For Carlsberg Branding and promotion go hand in hand. It works on its brand and how they want to portray it by affiliating itself with several big Media properties, which involve a lot of celebrities who then act as opinion leaders for their brand.
More Examples -
Men can Cook
Others include music fests like Sunburn, or regular shows at Blue Frog.
Thus Carlsberg uses more of Above the line activities , but also has Below the line activities wherein they give out free samples of Beer or are the only Beer in a bar, etc. Which is why they have a more Through the line or Integrated Marketing approach which mixes both ATL and BTL.
And such goods need to be at recall level of a consumer at all times so as to increase sales. With advertising for alcohol not allowed(although they do have ads going Viral on the internet which covers most of their TG, but it just helps the brand and not the sales directly), promotions is the best way for branding for them which helps boost sales
Some good examples of its promotions are - Yuvraj at euro!
Yuvraj here gives their brand a sporty feel and also attracts a mjor chunk of their target market. Also the Euro watching audience is also a big part of their TG.More Examples -
Men can Cook
Others include music fests like Sunburn, or regular shows at Blue Frog.
Thus Carlsberg uses more of Above the line activities , but also has Below the line activities wherein they give out free samples of Beer or are the only Beer in a bar, etc. Which is why they have a more Through the line or Integrated Marketing approach which mixes both ATL and BTL.
And such goods need to be at recall level of a consumer at all times so as to increase sales. With advertising for alcohol not allowed(although they do have ads going Viral on the internet which covers most of their TG, but it just helps the brand and not the sales directly), promotions is the best way for branding for them which helps boost sales
No comments:
Post a Comment