy instead.

Since there has been a lockdown all over, they are starting in England where it has been opened. The beer brand is marketing the reopening of pubs in England as lockdown eases after three months of closure with “Welcome back to the pub”. Alongside the campaign, the brand is also supporting local pubs with its ‘Love My Local’ digital platform, which encourages pub-goers to support their local pub in a safe and responsible way. There is now a new platform that can offer online food and drinks menus, take online payments and table bookings and capture booking names and contact details. This is an easy way, for Carlsberg to show themselves of, it gives them visibility which they need, they are using a push strategy where they focus it on targeting the retailers which are here the pubs. Just like when they are on the shelves in the supermarket, you can focus on credibility and consistency here. Carlsberg is known for sticking together, and things are more fun together. Therefore, it also makes sense that they have taken this initiative.