Carlsberg: Historiebrug og marketingstrategier

This task will have its predominant focus on the company Carlsberg. This assignment will first and foremost focus on a corporate characteristic of Carlsberg's business, with the involvement of various sales-relevant methods and economic key numbers. thereafter, the assignment will try to clarify the concept of history-use, history awareness and the use of history for a commercial purpose, to later specify Carlsberg's use of history in their business and advertising. The purpose is to frame Carlsberg as a company and their current campaign "The Danish way", with the main focus on what is relevant for an SRP task of this size. The topic is exciting because Carlsberg is an internationally successful company that started in our own little country Denmark, Carlsberg is now moving in many markets in Denmark and abroad, therefore it is interesting to investigate the size and success of Carlsberg and how they use their roots in Denmark in their marketing. Finally, the assignment will try to come with suggestions on how Carlsberg in the future, can include the Danish history and history in general, in its advertisements and which marketing-oriented strategies are advantageous for this.

Indholdsfortegnelse

Abstract1

Indledning3

Carlsbergs historie4

Virksomhedskarakteristik Carlsberg4

Ejer form5

Økonomi6

Idé og koncept7