Home >> Marketing >> Article

Carlsberg raises the pint marketing budget by 40 pc

07-January-2011
Font Size   16
Carlsberg raises the pint marketing budget by 40 pc

In keeping with its focus on consolidating its business in India in 2011, premium beer brand Carlsberg has chalked out aggressive marketing plans for the coming months and has raised the budget by 40 per cent.

In an exclusive conversation with exchange4media, Devapriya Khanna, Director, Marketing, Carlsberg India Pvt Ltd, said, “We are planning to increase the market share for each and every brand of ours in 2011. We are following our portfolio strategy where we are developing mild beer brands as well as strong ones. We have specially designed plans for each brand and they will have their separate targets and budgets. So, there will be a 40 per cent increase in the marketing budget. We just need to be smart about what we spend where.”

Ready for competition
Brushing aside the threat from the competition, Khanna revealed that the brand had already sensed competitiveness in the premium strong beer category and was ready for it. She divulged, “The strong beer market in India is already very cluttered and competitive. There is a mix of international and Indian local players. We know it is going to get more competitive because after Tuborg Strong made inroads, many of our competitors are looking to introduce strong variants of their existing mild beer brands. Probably now we are the only ones in the premium strong beer segment, but there will be other established players launching their brands soon.”

Carlsberg recently launched Tuborg Strong in the Indian market and Khanna, while stating how good the response had been, also shared the market numbers. She affirmed, “The response has been fantastic. We have already acquired 6-7 per cent of the market share in some of the markets and looked at top 25 per cent of the beer consumers in India with the newly-launched beer brand. Recently, we also launched a surrogate for Tuborg Strong, called ‘Fungama Nights’, which binds fun, music and our brand together.”

Leveraging advertising
When it comes to alcohol brands, BTL advertising is the most preferred due to the niche and restrictive aspects of the business. However, Khanna felt otherwise and sought to break the myth when she said, “ATL advertising has helped us and we will continue with this strategy. In fact, BTL activities might seem easy for an alcohol brand, but for us it is the most difficult part. I would say ATL is easy, because if you see some of the routes that we have taken, we have just used a basic template in most of the magazines, but when it comes to activation, coming up with a clutter-breaking idea and then trying to do it in a specific environment where your consumer is, that has actually been challenging.”

When asked about the turning point for the brand in India, Khanna replied that theirs was a clear strategy. “Our consumers were already aware of Carlsberg before it came to India, because these are a set of globetrotters, who have a lot of international exposure and who form the tip of the iceberg in terms of the consumer pyramid for us. So, there was a natural demand for it when we launched the brand in India,” she added.

“We tapped into that demand and also grew the customer base by doing a lot of lifestyle events. I wouldn’t say there has been a turning point as such, because the strategy was very clear that we had one brand at that time, which was an image brand and a brand driving profitability for the company, and we pitched it to the lifestyle segment,” Khanna concluded.

 

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

Colors Kannada, Asianet, SUN TV and Star Maa retained the lead positions in their respective markets, according to the Week 27 data released by BARC.

The campaign establishes an emotional connect with JSW Cement’s eco-friendly cement promising longevity and durability of a home

Your weekly news roundup, a summary of some of the stories to keep an eye on