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Study of Consumer Perception About Business STUDY OF CONSUMER PERCEPTIONABOUT BUSINESS STRATEGY AND BRAND OF CARLSBERG Mr. Rajnish Ratna Assistant Professor (HR&OB) Amity Business School, Amity University U. P. Ms. Stuti Garg Asst. Relationship Manager-SME Standard Chartered Bank, Nepal Ms. Saniya Chawla Faculty Associate (HR) Lal Bahadur Shastri Institute of Management Dwarka, New Delhi Abstract 1. Introduction Purpose: Beer is perhaps the oldest and most popular Carlsberg is one of the world's largest brewery of all alcoholic beverages in the world. Even though groups. It has a beer for every occasion and for every beer is unable to compete with the liquor market in palate and lifestyle. The Group's broad portfolio of India, there still remains a growing market for the beer brands includes Carlsberg Pilsner known as beverage. Carlsberg operates in India through South 'Probably the best beer in the world', and strong Asia Breweries. The main purpose of the study is to regional brands such as Tuborg, Baltika and Holston. study the consumer perception about business It also has a wide range of leading brands in local strategy of Carlsberg and to know the consumer markets. It operates primarily in mature markets in perception level about Carlsberg as brand. Western Europe but is generating an ever-growing Methodology: The study commenced with share of revenue in selected growth markets in interaction with senior officials of South Asia Russian and neighboring countries other parts of Breweries and understanding of objective, business eastern Europe and Asia. Over the last five years, plan, supply chain, marketing set up etc. relating to the Carlsberg Group has become increasingly market- Carlsberg brand. Thereafter a representative sample oriented and efficient. Important results have already was selected which included consumers of beer. Sets been achieved, but the strategic development process of questions were developed to gather primary is continuing. It has launched a number of projects information for the project covering all the parameters with a view to taking Carlsberg closer to its vision of as required. A field study was done to know the being 'probably the best beer company in the world. consumer perception about the Carlsberg beer. Carlsberg A/S, the Parent Company of the Group, is Findings: Carlsberg has gained brand awareness owned by 20,000 institutional private investors all over among the customers in a short period of time of its the world and is listed on the OMX Copenhagen Stock establishment in the market, Carlsberg prices have Exchange. The Carlsberg holds 51% of the shares. been accepted by the consumers but continuous The driving force behind these projects is its aim of availability is a problem which can be sorted out by making the Group more dynamic and flexible, and improving supply chain management, also visibility ensuring a constant focus on market and customers of the product lacks in certain area due to lack in in all of its processes. Carlsberg operates in India continuous availability of the brand and it has an through South Asia Breweries. South Asia Breweries incomparable product packaging in comparison with is a joint venture between Carlsberg, Denmark's other available brands. Industrialization Fund for Developing Countries Practical Implications: This study will be used to (IFU) and a group of investors. Carlsberg has a 45 identify the visibility and strategy to be used in making per cent stake in South Breweries; the IFU holds 10 it more aware to the consumers. per cent, while a group of investors, led by Carlsberg's Key words: Brand awareness, Marketing Strategy, Sri Lankan partner Lion Brewery Ceylon Ltd, hold promotion of Carlsberg, and visibility of Carlsberg. the rest. Summer Internship Society Volume II Issue-2 October 2011 60 2. Review of Literature brands trying to find a niche in the mature import Allison, Ralph I and Uhl, Kenneth P disucsses that beer segment. The import category is led by Corona, as a company tries to find the factors accounting for which supplies 30 percent of the import market by strong and weak markets, typical consumer volume, and Heineken, which supplies 20 percent, explanations for both tend to be in forms of the according to Benj Steinman, Publisher of Beer physical attributes of the product. Carling Brewing Marketer's Insights. Parker, Philip M., summarizes Company used a relatively inexpensive experiment the economic potential for major cities in more than to help dichotomize contributing influences as being 200 countries around the globe for Carlsberg lager either product or marketing oriented and, also, to beer that have been spun and finished in the same indicate the magnitude of the marketing influence for establishment for the year 2009 is presented. It various brands. The experiment involved the use of provides latent demand or potential industry earnings groups of beer drinkers that tasted (drank) and rated (PIE) estimates for the product for each city, including beer from nude bottles and from labeled bottles. the percent share the city