STP and Marketing strategies(Add more)

International beer companies have a good enough reason to tap markets like India. That their main markets, North America and Europe, are either flat or in a state of decline is no secret. The recently introduced international brand is priced at a premium to other local offerings. But that does not deter middle-class customers.

Segmentation

Geographical

- The major consumer for alcoholic beverages is Southern India.Carlsberg has consciously chosen the north, east and west regions of the country to set up its breweries when it saw its competitors focusing on the southern region. The strategy adopted by Carlsberg is to concentrate on to the untapped market of north and west India in the initial stage of the production.Moreover, since it has positioned itself as a premium product, it is only catering to the urban cities of India.

Demographic

- The age of India is changing. India is becoming younger. Thepopulation of youth is high in India. With its international image as thesponsor of a football team, it has created an impression in young ones’ mind.The rise in disposable income of the urban middle class is also a point.

Psychographic

- The culture, the lifestyle, the personality of an Indian ischanging which is good for international brands like Carlsberg.

Target

The target market for Carlsberg as discussed earlier is the changing Indianwhich is the only reason it has targeted all the urban cities of India. It may not be called a niche marketing because of the nature of the product but yes theproduct is placed at a higher price because of the image of the brand it wantsto cash on. Outside India they have associated themselves with football andhas created an impression of a young drink which they have brought to Indiaas well. Though the Indian scenario doesn’t allow them to advertise openly,Carlsberg has successfully associated itself with the young and changingIndian.

Now to overcome this challenge and at the same time to target youngconsumers, Carlsberg India has converted its website into a social networkingwebsite so that more and more people get to know about the product. A break through marketing! 

Positioning

Carlsberg has positioned itself as a premium beer in the Indian market.Carlsberg is the most expensive beer compared with its competitorsBudweiser, the UB Group's Kingfisher and Tiger beer by Asia PacificBreweries (a joint venture of Dutch brewer Heineken) in the Indian market.The company is betting on the shift in urban consumers to spend on quality.

Carlsberg is also under the process of test-marketing its strong beer brandOkocim Palone from Poland. As its long-term strategy for the Indian market, it plans to deploy a portfolio with brands in new beer segments and at severalprice points.

Marketing Strategies Adopted 

The share of Carlsberg is positioned in the premium lager segment, where it has to face top beer competitors, such as Heineken, reason why they  have created a strong marketing strategy. In recent years Carlsberg Group’s attention has been more and more directed to commercial initiatives in order to create value for consumers. Carlsberg advertise itself as being “probably the best beer in the world”. On its official web page, it is stated that what sets Carlsberg Group apart from other competitors is its attitude towards differences and the respect they have towards culture, people and brands. 

In India, they have shifted focus to events for their brand activation, and BTL promotion . They sponsor several small but high profile events at high end lounges.