Report and Accounts 1999 / 2000 - Carlsberg Group

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Group Staff Functions
Group Staff Functions
Development and optimisation of a powerful brand portfolio is becoming
increasingly important to Carlsberg. The primary company
objective is global growth within the beer business. The efforts to
stimulate such growth is portfolio based and focuses on a number
of brands that play different roles.
Carlsberg’s brand portfolio
The Carlsberg brand is the global premium
brand, with the specific objective of creating
growth on a world-wide basis through a more
widespread distribution supported by increased
resources for communication and general market
cultivation. Regional brands such as Tuborg are
developed in the relevant regions around the
world, whereas strong local brands such as
Tetley’s, Super Bock, Okocim, Falcon, Koff, etc.
create the basis for strong local business
systems in close contact with local consumer
preferences.
The Carlsberg brand
The Carlsberg brand is one of the company’s
most important assets and major resources are
spent on strengthening its global position. The
global marketing activities have increased significantly
in order to strengthen long-term brand
equity and improve the consumer’s close relationship
with the brand worldwide.
The brand achieved overall growth in 2000,
experiencing a particularly strong sales development
in the UK, Sweden, Portugal, several
markets in Asia and the Duty Free trade.
Though traditional advertising forms the
“backbone” of the brand communication strategy
in most key markets, Carlsberg has pursued an
active strategy towards developing direct contact
and communication with the consumers. Areas
such as sport and music have been important
components in this connection.
Carlsberg continues to participate actively in
the international world of football, generating
greater brand visibility and at the same time
appealing to the hearts of the supporters of prob-