is of the region and of the Benson-Armer, Richard, Leibowitz, Joshua and world. The estimates were created using econometric Ramachandran, Deepak talk about the formerly local models, which project fundamental economic beer business has entered the early stages of dynamics within each country and across countries. globalization: consumer tastes everywhere are starting Parker, Philip M, covers the latent demand outlook to converge, and brewers are exploiting partnerships, for Carlsberg lager beer across the states, union acquisitions, and licensing deals to spread their brands territories and cities of India. Latent demand (in across the world. Globalization's economic benefits millions of U.S. dollars), or potential industry earnings are huge. As demand from consumers in the (P.I.E.) estimates are given across over 5,100 cities developing world rises and best practices in brewing, in India. For each city in question, the percent share marketing, and distribution spread from country to the city is of it's state or union territory and of India country, the international beer profit pool (as measured as a whole is reported. These comparative by earnings before interest, taxes, depreciation, and benchmarks allow the reader to quickly gauge a city allowances) could grow from less than $18 billion vis-à-vis others. This statistical approach can prove today to $28 billion by 2010. Most of this growth will very useful to distribution and/or sales force come in Asia, Latin America, and, to a lesser extent. strategies. Using econometric models which project Eastern Europe as consumption and prices rise and fundamental economic dynamics within each state productivity improves. Yet there is real growth or union territory and city, latent demand estimates potential in the developed world as well. Hargrave- are created for Carlsberg lager beer. This report does Silk, Atifa states that this article focuses on brand not discuss the specific players in the market serving positioning of the new beer brand by brewing major the latent demand, nor specific details at the product Carlsberg. While the brewer's green label targets level. The study also does not consider short-term consumers aged 30 years and up, the newly launched cyclicalities that might affect realized sales. The study, Carlsberg Chill is seeking to appeal to younger therefore, is strategic in nature, taking an aggregate consumers with its lighter taste,' playful' image and' and long-run view, irrespective of the players or hip' brand positioning. While company's spokesperson products involved. Christopher W.K. Tsang declined to comment on 3. Methodology Carlsberg's marketing strategy, according to a source, 3.1 Research Objectives the green label is losing share in China, where foreign The present study was conducted to achieve the beer brands have aggressively made inroads amid following objectives: expectations that people will drink more as incomes 1. To study the consumer perception about rise. Zammit, Deanna, informs that the passports are business strategy of Carlsberg. part of a 10-year plan to build distribution and 2. To know the consumer perception level about marketing while raising the U.S. profile of Carlsberg, Carlsberg as brand. a Danish import that is popular in Europe but received 3.2 Statistical Tool scant marketing attention in the U.S. from former Sample size: Sample size taken is 100. distributor Labatt USA, said Mike Mitaro, President Sampling Type: The selection of sample is and CEO of Carlsberg USA. Since splitting with based on convenience quota sampling. Labatt in May, Carlsberg USA has assumed control Questionnaire: The primary data is collected of the brand's marketing. Carlsberg is one of several through structured questionnaire method. Data Summer Internship Society Volume II Issue-2 October 2011 61 collected through this method was the first towards middle and high income group people which hand data, which was interpreted to give can prove to be a major threat for the company meaning to the findings. The primary focus of because the are ample amount of consumers in low the study is qualitative research. Qualitative income group who can be targeted by launching a research includes generating data by low priced brand, as presently they are consuming interviewing the sample. local brands and other international cheap brands. Technique: The Statistical Package for Social b) Opportunity Profile: The Indian beer market Sciences (SPSS) software was used to analyze was estimated to be 6.7 million hectoliters (hl) in 2002- the data gathered through structured 03. Beer consumption has been growing rapidly at a questionnaire. The various fields of choices CAGR (Compound Annual Growth Rate) of 7 per were entered as variables and figures and cent over the last 9 years, while growth in 2002-03 graphs derived. With the help of verbal was 11 per cent. New target markets can be explored information provided by the consumers by in the near future and Carlsberg is then expected to filling the questionnaire a concrete decision is have a brighter future in India.
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